The Growth of Mobile Media in Nigeria and It's Importance for Mobile MoneyWebinar, 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, 201016,828 users

November 20st, 20125,401,127 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 minutes21 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 CUSTOMERACQUISITIONACTIVATION, 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 itwere engageddid something

Eskimi fanclubsPepsi: from zero to 150'000 fans in 30 days

House of Chi5000 photos for Peppe Terra cooking competition

GTBank to drive app downloads using Eskimi fanclubs

measurechange the direction

Who is the key audience for mobile money?Eskimi, 2013-02

81% of mobile internet users send money to their

families

19%$

81%$

Do#you#send#money#to#your#families?#

No$ Yes$

83% of mobile internet users are urban

83%$

17%$

Do#you#live#in#the#city#or#outside#the#city?#

In$the$City$

Outside$the$city$

Today 80% use banks and airtime or cash through

trusted person

17%$

50%$

10%$

8%$

2%$ 13%$

How$to$you$send$the$money?$

Air-me$

Bank$transfer$

Mobile$money$

Other$

Transport$

Trusted$person$cash$

They are the most tech-savvy audience, that can influence 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 moneyGTBankEcobankFirst bankPagaStanbic

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 individuals4 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

CHANNELSIZESOLUTIONSAUDIENCEWAYS

mobile media30 million activeeducate, acquire, activateurban, working, studentstoday: awareness

Start 3Eskimi overviewFast growth in Nigeria continues...Canvas 10Canvas 12Canvas 38Mobile media as main platform for mobile money communicationStart 4Canvas 14Canvas 15Canvas 19Start 7Canvas 32Canvas 26Canvas 8Canvas 27Canvas 35Start 9Canvas 34Canvas 25Canvas 23Canvas 33Start 8Canvas 29Canvas 30Canvas 24Canvas 31Canvas 28Canvas 18