Technology and Digital Media in Kenya and Africa
The big news of the past week was the announcement from Google that it had acquired the mobile web ad network Admob for US$ 750 million. Now, for those who have been using or tracking the mobile web ad market for sometime now, this was no real surprise since Admob was significantly larger than Google on the mobile web for display ads on mobile web sites and applications. Buying Admob effectively makes Google the largest mobile web ad network in the world, when you combine Admob with their existing mobile advertising offering(s).
Google’s acquisition of Admob is significant for several reasons, at least from my perspective. I have been writing now for the better part of a year that the mobile web is undoubtedly the next big thing for Africa and other emerging markets when it comes to Internet growth. For one thing, its a known fact that most new Internet users in countries such as Kenya and elsewhere in Africa in are getting online in droves, but primarily on the mobile web, via their mobile handsets.
Recent price reductions, bandwidth upgrades and nationwide ubiquity of mobile Internet access are creating an enabling environment for a sharp increase in usage and new subscribers. Naturally, this means that over time more, if not most Internet users in Kenya, as well as the rest of Africa, will access the Internet via the mobile web. As a result, where there is an audience, there will be a market for advertising – the writing is on the mobile screen! The future of advertising online (especially in emerging markets) is going to be on the mobile web!
In Kenya, Google already has a regional office that has been operational for several years through which they have been leading initiatives such as local versions of Google Maps, Google SMS, Google Adwords, Google Apps, YouTube and Google AdSense. The integration Admob into its offerings means that Google will bolster its revenues from Advertisers who want to potentially (and eventually?) reach 18+ million Kenyan mobile subscribers via the mobile web, in a highly targeted and contextual manner (Kenya currently has around 4+ million Internet users).
In addition to generating more revenue by selling mobile web ads, there is another possibly more interesting aspect to Google’s acquisition of Admob which is access to rich mobile web usage data and statistics. In a nutshell, Google will be able to capture and monitor (global) usage trends on the mobile web much more accurately than it ever has before. Access to qualitiative mobile web usage intelligence will ultimately drive key mobile strategies for Google’s product and service development initiatives.
In terms of mobile web usage intelligence, the current Admob web site already provides a tantalizing view in its monthly reports. Admob’s Mobile Metrics is a monthly compilation of reports that you can download which have detailed global mobile web usage statistics for different regions and countries. In fact, just last month when I was in South Africa for the Mobile Web Africa Conference, I happened to meet an Admob representative who said that they we’re “thrilled” by the Kenyan market since they achieved 180 million mobile ad impressions in a recent month – thats HUGE by the way considering that Kenya still has very few local mobile web sites so most of these ad impressions must have come from non-Kenyan sites.
To further reinforce the fact that Admob is already doing well in Kenya, I was recently contacted by another mobile ad network, Inmobi. Inmobi also claim that Kenya is delivering impressive mobile web ad impressions to the tune of approximately 35 million per month for around 50 mobile web sites through which which their ads are displayed. Also, according to BuzzCity, another global mobile web ad network, Kenya enjoyed 52% growth and replaced United Kingdom in 5th place in its 2009 3rd quarter index report. Incidentally, Kenya was also the only country amongst the Top 5 that enjoyed positive growth.
The bottom line is that the mobile web ad market is booming in Kenya. Going forward, the question is whether this will be enough incentive (yet) for Kenyan and African businesses, brands, and developers to jump into the game and start building mobile web sites and applications to monetize this fast growing advertising channel!
I had an interesting meeting with a prospective client representative the other day. There I was with a colleague talking about the merits of our firm providing internet marketing services to their bank when he interjected with an anecdote as to why the internet has become so vital to the future of his financial services organization.
He explained that a couple of years ago, he had made a business trip to the US where he acquired a state of the art laptop. The said laptop stayed in its box, unopened and unused, for practically a year by himself, his wife or his daughter. However, he had to get the laptop connected to the Internet for his wife and his daughter so that they could “get on that web site they call Facebook where all their friends and family go”.
Interesting, isn’t it? That a computer can remain unused for a year until a family needs to connect to Facebook since that is where everyone they know goes to spend their time online for personal and professional networking. Its not email or web browsing in general that led them to get online, it was the need to connect and re-connect with friends, family and colleagues, past and present, in and beyond Kenya, on Facebook.
