KF Lai of Buzz City profiles the mobile web user in emerging markets. This presentation was given at ME's Monetising Mobile conference in September 2010.

1. Profiling the Mobile Internet User Monetising Mobile London, 28 Sep 2010 KF Lai CEO, BuzzCity

3. Mobile Internet Booms in South Africa World WidWorx : 2010 Mobile Internet in SA appears to be driven more (now) by specific apps (MXit, Facebook) rather than browsing from the mobile A majority of mobile phone users have internet capable devices and apps but are not using them either due to cost concerns or ignorance 60% of phone users have internet browsing capabilities, but only 21% of them do

5. Market Segments Knowledge workers (Computer + Phone) Upper-Middle Class Non-Knowledge Workers (Blue Collars) Emerging Markets Mobile phone as a second internet device But increasingly spend more Internet time on mobile Mobile phone as the primary internet device Markets with low PC penetration, high mobile penetration and low data rate Started with feature phones, but these consumers are moving to smart phones with price drop. Large opportunities may lie outside major urban centers, eg. tier-2 cities “Unwired”

6. BuzzCity is a mobile media company offering brand owners and agencies access to a global advertising network on the mobile internet The network is made up of publishers from across the world and BuzzCity’s own mobile media properties

8. 200 languages

9. 5 million members

10. Free mobile games

11. 6000 games

12. 100 developers

13. Recipes

14. Indie musicians / bands

15. GIG schedules

16. Unique audience to advertisers

17. More options, eg. sponsorships- Deep consumer insights

18. BuzzCity Mobile Gaming Survey – July 2010 1,417 respondents from 10 countries 9 out of 10 mobile surfers download and play games Regularity in discovery and consumption of games Graduated from quick-to-play games (Tetris, Solitaire) and look for sophisticated plotlines in Adventure, Action, Sports or Racing themed games Mature in age and 29% women Developers may not be catering to these users as 13% can’t find the games or applications they are looking for Game play dominated by feature phones by Nokia, Samsung and Sony-Ericcsson

19. BuzzCity Mobile Money Survey– February 2010 1,798 respondents from 12 countries 90% of mobile users have purchased products or services using their mobile phone 47% did not know whether their banks offered banking services; 15% aware but had not taken it up 68% purchase are related to mobile phone use (mobile content and prepaid air time) 23% bought from online stores, paid a bill, bought prepaid utilities and made bookings via mobile Clear opportunities for mobile transaction to grow 29% of global mobile population are without access to a bank account and 56% withouth a credit or debit card

20. Who Uses the Mobile Internet -- January 2009 3,407 respondents from 14 countries Mobile surfers are NOT on the move. 70% are at home when they go online on mobile. 60% list communication (chatting, blogging, discussion groups and forums) as the main reason for going online 16% use mobile Internet for entertainment: play games, listen to music and watch videos 10% stay up-to-date with current affairs 87% surf at least once a day, 50% go online more than 5 times a day, more than 60% spend more than 30 minutes each time they log in Usage is throughout the day; most popular in early evenings and continues pass midnight. Least popular during lunch hour.

21. What have Marketers been doing? Vodacom World Cup (Apurimac) TopTV (PageThreeMedia) Old Mutual (Brandmobile) Nokia (Isobar) Djarum (BubuChikka, Indonesia) -- Download -- Usage -- Engagement -- Recall Adidas (Isobar, India) -- World Cup app on Djuzz BlackBerry (PhoneValley, India) -- targets Windows/Symbian Mobile VAS

22. Case Studies – Samitivej Hospital, Bangkok Doctor on Mobile Vaccine Alert & Baby Memory Mommy Alert

23. The Mobile Internet Report, Morgan Stanley, Dec 2009

25. Summaries With lowering cost of ownership (handset and data rate), large number of users are surfing on mobile Internet. The activities are increasingly going off-portal. Besides major urban centers, opportunities may lie in second tier cities. Publishers can move contents to mobile Internet to capture the eyeballs and ad dollars. Marketers and brands can also exploit the opportunities to reach this new audience, the “Unwired”, interactively.