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Mobile Content & Advertising Perspective / Vol. 1, Issue 12, Edition 11
Pyramid Research, Inc, November 2008
Vodacom South Africa Shows Opportunity for Mobile Advertising in Developing Markets
In April 2007, Vodacom set up a new department dedicated to exploiting the mobile advertising opportunity in South Africa. It has quickly proved to be a success, offering advertisers a new channel for wide reach in a country where Internet penetration is limited. In our view, mobile advertising in emerging markets represents an excellent opportunity for mobile operators to increase revenue per subscriber, where low incomes and affordability restrict end-user spending and Internet access is typically restricted to high-income segments.