Carrier billing in Central & Southern Africa: 2017 market report by Fortumo

  1. 2. This market report gives an overview of the mobile payments landscape in Africa, looking at the digital ecosystems of Nigeria, South Africa, Kenya, Uganda, Ghana, Mozambique, Cote d’Ivoire and Senegal. Introduction These countries have a combined mobile audience of 392 million people, bigger than the United States or any country in Europe. The average age of the population is very young compared to other regions of the world and tech-savvy youngsters going online more often than not have a mobile-only approach to consuming digital content. NIGERIA GHANACOTE D’IVOIRE UGANDA KENYA SOUTH AFRICA MOZAMBIQUE SENEGAL
  2. 3. Due to the lack of traditional banking infrastructure, several countries in Africa were the first to make the move to financial services on mobile devices. The world’s most popular mobile money solution M-Pesa turned 10 this year and is widely adopted in the countries where it is available. Digital merchants who adopt to local market specifics will find they gain an edge over their competitors in the region, as illustrated by Taxify partnering with the wallet for payments earlier this year. Data presented in the white paper has been taken from public sources of information as well as anonymized, aggregated data on payments processed by merchants using Fortumo’s Web SDK. For digital content merchants, Africa is a region with high potential that comes with its own set of challenges – low income, lacking access to mobile data and traditional bank-based payments. This market report aims to shed some light on the digital ecosystems of the countries, in order to help digital merchants localize their services and approach to payments to become successful in the region. For data on carrier billing in the Middle East and North Africa, please refer to our market report on the region. Mattias Liivak Head of Marketing & PR Fortumo Should you have any questions about the report, please get in touch with us at bd@fortumo.com. Andrea Boetti VP of Global Business Development & Sales Fortumo Carrier billing in 2017: Africa
  3. 4. NIGERIA Carrier billing in 2017: Africa
  4. 5. Market profile 5% Taxation info: VAT Median age: 18185 Population: 152 Mobile phones: million yearsmillion Nigeria 12% Smartphone penetration (of all mobile phones): Credit card penetration: 3%24% Mobile broadband access: 97% Prepaid SIM market share: Debit card penetration: 36% Carrier billing in 2017: Africa
  5. 6. GNI per capita: $3,000 Gross National Income (IMF 2014 estimate) Nigeria 1 Nigerian Naira (NGN) Emerging $0.13 (15x lower) Google Play CPI cost compared to US: GSMA Mobile Connectivity Index Score: 42/100 Currency: $0.0028 97% of users have browser language set to English. 85% TABLET DESKTOP MOBILE 10% 5% TRAFFIC SOURCES $0.08 to $0.3 Available pricing: 30 NGN to 100 NGN Monthly median revenue per user, 2017 YTD: CARRIERS SUPPORTED BY FORTUMO LOCALIZATION 45% 9% CARRIER MARKET SHARES $0.3 (-13%) % denotes YTD change Carrier billing in 2017: Africa
  6. 7. SOUTH AFRICA Carrier billing in 2017: Africa
  7. 8. 14% Taxation info: VAT Median age: 2755 Population: 88 Mobile phones: million yearsmillion 37% Smartphone penetration (of all mobile phones): Credit card penetration: 14%40% Mobile broadband access: 88% Prepaid SIM market share: Debit card penetration: 55% Market profile South Africa Carrier billing in 2017: Africa
  8. 9. South Africa GNI per capita: $7,000 Gross National Income (IMF 2014 estimate) 1 South African Rand (ZAR) Transitioning $0.5 (4x lower) Google Play CPI cost compared to US: GSMA Mobile Connectivity Index Score: 60/100 Currency: $0.073 96% of users have browser language set to English. 73% TABLET DESKTOP MOBILE 22% 5% TRAFFIC SOURCES $0.37 to $3.7 Available pricing: 5 ZAR to 50 ZAR Monthly median revenue per user, 2017 YTD: CARRIERS SUPPORTED BY FORTUMO LOCALIZATION 56% 34% 8% 2% CARRIER MARKET SHARES $2.2 (+13%) % denotes YTD change Carrier billing in 2017: Africa
