NCC Pyramid+Impact Mobile Services Nigeria

The Impact
p of Mobile Services in Nigeria:

g
How Mobile Technologies Are Transforming
Economic and Social Activities
Abuja, Nigeria
March 16, 2010
Mobile Services in Nigeria
Table of Contents
Executive Summary
The transformational role of mobile services

Evolution of the industry worldwide
Development of Nigeria’s Mobile Market
Relevance of mobile industry in overall Nigerian economy
Overview of mobile applications in social and economic activities across emerging
markets
Nigerian end users

users’ perception on the impact of mobile services
The value of mobile services in daily lives
Financial impact on individuals
Common uses of mobile services
Impact on rural population
Example of local social initiatives
Pyramid Perspective
2
Mobile Services in Nigeria Executive Summary
Mobile communications are having a positive impact in Nigeria by attracting investment
and developing various commercial activities…
Pyramid analyzed mobile adoption trends, examples of mobile applications as well as the
perspectives of key players and 1,500 Nigerian end users. The top five conclusions of our study are as
follows:
1. Mobile services have ample reach in Nigeria and will continue to post rapid growth.
Mobile subscriptions surpassed 72.6m at YE2009 resulting in a penetration rate of 50% of
the
h population.
l i
Pyramid projects subscriptions will surpass 128m by 2014, creating a substantial user base
for the development of the mobile applications market.
2. The mobile industry is having a positive economic impact by generating substantial

investment in infrastructure and employing a significant number of Nigerians.
During the past decade, approximately $16bn has been invested in projects related to
mobile services.
services
There are as many as 3m jobs directly and indirectly related to mobile services in the
country.
3
Mobile Services in Nigeria Executive Summary
…Nigerian end users agree that mobile services have favorably influenced every aspect of
their lives
3. Nigerian end users agree that mobile services have positively influenced every aspect of
their lives,
lives enabling them to connect with different people,
people access information,
information create
business opportunities, lower transaction costs and enhancing social interaction.
4. Around the world, Pyramid has identified numerous examples of initiatives using public and
private
i ffunding
di that
h lleverage mobile
bil services
i in
i social
i l programs, iimprove the
h operation
i off
various vertical industries and foster connectivity in remote areas.
5. The future development

p of the mobile market in Nigeria
g will be driven by
y collaboration
among industry players, the local government and international organizations. End users in
Nigeria value mobile services greatly and are frequent users of this platform, yet the availability
of specific mobile data-based applications is still limited. Developing a set of tools and
information systems
y will require
q close collaboration among g local and international entities;;
telecom vendors and operators can play a key role in importing successful initiatives to Nigeria.
4
Table of Contents
Executive Summary

markets
Nigerian end users

Pyramid Perspective
5
Mobile Services in Nigeria Transformational Role of Mobile Services
The evolution of the mobile services market around the world is driven by advances in the
areas of access networks, devices and applications
Wider Availability of High Speed Networks Versatile and Affordable Devices
Key Aspects:
•Intense competition among vendors brings device
prices downwards
•Improvement in key features (size, definition, battery
life, camera, etc)
Key Aspects:
•Wider availability of embedded modules (WiMax, 3G)
•Declining prices for connectivity services
•Operators
Operators promoting bundled services MOBILE
Variety of Applications
•Evolution towards 3G and beyond MARKET
•Shared access and coverage of rural population
•Governments and NGOs supporting programs to
connect schools,
h l medical
di l centers, etc Key Aspects:
•Development of User-Generated Content (UGC)
•Virtual communities and cloud computing
•Changing
g gppatterns in entertainment drive advertising
g
investment towards mobile platforms
Source: Pyramid Research
6
The global telecom market continues to grow at rapid pace, particularly in the area of
mobile services with subscriptions
p surpassing
p g 4.5bn in 2009 and veryy important
p potential
p
going forward in the area of mobile broadband (ie. Internet) services
Global access lines by type, 2008

