Orange Africa Consumer Segmentation 1

AMEA segmentation: Global Overview
February 2010
1
France Telecom Group Restricted 1
2
Project Objectives and approach
Research methodology
Segmentation overview
– Mobile usage
– Internet & Fixed Usage
– Attitudes
Conclusion
3
We have developed a pan-AMEA market segmentation
Understand AMEA Segment needs

consumers similarities identified and
and differences with a addressed via
shared language operational levers
Facilitate best Develop and deploy

practices sharing pan-
pan-AMEA
across AMEA propositions
4
2010 Usage in marketing and communications
Tools Marketing & Comms
required Objectives
Issues & targets per segment

Marketing plan
Marketing propositions, multi country CVPs
MACRO Marketing
MARKETING research Communication strategy
Product/services portfolio
Templates
Go to Market
Distribution strategy/channel mix/POS
Marketing
MICRO data base • One to One marketing & sales Not
MARKETING • Customer Base Management applicable
Customer
tagging • Up-sell / retention / CRM-A today
5
– Mobile usage
– Attitudes
Conclusion
6
The Process Of Segmentation:
From a common framework to a survey based segmentation
The segmentation process moves from macro-segments based on official statistics to defining a
sample frame and creating final segments from consumer survey data
Define first Size first macro- Survey in 6 Define Define & size
macro-segments segments and set AMEA segments from macro-segments
(expert view) survey sample countries survey results across AMEA
Purchasing
power (1) Yo un g Ro ug h Urban Heal th y
Ro y al s Diamo n ds Auth en ti cs Hed g ers
Af f luent &
Wealthy Age/
T he Socially Expenditure 15-19 20 - 29 30+
Elite s ,foc us T op-o f-t he- Been th ere,
on high-end heaps cons cious
connec ted
d one th at.
> 150 $PPP Well Off Age/
st atus s ymbols N o w delight Expenditure 15-19 20 - 29 30+
Life Ho us e me!
Famil y (per month) Self (4%)
> 150 $PPP Well Off
Man ag er Ho l d er en ri chers employed
Mul ti-c hannel Dig ital Ho me
(13%)
(per month) (10%)
Upp er
Tex p erts Rin g master CIO 150 $PPP Young
mid dle inco me - (19%) Student 150 $PPP Young
F amily T he F amily 1 st-t imeTw ilight
first pers on C o nsumers 60 & young - Middle class
(19%)
Gett ing D evice -happ y ‘uber’- Your (per month) Householders (17%) 60 (28%)
C onnec ted is co nnect ed. H elpde sk, but active (7%)
th e Goal Tren d Fres h f or ‘H ot’ T ech (per month)
Mo men t Only
Seeker Starter
Maxi mizer
Mid dle inco me Focus on Agro Entrants (example)

Part y W eak Striv ers First-generatio n co nsumers f rom rural and city-f ringe
Toda y fina nces but <60 $PPP Low entrant
locatio ns. Entering consumer markets f or the f irs t time,
a im for t he (per month) <60 $PPP Low entrant
T op of Eco Ag ro of ten with no c ateg ory exp erience. Req uire lo ts of (40%) (per month)
pyramid En tran t En tran t
inf o rmatio n and supp ort. Low brand awareness. Lo w- (43%)
Lower midd le
inco me
risk purchasing…. Still of ten very attracted by
techno lo gy: maintain social link and to develop lo cal African Measure
C an finally T suna mi o f market p laces. Teleco m is perceived as a local bo oster
aff ord to b uy
brands.
no vice
co nsumers both personally and co llec tively
Economic DHS
World International
Low Rural Urban pop ulatio ns with low inco me Outlook
Inco me Alternative means o f acces s to techno lo gy and teleco m usag e
Bank Monetary Fund
Young adult / Adult / Old adult /
Young Age
Young f amily Family Retired
e15 existing framework Official statistics and surveys Survey in 6 countries to Define segments based Define macro-segments
consolidation refine segments and on survey results and based for all AMEA
Interviews with AMEA countries Segmentation rules definition profile usage/needs proximity between micro- countries and calculate
and external experts (World Bank, 2nd round of feedback with groups their weight
OECD,CNRS, ENST, Ubifrance) countries to share quantified -Socio-demo-eco
segments - Telecom usage
- Attitudes
Macro Survey
7
A survey conducted in 6 countries with 1,000 interviews per country
Sample : 1000 interviews + 100 teens per country. Face-

