Africa lags smartphone market
MOBILEBy BiztechAfrica - Nov. 4, 2010, 3:55 p.m.
Smartphone users, making up only 13% of the world’
s mobile users, are generating two-thirds of the world’
s mobile traffic. This data traffic is expected to increase by 700% on average per user over the next five years.
This is according to new research by Informa Telecoms & Media.
Informa Telecoms & Media estimates that is average traffic per smartphone user currently 85MB per month. The iPhone is the highest-traffic-generating device followed by Android devices.
The highest smartphone traffic comes from South Korea and Japan, with respective values of 271MB/month and 199MB/month expected in 2010, which is 2-3 times higher than the global average.
In contrast, the reseaerchers said, smartphones remain a status symbol for the majority of users in emerging markets. There, cellphone users who still use cellular networks largely for voice and SMS rather than to access mobile data services.
As a result, average traffic per user in these regions is not expected to exceed 43MB/Month in 2010 and could be as low as 13MB/month in some African countries.
The low penetration of mobile broadband networks, the lack of compelling local content and the proliferation of prepaid subscribers are among the reasons why smartphone ATPU in emerging markets will lag behind this in developed regions.
Informa expects the number of smartphone users to reach almost 1.4 billion by the end of 2015, which will represent about 30% of total mobile subscribers worldwide. While in some markets, such as Japan, Western Europe and North America, more than 70% of all mobile subscribers will be using smartphones by the end of 2015, some emerging markets, including Africa, India and some countries in Latin America, will have less than 15% by that time.
Currently, Africa and India have the lowest smartphone penetration levels, with penetration in Africa only at 5.1%.
On the question of cellphone penetration in general, Nick Jotischky, principal analyst at Informa Telecoms and Media, said in a recent statement: SIM penetration still remains under 20% in a few parts of the continent, but even where penetration reaches the 50% mark, in rural areas penetration is in most cases below 10%. This represents a problem when two thirds of the continent's population resides in rural Africa.
MORE MOBILE NEWS
MTN launches new positioning campaign for enterprise marketMTN Group today unveiled a new Pan-African brand positioning media campaign for MTN Business, its enterprise business unit. Read More
tn mobile rolls out 4G LTE prepaidtn mobile, the mobile division of Telecom Namibia, reports that it is the first operator in Namibia to offer 4G LTE prepaid broadband service to consumers. Read More
Do you have an effective mobile strategy?How does mobility impact your business, asks PBT Group. Read More
Arusha ‘gets reason to Smile’Smile Communications has extended its 4G LTE services to Arusha, taking high speed mobile internet to the region. Read More
Safaricom buys naming rights to Moi International Sports CentreSSMB and Safaricom have signed a two year partnership worth KES 55 million for the naming and branding rights for the Moi International Sports Centre. Read More
Beware updatesWhether it’s a firmware or an operating system upgrade, updates tend to be extremely data hungry, says MIP Holdings. Read More
Econet in wind power projectEconet Wireless has joined an initiative led by Danish wind energy group Vestas to build small wind power generators across Africa. Read More
BYOD: 1bn consumer-owned mobile devices at work by 2018The BYOD trend will drive the number of consumer-owned devices up to 1 billion by 2018, says Juniper Research. Read More
Ghana’s First Lady commends MTN Ghana FoundationGhana’s first lady, Lordina Mahama, has commended Ghana’s mobile telecom giant MTN Ghana and the MTN Foundation for taking the initiative to assist the Akropong School for the Blind. Read More
FEATURED STORYGaming app introduces investors to trading
A new virtual stock market app is equipping would-be investors with the skills they need to trade.
BEST READ NEWS
IN DEPTHCorporate cyber security threats of the year
91% of organisations polled suffered a cyber-attack at least once in the past year, says Kaspersky Lab in its security review of 2013.
COMPANY NEWSSamsung, 49M embark on consumer educational drive
Samsung Electronics South Africa has announced a national consumer education campaign in support of the 49M initiative, offering practical actions to save energy in daily life.