I had a number of chats with Julien the CEO of JBB research and explored the mobile space in Africa to which I gave my insights. JBB has done quite abit of additional work to publish today its latest report, “The State of the Kenyan Mobile entertainment content/services Market: Going Beyond Ringtones, Graphics, and Mobile games.”
Over the years, mobile entertainment content/services have become a key growth driver for many Kenyan carriers, especially when it comes to mobile web, mobile payment services, and ringtones. Safaricom’s M-PESA mobile payment system, used by 7 million Kenyans today, has become a real success story. At the same time, the Kenyan mobile entertainment has also become more competitive with new entrants – carriers like Orange Kenya, and Essar Telecom Kenya – Yu (formerly Econet) making inroad into the market. With five mobile payment services now available in Kenya, and while Safaricom’s M-PESA remains the uncontested leader in Kenya, the level of competition in the mobile payment market has increased fairly dramatically over the past few months.
Based on JBB Research estimates, by the end of 2013, the total number of Kenyan mobile entertainment subscribers is expected to more than double. This 40 pages report analyzes the Kenyan mobile entertainment ecosystem, the key players, business models, future drivers, and key issues/inhibitors in the Kenyan mobile entertainment services/content space. It also assesses and ranks the carriers’ strategy toward mobile entertainment services, and provides specific recommendations to some of the leading companies featured in this report. Companies profiled in this report include Safaricom, Zain Kenya, Orange Kenya (Telkom Kenya), and Essar Telecom Kenya / Yu (formerly Econet). The leading WASPs (Wireless Application Service Providers) in Kenya are also profiled in this report. Key stats per content/services types are also provided.
“Kenyan carriers need to go beyond traditional mobile entertainment content/services like ringtones, graphics/wallpapers, and mobile games” (…) Providing a better variety of content, especially local content, will be critical for higher adoption of mobile entertainment content/services,” noted Julien Blin, Principal Analyst and CEO of JBB Research.
The Kenyan mobile entertainment is now attracting foreign companies and investors (e.g. Google), which probably recognize the strong growth potential of the Kenyan mobile entertainment market. But most importantly, we expect mobile advertising, mobile UGC, mobile TV/Video services, and the Kenyan carriers’ future migration toward 4G networks to become key growth drivers in the years to come.
“In the next 2-3 years, we expect to see the emergence of new types of mobile entertainment content/services featuring advanced UGC/social networking, mobile advertising, and streaming video capabilities” (…) “Mobile web and mobile payment services are also set to remain key drivers in kenya”, noted Blin
In the coming years, the Kenyan mobile entertainment content/services market is expected to grow, with revenue expected to almost quadruple. By the end of 2013, the total Kenyan mobile entertainment revenue will reach a total of $165 million, up from $46 million in 2008.
To realize this potential, the Kenyan market must quickly overcome hurdles that include the small penetration of 3G handsets and services, revenue leakage, the slow and long payment cycles impacting application developers, and the large proportion of low-income customers. Other issues include illiteracy, the lack of local content and the lack of robust mobile entertainment platforms, among others. The report details these hurdles as well what carriers and third-party companies are doing to meet their associated challenges.
By buying this report, you will be able to answer the following questions:
– Who are the leading players and services in the Kenyan mobile entertainment content/services market?
– Which companies are currently lagging behind the leading players in the Kenyan mobile entertainment content/services market?
– What are the future mobile entertainment services/content likely to be?
– What are the current and future key drivers in the Kenyan mobile entertainment content/services market?
– Which key issues and inhibitors will need to be overcome before the Kenyan mobile entertainment content/services market reaches its full potential?
– Which business and pricing models should we expect to see in the Kenyan mobile entertainment content/services market?
– Which strategy toward mobile entertainment content/services market are the leading players likely to adopt?
Who should buy this report?
Chief Marketing Officers, financial analysts, product managers, entrepreneurs, engineers, Heads of R&D.
Which types of companies should buy this report?
Wireless carriers, handset vendors, startups, wireless infrastructure providers, VC/Private equity firms, investment banks, hedge funds.
Price for the report (40 pages): $1,500