2008--2014 Subscription CAGR, 2009-
2009-2014
10
9
8
Accesss lines (bn)
Pay-TV 1%
7
VoIP 20%
6
5 Fixed circuit-switched voice -3%
4 Mobile broadband 30%

3 Mobile voice/messaging 6%
2 Fixed broadband 11%
1
0
2008 2009 2010 2011 2012 2013 2014
Source Pyramid Research,

Research 4Q09 Mobile and Fixed Forecasts
7
Pyramid forecasts that over 55% of mobile subscriptions in the world will be using 3G+
in the next three years
Mobile subscriptions by technological generation, Global, 2005

2005--2014

Research 4Q09 Mobile Forecasts
8
In Nigeria, the mobile industry has developed over the past decade driven by a successful
liberalization program and the overall potential of the market
Milestones in licensing and concessions awarded by the NCC
2000 2001 2002 2003 2004 2005 2006 2007 2008 2009
b
•New telecom •February: •June: •Telecommun •October/ •November: •February: •January: •September: •May:
policy was Digital First national ications Act November: Two national NCC A national Gateway NCC awarded
enacted. mobile long‐distance 2003 was Three long‐distance introduced carrier Telecoms licenses in
licenses license was enacted. national operator unified license was Integrated the 2.3GHz
were offered to long‐distance licenses access awarded to Services’ band to four
•December:
awarded to
awarded to MTS First
MTS First operator
t b
became li
licenses. P t C bl & national
Prest Cable & ti l operators,
t
Auctions for
MTN, Mtel Wireless. licenses operative. These were Satellite TV long‐distance but
GSM
and Econet became granted to 13 Systems license discussions
licenses.
Wireless operative. companies in became are still
•September:
(later total, operative. ongoing to
Fourth GSM •March:
Vmobile, license and
license and including g finalize the
Celtel and •December: NCC issued
NCC issued
national All operators MTN, Zain, 3G UMTS •October: issue
now Zain). Multi‐Links
carrier had licenses to Etisalat
license introduced and MTN, Zain, launched
awarded to per‐second Starcomms. GloMobile services
GloMobile. g
billing. The earliest and Alheri
operative
ti Engineering
date for the
•November:
licenses was
Nitel’s •July:
July 2006.
national NCC awarded
carrier and fixed‐
i t
international
ti l •July: wireless
gateway Transcorp licenses
license buys 75%
became stake in Nitel
operative.
Source: NCC,
NCC Pyramid Research
9
Pyramid estimates that the Nigerian mobile services market has grown from 422,000 in
2001 to roughly 73m at the end of 2009
•In terms of the mobile Evolution of mobile subscriptions Nigeria, 2001-

2001-2009
penetration, growth in Nigeria’s
mobile market has been Mobile subscriptions Subscription penetration
exponential, from just 0.33% of the 80 50%

population in 2001 to 48.7% in
45%
2009. 70
ubscriptions (millions)
Penettration of populaation
40%
60
•Intense competition, the 35%
50
proliferation of prepaid plans, low- 30%
cost handsets and the rapid 40 25%
expansion of mobile networks to
20%
different parts of the country are 30
Mobile su
the main drivers of growth in 15%
20
mobile subscriptions. 10%
10
5%
•The expansion of coverage to 0 0%
underserved areas by the smaller 2001 2002 2003 2004 2005 2006 2007 2008 2009
CDMA operators has also led to
increased competition, bringing •Going forward, due to intense competition and constant innovation
overall communication prices from mobile service providers, a greater number of people will see
down
down. value
l iin anddbbe iin a position
iti tto use mobile
bil services.
i P
Pyramid
id projects
j t
that Nigeria’s mobile subscriptions will surpass 128m by 2014, creating
a substantial user base for the development of the mobile applications
market.
10
The availability of prepaid services has been a key driver of the expansion of Nigeria’s
mobile market; data services are only beginning to take off
Mobile market indicators, Nigeria, 2001-