Face-to-
to-face interviews
National representative sample of ~500 individuals aged 15 to 65 years based on quotas : age,
gender, expenditure
Boost on higher expenditure population 1

Under representation of very low expenditure population and rural area 2
Focus on teens :100 teens from 10 to 14 interviewed with a shorter questionnaire to get insight on
their behavior and needs
Survey conducted by African Fieldwork Services (Durban, South Africa)

Fieldwork local partners : Infield (Kenya), ATW (Madagascar), MRC (Senegal, Mali, Guinea Bissau);
Fieldwork date : from October 12th to November 11th
1 Boost on population over 90$PPP / month
2 Under representation of people under poverty line (38$PPP / month)
8
A questionnaire designed in collaboration with countries,
with pilots in Senegal & Kenya
Survey prepared in collaboration with Questionnaire topics

countries Education, literacy
Socio-demo-
• Questionnaire design Occupation
economics Expenditure
• Sampling points choice characteristics Housing, infrastructure, utilities, SEC
• Language selection
Usage (ARPU, frequency..)
• Translation quality control Telcos access, Channel of purchase / refill
Community usage
• Survey in Senegal, Ivory Coast, Mali, usage, spend Usage pro / private
Guinea B., Kenya, Madagascar Multi-SIM
Purchase / refill:
Top up & methods and channels
Handsets Handsets channels
Handsets brands owned
General (socio-cultural)
Attitudes, Attitudes towards techno
Lifestyle, media Telcos barriers & triggers
habits Leisure (TV, radio, sport…)
Main TV & radio channels
Brand awareness
Brand ownership
Brands Brand image
9
Survey coverage
• Survey results are presented at global level (6 countries) and weighted based on country size
in total population of the survey scope
Country weight in global results
Kenya 44%
Cote d'Ivoire 20%
Madagascar 15%
Mali 7%
Senegal 13%
Guinea Bissau 1%
• In order to analyze the addressable target, the survey scope covers the population over 15
years old covered by mobile (over representation of users)
This means that the survey gives different figures than national statistics we are used to
Traditional national statistics scope
Estimate via age split and

% population covered by
mobile Segmentation
& survey scope
10
– Mobile usage
– Attitudes
Conclusion
11
6 segments based on survey results
Survey in Senegal, Ivory Coast, Mali, Guinea B., Kenya, Madagascar
Age/
Expenditure* 15--19
15 20 - 29 30+
> 150 $PPP Premium
(per month) Self (8%)
Employed
150 $PPP (13%)
Young
- (19%) Student /
60 Young
(per month) Householder (15%)
Active
(6%)
<60 $PPP Entrant

(per month)
(40%)
Potential sub-segments to explore according to country’ s context

4 macro segments +3 sub-segments are estimated across AMEA
* Total
12
household expenditure (declared) divided by the number of individuals
at home - In $ PPP: "Parity of purchasing power" France Telecom Group Restricted 12
Our AMEA consumer segmentation (1/2)
the 6 segments in Africa, global survey
Student / Young
Entrant Householder Young Self Employed Premium
Active
40% 15% 19% 6% 13% 8%

Segment size Segment size Segment size Segment size Segment size Segment size
28% 18% 10% 6% 20% 18%

Mobile value Mobile value Mobile value Mobile value Mobile value Mobile value
20-
20-29 inactive Student or active 20 20 y.o + 20 y.o +
20 y.o + or >30 y.o to 29 y.o Own a small The upper income
Low expenditure 15 to 19 y.o
Middle Class Daily expense business group
Daily expense ($ppp) : All Social Classes
Daily expense ($ppp) : ($ppp) Daily expense ($ppp) Daily expense ($ppp)
<$2 $2 to $5 $2 to $5 >$2 >$5
0.9 1.2 0.9 1.4 1.3 1.6

