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Carrier billing in 2016 - Middle East & Africa
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Transcript of Carrier billing in 2016 - Middle East & Africa
Carrier billing in 2016: Middle East & AfricaMarket report by Fortumo
This market report gives an overview of the mobile payments landscape of the Middle East and Africa.
It covers 12 markets where Fortumo has coverage. These markets are: Nigeria, Egypt, Turkey, South Africa, Kenya, Ethiopia, Saudi Arabia, Iraq, Morocco, Cote d’Ivoire, United Arab Emirates and Kuwait.
This region is very diverse and economic well-being, access to online payments and user spending can di�er ten-fold even in neighboring countries. This market report aims to help digital services merchants understand these di�erences and �ne-tune their content and monetization strategy to maximize revenue from each market.
Carrier billing in 2016: Middle East & Africa
Introduction
Fortumo’s Middle Eastern & African market report gives a high-level overview of the biggest markets in the region as well as insights on user spending behavior, localization and platform preferences. 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 cross-platform mobile payments product.
Mattias LiivakHead of Marketing & PRFortumo
Should you have any questions about the report, please get in touch with us at [email protected].
Carrier billing in 2016: Middle East & Africa
Andrea BoettiVP of Global Business Development & SalesFortumo
NigeriaMarket profile
GNI per capita:Median age:
18
30%
185
Smartphonepenetration (of all
mobile phones):
Population:
$3,000151
Debit cardpenetration:
36%
Mobile phones:
1 Nigerian Naira (NGN) = $0.0032
24%
Mobile broadbandaccess (of all
mobile phones):
97%
Prepaid SIMmarket share:
Credit cardpenetration:
3%
Carrier billing in 2016: Middle East & Africa
(exchange rate as of October 5th, 2016)
million years Gross National Income (IMF 2014 estimate)
million
Currency:
Carriers supported by Fortumo:
Localization:
Carrier billing landscape April 2016 - September 2016
MTN (45%) Airtel (18%) Etisalat (9%)
Average transaction size: $0.3 (-40%)
72%
21%
7%
Not necessary, 98% of users have browser language set to English.
Nigeria
Monthly ARPPU: $0.9 (YoY change: -23%)
Carrier billing in 2016: Middle East & Africa
TABLET
DESKTOP
MOBILE
Trafficsources
0 2.5 5 7.5 10
EgyptMarket profile
GNI per capita:Median age:
25
22%
92
Smartphonepenetration (of all
mobile phones):
Population:
$3,00094
Debit cardpenetration:
10%
Mobile phones:
1 Egyptian Pound (EGP) = $0.11
42%
Mobile broadbandaccess (of all
mobile phones):
89%
Prepaid SIMmarket share:
Credit cardpenetration:
2%
Carrier billing in 2016: Middle East & Africa
(exchange rate as of October 5th, 2016)
million years Gross National Income (IMF 2014 estimate)
million
Currency:
Trafficsources
Carriers supported by Fortumo:
Localization:
Carrier billing landscape April 2016 - September 2016
Vodafone (40%) Mobinil (36%) Etisalat (24%)
Average transaction size: $0.5 (-12%)
51%
43%
6%
Recommended, 42% of users have browser language set to Arabic.
Egypt
Monthly ARPPU: $2.2 (YoY change: +17%)
Carrier billing in 2016: Middle East & Africa
TABLET
DESKTOP
MOBILE
0 2.5 5 7.5 10
TurkeyMarket profile
GNI per capita:Median age:
30
50%
79
Smartphonepenetration (of all
mobile phones):
Population:
$11,00071
Debit cardpenetration:
43%
Mobile phones:
1 Turkish Lira (TRY) = $0.33
39%
Mobile broadbandaccess (of all
mobile phones):
54%
Prepaid SIMmarket share:
Credit cardpenetration:
33%
Carrier billing in 2016: Middle East & Africa
(exchange rate as of October 5th, 2016)
million years Gross National Income (IMF 2014 estimate)
million
Currency:
Trafficsources
Carriers supported by Fortumo:
Localization:
Carrier billing landscape April 2016 - September 2016
Turkcell (52%) Vodafone (28%) Türk Telekom (20%)
Average transaction size: $5.4 (+140%)
56%
31%
13%
Recommended, 92% of users have browser language set to Turkish.
Turkey
Monthly ARPPU: $9.5 (YoY change: +124%)
Carrier billing in 2016: Middle East & Africa
TABLET
DESKTOP
MOBILE
Market share of carrier billing in digital gaming (SuperdataResearch): 8% (4th most popular payment method)
0 2.5 5 7.5 10
South AfricaMarket profile
GNI per capita:Median age:
26
37%
55
Smartphonepenetration (of all
mobile phones):
Population:
$7,00087
Debit cardpenetration:
55%
Mobile phones:
1 South African Rand (ZAR) = $0.073
41%
Mobile broadbandaccess (of all
mobile phones):
85%
Prepaid SIMmarket share:
Credit cardpenetration:
14%
Carrier billing in 2016: Middle East & Africa
(exchange rate as of October 5th, 2016)
million years Gross National Income (IMF 2014 estimate)
million
Currency:
Trafficsources
Carriers supported by Fortumo:
Localization:
Carrier billing landscape April 2016 - September 2016
Vodacom (56%) MTN (34%) Cell C (8%)
Average transaction size: $2 (-17%)
79%
15%
6%
Not necessary, 99% of users have browser language set to English.