2001-2009
2001 2002 2003 2004 2005 2006 2007 2008 2009

Subscription
penetration of 0.3% 1.2% 2.4% 7.2% 13.8% 20.9% 28.2% 43.1% 48.7%
population
User penetration of
0.3% 1.1% 2.2% 6.5% 12.0% 17.4% 23.3% 34.5% 37.8%
population
Prepaid subscriptions as
Prepaid subscriptions as
99.9% 99.8% 99.6% 99.6% 99.5% 99.5% 99.5% 99.2% 99.1%
percentage of total
ARPS (US$) $48.21 $47.56 $41.55 $29.94 $17.80 $13.65 $12.12 $11.26 $7.66
Data ARPS as
0.5% 0.7% 0.9% 1.1% 2.0% 3.0% 3.5% 5.7% 8.3%
percentage of total ARPS
Monthly minutes of use
223 162 136 119 89 70 53 51 46
((MOU))
Annual churn rate 2.0% 8.7% 18.5% 18.6% 26.8% 27.9% 48.4% 44.0% 41.8%

11
In US-dollar based revenue terms, the Nigerian mobile services market expanded at one of
the fastest rates in Africa for the past decade and is the second largest in the region
Size of the mobile market, nominal GDP per capita and mobile service revenue
CAGR, 2001-
2001-2009, Select African markets
80%
Nigeria
1-2009
Algeria
70% $6,235
$3,101
Mobille service reve nue CAGR 2001
60%
Ghana Senegal
50% $1,093 $716
40% Cameroon South Africa

$826 Tunisia $9,993
30% Kenya $1,395
$1,072
20% Cote d'Ivoire
$1,165
$ , Egypt Morocco
10% $4,742 $3,048
0%
$0 $1,000 $2,000 $3,000 $4,000 $5,000 $6,000
GDP per capita
it (US$)

12
The explosion of the mobile industry in Nigeria has resulted in a series of positive effects
across the economy ranging from investment in networks to the creation of employment
Mobile services have multiple positive effects in an economy, most notably in emerging markets. Their
economic benefits extend beyond
y the investment that network operators
p allocate to license fees,, taxes
and network equipment and include the following factors:
End user spend money on mobile telecom services and devices allows a new industry to
flourish
Telecom operator spending on marketing, distribution, maintenance, training, support and

network enhancements create important benefits for all involved in the value chain
Mobile operators create employment, both direct and indirectly, and invest in the
development of the labor force.
Mobile services have a wide economic impact in a country, since they enable end users to
conduct their daily business in a more effective manner, reducing the time and cost of
transactions, improving access to markets, commoditizing information and generally allowing
businesses to operate more efficiently.
13
According to Pyramid’s estimates, the annual revenue from mobile services represents
between 2% and 7% of African countries’ Nominal GDP; in Nigeria this ratio is close to 4%
Ratio of mobile services revenue to total GDP,, select countries,, 2009
Ghana
DRC
Senegal
Cote d'Ivoire
Nigeria
Cameroon
Tanzania
South Africa
Kenya
Botswana
Algeria
0% 1% 2% 3% 4% 5% 6% 7%
Mobile services revenue as percentage of GDP

14
Mobile operators also contribute to the economy by directly and indirectly creating jobs to
provide and distribute their services; in Nigeria, we estimate there are as many as 3m
jobs related to this industry
There are several groups of jobs, which

can be divided into two subgroups, that Employment
p y related to mobile sector In Nigeria,
g , 2009
gravitate around mobile services:
The top category of indirect employment

encompasses equipment sales,
infrastructure deployment, advertising,
marketing and public relations as well as
security — workers involved in the
protection of base stations. Reportedly, in
2008 Zain employed as many as 8,000
8 000
security guards.
At the base of the pyramid, there are