SIMs on average SIMs on average SIMs on average SIMs on average SIMs on average SIMs on average
Usages Usages Usages Usages Usages Usages
Calls SMS @ Calls SMS @ Calls SMS @ Calls SMS @ Calls SMS @ Calls SMS @
13
Our AMEA consumer segmentation (2/2)
the 6 segments in Africa, global survey
Student / Young
Active
Age 39 (avg.) Age 41 (avg.) Age 17 (avg.) Age 24 (avg.) Age 35 (avg.) Age 32 (avg.)
33% > 2nd educ 53% > 2nd educ 28% > 2nd educ 55% > 2nd educ 64% > 2nd educ 71% > 2nd educ
72% Rural 59% Female 56% Urban 61% Rural 72% Urban
66% Own 75% Own 53% Own 84% Own 86% Own 94% Own
89% Use 86% Use 92% Use 98% Use 95% Use 97% Use
9% Use 18% Use 22% Use 38% Use 28% Use 56% Use
Basic services Financially Aspire to Similar attitudes Highest usage of Techno addict
restrained technology to young with more mobile for business
- Price conscious money High spend client
Utility prevails High potential Bargain and
Key target (high target as they will Early techno quality searchers Opportunity to
% of population) Large section of turn into young adopters turn them into fixed
the lower income actives Key segment line and internet
urbans Prime target (high mobile value) customers also
14
Segment size by volume and mobile value share
40% of the population are Entrant, which can be sub-divided into 3 groups.
Despite being the lowest income group they still have 30% of all mobile spend within this group.
Premium are only 8% of population, but represent 18% of value
Segment Size (in population) Value Share (Mobile)

Premium;
8% Premium;
Self 18% Young
Young rural Entrant; 40%
Employed; rural
13% Entrant Entrant; 30%
Entrant
Older Rural
Entrant
Student / Older Rural
Entrant Urban
Young
Active; 6% Entrant
Young Self
Premium Employed;
Urban 20%
Entrant
Young other
Young; 19% Young
PremiumYoung Householder
Student / other ; 18%
Householder Young
; 15% Young; 10%
Active; 6%
15
Base: All Base: All 15
France Telecom Group Restricted
Segment size by volume by country
Segments sizes per country reflect the socio-economics differences.

Entrant dominate in Madagascar, Mali and Guinea Bissau
Young are consistent size across countries, while Student / Young Active are higher in Senegal
Self Employed larger in Kenya and Premium only really present in Kenya and Cote D’Ivoire
2% 3% 2% 4%
PREMIUM 6% 4% 8% 13% 10%
3% 5% 8%
6%
Premium 10%
20% 10% 19%
SELF
EMPLOYED
23% 18%
Self Employed 6%
7% 20% 6%
STUDENT & 7% 18%
Student / 14%
YOUNG ACTIVE 18%
Young Active 13%
Young
YOUNG 21%
16%
Householder 63% 59%
HOUSE- 52%
HOLDER 44%
Entrant
31% 31%
ENTRANT
Madagascar Mali Guinea Bissau Senegal Cote d'Ivoire Kenya

–Base: All
16
16
Customers in different segments differentiate on rural /
urban criteria
29%
44%
Rural 53%
60% 56%
61%
71%
73%
56%
Urban 44% 47%
40% 39%
28%
All Entrant Householder Young Students / Self Employed Premium

Young Active
Note : Rural sampling points were drawn to
be within 100km of covered towns. Most
had mobile coverage
17
Household size – Total and differences by country
Countries vary quite significantly in terms of average household size, with highest sizes above 12 people in Mali, followed by
Western African countries, and lowest in Kenya and Madagascar around 5. 5
However the pattern across segments is similar between countries , and showing sensible variations :
Households for the Premium are smaller than average. On the opposite side, 55% of the Young live in large households. The
situation is similar for Entrant where 52% of households have 6 or more members
16
14
12
Kenya
Senegal 10
Madagascar
Guinea Bissau 8
Cote d'Ivoire
Mali 6
Total
4
0
All Entrant Householder Young Student / Self Premium
Young Active Employed
18
Q14 Household Size - Base: All
– Mobile usage
– Attitudes
Conclusion
19
Mobile usage and SIM ownership (mobile used in Last 3 months)
Thepenetration of mobile usage is very high amongst all segments,
segments especially for Young Active,
Active Premium and Self Employed.
Employed
Young and Entrant have a significant gap between usage of mobiles and ownership of SIMs,
SIMs while the Self Employed and
Premium use their own SIM. Multiple SIM appears among all segments, except quite rare among Entrant and Young.
Own Multiple SIMs Own at least one SIM Used Mobile in Last 3 Months
97%
PREMIUMPremium 92%
43%
SELF 95%
Self Employed
EMPLOYED 94%
29%
STUDENT & 98%
Student / Young
YOUNG Active
ACTIVE 89%
35%
92%
YOUNG Young 65%
16%
86%
HOUSE-
Householder
HOLDER
81%
27%
89%
ENTRANT Entrant 73%
13%
91%
All 78%
22%
20
SIM cards and handsets
Non ownership of either handset or SIM is quite frequent in 3 segments with lower income, although their
claimed mobile usage is quite high, suggesting other access method to use mobile.
Only among Premium have a very high proportion have both SIM and handset, Self Employed and Student /
Young Active slightly behind.
9% 2%
4% 4%
20% 16% 2% 10% 3%
Non Owner 25% 7%
3% 32%
2% 9%
9% 2%
8% 3%
Own phone but no SIM
14%
84% 89%
Own SIM but no phone 82%
69% 72%
64%
51%
Own Phone and SIM
All Entrant House-holder Young Student / Self Employed Premium

