Duncan Collingwood of Fonestarz discusses the market for mobile content in North Africa and the Middle East. This presentation was given at ME's Monetising Mobile conference in September 2010.

1. Finding content that works in the Middle East Market Leading Provider of Mobile and Digital Entertainment Services

2. Starting with the basics …. One portal, two languages 70% of content sales come from the Egyptian Arabic portal and only from the English language portal 30% The locally sourced element of content on each portal? 68% 66% on the English language portal on the Egyptian Arabic portal

3. Music and audio Recognise him? AmrDiab“rules the Middle East music market” and is the best selling Arab recording artist of all time

4. Music and audio Last month’s ringtone top 100: Top 4 (that’s 1, 2, 3 + 4) Only “Western” artist in the top 100? Shakira at number 25

5. Personalisation is still huge but again mainly local ..... Wallpapers, themes, animations .... some crossover with the European market But religion features heavily along with local entertainment, Disney, music – and world sport

6. Games are different .... More of a global play Top suppliers: Top games:

7. And the pricing is a real challenge and very sensitive Viral example: 1EGP = 11.2p 2.5EGP = 28p And games 6.5EGP = 73p 9.5EGP = £1.06

8. Despite the challenges, it’s a market with growth and huge potential