mobile service resellers
resellers, recharge card
distributors, retailers, phone booth
operators as well as street vendors. The
so-called mini call centers consist of
simply one or a few mobile phones and
airtime bought in bulk from the operator.
Call center operators allow other people
to use the phone for a fee and quite
often will take a message, also for a fee.
Source: NCC,
NCC Pyramid Research
15
In addition, the sale of airtime and SIM cards has driven various forms of entrepreneurship
Distribution on the streets and MTN and Glo points of sale, Nigeria
S
Source: P
Pyramid
id Research,
R h NCC
16
In terms of capital investments, mobile operators in Nigeria have worked on infrastructure

deployments, network rollouts, upgrades and expansions; the investment related to
mobile services, for the past decade, adds up to approximately US$16bn
Private investment by telecom operators in Nigeria, 2001-

2001-2008
Pyramid Research estimates that capital investments in mobile networks and operations have accounted
for 80% of total telecommunications foreign capital investments (a total of more than $12bn by the
middle of 2008) since the Nigerian government successfully liberalized the industry in 2001.
As of March 2010, the NCC reported $18bn in telecom sector CAPEX, $16bn of which is invested by
mobile operators.
Source: Pyramid Research,
Research NCC
17
Mobile networks in Nigeria are in constant evolution; operators such as MTN, Zain and Glo,
have undergone a technological migration from 2G to 2.5G and are working towards 3G
Breakdown by Mobile Technology, Nigeria

Nigeria,, 2003-
2003-2014
100%
90%
80%
Total Terminals
70%
60%
3G+
50%
2.5G
40%
2G
% of T
30%
20%
10%
0%
2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 2013 2014
Note: For the purposes of this exhibit, the following categories apply:
•2G = GSM, TDMA, and CDMA One technologies
•2 5G = GPRS
•2.5G GPRS, EDGE
EDGE, and CDMA 1X 1X, technologies
•3G+ r= CDMA 200, UMTS, HSPA, Mobile WiMAX, and LTE technologies
Source: Pyramid Research,

18
Additional areas where mobile services can have an important impact include rural connectivity
projects, education, health, finance, agriculture, transport and entertainment applications
Vertical Nigeria International
Rural Connectivity Millennium Village Pampaida- India: Gramjioti Pilot

extend telephony services to Program- provide mobile
hard to reach rural areas broadband connectivity to
villages and towns around
Chennai in India
R
Rural
l Connectivity
C ti it Rural Telephony Program-
Program Uganda: Village Phone
Phone- train
train and support local and support local villagers to
villagers to provide mobile provide mobile based pay-
based pay-phone services phone services
Education Ladybird Mobile Reading South Africa: Dr. Math-

Program- support classroom leverage the MXit mobile
activities through mobile social platform to provide
based educational exercises tutoring services
Health My Question, My Answer- SMS Uganda: Text to Change- SMS

and phone operator based based interactive quiz and
educational and counseling educational tool covering the
program covering the HIV/AIDS topic
HIV/AIDS topic
19
Additional areas where mobile services can have an important impact include rural connectivity
projects, education, health, finance, agriculture, transport and entertainment applications
Vertical Nigeria International
Finance Moneybox Africa- mobile Kenya: Safaricom M-Pesa- SMS

commerce application to based mobile payment and
virtually store and move money transfer platform
money, make payments and
enable other mobile based
financial transactions
A i lt
Agriculture Cassava Growers Project-
Project Uganda: Grameen Market
disseminates market Information- disseminates
information in conjunction market information through
with information points and SMS, supported by Community
trade agents Knowledge Workers
Transport Hot FM Abuja Traffic United States: OnStar- GSM

Monitoring- Collects traffic based in-vehicle security and
information sent by listeners information service
through SMS and mobile calls.
Entertainment DSTV and MTN Mobile TV South Africa: Mxit: WAP based
Service- broadcasts content instant messaging and social
over a mobile network networking program
20
Table of Contents
Executive Summary

markets
Nigerian end users’ perception on the impact of mobile services

Pyramid Perspective
21
Mobile Services in Nigeria Nigerian End Users’ Perception of Mobile Services
During 2009, Pyramid conducted a survey of over 1,500 mobile end users in Nigeria to
analyze the impact of mobile services in their daily lives
The sample group of our survey is representative of

