2011

Top Trends in ICT in Kenya

12 Months of Great Possibility and opportunity lie ahead

presented by

Google Confidential and Proprietary

Change Is Upon Us

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 Information

20 Years Ago
Libraries, morning paper

Now
+16 Billion
searches per day

3 Google Confidential and Proprietary

Source: According to Comscore, in June 2008 there were over 60 billion searches conducted worldwide - equivalent to more than 2
billion searches per day on average
 Communication

20 years ago
Fax, post, landlines

Now
118 billion
emails & IM’s sent per day
8.2 M SMS sent daily in Kenya

Google Confidential and Proprietary

Source: IDC: 'Worldwide Email Usage 2007-2011”' 'Worldwide Email Usage Forecast, 2002-2006: Know What's Coming Your
Way'' http://www.bizreport.com/2007/04/spam_volume_to_exceed_legitimate_emails_in_2007.html (Apr 2007) (Checked Oct
2008 but unable to find an update)
 Community

20 years ago
Social clubs, penpals

Now
600+ million
active users on Facebook

1+ Million in Kenya

5 Google Confidential and Proprietary

 Commerce

20 years ago
Local shops, catalogues

Now

85% of
internet users
worldwide have bought something online

8.69 Million Internet users in

Kenya (23%)
13+ million mpesa users
Google Confidential and Proprietary
The Media & Mobile Landscape Is Changing

Google Confidential and Proprietary

 And So, Too, Is the Purchase Funnel

Traditional New
Analog Digital

Awareness

Interest

Consideration

Purchase

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So What are my top 10 trends
to watch?

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Search Is a Core Behavior

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1
0
1. We are going to see more users getting online in
2011

Most of the users will

be on mobile

Businesses both large and small will turn to search

to drive new traffic to their websites;

Google Confidential and Proprietary

 2. Offline Events will drive online search

Advertisers will take advantage

of the direct link of offline event
and subsequent surge of online
searches for news, insights and
videos
From sports, politics to natural disasters

Google Confidential and Proprietary

 3. Data beats opinion

This year we expect to see an

increase in the use of search
trend data in structuring
online marketing campaigns
Access to search trends data is available to everyone;
This data will allow marketers to work from an informed
point of reference; Google Insights for Search
Google Confidential and Proprietary
 4. Websites will get better and better

For example, Google Analytics allows

you to track user browsing behaviour
on your site and Google Website
Optimizer can suggest ways to
improve the layout and format of
your website to make it more user
friendly
Users are starting to use free and readily available
tools to improve the usability and functionality of their
websites
Google Confidential and Proprietary
 5. Video will take centre stage

Online video viewing is becoming

increasingly popular. Last year more
than 13 million hours of video
(approximately 1,500 years) were
uploaded to YouTube globally.

In Kenya, Makmende, a fictional Kenyan superhero

character has enjoyed a popular resurgence after an
adaptation by Kenya’s musical group Jus- A-Band in
the music video for their song Ha-He.
Google Confidential and Proprietary
 6. Going mobile, going big

Kenya’s mobile penetration massively

exceeds the broadband penetration,
and even with the expected rise in
broadband access in 2011, it isn’t
going to catch mobile just yet. So, it is
important for Kenya’s advertisers to
think mobile.
More people do business on their mobile phones than
on their laptops because mobile search gives users
instant, contextually relevant access to information
anytime, anywhere
Google Confidential and Proprietary
 7. The world will be watching

During the world cup last year, Millions

of international consumers were
searching for information on South
Africa, and local businesses were
taking advantage of the online
opportunities available to market their
products and services.
Savvy companies which were already up to speed on
the opportunity presented by the World Cup were not
alone for long as more and more companies and
industries move in the same direction.
Google Confidential and Proprietary
 8. The internet is social

The social media landscape will

continue to evolve at a break-neck
pace and many companies will launch
marketing campaigns within the social
media space to take advantage of the
massive power of social networks..

The internet is providing greater transparency into what

is happening in the world, and in the process widening
our perspective.

Google Confidential and Proprietary

 9. Cloud computing is in your future

By keeping and accessing the

information that’s important to us
online, or in the cloud, we’re bringing
an unprecedented level of flexibility
and accessibility to our lives

Cloud computing moves all of our computer-based

activities - searching, emailing, watching videos,
creating documents, and more - to a virtual space
referred to as ‘the cloud’.
Google Confidential and Proprietary
 10. High-tech cross-cultural communication

Developments in translation, voice

search and text-to-speech technology
will empower people to more easily
communicate across languages;
thereby breaking down cultural barriers
and increasing cross-continental trade.

Translation and Localization products and services

Google Confidential and Proprietary

In 2010: 3 Key Consumer Retail Trends Are Emerged

Google Confidential and Proprietary

 1. Consumers Have More Choice
Consumers today have many more choices: greater product options, new
marketplaces (i.e. online, store, mobile), and increased retailer competition.

New Retailers Online Expanded Product Offerings

+11%

Source: Hitwise. Shopping & Classified Website Ranking Report, Dec 2009 & Dec 2008. Google Confidential and Proprietary
RECOMMENDATION

Offer Customers New Ways to Connect With You

Be innovative—create integrated marketing campaigns that allow your
customers to interact with your products in the medium they prefer

Ralph Lauren (YouTube) Wal-Mart (YouTube) Dell (Twitter)

Google Confidential and Proprietary

 2. Search Drives Store Purchases

In-Store 87%of purchases

completed after a search
were made offline

purchase cycle today

Source:comScore/TMP Directional Marketing, 2007 Google Confidential and Proprietary
3 Key Retail Trends Recommendations

1. Offer customers new ways to

connect with you

2. Use Search to drive multichannel

purchases

3. Advertise promotions to capture

consumer interest

Google Confidential and Proprietary

Thank you!

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