  9. 10. KENYA Carrier billing in 2017: Africa
  10. 11. 16% VAT Taxation info: 10% business tax Median age: 2047 Population: 36 Mobile phones: million yearsmillion 26% Smartphone penetration (of all mobile phones): Credit card penetration: 5%19% Mobile broadband access: 97% Prepaid SIM market share: Debit card penetration: 35% Market profile Kenya Carrier billing in 2017: Africa
  11. 12. Kenya GNI per capita: $1,000 Gross National Income (IMF 2014 estimate) 1 Kenyan Shilling (KES) Emerging $0.4 (5x lower) Google Play CPI cost compared to US: GSMA Mobile Connectivity Index Score: 41.7/100 Currency: $0.0097 96% of users have browser language set to English. 56% TABLET DESKTOP MOBILE 39% 5% TRAFFIC SOURCES $0.14 to $1 Available pricing: 15 KES to 100 KES Monthly median revenue per user, 2017 YTD: CARRIERS SUPPORTED BY FORTUMO LOCALIZATION 66% 26% CARRIER MARKET SHARES $1 (-2%) % denotes YTD change 8% Carrier billing in 2017: Africa
  12. 13. UGANDA Carrier billing in 2017: Africa
  13. 14. Taxation info:Median age: 1640 Population: 24 Mobile phones: million yearsmillion 4% Smartphone penetration (of all mobile phones): Credit card penetration: 2%18% Mobile broadband access: 98% Prepaid SIM market share: Debit card penetration: 18% Market profile Uganda 17.5% VAT 6% sales tax Carrier billing in 2017: Africa
  14. 15. Uganda GNI per capita: $670 Gross National Income (IMF 2014 estimate) 1 Ugandan Shilling (UGX) Discoverer $0.5 (4x lower) Google Play CPI cost compared to US: GSMA Mobile Connectivity Index Score: 31.6/100 Currency: $0.00028 95% of users have browser language set to English. 69% TABLET DESKTOP MOBILE 27% 4% TRAFFIC SOURCES $0.17 Available pricing: 600 UGX Monthly median revenue per user, 2017 YTD: CARRIERS SUPPORTED BY FORTUMO LOCALIZATION 52% 39% CARRIER MARKET SHARES $0.2 no historical data Carrier billing in 2017: Africa
  15. 16. GHANA Carrier billing in 2017: Africa
  16. 17. Taxation info:Median age: 2128 Population: 34 Mobile phones: million yearsmillion 21% Smartphone penetration (of all mobile phones): Credit card penetration: 1%31% Mobile broadband access: 98% Prepaid SIM market share: Debit card penetration: 10% Market profile Ghana 18% VAT 20% excise tax Carrier billing in 2017: Africa
  17. 18. CARRIERS SUPPORTED BY FORTUMO 46% 22% 14% 14% 4% Ghana GNI per capita: $3,000 Gross National Income (IMF 2014 estimate) 1 Ghanaian Cedi (GHS) Emerging $0.23 (8.5x lower) Google Play CPI cost compared to US: GSMA Mobile Connectivity Index Score: 48.7/100 Currency: $0.22 98% of users have browser language set to English. 90% TABLET DESKTOP MOBILE 7% 3% TRAFFIC SOURCES $0.04 to $0.24 Available pricing: 0.18 GHS to 1.06 GHS Monthly median revenue per user, 2017 YTD: LOCALIZATION CARRIER MARKET SHARES $0.2 no historical data Carrier billing in 2017: Africa
  18. 19. MOZAMBIQUE Carrier billing in 2017: Africa
  19. 20. 18% Taxation info: VAT Median age: 1728 Population: 18 Mobile phones: million yearsmillion 5% Smartphone penetration (of all mobile phones): 33% Mobile broadband access: 97% Prepaid SIM market share: Market profile Mozambique Carrier billing in 2017: Africa
  20. 21. GNI per capita: $600 Gross National Income (IMF 2014 estimate) 1 Mozambican Metical (MZN) Discoverer $0.3 (7x lower) Google Play CPI cost compared to US: GSMA Mobile Connectivity Index Score: 34.2/100 Currency: $0.016 62% of users have browser language set to Portuguese. 59% TABLET DESKTOP MOBILE 38% 3% TRAFFIC SOURCES $0.08 to $0.32 Available pricing: 5 MZN to 20 MZN Monthly median revenue per user, 2017 YTD: CARRIERS SUPPORTED BY FORTUMO LOCALIZATION 58% 41% CARRIER MARKET SHARES $0.3 (-26%) % denotes YTD change Mozambique
  21. 22. COTE D’IVOIRE Carrier billing in 2017: Africa