Nigerian society, including a combination of female
and male participants. The research was designed
t iinclude
to l d mobile
bil users living
li i ini diff
differentt parts
t off
the country, with 70% of interviewees living in
urban areas and 30% living in rural areas in the
following regions and cities: Lagos, Abuja, Kano,
Akure,, Kaduna,, Ibadan,, Jos,, Aba and Enugu.
g In
terms of age groups, we focused the study on the
16-69-year-old population.
Pyramid developed a questionnaire comprising

mostly closed-end questions. The main topics
covered in our interviews were as follows:
Determinants of mobile ownership Perceived changes in patterns and benefits of
Drivers of usage economic activity among mobile phone users
Purpose and pattern of mobile phone usage, Perceived changes in work practices and
including: networks of social contacts among mobile
Work-related activities phone users
Entertainment and access to
i f
information
ti Data
D t was collected
ll t d via
i a combination
bi ti off phone-based
h b d and
d
Access to health, education, financial face-to-face interviews in households and high-traffic
and logistics/transportation pedestrian areas.
information and services
S
Source: P
Pyramid
id Research
R h
22
60% of interviewees agreed that mobile services have positively influenced every aspect
of their lives including 35% who claim that a mobile phone has “dramatically improved all
aspects of their lives”
Q. What option
p best describes the impact
p of mobile services in your
y
daily life? Nigeria, 2009
100%
Having a mobile phone has
90% negatively impacted my life
80% Neutral
70%
Respondents
60% Having a mobile phone has made

some of my daily tasks easier
50%
40% improved
p most aspects
p of my
y life
R
30%
20% dramatically improved all aspects
of my life
10%
0%
Male Female
Source: Pyramid Research survey of 1,500

1 500 mobile service users in Nigeria
Nigeria, 2009
23
Furthermore, more than 80% of our sample has seen financial gains from using mobile
services through
g a combination of saving
g on communications expenses
p and generating
g g
additional income by way of staying connected
Q. Have you
Q y seen a positive
p financial impact
p on your
y life from the use
of mobile services? Nigeria, 2009
100%
No financial benefit
90%
80%
70% Benefited from savings in

telecom and other areas
Respondents
60%
50%
Benefited from additional
40% income
30%
Benefited both from
20% savings and additional
income
10%
0%
Metropolitan South East North
Source: Pyramid Research survey of 1,500

1 500 mobile service users in Nigeria
Nigeria, 2009
24
End users from different age groups point out the positive financial impact of using a
mobile phone ranges from increased opportunities to find jobs to savings in transportation
and better access to information
Q. What type of financial benefits do you derive from mobile phone use? Nigeria, 2009
Age 46-69 Age 36-45
Age 26-35 Age 16-25
Job opportunity
Lower cost than alternative comms
Lower travel or entertainment expenses

p
Make and receive payments
Better access to financial information
Time savings in travel
Better access to market information
Better ability to find jobs
Communicate with clients
Increased ability to sell
0% 10% 20% 30% 40% 50%

Mobile phone users deriving benefit
Source: Pyramid Research survey of 1,500 mobile service users in Nigeria, 2009
25
Nigerians also rely on mobile services to conduct activities related to education, health
and entertainment activities
Q. For which of the following activities

do you leverage your mobile phone? Most commonly mentioned uses by
category:
Nigeria,
g , 2009
Age 46-69 Age 36-45
Job opportunity Age 26-35 Age 16-25
EDUCATION
•Communicating with teachers and
Financial services colleagues
g
•Downloading information to mobile phone
Education
EMERGENCY/HEALTH
Transportation & logistics •Calling friends, family and emergency

services
•Communicating with
Emergency or other health services doctor/nurse/hospital
Entertainment & information ENTERTAINMENT