Young Active
21
Number of SIMs owned
22
Q. 31 Number of SIM cards / Base: all respondants France Telecom Group Restricted 22
Number of SIMs on average
(amongst owners of SIM card)
2,5
Global
2,1
Kenya
2,0
Senegal
1,5
Madagascar
1,0
Guinea Bissau
Cote d'Ivoire 0,5
Mali
-
Total Entrant Householder Young Student / Self Employed Premium
Young Active
23
Q14 Household Size - Base: AllTelecom Group Restricted
France 23
Why multiple SIMs?
Student / Young Active have multiple SIMs to take advantage of price offers, while the Premium have
more SIMs to allow different usage
Student /
House- Young Self
Reason for having Multiple SIMs All Entrant holder Young Active Employed Premium
% with multiple SIMs 22% 13% 27% 16% 35% 29% 43%
To make or receive calls from other people
59.0% ++ - -- -
on the same network
To benefit from special offers & promotions 47.0% -- ++ -- +++ -
Different call rates at different times of day /

26.0% --- - -- ++ +++ ++
week
Cheaper SMS / Text Message rates on one
18.0% -- +++ --- ++
card
To separate business and personal use 13.0% --- -- +++ ++
One that is my private number 10.0% - +++ --- --- + ++
One for roaming - i.e. using outside of the

9.0% +++ --- +++ ---
country / abroad
Network coverage for different areas 8.0% +++ --- --- --- +++ ++
24
Base: Respondents with more than one SIM (Q31) France Telecom Group Restricted Q32: Why do you have more than one SIM card? 24
Total household spend vs. spend on mobile
For most segments but Premium, mobile spend accounts for a large share of household spend. Young may have a
low spend even if live in a middle or high income household.
Spend on Mobile ($PPP)
$25 average
$102
average
25
Total Household Spend Per Person ($PPP)
Q35: How much is spent on SIM? France Telecom Group Restricted Q12: Total spend per month 25
Mobile Communication services usage (ever)
Gap vs mean
SMS / Text Message Beeping / Call me back MMS (Photo or Video Message)
22%
PREMIUM
Premium 2%
18%
6%
SELF
Self Employed
EMPLOYED 4%
14%
14%
STUDENT &
StudentYOUNG
/ Young Active
ACTIVE 13%
18%
-,5%
YOUNG Young 15%
12%
-1%
HOUSE-
Householder
HOLDER -9%
2%
-8%
ENTRANTEntrant -8%
-17%
-30% -20% -10% 0% 10% 20% 30%
26 Q46: Which of the following services have you ever used?

Base: Mobile Phone Users (Q22) Gap calculated as difference between segment penetration and TOTAL penetration 26
Mobile transfer/data services usage (ever) – Gap vs mean
Airtime transfer Mobile Money Transfer / Payment Downloading (ringtones/ games, etc)
24%
PREMIUM
Premium 20%
21%
SELF 8%
Self Employed
EMPLOYED 28%
22%
STUDENT & 13%

Student /YOUNG
YoungACTIVE
Active 1%
12%
6%
YOUNG Young -11%
1%
-2%
HOUSE-
Householder
HOLDER
6%
3%
-12%
Entrant
ENTRANT -10%
-15%
-30% -20% -10% 0% 10% 20% 30%
Q46: Which of the following services have you ever used?