  22. 23. 18% Taxation info: VAT Median age: 2123 Population: 25 Mobile phones: million yearsmillion 23% Smartphone penetration (of all mobile phones): Credit card penetration: 1%36% Mobile broadband access: 100% Prepaid SIM market share: Debit card penetration: 6% Market profile Cote d’Ivoire Carrier billing in 2017: Africa
  23. 24. Cote d’Ivoire GNI per capita: $1,000 Gross National Income (IMF 2014 estimate) 1 West African Franc (XOF) Emerging $0.34 (6x lower) Google Play CPI cost compared to US: GSMA Mobile Connectivity Index Score: 35.5/100 Currency: $0.0018 94% of users have browser language set to French. 67% TABLET DESKTOP MOBILE 30% 3% TRAFFIC SOURCES $0.18 to $0.9 Available pricing: 100 XOF to 500 XOF Monthly median revenue per user, 2017 YTD: CARRIERS SUPPORTED BY FORTUMO LOCALIZATION 33% 32% CARRIER MARKET SHARES $0.78 no historical data Carrier billing in 2017: Africa
  24. 25. SENEGAL Carrier billing in 2017: Africa
  25. 26. 17% Taxation info: VAT Median age: 1915 Population: 15 Mobile phones: million yearsmillion 19% Smartphone penetration (of all mobile phones): Credit card penetration: 1%14% Mobile broadband access: 99% Prepaid SIM market share: Debit card penetration: 6% Market profile Senegal Carrier billing in 2017: Africa
  26. 27. Senegal GNI per capita: $1,000 Gross National Income (IMF 2014 estimate) 1 West African Franc (XOF) Emerging $0.3 (7x lower) Google Play CPI cost compared to US: GSMA Mobile Connectivity Index Score: 35.3/100 Currency: $0.0018 97% of users have browser language set to French. 68% TABLET DESKTOP MOBILE 28% 4% TRAFFIC SOURCES $0.44 to $0.9 Available pricing: 250 XOF to 500 XOF Monthly median revenue per user, 2017 YTD: CARRIERS SUPPORTED BY FORTUMO LOCALIZATION 65% CARRIER MARKET SHARES $0.9 (+6%) % denotes YTD change Carrier billing in 2017: Africa
  27. 28. Additional reading Carrier billing in the Middle East & North Africa: market report by Fortumo Read now White paper: what to do when payments fail? Read now Carrier billing in Asia: market report by Fortumo Read now
  28. 29. https://fortumo.com https://facebook.com/fortumo https://twitter.com/fortumo https://www.linkedin.com/company/fortumo-ltd-?trk=biz-companies-cym Fortumo is a mobile payments company that enables direct carrier billing with more than 350 mobile operators in 100+ countries. Fortumo’s payment products work across a wide range of platforms including desktop devices, smartphones, feature phones, tablets and smart TV-s. These products give consumers a simple, 1-click payment method to charge online purchases to their phone bill. For app stores, digital media companies and game developers, Fortumo provides one integration with 350 mobile operators as well as a single point of contact for settlements, reporting, support and infrastructure upgrades. Founded in 2007, Fortumo has offices in Estonia, San Francisco, Beijing, Delhi, Singapore & Hanoi and is backed by Intel Capital and Greycroft Partners. This document is for informational purposes only. Fortumo and the authors make no expressed or implied warranties in this document. Fortumo and the author(s) make no representation or warranty in relation to the accuracy, completeness or reliability of the information contained in this document. Any opinions expressed in this document are subject to change without notice. This document may be based on a number of assumptions and different assumptions could result in materially different results. This document should not be regarded by recipients as a substitute for obtaining independent advice and/or the exercise of their own judgement, and is not to be relied upon by recipients. Fortumo and the authors, and any of their members, directors, employees or agents do not accept any liability for any loss or damage arising out of the use of all or any part of this document. Copyright © 2017 Fortumo | All rights reserved.

 

 

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