South Africa
Monthly ARPPU: $3.3 (YoY change: -22%)
Carrier billing in 2016: Middle East & Africa
TABLET
DESKTOP
MOBILE
Telkom (2%)
Market share of carrier billing in digital gaming (SuperdataResearch): 22% (2nd most popular payment method)
0 2.5 5 7.5 10
KenyaMarket profile
GNI per capita:Median age:
19
15%
47
Smartphonepenetration (of all
mobile phones):
Population:
$1,00036
Debit cardpenetration:
35%
Mobile phones:
1 Kenyan Shilling (KES) = $0.0099
19%
Mobile broadbandaccess (of all
mobile phones):
97%
Prepaid SIMmarket share:
Credit cardpenetration:
5%
Carrier billing in 2016: Middle East & Africa
(exchange rate as of October 5th, 2016)
million years Gross National Income (IMF 2014 estimate)
million
Currency:
Trafficsources
Carriers supported by Fortumo:
Localization:
Carrier billing landscape April 2016 - September 2016
Safaricom (66%) Airtel (26%) Orange (8%)
Average transaction size: $0.8 (+60%)
83%
14%
3%
Not necessary, 97% of users have browser language set to English.
Kenya
Monthly ARPPU: $1.8 (YoY change: +29%)
Carrier billing in 2016: Middle East & Africa
TABLET
DESKTOP
MOBILE
0 2.5 5 7.5 10
EthiopiaMarket profile
GNI per capita:Median age:
18
10%
101
Smartphonepenetration (of all
mobile phones):
Population:
$55042
Debit cardpenetration:
0.8%
Mobile phones:
1 Ethiopian Birr (ETB) = $0.045
58%
Mobile broadbandaccess (of all
mobile phones):
98%
Prepaid SIMmarket share:
Credit cardpenetration:
0.4%
Carrier billing in 2016: Middle East & Africa
(exchange rate as of October 5th, 2016)
million years Gross National Income (IMF 2014 estimate)
million
Currency:
Trafficsources
Carriers supported by Fortumo:
Localization:
Carrier billing landscape April 2016 - September 2016
Ethio Telecom (100%)
Average transaction size: $0.2
57%
43%Not necessary, 96% of users have browser language set to English.
Ethiopia
Monthly ARPPU: $0.3
Fortumo launched in Ethiopia during May 2016, historical data is not available.
Carrier billing in 2016: Middle East & Africa
DESKTOP
MOBILE
0 2.5 5 7.5 10
Saudi ArabiaMarket profile
GNI per capita:Median age:
26
57%
32
Smartphonepenetration (of all
mobile phones):
Population:
$25,00057
Debit cardpenetration:
64%
Mobile phones:
1 Saudi Riyal (SAR) = $0.27
71%
Mobile broadbandaccess (of all
mobile phones):
86%
Prepaid SIMmarket share:
Credit cardpenetration:
12%
Carrier billing in 2016: Middle East & Africa
(exchange rate as of October 5th, 2016)
million years Gross National Income (IMF 2014 estimate)
million
Currency:
Trafficsources
Carriers supported by Fortumo:
Localization:
Carrier billing landscape April 2016 - September 2016
STC (48%) Mobily (37%) Zain (15%)
Average transaction size: $3.7 (+26%)
67%
20%
13%
Recommended, 50% of users have browser language set to Arabic.
Saudi Arabia
Monthly ARPPU: $17.4 (YoY change: +7%)
Carrier billing in 2016: Middle East & Africa
TABLET
DESKTOP
MOBILE
0 5 10 15 20
Market share of carrier billing in digital gaming (SuperdataResearch): 14% (4th most popular payment method)
IraqMarket profile
GNI per capita:Median age:
22
17%
37
Smartphonepenetration (of all
mobile phones):
Population:
$7,00031
Debit cardpenetration:
4%
Mobile phones:
1 Iraqi Dinar (IQD) = $0.0086
20%
Mobile broadbandaccess (of all
mobile phones):
97%
Prepaid SIMmarket share:
Credit cardpenetration:
2%
Carrier billing in 2016: Middle East & Africa
(exchange rate as of October 5th, 2016)
million years Gross National Income (IMF 2014 estimate)
million
Currency:
Trafficsources
Carriers supported by Fortumo:
Localization:
Carrier billing landscape April 2016 - September 2016
Zain (43%) AsiaCell (35%) Korek (22%)
Average transaction size: $1.5 (+7%)
79%
14%
7%
Recommended, 86% of users have browser language set to Arabic.
