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Google Tops Mobile App Advertising In Africa3 minutes read

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AppsFlyer, the global attribution leader, has released the 11th edition of its Performance Index.

While Facebook took the first spot, both Google and Facebook continued to dominate mobile advertising with a significant majority of the non-organic install market.

The search and social giants hold the #1 power ranking position in 79% of breakdowns, and 82% of volume rankings across all indices.

Since 2015, app marketers globally have turned to The AppsFlyer Performance Index to guide them in one of their most important decisions: which media sources to partner with. This new report provides a complete report card on the mobile media landscape across multiple marketing activities to help app marketers optimize their budgets.

Analyzing 27 billion app installs across 495 media networks and 14,000 apps, the report shows that Google is the best platform for driving performance for app marketers in Africa, while Facebook is the best platform for remarketing across Africa and the Middle East.

The social network’s ability to drive performance at scale in both the Retention Index and the new IAP (in-app purchase) Index has propelled Facebook’s ranking forward.

It also dominates the new IAA (in-app advertising) Index as well as the Remarketing Index, making its overall cross-index position as the dominant force in mobile clear.

But quality comes at a cost. An analysis of the cost of media shows that Facebook charges more. This is especially true in Gaming, where cost is significantly higher in North America, Latin America, and Europe, while Google has a slightly higher cost in APAC. In Non-Gaming, Google is more costly, but not by a wide margin, with the exception of North America where Facebook is more expensive.

A platform breakdown shows Google is a clear winner in Android thanks to its leap in developing countries where the OS dominates, while Facebook controls much of iOS.

While the novel coronavirus has had a significant impact on apps, and our entire ecosystem, the impact of the pandemic on media source rankings was marginal. The only exception was Apple Search Ads. Organic growth in the App Store led marketers to start and/or increase their app store optimization efforts, bringing Apple Search Ads to the front, driving impressive growth and strong performance.

Shani Rosenfelder, Head of Mobile Insights, AppsFlyer: ״Although retention is a central KPI for performance app marketers, monetization metrics in a freemium-driven ecosystem reign supreme. Since 2015, app marketers have turned to our Performance Index to guide them in deciding which media sources to partner with. Thanks to the scale of marketers measuring purchase events with AppsFlyer, we were able, for the first time, to create the in-app purchase Index and the IAA Index with statistically significant results. We’re thrilled to be able to offer such significant insight to marketers, especially considering that many apps today rely on in-app purchases and ad monetization to drive revenue.”

Daniel Junowicz, MD Latam & Africa, AppsFlyer: “Our Performance Index has been the go-to source of information for many marketers for a few years now and we are excited to include some insight from the burgeoning African apps market in this edition. The African app market represents a significant opportunity for people on the continent and beyond to drive new growth opportunities, and we are also excited to play our part in underpinning this with data and informed analysis that will make it easier for everyone to get the best results.”

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Stripe Acquires Nigeria’s Paystack

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American firm, Stripe, has entered into an agreement to acquire Paystack, a technology company based in Nigeria’s commercial city, Lagos, in a deal reportedly worth more than $200 million.

Like Stripe, Paystack provides APIs that let merchants, with just a few lines of code, build online payment features.

More than 60,000 businesses in Nigeria and Ghana use Paystack to collect online and offline payments. The team has developed APIs enabling developers to create online custom checkout experiences, build automated recurring billing systems, instantly send bulk transfers to any bank account in Nigeria, and verify the identity of customers.

Already processing more than half of all online transactions in Nigeria, the company is planning to expand across the continent and has already started a pilot with businesses in South Africa.

Stripe led an $8 million Series A funding round for Paystack in 2018 and has now decided to buy the Nigerian outfit to take advantage of a market that has huge potential, with online commerce on the continent growing at 21% year-over-year.

Paystack will continue to operate independently. Over time, its capabilities will be embedded in Stripe’s programmable platform for global money movement that currently spans 42 countries.