Its no wonder that Facebook and other social networks are some of the most highly trafficked web sites in Kenya. As of June 2009, according to web ranking service Alexa, the most popular social networks in Kenya by overall web traffic:
4. Facebook.com
7. YouTube.com
8. Blogger.com
9. Wikipedia.org
14. Twitter.com
15. Tagged.com
18. WordPress.com
31. Hi5.com
32. Haiya.co.ke
48. MySpace.com
Based on these statistics, it goes to show the increasing importance of social networks for a variety of reasons in Kenya. One of these reasons could be that social networks act as platforms for publishing and distributing internet content that hereto had been a cumbersome, costly and highly proprietary process. At the same time, social networks in Kenya have become key channels for marketing services locally, as well as communicating directly with a broad range of parties. Lastly, social networks give us a voice that can be heard, wide and loud, on a broad range of Kenyan issues and topics, enabling us to trigger and engage in online conversations. In a nutshell, social networks are fast becoming Kenya’s preferred online destinations for these reasons.
There is a revolution afoot and its known as real-time internet search. Most recently, Twitter has shown us just how important real-time internet search is in the case of the disputed Iran election results as well as the recent death of Michael Jackson. In both cases, Twitter proved to be the most current source of information and even eclipsed both CNN and Google in terms of having the latest updates.
The most compelling aspect of real-time internet search is that it is largely crowd sourced, meaning that people like you and me are the agents of creating and distributing the latest search results. In this manner, certain topics of interest start to trend and massive levels of traffic can be realized on web sites that have the most current information.
This brings me to the main thrust of this post – are Kenyan and other African brands ready for real-time internet search? In fact, are they even aware as to what the online conversation on their brands is, and what it means in terms of brand reputation and positioning, real-time? I did a couple of searches today for several iconic Kenyan brands on Twitter, below is what I found (I have highlighted bad tweets in bold and good tweets in italic font):
Search: Safaricom
# mamboleo How is it the Safaricom customer service center is the most difficult place to buy credit?  about 1 hour ago from TwitterBerry
# 1mrsrnyawaaae_iffpa3dqnb-ia__ sportinkenya Ndereba, Kungu, Nanyim victorious in Safaricom Lewa event http://bit.ly/HEJ3m about 1 hour ago from Mobile Tweete
# Chicken_head_normal lostwhitekenyan What’s with the new safaricom mobile browser home page. Looks good. Nice headings but then nothing . . . No content at all? ? ? about 7 hours ago from TwitterBerry
# Tweet_photo_normal africaholidays Safaricom Lewa Marathon was this morning.Was superb,attendance was great.Time records were not broken but it was fan,sweat & noble.see u ’10 1 day ago from web
# Viatu_normal siraf_2 the safaricom lewa marathon is on.the most challening marathon run in the equator and in the wild.may the best man win 1 day ago from web
Search: kenya airways
# Faisalkili09 Getting ready to board kenya airways to nairobi. . Im already having fun!  1 day ago from txt
# Seagull_w_normal stilgherrian Did I misread that in my tiredness? Kenya Airways KQ0887 departs Bangkok for Nairobi at 0035, not for 40 mins? Damn. #toto 1 day ago from txt
# Picture_035_normal jeanfrancis Kenya Airways : Bientot des vols vers Malabo ( Via Douala ) 2 days ago from web
# Seagull_w_normal stilgherrian Whoever asked, I’m flying Thai to Bangkok, then Kenya Airways to Nairobi, same to Dar es Salaam, and a local airline to Zanzibar. #toto 2 days ago from TweetDeck
# Feeding_the_kids_normal beltanefire Well the worst thing occuredDespite getting all my visas etc for KENYA Kenya airways website collapsed 2 days ago
Search: EABL
#Â coldtusker @bankelele uhuru could have been favouring keroche over EABL. Same situation where Mastermind gets favorable treatment over BATÂ Â 4 days ago from web
