Posted by: Bianca Gubalke
Category: About Customer Retention, Africa and the Mobile Web, AfricaCom, African Mirror, Cape Town, Cape Town South Africa, Customer Loyalty, Egypt, Events, Media Marketing, Mobile Penetration Rate, Nigeria biggest mobile market, Online Communication, South Africa, Symbiotic Media Cape Town, VISION, customer acquisition
Africa and the Mobile Web
As the 14th AfricaCom – Africa’s largest Communications Conference – is about to open its doors tomorrow, 9th November 2011, in Cape Town, South Africa… and this with some 150+ speakers who will share their vision of Africa’s future communications landscape, it’s worth getting a fact-based idea of Africa and the Mobile Web.
Please take note of my earlier posts on Media Marketing Africa HERE and Will AfricaCom be the Turning Point for Digital Africa HERE.
Africa and the Mobile Web
As part of Symbiotic Media (African Mirror), I was invited to have a look at the inside story. This allows me to give some profound feedback on Africa and the Mobile Web based on the latest press release.
So let me share some staggering data in terms of the really trail-blazing way Africans communicate over vast distances without any of the modern infra-structure first-world countries are accustomed to.
World-leading by Mobile Subscriptions
The first fact is already mind-blowing: Africa is the world’s second-most connected region … in other words: almost world-leading by mobile subscriptions! Who would have thought that? I didn’t!
The number of mobile subscriptions in Africa are set to reach one billion in 2016!
In fact, Africa has become the second most connected region in the world in terms of mobile subscription count, up from a 4th place at the end of 2010, according to new research by Informa Telecoms & Media. There were over 616 million mobile subscriptions in Africa at the end of September. This means that the mobile market on the continent is second only to Asia-Pacific in terms of mobile subscription numbers.
Africa’s mobile-subscription count overtook that of Western Europe during 2Q11 and then overtook the Americas in 3Q11. At end-2010, less than a year ago, Africa was only the fourth largest regional mobile market by subscriptions, coming after Asia-Pacific, Western Europe and the Americas.
“The combination in Africa of a still relatively immature telecoms market with factors including population growth, strong competition among providers and the increasing affordability of mobile devices, explains Africa’s move up the regional mobile-market rankings as well as its strong growth forecast,” said Matthew Reed, head of mobile research for the Middle East and Africa at Informa Telecoms & Media. “Africa’s mobile market is heading towards a major landmark: the number of mobile subscriptions on the continent will cross the one billion mark in 2016 according to our latest forecast.”
Africa will retain its position as the second biggest regional mobile market by subscriptions, according to Informa’s forecasts for the coming five years. However, there is a strong trend for Africa mobile subscribers to have multiple SIM cards and consequently the number of unique users of mobile services on the continent is smaller than the number of subscriptions. The number of unique users in Africa at end-2016 is forecasted to be 572.35 million.
Nigeria biggest mobile market
Nigeria will continue to be Africa’s biggest mobile market by subscriptions, with a forecasted 152.09 million subscriptions at end-2016.
Egypt will hold onto its position as Africa’s second-biggest mobile market, with a forecasted 118.03 million subscriptions at end-2016.
South Africa, the continent’s third largest mobile market, will have 80.56 million mobile subscriptions at end-2016.
Mobile Penetration Rate
Africa is forecasted to have a mobile penetration rate of 86.92% at end-2016, still lower than in other regions.
3G (WCDMA) subscriptions and market share in Africa will grow strongly over the coming years. The mobile-market-share held by WCDMA is forecasted to rise from 6.6% at end-2011 to 46% at end-2016, almost equalling GSM’s market-share of 47.5% at end-2016.
About Customer Retention
As the African market matures, the retention of existing customers is becoming increasingly important.
A recent survey by Informa Telecoms & Media into the views of African operators on customer loyalty found that 21.8% of respondents ranked customer retention as their main priority while 18.2% said it was customer acquisition, and 60% said that customer retention and customer acquisition were equally important.
Informa’s Analysts will be discussing this and other hot topics at the Africa Com event in Cape Town next week. For more information please visit: AfricaCom HERE.
I will be back with more…