Matt Henderson, business lead, Emea, Stripe, says: “In just five years, Paystack has done what many companies could not achieve in decades. Their tech-first approach, values, and ambition greatly align with our own. This acquisition will give Paystack resources to develop new products, support more businesses and consolidate the hyper-fragmented African payments market.”

Shola Akinlade, CEO, Paystack, adds: “We believe deeply that with the right tools, African creators, developers, and entrepreneurs can do incredible things. Leveraging Stripe’s resources and deep expertise, we’re excited to accelerate our geographic expansion and introduce more payment channels, more value-added services, and deeper integrations with global platforms.”

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Nigeria’s Tizeti Expands Internet Access With Cambium Networks Wireless Technology

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Cambium Networks, a global provider of wireless networking solutions, has announced it is supplying Tizeti Network Limited, Nigeria’s public Wi-Fi operator, with an end-to-end wireless fabric solution.

Cambium will help Tizeti expand its ISP operations in Africa’s most populous nation and meet customers’ increased demand for quality and high-speed connectivity, which has been accelerated by the COVID-19 pandemic. Cambium equipment will also be deployed in Ghana, as Tizeti expands its Express Wi-Fi coverage.

With more than 1.5 million users, Tizeti is the fastest-growing internet service provider in Nigeria – a nation with almost 200 million people with relatively low broadband penetration. The company recently hit a major milestone in the growth of its ISP operations in Nigeria by delivering over 70,000 GB per day of traffic to its subscribers using Cambium wireless networking technology.

The company is now expanding its network using Cambium’s cnPilot Wi-Fi access points with ePMP fixed wireless wide area distribution, and cnMaestro™ cloud-based management platform. By using solar power in the majority of its sites, Tizeti is able to rapidly deploy a highly resilient network, despite the challenging local conditions.

As part of this effort, Tizeti has also begun deploying Cambium technology in Ghana to deliver gigabit broadband speeds over wireless.

“We are excited to have crossed this important network threshold in record time,” said Kendall Ananyi, Founder and CEO at Tizeti. “This would have been impossible without Cambium’s high-performance technology and disruptive economics. As we continue to invest in our core infrastructure to bring affordable, high-speed internet access to local communities around the country, end-to-end wireless solutions like Cambium’s comprising Wi-Fi access and fixed wireless broadband backhaul will be key to help us deliver the high performance and reliability our customers expect at a lower cost.”

“Tizeti is at the vanguard of the data communications revolution sweeping across Africa,” said Martín de la Serna, Regional Vice President of Europe, Middle East, and Africa. “With their highly capital-efficient business model, Tizeti has rapidly deployed a complete Cambium wireless fabric solution in record time and under budget. We look forward to supporting their ongoing acceleration across Nigeria, Ghana, and beyond.”

“Cambium is honored to be Tizeti’s key wireless infrastructure partner as they grow their business,” said Atul Bhatnagar, President and CEO Cambium Networks. “We look forward to supporting Tizeti to deliver gigabit connectivity using Cambium’s wireless fabric.”

Express Wi-Fi is a platform by Facebook Connectivity that enables mobile operators and internet service providers to offer fast, affordable and reliable Wi-Fi connectivity as well as build, operate, grow, and monetize their network in a sustainable and scalable way.

As an official channel partner for Express Wi-Fi platform, Cambium is enhancing the services it provides their customers by working with service providers on rapid deployment of Express Wi-Fi.

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Ericsson, UNICEF To Provide Internet Connectivity Mapping To Schools in Nigeria, 34 Others

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Ericsson and the United Nations Children’s Fund (UNICEF) have agreed to a global partnership that will provide internet connectivity mapping to educational institutions in Nigeria and 34 other countries.

Mr Sean Cryan, the Country Manager of Ericsson: the Swedish multinational networking and Communications Company in Nigeria, said that the project with the theme: “Mapping school internet connectivity’’ would help to bridge the digital divide by providing internet access for the next generation.

“We are planning to share the list of the first 10 countries in the fourth quarter of this year, while the remaining countries will be communicated in 2021,’’ he said.

He added that the project would start before the end of 2023, adding that the initial take-off would also depend on where their teams would be allowed to travel and operate safely.