•Listening to music/radio
Work-related
Work related •Playing games
•Taking/sending pictures
0% 20% 40% 60% 80% 100%
Mobile phone users engaging in activity
26
In the area of work related activities, mobile services are leveraged by individuals living in
both rural and urban areas
Q. For which of the following activities do you leverage your mobile phone?
Nigeria, 2009
Rural
Mobile as modem for PC Internet access Urban
Personall organiser
i ((calendar,
l d alarms,
l contacts))
Email access
Save time and increase productivity
Accessing information
Improve customer service, relationships
Increase ability to sell by speaking to potential clients
Speaking to colleagues
0% 10% 20% 30% 40% 50%

Respondents reporting usage
27
Mobile Services in Nigeria Example of Social Initiatives
In fact, for individuals based out of remote areas, mobile services are often the sole media
of communication and a source of added income
Rural Telephony Project startup package and a Key Aspects of the Rural Telephony Project in
phone lady on the outskirts of Suleja
Suleja,, a city of Nigeria
105,000 inhabitants north of Abuja
The program is a cooperation between the Growing
Businesses Foundation (GBF), a Nigerian NGO, MTN
Foundation (MTNF), which is the CSR arm of MTN
Nigeria,
g , the International Finance Corporation
p ((IFC))
and a group of small communal microfinance
institutions (MFIs).
A startup package, provided by MTNF, includes loans
that range between N14,200 and N21,400 ($95 and
$140) depending on optional material in the package
$140), package,
payable over a six-month period, and carry a 15%
annual interest rate.
The startup packages include a Nokia phone, an MTN
SIM card,, an optional
p antenna to boost the wireless
signal, a solar charger, subsidized MTN airtime,
promotional material. The promotional material is
comprised of a table, an umbrella, chairs, banners
showcasing call rates, a hat and a T-shirt.
To date,
date the program has benefited 1,500
1 500 Phone Ladies
in rural and semirural Nigeria. These beneficiaries
operate in 21 of the country’s 36 states.
S
Source: Pyramid
P id Research,
R h 2009
28
Mobile Services in Nigeria Example of Social Initiatives
Existing connectivity projects in Nigeria illustrate the complex organizational structure

behind social initiatives
Rural telephony program partners and their role, 2004-

2004-June 2009
Source: GBF,
GBF Pyramid Research
29
Table of Contents
Executive Summary

Overview
O i off mobile
bil applications
li ti iin social
i l and
d economic
i activities
ti iti across emerging
i
markets
Nigerian end users

Pyramid Perspective
30
Mobile Services in Nigeria Pyramid Perspective
Going forward, Nigerian end users expect to see a wider variety of data-based applications
in the market; in the agriculture sector, for instance, we identified interest in a
combination of information and transactional services
Q. W
What
at new
ew mobile
ob le appl
applications
cat o s would you like
l e to use in the
t e future?
utu e?
Nigeria’s rural users
Moneyy transfers over mobile phone

p
Education-related applications from

government
Abilit tto pay ffor ttransportation
Ability t ti ffees
with my mobile phone
Agriculture-related information
Local information (weather, news)
0% 10% 20% 30% 40%
Percentage of rural respondents reporting use
31
Mobile Services in Nigeria Pyramid Perspective
Overall, the future development of the mobile market in Nigeria will be driven by
collaboration among industry players, the local government and international organizations
Key Strategic Aspects to Develop Social Initiatives Leveraging Mobile Technologies

•Developing a set of tools and information
•Learn from initiatives established in
systems will require close collaboration
other countries
Organize among local and international entities
•Attract internationals players •Telecom vendors and operators can play a
(Multilateral organizations, NGOs, Local Players to Launch key role in importing successful initiatives
private app developers) Programs / Facilitate to Nigeria
S
•Secure the
h collaboration
ll b i off local
l l Industry data •Government agencies may facilitate
industry players (incentives, funds, databases of critical info (weather,
grants) agriculture, education) to start the
program
Government
Manage program
involvement in the
towards
promotion of the
Nigerian mobile market self-sustainability
•Set clear goals for participants
Monitor , operate and •Ensure applications are available to a

