Vodafone 2012 Annual Report Download - page 28

26
Vodafone Group Plc
Annual Report 2012
Focusing on growth in:
Emerging
markets
Emerging markets such as India and Africa represent
a signicant opportunity for growth. Last year the
Indian mobile market added 140 million customers –
over two times the size of the UK population.
The attraction of emerging markets
Over 70% of the world’s six billion mobile
phone users are in emerging markets, where
incomes are generally lower than mature
markets such as Europe. Emerging markets
tend to have stronger growth prospects than
mature markets, as a smaller share of the
population in these countries have mobile
phones and the pace of economic and
population growth tends to be higher.
Duringthe year mobile service revenue
growth in ouremerging markets increased
by13.2%*, including 19.5%* in India and 25.1%*
in Turkey. This was driven by continued
strongeconomic growth and rising mobile
penetration. Incontrast revenue growth in
Europe declined 1.1%*
.
+7.92010
2011
2012
+11.8
+13.2
Emerging market service
revenue growth*
%
The data opportunity
in emerging markets
Mobile data is increasingly popular in emerging
markets given the lack of alternative xed line
infrastructure. For many people in emerging
markets their rst internet experience has
been on a mobile device and we expect this
tobe the case going forward. The demand
fordata is expected to grow strongly as only
around 29% of our customers in these
marketscurrently use data services, compared
to about 42% in Europe. At 31 March 2012
overhalf of our mobile data users were from
emergingmarkets.
Our money transfer
service, M-Pesa, supports
economic development
in emerging markets
Mobile services are a key driver of economic
development in emerging markets.
Accordingto a World Bank study, a 10%
increase in mobile penetration can add 1.2%
toannual economic growth in an emerging
economy. Our Vodafone money transfer
service, M-Pesa, is also contributing to
economic growth in countries that lack
banking services. It enables millions of people
who have a mobile phone, but with limited or
no access toa bank account, to send and
receive money, top-up airtime and make bill
payments. Wenow have just over 14 million
active M-Pesa customers, who transfer up
to£600million per month. The service is
established in Kenya, Tanzania, South Africa,
Afghanistan, Qatar and Fiji. Duringthe nancial
year, we launched M-Pesa on a trial basis in
Rajasthan, India, in preparation for a full launch
later this year across the country.
29%
of our service revenue is from
emergingmarkets.
£600m
transferred person to person over our
M-Pesa platform per month.
Emerging markets represent around
29% of our service revenue and the
share is likely to grow over the medium
to longer term driven by continued
strong economic growth and the
increase in mobile penetration towards
mature market levels.
Market context:
Almost all of the 1.5 billion newmobile
phone users over thenext four years are
expected to come from emerging markets.1
Goals:
We are steadily increasing our exposure
toemerging markets given the stronger
growthprospects that they offer relative
todeveloped markets.
Strengths:
We operate mobile networks in a number of
emerging markets including India, Vodacom,
Egypt, Turkey, Ghana, Qatar and Fiji – in
which we hold either a number one or two
revenue market share position.
Actions:
Our high quality networks combined
withlow cost devices and innovative
servicessuch asmobile payments and
mobile healthsolutions help to support
economic development in underdeveloped
communities (see below and “Sustainable
business” on page 36 for more information).
Progress:
Emerging markets represent our fastest
growing geographies, delivering service
revenue growth of 13.2%*, compared to
a fall of 1.1%*, for our Europe region.
Note:
1 Sourced from IDC.
Strategy (continued)