# Tweep_known_as_gream_normal SupremeGREAM @nziokxs did u read the eabl is increasing the price of distilleds after tax reduction!!? it was jargonized didnt get much 5 days ago from mobile web
# Print_tusker_normal coldtusker @alykhansatchu Things are looking shaky today as EABL & safcom are down today. 6 days ago from web
# Weta-brca_normal natrlvisions All 3 bluebirds are, no doubt, very stunning. Had to work a little to find EABL where I lived in FL, but would just to go see them! 8 days ago from ChirpTracker
Search: Tusker
# greenroutes Beautiful tusker in wet forest at madumalai  24 minutes ago from fring
# Twitter_pic_for_web_page_normal michell_van_zyl my first tusker malt lager – mmmmmm about 16 hours ago from web
# Avatar_normal PinkM @MoMaalim mmmhhh…I don’t know how Tusker tastes but I’m not sure it’s @lyfSaMystry’s choice food. How do you do Mo? 1 day ago from web
# 3n_normal ntatu @inexes a good morning tusker, enjoy! 1 day ago from web
Search: Orange Kenya
# gachigi orange internet in kenya is so bad i haven’t been online for one week now..thanks orange  1 day ago from TwitterFox
# _mg_0258_normal larrymadowo Dominic Saint-Jean leaves Telkom Kenya, to be France Telecom EA ‘Advisor,’ replaced by Mickael Ghossein from Orange Jordan. Hmmmh… 1 day ago from web
# Moses2007_normal moseskemibaro New blog post: Orange Kenya’s “Niaje” Tariff and Safaricom Live http://moseskemibaro.com/?p=483 4 days ago from Twitter Tools
# Aly_khan_satchu_photo_normal alykhansatchu The Sun is a glorious orange disc this morning rising over Nairobi #NAIROBI #KENYA and Good Morning. 4 days ago from web
# Databank_main_r1_c1_normal DatabankGroup Kenya: Orange chief set for exit after 18 months at helm http://bit.ly/g6ftL 5 days ago from web
Search: Safari Sevens
# alykhansatchu @coldtusker WELL at least he is not blowing it on #CNNFAIL though they did feature the #safari sevens  1 day ago from web
# Logo2_normal UR7s Does anyone think that #Safari #Sevens is good enough to be part of the IRB series? 2 days ago from web
# Blupantherlogo_normal alusainc Jamati Sports Kenya Remains the Tusker Safari Sevens Champion: Kenya prevails against talented Sout.. http://tinyurl.com/nvxn9g 2 days ago from twitterfeed
# Jamati_1_normal jamati Kenya Remains the Tusker Safari Sevens Champion: Kenya prevails against talented South Africa http://tinyurl.com/nvxn9g 2 days ago from twitterfeed
# 86423296_6513d5dd8f_m_normal RugbyUnionNews [RugbyDump] Kenyan rugby and Safari Sevens tournament growing in popularity http://bit.ly/aZcP6 3 days ago from twitterfeed
# Rugby_normal Rugby_Nation Kenyan rugby and Safari Sevens tournament growing in popularity http://minurl.org/YdXT #rugby 3 days ago from web
Search: KTN Kenya
larrymadowo Look out for the Kenya tourism ad to air on CNN on #KTN Business Today, plus where the money is coming from  11 days ago from web
Search: NTV Kenya
# bankelele Did NTV just mention ‘Telkom Kenya’ and ’95% market share’ in same breath?  2 days ago from mobile web
# Hon moseskoinange I forgot i was watchin Ntv kenya news. 5 days ago from Gravity
# Ephy_tw_normal ephymwangi @NTV kenya I like your presentation 8 days ago from TwitterFox
# Logo_ntv_normal ntvkenya Check out our ‘NTV Kenya’ facebook page and comment on the various news items and programmes aired on NTV 9 days ago from web
Search: Harambee Stars
# kenyangirl2 Whatever happened to harambee stars out kenyan team, i hope they are taking lessons from team USA that beat spain today GO TEAM USA!!!  3 days ago from web
# Savvy_normal savvykenya New post..how the Harambee Stars match on Sato went down http://bit.ly/13il8h 4 days ago from web
# Default_profile_normal wescute harambee stars r on a role……….. 6 days ago from web
# 2917_74243554593_694244593_1581052_4441031_s_normal CKigwe Am happy of harambee stars victory! 4 Southafrica nicegame too! 7 days ago from mobile web
# Logo_ntv_normal ntvkenya Stars defeat Black Mambas to record first win: Harambee Stars collected their first three points from group B in.. http://tinyurl.com/ljp3ac
In a nutshell, the above twitter searches go to show that Kenyan brands are definitely part of the real-time internet search phenomenon, and that’s whether they know it, or not. Going forward, its up to them to “plug in” to the online conversation to enhance their brand visibility and relevance through real-time internet search.
