Country over views kenya (2)

Mobile Marketing Association

MMA Local Council Leaders Meeting

Overview from MMA (Kenya )

London 1st February


Market Overview


Kenya • Overview

• GDP 29.3 B $

• Literacy 87%

• Growth 5%

• Population 38 M

• Mobile penetration – Connected Citizens

• 20 m subscribers

• 100% adult penetration

• 51.2 per 100 (Global 67 per 100)

• Per cap Min 100.3 pm

• Per Cap sms -13 sms per month

• Key services • Kenya is the most successful mobile money market in Africa +

12 m accounts

• Mobile internet Est. 5 m smart phones

• Evolution • Market leader to launch a 4 G service in 2011

• A second network to commission 3 G in Q1 2011

Source : Communication Commission of Kenya


Migration to Mobile Internet


21% Population is Connected to The internet Mainly Through Mobile and Rapidly Growing.

% of Population Connected To Internet

0

5

10

15

20

25

April-jun 09 July-Sep 09 Oct-Dec 09 Jan-Mar10 Apr-Jun10

Source : Communication Commission of Kenya


Mobile Money Transfer and Banking is Huge

• +60% of all Subscribers have Money Transfer Subscriptions .


The MMA in East Africa


The MMA in East Africa

• To be launched in 2011 March.

• To incorporate Uganda and Tanzania.

• Comprising of key agencies, networks ,PRSPs and marketing companies .

• Intensive handholding by South Africa and EMEA .

• There is an immediate need for the MMA

– Regulation of SMS gaming

• We will be helping the government develop a regulatory process .

– Promoting best practices in mobile marketing

– Promoting mobile marketing channels .

Confidential 8


Addressing Challenges in Regulation


Review of activities in 2010

• Sept 2010: The MMA initiated contacts to establish feasibility of launching EA MMA

• Nov 2010: Very positive interest: decision to formally launch EA MMA

• Nov - to date: Recruiting founder members: about 10 to- date

• Nov – Jan: Appointment of interim Co-chairmen

Confidential 10


Planned activities in 2011• Launch

– March 8th 2011 – Mobile Marketing Conference in Nairobi

– March 8th 2011 – launch of the MMA East Africa.

– March 9th 2011 –Operators briefing

• Education (TBA )

– Nominate committee for education

– 3 Day mobile marketing dedicated course

– Integrated mobile marketing strategy course for digital/e-marketing courses

– Comprehensive 15 Module mobile marketing Term Course

• Measurement

– Nominate committee for measurement

– Review the measurement initiatives of other national MMA Local Councils to transfer best practice, learning and methodologies.

– Developing a single methodology to calculate ROMI falls in line with the attempt to create industry standards and benchmarks.

• Guide and Protect

– February 3 2011 – A mobile gaming round table with the BCLB (Betting licensing board)

– Adaptation of EA Mobile Industry Self Regulatory Guidelines i.e. WASPA Code of Conduct, and ECT Act

– Briefings and workshops

Confidential 11


Planned activities in 2011• Advertising guidelines

– Nominate a committee

– Adaptation of EA Mobile Industry self regulatory guidelines .i e WASPA code of conduct and ECT Act.

Confidential 12


Support required from MMA in 2011

• Hand holding

– Systems development and project selection –Highest return quick wins

– Learning curve on management of competing businesses entities within the MMA. ( Providing a non aligned industry association for the good of all )

– Technical support for various industry issues and strategy committees

• Candy Goodman –Regulatory

• Measurement

• Education

– Gaining credibility via association unity and global authority.

• Government will need to see us as an authoritative voice of mobile marketing .

• Global experience and resources to resolve anything mobile.

Confidential 13


Asante –Thank You

Documents

Country over views kenya (2)