Slide 2:
Characteristics
High ARPU or Premium users
Less in Volume
Early Adaptors of any service
Tech Savvy
Mostly the Youth Segment Needs
Rich Bandwidth real-time
Live Streaming, LBS, etc
Personalized Services
Social Networking Services
Gaming Services
Fun & Entertainment Characteristics
Medium ARPU Segment
Medium in volume
Use services by taking feedback
Follows Urban counterparts Needs
Infotainment services
Music and Entertainment Services
High potential target users of mobile
Location based Advertisement
Market Linkage Services
Gaming & Fun Services Characteristics
Low ARPU Users
Sizeable volume & Sizeable Potential
Ready to Experiment
Price Conscious/Influenced easily
Strong Word of mouth agent Needs
Seeking Information regarding
multiple opportunities to earn more
Emergency services
Services relevant to lifestyle
Transaction based pricing Characteristics
Low ARPU Segment
High in volume & Potential
Value for money is critical
Low awareness/ Not reach Savvy
Least brand loyal Needs
Livelihood, Sustainability
& enhancement services
Local dialect based services
Localized & Vernacular
Based services
Sachet based pricing models RURAL - ASPIRING RURAL- UPWARDLY MOBILE URBAN - ASPIRING URBAN- UPWARDLY MOBILE Different Segments, Different Needs
Current Paradigm for growth: Voice based VAS; Next Paradigm for growth: Operator as Enterprises :
Current Paradigm for growth: Voice based VAS; Next Paradigm for growth: Operator as Enterprises Operator as
Educational Institutions Operator as
Media Houses Operator as
Retail Stores Operator
as Enterprises
Emerging Markets of the Future :
Emerging Markets of the Future
Case Study: mPESA Business Model :
Case Study: mPESA Business Model Designed to provide Financial Services for the many Kenyans without access to conventional banking Money transfer by SMS
Fast, Safe, and Easy to use
Available to anyone
no need for a bank account
no joining fee
no monthly charges
no minimum balance
Pay As You Go charging model Most Successful Mobile Application in Africa 1. Susie buys $20 at Nairobi Agent 2. Susie sends it to Mother 3. Mother cashes $20 at Meru Agent
Slide 6:
A day in the life of a Mango Man –Entertainment is only one of the needs 6 AM – 10 AM 10 AM – 2 PM 2 PM – 6 PM 6 PM – 10 PM News Update & Alerts
Traffic Update/Train or Bus Timings
Transactions to reach the Workplace Scheduler/Reminder for work related tasks
Banking and Transaction related tasks
Updates on stock market, jobs etc.
Security of home and kids Music, Trivia
Sports
Special Occasions Reminder Traffic Update/Train or Bus Timings to reach back home
Transactions to reach back home
Reminder & Scheduler setting for next day
Pay Utility bills
Slide 7:
Thank You