The Growth of Mobile Media in Nigeria and

It's Importance for Mobile Money

Webinar, Eskimi, 2012-12
- mobile-only social network to meet new people
- 10m members worldwide and 5m from Nigeria
- 2nd largest mobile destination in Nigeria
- 6th largest in Kenya
Fast growth in Nigeria continues...
October 31, 2010
16,828 users
November 20st, 2012
5,401,127 users
During the past 24 months Eskimi has added more than 5,000,000 Nigerian users.
3/29
Eskimi is No.2 mobile destination in Nigeria overtaking Google and Yahoo,
according to Opera Report (most popular browser in Nigeria)
Source: http://www.opera.com/smw/2012/06
6 hours 6.5 hours
4 minutes
Source: http://bit.ly/OecdtU
17 minutes
21 minutes
Eskimi users spend more than 6 hours per month using the product
Brand and product campaigns on Eskimi
and many others
Eskimi & Mobile Money?
Eskimi launched a marketing platform to educate, acquire and activate
mobile money customers in Nigeria
EDUCATION
CUSTOMER
ACQUISITION
ACTIVATION,
RETENTION &
USAGE
BRANDING &
AWARENESS
RESEARCH
How big is mobile media reach?
Webinar, Eskimi, 2012-12
MEDIA in Africa is
MOBILE
90% of Eskimi users are mobile
81% Facebook users are mobile
THE MARKET
NIGERIAN DIGITAL METRICS
What we probably now:
45 million internet users (!!! used ONCE)
Only 2-3 million own a PC
Only 7-10 million have PC access in total
Probably only 3-5 million active monthly desktop web users
What we really know! Facts:
15 million monthly mobile internet users on Opera mini
Opera has 50% browser market share
30 million monthly ACTIVE mobile internet users
MOBILE in Nigeria is
10 times bigger than
desktop
Are you missing the opportunity?
How can you measure success?
Eskimi, 2013-02
How many people from
your last 10 million Naira
campaign
saw it
were engaged
did something
Eskimi fanclubs
Pepsi: from zero to 150'000 fans in 30 days
House of Chi
5000 photos for Peppe Terra cooking
competition
GTBank to drive app downloads using
Eskimi fanclubs
measure
change the direction
Who is the key audience for mobile money?
Eskimi, 2013-02
81% of mobile internet
users send money to their
families
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83% of mobile internet
users are urban
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Today 80% use banks and
airtime or cash through
trusted person
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They are the most tech-
savvy audience, that can
inuence their families
Where to focus mobile money marketing
today?
Eskimi, 2013-02
Awareness FIRST - usage AFTER
Top of mind research 2013/02/06:
What mobile money services do you
know?
MTN mobile money
GTBank
Ecobank
First bank
Paga
Stanbic
Focus on key audience: the ones that will
invite their family and friends
1 Urban working class (all segments)
2 Students (as early adopters)
3 Wealthy individuals
4 Merchants (incentivize)
Most of them use mobile media
Innovate on mobile money marketing: learn
from the best mobile marketers
Incentivize and motivate merchants on m-
commerce and use services as selling points
CHANNEL
SIZE
SOLUTIONS
AUDIENCE
WAYS
mobile media
30 million active
educate, acquire, activate
urban, working, students
today: awareness