The largest mobile network operator is Vodacom (52% market share, source: Vodacom), MTN is second (35% market share, source: MTN) and Cell C, a subsidiary of Saudi Arabia’s Oger Telecom, is third (4.2 million subscribers, 8.8% market share, source: Cell C). Some 7% have 3G subscriptions.

Mobile, anyone?

South Africa is a very attractive market for mobile services. According to a report from Frost & Sullivan, demand for mobile content services in South Africa will grow by an average of 15 per cent per year until 2013.

It is also the most advanced mobile territory in Africa, with a European-style infrastructure, and consumers whose first introduction to telecoms and the web comes from mobile. Mobile broadband usage is as common as fixed line.

The Mobile Marketing Association recently released some interesting statistics about the phenomenal growth in this market and the current state of mobile adoption in South Africa, as summarized in an article by 20fourLabs.

South Africa is a nation sparkling with confidence, higher than many parts of the world (source: Bureau for Economic Research), and with great ambitions as the 2010 World Cup is gripping this sports mad country!

Launching mobile content services in South Africa

In November Netsize launched its mPayment operator-based billing solution with South Africa coverage with MO premium and MT premium billing. On Vodacom and MTN (total 87% market share) both MT and MO premium are available, and a long number for sending and receiving messages.

Multiple price points per short code are possible. MO premium is available on Cell C with a single price point per short code. For the most common price points shared short codes will be available.

Applications …

Popular mobile applications include banking (money transfer services), advertisement (mobile marketing) and entertainment (content/infotainment and social networking).

Whereas traditional direct marketing and online marketing is costly and less effective due to the language situation and lack of broadband access, mobile is providing an alternative marketing channel. Direct and personal, it has the widest reach of all in this vast country.

With 4 times more people using sms than email, it is clear that in this country the mobile is everyone’s “first screen.”

Regulatory aspects

As most countries, South Africa has put in place industry self regulation. The WASPA Code of Conduct promotes fairness and decency in dealings with subscribers and members in the content value chain.

Advertising must follow the rules in the Advertising Code of Conduct, with clear communication on pricing matters. Operators have set some specific rules as well in particular for MT subscription services.

Online seminar

If you would like to know more on how to launch mobile content services in South Africa and Netsize mobile messaging, billing and marketing solutions, we invite you to view the Netsize online seminar on South Africa at www.netsize.com.

Mobile communications and commerce enabler Netsize today announced that Gameloft, a leading developer and publisher of video games on mobile phones and consoles, will be implementing its mPayment mobile payment solution. This pan-European agreement enables Gameloft customers to purchase games directly via premium SMS or from the Gameloft WAP shop.

In choosing Netsize, Gameloft is taking advantage of the company’s pan-European coverage in WAP billing wherever the offer is available at operators. In the UK, Netsize is an accredited payment intermediary and has implemented the latest proposed Payforit features in its mPayment solution

Netsize mPayment for Payforit lets mobile phone users buy goods and services using their mobile phones and charge the amount directly to their phone bill or deduct it from their pre-pay credit. Gameloft customers will benefit from greater pricing flexibility and more transparent billing. Netsize makes it easier for publishers to integrate mobile payment into their games because of a single integration API. This provides access to all available operator WAP and Premium SMS billing methods, as well as alternative payment methods.

“Mobile payment is critical to our business and our decision to work with Netsize is based on how their platform enables us to give our customers the best buying experience,” says Eve Arakelian, B2C Director, Gameloft. “Netsize provides a solid platform solution that does just that while at the same time being able to handle very large transaction volumes in the most efficient way.”

The new agreement builds on a long and close working relationship between the two companies. Gameloft has grown its European business using Netsize mobile solutions including Premium SMS, Standard Bulk SMS and WAP Billing since 2003.

Ludovic Maupain, VP Marketing and Operator Partnerships, Netsize added: “We’re delighted to be deepening our relationship with Gameloft. Gaming is a key growth segment in mobile value added services globally and Netsize has supported Gameloft in its successful deployment across Europe based on the breadth of our offering in bidirectional messaging, SMS billing and WAP Billing”.

The Gameloft agreement highlights the even wider global opportunities for Netsize in supporting mobile game operators and services. Informa Telecoms and Media estimates that the number of mobile game users worldwide will exceed 100 million in 2009 and is growing by 15% annually. Total mobile game revenues are estimated to reach US$ 4.8 billion globally in 2009 (Source: Informa)

Netsize recently announced that its online payment solution is now fully Payforit 2.0 compliant, making Netsize one of the few accredited payment intermediaries across all UK operators. Payforit is an online payment service that provides a common framework for charging consumers for content and services through the mobile internet and is supported by mobile operators including Vodafone, Orange, O2, 3 and T-Mobile.

About Gameloft
Gameloft (EPA:GFT) is a leading international publisher and developer of video games for mobile phones and consoles. Established in 1999, it has emerged as one of the top innovators in its field. The company creates games for mobile handsets equipped with Java, Brew or Symbian technology. The total number of games-enabled handsets is anticipated to exceed four billion units by 2012. Gameloft games are also available to players on WiiWare and DS, Microsoft’s Xbox LIVE Arcade, Apple’s iPod, iTouch and iPhones, and PCs.

Through agreements with major telephone wireless carriers, handset manufacturers, specialized distributors and its online shop, Gameloft has a distribution network in over 80 plus countries.