Iraq
Monthly ARPPU: $5.5 (YoY change: -4%)
Carrier billing in 2016: Middle East & Africa
TABLET
DESKTOP
MOBILE
0 2.5 5 7.5 10
MoroccoMarket profile
GNI per capita:Median age:
28
32%
35
Mobile broadbandaccess (of all
mobile phones):
Population:
$3,00043Mobile phones:
1 Moroccan Dirham (MAD) = $0.1
94%
Prepaid SIMmarket share:
Carrier billing in 2016: Middle East & Africa
(exchange rate as of October 5th, 2016)
million years Gross National Income (IMF 2014 estimate)
million
Currency:
25%
Smartphonepenetration (of all
mobile phones):
Trafficsources
Carriers supported by Fortumo:
Localization:
Carrier billing landscape April 2016 - September 2016
Meditel (33%) INWI (20%)
Average transaction size: $1.7 (+6%)
61%
33%
6%
Recommended, 81% of users have browser language set to French.
Morocco
Monthly ARPPU: $5 (YoY change: +11%)
Carrier billing in 2016: Middle East & Africa
TABLET
DESKTOP
MOBILE
0 2.5 5 7.5 10
Cote d’IvoireMarket profile
GNI per capita:Median age:
20
30%
23
Smartphonepenetration (of all
mobile phones):
Population:
$1,00025
Debit cardpenetration:
6%
Mobile phones:
1 West African CFA Franc (CFA) = $0.0017
36%
Mobile broadbandaccess (of all
mobile phones):
100%
Prepaid SIMmarket share:
Credit cardpenetration:
1%
Carrier billing in 2016: Middle East & Africa
(exchange rate as of October 5th, 2016)
million years Gross National Income (IMF 2014 estimate)
million
Currency:
Carriers supported by Fortumo:
Carrier billing landscape April 2016 - September 2016
Orange (33%) MTN (32%)
Average transaction size: $0.7
Cote d’Ivoire
Monthly ARPPU: $0.9
Fortumo launched payments in Cote d’Ivoire during February 2016, historical data is not available.
Carrier billing in 2016: Middle East & Africa
0 2.5 5 7.5 10
United Arab EmiratesMarket profile
GNI per capita:Median age:
30
83%
9
Smartphonepenetration (of all
mobile phones):
Population:
$45,00017Mobile phones:
1 United Arab Emirates Dirham (AED) = $0.27
70%
Mobile broadbandaccess (of all
mobile phones):
85%
Prepaid SIMmarket share:
Carrier billing in 2016: Middle East & Africa
(exchange rate as of October 5th, 2016)
million years Gross National Income (IMF 2014 estimate)
million
Currency:
Trafficsources
Carriers supported by Fortumo:
Localization:
Carrier billing landscape April 2016 - September 2016
Etisalat (53%) DU (47%)
Average transaction size: $7.7 (+17%)
77%
16%
7%
Not necessary, 85% of users have browser language set to English.
United Arab Emirates
Monthly ARPPU: $21.4 (YoY change: +14%)
Carrier billing in 2016: Middle East & Africa
TABLET
DESKTOP
MOBILE
0 5 10 15 20
KuwaitMarket profile
GNI per capita:Median age:
29
70%
4
Smartphonepenetration (of all
mobile phones):
Population:
$49,0008Mobile phones:
1 Kuwaiti Dinar (KWD) = $3.3
82%
Mobile broadbandaccess (of all
mobile phones):
74%
Prepaid SIMmarket share:
Carrier billing in 2016: Middle East & Africa
(exchange rate as of October 5th, 2016)
million years Gross National Income (IMF 2014 estimate)
million
Currency:
Trafficsources
Carriers supported by Fortumo:
Localization:
Carrier billing landscape April 2016 - September 2016
Zain (41%) Ooredoo (37%) VIVA (21%)
Average transaction size: $5.6 (+115%)
69%
23%
8%
Recommended, 38% of users have browser language set to Arabic.
Kuwait
Monthly ARPPU: $17.6 (YoY change: +14%)
Carrier billing in 2016: Middle East & Africa
TABLET
DESKTOP
MOBILE
0 5 10 15 20
Due to religious and political factors, not all services that are available elsewhere can be launched by merchants in the Middle Eastern and African region. Generally, carriers do not allow services related to gambling, politics, social (dating and chatting) and religious content. There is also very strict regulation towards dating and chatting services which require carrier review and approval.
Additional country-speci�c regulations to keep in mind:
Carrier billing in 2016: Middle East & Africa
Service compliance in the Middle East & Africa
Competition services - forbidden in South Africa
VPN services - forbidden in Saudi Arabia, United Arab Emirates and Kuwait
Tarot and horoscope services - forbidden in Saudi Arabia and Kuwait
Additional reading
Carrier billing in India: 2016 market report by Fortumo
Carrier billing in Asia: 2016 market report by Fortumo
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Fortumo is a mobile payments company that enables direct carrier billing with more than 350 mobile operators in 90+ 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 © 2016 Fortumo | All rights reserved.