On the 28th of May 2009, Microsoft finally soft launched its Bing search engine. Everyone has been waiting to see if Bing (formerly code-named Kumo) would have anything special to offer in the way of search since as we all know Google has been the leading search engine for ages, and no one is really complaining.
The folks from Redmond clearly figure that their software development chops give them the birthright to take Google head-on (again) after Windows Live Search failed to live up to its promise. The initial reviews of Bing are surprisingly good! It seems that Bing offers something new and unique in the way of search – Microsoft has actually managed to re-think internet search as we know it and it seems (really) that they may have built a better mouse trap (i.e. search engine), at least in some ways compared to Google.
The most important big idea in Bing is the manner in which it gives out its search results in a very contextual manner rather than flooding you with a list of unrelated or irrelevant listings. You can read the latest review on Bing VS Google here at Search Engine Land and user comments on Bing at Techcruch.
Everyone knows that Google is still the king of internet search but do we all remember other innovative search engines like Alta Vista and Hotbot that got way laid by Google? Could the same therefore happen to Google if Bing actually proves to be a better mouse trap, in time? Only time will tell. Meanwhile, you can play around with Bing here and see for yourself.
According to CNET, once again, Microsoft is finding itself beaten to the punch in the search game. Microsoft CEO Steve Ballmer may be ready to unveil search engine Kumo as early as next week.While it has been readying Kumo for its first public airing–probably at next week’s D: All Things Digital event–Yahoo and Google have already shown off their latest search enhancements. Worse still, their demos show that Redmond’s rivals are heading in some of the same directions as Microsoft itself. More >
Today’s Business Daily Newspaper has an article on Kenyan businesses and professionals using social media and social networking as a marketing and service delivery channel. I was interviewed for the same by Business Daily’s Wanjiru Waithaka and I am quoted in it. You can read the article in full on the Business Daily web site here >>
In light of all the hyperbole currently surrounding the Internet micro-blogging wunderkind twitter, I decided to do some research to see just how well the micro-blogging service is doing in Kenya. I must admit I was pleasantly surprised and a little disappointed at the same time. I managed to locate the Top 100 Twitterers in Kenya (as of this posting) via twitterholic at this link for Nairobi, Kenya. The truth is that the twitterholic listing is out of date by a month or two from what I can tell and is mostly centered on Nairobi – but its the only comprehensive Kenya specific ranking that I could find online.
The top 100 @kenya twitter listing is largely dominated by bloggers with @kahenya currently occupying the top spot with 1,731 followers and closely followed in second position by @paulakahumbu with 1,730 followers. The gap between number 2 and 3 is significant with @intelligensia having 450 followers. I was surprised to learn that yours truly @moseskemibaro cracked the top ten at number 9 with 311 followers!
Further down the list, it was interesting to note the Kenyan brands that had created Twitter profiles and had some followers. @wildlifedirect had the largest following of 314. The next brand is @kenyaairways who we’re ranked at 28 with 89 followers, a number I expect to grow massively if they invest in creating more visibility for their twitter profile. The interesting thing is that @kenyaairways have a very active twitter profile that is promoting their offerings and also providing a channel for interaction with their customers. Clearly, Kenya Airways is a authentic Kenyan brand that is really “getting” new media.
Further down the list for companies, my company @dotsavvy is ranked at 34 with 69 followers – not bad considering we only set-up a twitter profile around two months ago with very limited marketing so far. In position 45 and with 45 followers is @theeastafrican, the twitter profile for The East African Newspaper. Their profile has been conspicuously silent of tweets since January 2009 which is strange since they are a leading weekly newspaper!
Next up at position 61 with 26 followers is @theinsyder, a well established Kenyan tweens magazine – I expect them to really grow if they invest lots in building up their followers since their market is mostly Kenyan youth. @ntvkenya is the twitter profile for NTV which is one of Kenya’s largest television channels is positioned a lowly 91 with only 4 followers!
I’m thinking that the twitterholic list for Kenya may not be very up to date since I just found out that @984capitalfm and @easyfm96 are having a faux challenge of sorts to see which of the popular radio stations can reach 1000 followers in the shortest time possible. As of this posting, @984capital is ahead with 92 followers so far and @easyfm96 has only 9 followers. However, in a nutshell, its great to see that Kenyan brands are getting twittered!