Vodafone 2013 Annual Report Download - page 29

Mobile penetration opportunity
in emerging markets
Emerging markets represent the regions
withthe most potential for future mobile
revenue growth driven in part by lower mobile
penetration. For example 1.2 billion people live
in India (thesecond most populated country
in the world, after China) but only around two-
thirds have a mobile phone, implying good
potential future market growth.
The data opportunity
in emerging markets
For many people in emerging markets their
rst internet experience has been on a mobile
device due to the lack of alternative xed
line infrastructure, and we expect this
to be the case going forward. In South Africa
mobile broadband accounts for around 80%
of all broadband revenue including xed.
The demand for data is expected to grow
strongly as only around 28% of our customers
in emerging markets currently use data
services, compared to around 48% in Europe.
In India we have 37 million data customers,
most of which are 2G data users mainly
consuming services such as messaging, email
and internet browsing. Within this some three
million customers are 3G data users, stream
videos and downloading more heavy content.
During the year we launched 4G services
in South Africa.
30%
of our service revenue is from
emerging markets.
28%
of our customers in emerging
marketsuse data; compared to around
48% in Europe.
£656m
transferred person-to-person each month
over our M-Pesa money transfer service.
Financial services
in emerging markets
Our Vodafone money transfer service, M-Pesa,
enables people in emerging markets, 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 18.1 million active
M-Pesa customers, up from 14.4 million a year
ago, who transfer around £656 million per
month. The service is now available in Kenya,
Tanzania, South Africa, Afghanistan, Qatar, Fiji,
the Democratic Republic of Congo and India.
M-Pesa is already a major contributor
toour businesses in Kenya and Tanzania,
accounting for about 18% and 14% of
revenue respectively.
Looking forward we intend to extend the
M-Pesa service to other emerging markets
within the Vodafone footprint, and to expand
the products and services available.
For example in April 2013, India became
the latest addition to our M-Pesa footprint.
Following a successful trial, the service
will be offered in a limited number of areas
of thecountry and will be progressively rolled
out nationwide. The opportunity in India
is particularly attractive as some 700 million
people do not have a bank account. Other new
products, such as international money transfer,
savings and loans, salary disbursements and
access to insurance products have also been
introduced in different markets.
Extending our global presence with
partner market agreements
We enter into partner market agreements with local
mobile network operators in order to extend our
global reach and better serve our global customers
without the need for capital investment. Our partner
markets community has grown rapidly to cover
around 50 countries. During the year we established a
partner agreement with Polkomtel in Poland and Zain
Group, which extended our reach to Saudi Arabia,
Bahrain, Kuwait, Jordan and Iraq.
M-Shwari, Mobile banking
M-Shwari is a revolutionary new paperless banking product for M-Pesa customers,
delivered by our associate Safaricom, in partnership with the Commercial Bank of
Africa. This waslaunched in Kenya in November 2012. M-Shwari enables customers
to save andborrow directly via their phone, while earning interest on the money
saved. At31March 2013, 1.2 million people were actively using the service in Kenya.
M-Shwari builds on our successful M-Pesa money transfer service, which has
18.1million active customers across the globe.
27 Vodafone Group Plc
Annual Report 2013
Overview Business
review Performance Governance Financials Additional
information