Cape Town_ MEF, the global community for mobile content and commerce has launched the first report of a three-country African Growth Market Study on mobile content and commerce.

Key findings showed the optimism of Kenyan industry leaders towards mobile content and commerce revenue growth after a third of respondents saw mobile end-user revenues rise more than they expected last year.

Perhaps unsurprisingly in a market with highly developed mobile money and m-banking offerings, mobile money was found to be the main source of end-user revenue at 53% followed by social networks (37%) and mobile commerce (30%).

The results also revealed that mobile payments are considered by far the greatest opportunity for market growth at 87% followed by mobile advertising and rising smartphone adoption with business confidence in decline with traditional downloadable content such as ringtones and
perhaps surprisingly games.

Whilst opportunities in the mobile industry abound, business leaders cited that the main challenges lie with the operators, particularly with regards to high charges and network issues.

Providing a clear call to action, the industry respondents believed that more should be done to educate and reassure consumers.

Whilst rising smartphone adoption is one of the greatest opportunities, fragmentation issues are still considered a challenge.

Rimma Perelmuter, MEF CEO stated that the report provides an industry-wide snapshot on mobile activity and opportunities in Kenya today as part of their regional roadmap of activities, following the launch of the dedicated MEF Africa office in association with Vodacom in late 2012 adding that Kenya is a market of great interest to the members and as the study clearly demonstrates a showcase for success, particularly in mobile money.

The preliminary findings of the inaugural survey were shared with 1000 industry professionals at the Mobile Monday Jamboree in association with MEF on the fringes of AfricaCom, held at the exclusive Shimmy Beach Club.

The survey was conducted in association with KPMG and supported by Nation
Media Group.

 MEF is a global community for mobile content and commerce. It is the leading trade organisation for companies wishing to monetize their goods, services and digital products via the mobile connected device. MEF provides competitive advantage to its diverse membership, shapes industry growth, connects thought leaders and spearheads ground-breaking initiatives which explore and promote monetization opportunities.

With global headquarters in London and operational chapters and offices in
Asia, EMEA, Latin America, Middle East and North America, MEF is a member
network with global reach and strong local representation, ideally placed to drive market growth.

 Established in 2000, MEF provides an impartial, consistent and powerful voice for the foremost companies and entrepreneurs from across the mobile content and commerce value chain.

In late 2012, MEF launched a dedicated regional office in association with Vodacom to help promote African mobile growth and showcase innovation.

Headquartered in Johannesburg, the MEF Africa Office serves as a hub for the trade association’s growing African membership.

With a mandate to help drive mobile growth and innovation at both a continental and country level MEF Africa advances regional market initiatives aimed at boosting consumer trust and promoting monetisation as well as providing business development and dedicated analytics across the Africa region.