According to him, digital transformation, undoubtedly, impacts various sectors and organisations by helping them leverage on beneficial opportunities that come with new technologies.

“Mapping the internet connectivity landscape in schools and their surrounding communities will be of great importance, given its vital role.

“Connectivity mapping is a primary source for providing children with the necessary means and capabilities to exploit the opportunities provided by the advantages of digital learning,” he said.

He said that the partnership falls within the framework of the “Giga” initiative that was launched in 2019 by the International Telecommunication Union (ITU) in cooperation with UNICEF.

Cryan added that it had the primary goal of connecting all schools on the planet to the internet.

The country manager also highlighted the benefits of mapping to governments and the private sector.

He said that it would help them design and deploy digital interventions to support uninterrupted learning for children and young people.

He stressed the notion that some internet users employed the use of the facility from their homes while many others use it at school.

“The International Telecommunication Union (ITU) estimates that over 53 per cent of the world’s population used the internet in 2019, up from under 17 per cent in 2005.

“Although, we have broad statistics on internet usage, mapping will help us to understand how access by schools fits into that and where the gaps are.

“Ericsson’s vision calls for us to connect the unconnected because we believe that access to communication is a basic human need.

“We also believe that people in the rural parts of Africa will benefit greatly from mobile connectivity, which greatly increases access to information and services that support health, education and small businesses.’’

According to Cryan, digital connectivity is one of the ‘Global Breakthroughs’ which the Giga project is looking to address.

“The partnership between UNICEF and Ericsson will take the first vital step in mapping and understanding the connecting gap,” he said.

Cryan also speaking on the scope of the project, said that Ericsson had committed resources for data engineering and data science capacity to accelerate the mapping.

He said that the company would specifically assist with the collection, validation, analysis, monitoring and visual representation of real-time school connectivity data.

“Ericsson is the first private sector partner to join this initiative and does so as a Global UNICEF Partner for School Connectivity Mapping.

“Collected data will enable governments and the private sector to design and deploy digital solutions that enable learning for children and young people.

“Additionally, Ericsson will engage its extensive customer base in the Giga initiative to further advance this mission,” he said.

The Country Manager said that the total value of the partnership between Ericsson and UNICEF would be determined overtime, adding that they were yet to arrive at the amount of time and resources needed to support the project.

He also said that both organisations were still working together to assess the locations where the programme would likely have the greatest impact.

He said that this would afford them the opportunity of taking the advantage of the information, choice and opportunities that it would bring.

The country manager also added that Ericsson had been working on how to provide communication services and solutions to challenges facing ICT users since its inception.

He said that this had been across network segments so as to make the operations of telecom service providers more efficient and bolster their digital transformation.

According to Ericsson Mobility Report, mobile broadband subscription penetration in the Sub-Saharan Africa region is approximately 30 percent and is forecasted to reach around 50 percent by the end of 2025.

Also, a Mobile Economy 2018 report by Global System for Mobile Communications (GSMA) noted that the 49 percent mobile subscription of Nigeria’s 196 million people is expected to reach 55 per cent by 2025.

Cryan also spoke on the strategic importance of Nigeria to the projects.

He said that with Nigeria currently holding one of the highest numbers of mobile subscriptions in Sub-Saharan Africa, superior network performance is imperative.

According to him, Ericsson is committed to partnering local service providers in meeting the growing demands of subscribers for an enriched broadband experience.

Cryan also said that the importance of establishing a high quality mobile broadband service in Nigeria cannot be overestimated.

“It opens up opportunities for people to improve their productivity locally and fuels new businesses which feed into boosting the economic growth of the country.

“In collaboration with Ericsson, local service providers have rolled out an LTE network that has had a significant impact on the user experience in Nigeria.

“Download and upload speeds in the completed areas are exceptional and customer feedback has been overwhelmingly positive.

“Nigerians can now experience a truly world-class data service with faster web browsing and downloads,” he said.

Furthermore, the Country Manager said that for the company to deliver sustainable impact, it had begun to collaborate with various partners to facilitate societal impact and provide equal opportunities.

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