Growing mobile marketplaces in Africa
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Transcript of Growing mobile marketplaces in Africa
Introduction
2
Paul Casarin
Cape Town South Africa
Bio Gumtree
eBay (contract*) Gumtree
Naspers OLX
Woolworths Retail
Ernst & Young Consultancy
SA’s largest online marketplace Effective Measure November 2014
7 23 46%
Million Unique
Browsers
Million Visits Mobile users
* All Opinions expressed are solely my own and do not express the views or opinions of my clients.
Special thanks Opera Software (Richard Monday) AppFigures (Ariel Michaeli) Reviewer, critique – Hendrik Laubscher Gumtree team Socialbakers support team
4
Price Ease of use Choice Location Payments Delivery Service
OFF
ERIN
G L
EVEL
Marketplace types
Informal (classifieds)
Formal (retail)
Key Marketplaces in Sub-Saharan Africa
5
Gumtree OLX Autotrader Junkmail Careers24 Property24 Jobberman Cheki Brightermonday Tonaton
Takealot Amazon
eBay Bidorbuy
Alibaba Jumia Konga
6 Source: h*p://ben-‐evans.com/benedictevans/2014/4/7/in-‐mobile-‐everything-‐is-‐s@ll-‐wide-‐open, GMSA: The Mobile Economy, Sub-‐Saharan Africa 2014
Key challenges for mobile marketplaces in Sub-Saharan Africa
Scale
Complexity
Barriers to entry
• Affordability – full featured Android phones < $35 • Accessibility – over 50% 3G coverage by 2020
• “Pre-Netscape” – multiple ways to access services • “Pre-PageRank” – difficult to discover & find services
• Local know-how – 49 unique “frontier” countries • Market volatility – high adoption rates, global threats
-‐
10
20
30
Nigeria
South Africa
Kenya
Angola
Tanzania
Ethiop
ia
Ghana
Ugand
a
Mozam
biqu
e
Cameroo
n
Millions
Estimated active mobile Internet users (browsers)
8
63% 36% 36% 32% 61% 58% 55% 64% 55% 60%
Opera browser share
Opera actual
usage / Share of market
Sou
rce:
Aut
hors
est
imat
e of
Act
ive
user
s ba
sed
on O
pera
+ g
s.st
atco
unte
r (N
ovem
ber 2
014)
0
20
40
60
0
4
8
12
Nigeria
South Africa
Ken
ya
Ghana
�Cameroo
n
�Tanzania
�Ethiop
ia
Angola
Ugand
a
Mozam
biqu
e
Millions
Millions
Facebook rank: social + mobile + engagement
9
Facebook users
Internet users
Source: World Bank, Facebook, Authors estimate of Active Mobile users based on Opera + gs.statcounter
Wor
ld B
ank
Est
imat
ed u
sers
Largest Internet Markets in Sub-Saharan Africa 173
66
30 12
53
26 24 11
South Africa
Nigeria
44
17 11
4
Pop
ulat
ion
(Mill
ions
)
Inte
rnet
use
rs
Est
. act
ive
user
s
Face
book
Kenya
Sou
rce:
Wor
ld B
ank,
Fac
eboo
k, A
utho
rs e
stim
ate
of A
ctiv
e us
ers
base
d on
Ope
ra +
gs.