•Secure addition of new partners to
large share of users
each initiative enhance the
•Promote enhancements
•Develop VAS application + VAS
Source: Pyramid Research
32
THANK YOU.
Gabriela Baez
Managing Director
Email: gbaez@pyr.com
Badii Kechiche
Sr. Analyst
Email: bkechiche@pyr.com
bkechiche@pyr com
PYRAMID RESEARCH UK
Tel: +44-20-7560 4471
Fax: +44-20-7560 4485
PYRAMID RESEARCH US
Tel.: + 1 617 871 1900
Fax: + 1 617 871 1933
33

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The Impact

p of Mobile Services in Nigeria:

 The transformational role of mobile services

 Nigerian end users

2. The mobile industry is having a positive economic impact by generating substantial

5. The future development

 The transformational role of mobile services

 Nigerian end users

Wider Availability of High Speed Networks Versatile and Affordable Devices

Source: Pyramid Research

Global access lines by type, 2008

4 Mobile broadband 30%

Source Pyramid Research,

Mobile subscriptions by technological generation, Global, 2005

Source Pyramid Research,

Milestones in licensing and concessions awarded by the NCC

•In terms of the mobile Evolution of mobile subscriptions Nigeria, 2001-

exponential, from just 0.33% of the 80 50%

Mobile market indicators, Nigeria, 2001-

2001 2002 2003 2004 2005 2006 2007 2008 2009

Source Pyramid Research,

40% Cameroon South Africa

Source Pyramid Research,

 Telecom operator spending on marketing, distribution, maintenance, training, support and

Ratio of mobile services revenue to total GDP,, select countries,, 2009

Mobile services revenue as percentage of GDP

Source Pyramid Research,

 There are several groups of jobs, which

 The top category of indirect employment

 At the base of the pyramid, there are

In terms of capital investments, mobile operators in Nigeria have worked on infrastructure

Private investment by telecom operators in Nigeria, 2001-

Breakdown by Mobile Technology, Nigeria

Source: Pyramid Research,

Vertical Nigeria International

Rural Connectivity Millennium Village Pampaida- India: Gramjioti Pilot

Education Ladybird Mobile Reading South Africa: Dr. Math-

Health My Question, My Answer- SMS Uganda: Text to Change- SMS

Vertical Nigeria International

Finance Moneybox Africa- mobile Kenya: Safaricom M-Pesa- SMS

Transport Hot FM Abuja Traffic United States: OnStar- GSM

 The transformational role of mobile services

 Nigerian end users’ perception on the impact of mobile services

 The sample group of our survey is representative of

 Pyramid developed a questionnaire comprising

60% Having a mobile phone has made

Source: Pyramid Research survey of 1,500

70% Benefited from savings in

Source: Pyramid Research survey of 1,500

Lower cost than alternative comms

Lower travel or entertainment expenses

Make and receive payments

Better access to financial information

Time savings in travel

Better access to market information

Better ability to find jobs

Communicate with clients

Increased ability to sell

0% 10% 20% 30% 40% 50%

Q. For which of the following activities

Transportation & logistics •Calling friends, family and emergency

Entertainment & information ENTERTAINMENT

Save time and increase productivity

The transformational role of mobile services

Nigerian end users

The transformational role of mobile services

Nigerian end users

Telecom operator spending on marketing, distribution, maintenance, training, support and

There are several groups of jobs, which

The top category of indirect employment

At the base of the pyramid, there are

The transformational role of mobile services

Nigerian end users’ perception on the impact of mobile services

The sample group of our survey is representative of

Pyramid developed a questionnaire comprising

The transformational role of mobile services

Nigerian end users