stat
coun
ter
11
More time is spent in mobile apps than on all of
the web Benedict Evans, 2014 Post-Netscape, post-PageRank
Source: h*p://ben-‐evans.com/benedictevans/2014/10/28/presenta@on-‐mobile-‐is-‐ea@ng-‐the-‐world
Android took over in 2014
12
Series 40
Android
Mob
ile In
tern
et O
S
Sou
rce:
http
://gs
.sta
tcou
nter
.com
Jan-‐14 Apr-‐14 Jul-‐14 Oct-‐14
Series 40
Android
BlackBerry OS
Android
33%
Nigeria
40%
South Africa
46%
Kenya
New race to mobile leadership
Engage Convert Act Reach
13
Build awareness and drive inbound traffic
Convert audience to download apps with a clear and valuable
proposition
Goal conversion such as listings, leads or sales
Build Customer and fan relationship
Google Keyword Planner
Google Play Store rankings
14
Case study: France
Google Searches Desktop Visits
Leboncoin Amazon eBay Leboncoin Amazon eBay
Source: November 2014, Google Keyword Planner, SimilarWeb (desktop visits)
6 9 20
Country Rank
Mobile
33%
Online Population
France: Android also took over
15
20
40
60
80
Jan-‐14 Apr-‐14 Jul-‐14 Oct-‐14
Android iOS
iOS
60% 34%
Mob
ile In
tern
et O
S
Source: http://gs.statcounter.com/#mobile_os-FR-monthly-201401-201411
16
Sou
rce:
Jan
uary
- N
ovem
ber 2
014,
Goo
gle
Key
wor
d P
lann
er, G
oogl
e P
lay
Sto
re (A
ppfig
ures
.com
)
France: Mobile marketplaces
Mobile growth Increase in mobile
based Google Searches for brand
name
Google Play Store rank Average ranking from January – November 2014
size
Mobile search volume (Nov 2014)
eBay
Amazon
Leboncoin
0%
40%
80%
120%
160%
0 40 80 120 160
17
South Africa
Google Searches
Gum
tree
OLX
Pro
perty
24
Sou
rce:
Nov
embe
r 201
4, G
oogl
e K
eyw
ord
Pla
nner
, Effe
ctiv
e M
easu
re
Mobile
27%
Online Population
Am
azon
eBay
Take
alot
Aut
otra
der
Junk
mai
l
Car
eers
24
Bid
orB
uy
18
Sou
rce:
Jan
uary
- N
ovem
ber 2
014,
Goo
gle
Key
wor
d P
lann
er, G
oogl
e P
lay
Sto
re (A
ppfig
ures
.com
)
South Africa
Mobile growth Increase in mobile
based Google Searches for brand
name
Google Play Store rank Average ranking from January – November 2014
size
Mobile search volume (Nov 2014)
Gumtree
OLX Autotrader
Takealot
Bidorbuy Property24 0%
100%
200%
300%
400%
500%
-‐ 50 100 150 200 250 300 350
Case study: Gumtree Android app
19
h*ps://www.youtube.com/watch?v=pOtJN88RBxM
Source: h
*ps://play.google.com
/store/app
s/de
tails?id=
com.ebay.gumtree.za&
hl=en
Case study: Gumtree Android app
20
h*ps://www.youtube.com/watch?v=jYLChblUPKI
Source: h
*ps://play.google.com
/store/app
s/de
tails?id=
com.ebay.gumtree.za&
hl=en
21
Nigeria
Google Searches
OLX Konga Kaymu
Source: November 2014, Google Keyword Planner, Effective Measure
Mobile
eBay Amazon Jumia Jobberman Alibaba
22
Sou
rce:
Jan
uary
- N
ovem
ber 2
014,
Goo
gle
Key
wor
d P
lann
er, G
oogl
e P
lay
Sto
re (A
ppfig
ures
.com
)
Nigeria
Mobile growth Increase in mobile
based Google Searches for brand
name
Google Play Store rank Average ranking from January – November 2014
size
Mobile search volume (Nov 2014)
Jumia
Konga
OLX
-‐100%
0%
100%
200%
300%
400%
0 10 20 30 40 50 60 70 80 90 100
23
Kenya
Google Searches
OLX
Source: November 2014, Google Keyword Planner, Effective Measure
Mobile
Jumia Amazon eBay Brightermonday Cheki
24
Sou
rce:
Jan
uary
- N
ovem
ber 2
014,
Goo
gle
Key
wor
d P
lann
er, G
oogl
e P
lay
Sto
re (A
ppfig
ures
.com
)
Kenya
Mobile growth Increase in mobile
based Google Searches for brand
name
Google Play Store rank Average ranking from January – November 2014
size
Mobile search volume (Nov 2014)
OLX
Jumia
0%
200%
400%
600%
800%
0 20 40 60 80 100 120
New race to mobile leadership
Engage Convert Act Reach
25
Build awareness and drive inbound traffic
Convert audience to download apps with a clear and valuable
proposition
Goal conversion such as listings, leads or sales
Build Customer and fan relationship