Base:
27 Mobile Phone Users (Q22)
Gap calculated as difference between segment penetration and TOTAL penetration 27
– Mobile usage
– Attitudes
Conclusion
28
Fixed line vs. internet usage
High internet usage is primarily among Premium and Student / Young Active. Young will probably adopt this usage when growing up.
Daily + Fixed line Usage
7% average
16%
average
Weekly + Internet Usage

29
Internet penetration and usage
Internet penetration is largest in the Premium and Student / Young Active segments
Self Employed has 21% using internet weekly
Only the Premium have significant in-home or 3G connection
Internet at home Use Weekly Ever Used Internet
PREMIUM 58%
Premium 48%
19%
SELF 32%
Self Employed
EMPLOYED 21%
7%
STUDENT & 50%
StudentYOUNG
/ Young Active
ACTIVE 33%
6%
27%
YOUNG Young 17%
6%
HOUSE- 19%
Householder
HOLDER 13%
3%
10%
ENTRANTEntrant 6%
1%
24%
All 16%
5%
0% 20% 40% 60% 80%
Q84: How often do you use the internet (anywhere)?

30 Base: All Respondents
France Telecom Group Restricted Q90: And where do you access the internet? 30
Where access the internet
Majority of internet access is still at internet cafés or at work / school. Premium have access to internet at home
more than other groups, but also use it more at work
At Internet café At Friend /Relative`s house At Work / school Home
32%
PREMIUM 50%
Premium 8%
58%
22%
SELF 32%
Self Employed
EMPLOYED 5%
71%
12%
STUDENT & 33%
StudentYOUNG
/ Young Active
ACTIVE 8%
71%
21%
YOUNG 22%
Young 7%
70%
18%
HOUSE- 23%
Householder
HOLDER 10%
57%
8%
37%
ENTRANTEntrant 8%
58%
20%
33%
All 8%
64%
0% 20% 40% 60% 80%
31
Base: Internet users (Q84) Q90: And where do you access the internet?
– Mobile usage
– Attitudes
Conclusion
32
General attitudes to telecom
Student / Young
Active
Call only in Choose most stylish / New tech simplifies

Uncomfortable Would enjoy hours my life
emergency with written trendy tech products chatting on the phone
communication
New tech simplifies my Want to be

Quite comfortable Tech products are Choose most stylish / contactable all the
leaving voice low priority life trendy tech products time
messages
Only need simple Would enjoy hours New tech simplifies my

mobile phone with chatting on the phone life Price is most
basics important with tech
products
Others ask my advice I only consider tech Price is most
Price is most New tech important with tech
important with tech simplifies my life on telco products brands I know Quite comfortable products
products leaving voice
messages
One of first to try latest Uncomfortable with Quite comfortable
Call only in leaving voice
emergency tech products written communication messages
Want to be
contactable all the
Choose most Choose most Only need simple Others ask my advice time
stylish / trendy tech mobile phone with on telco products Uncomfortable with
stylish / trendy written
products tech products basics Call only in communication
emergency
Would enjoy hours Price is most Only need simple Call only in
chatting on the important with Uncomfortable with mobile phone with emergency
phone tech products written communication basics
Q97: I am going to read some statements other people have made about themselves. Please More important to segment than average
33
could you tell me how much you agree or disagree with each ofFrance
them?Telecom Group Restricted Less Important to segment than average 33
General attitudes to life
Student / Young
Active
Be seen to be trendy / Try new products if Save money for the

Retain cultural traditions Save money for the future Family is most important
cool can afford it future
Prefer evening at home to Pay more for quality Be seen to be trendy / Enough money to look Pay more for quality
Connected to community
party / pub products cool after self / family products
Important to feel part of

Connected to community Save money for the future
group
Be respected by friends / Seek advice before Be respected by friends / Retain cultural

colleagues making purchase colleagues traditions
Be seen to be trendy / Pay more for quality Pay more for quality Important to feel part of
cool Same brands & products products group
products every time
Enough money to look Prefer evening at home Be seen to be trendy / Be respected by friends
after self / family to party / pub cool / colleagues
Be respected by friends
/ colleagues
Seek advice before Prefer evening at home to Connected to
Be successful in life Retain cultural traditions
making purchase party / pub community
Save money for the
future
Enough money to look Important to feel part of Prefer evening at home
Family is most important Retain cultural traditions
after self / family group to party / pub
Connected to
community
Q98: I am going to read some statements other people have made about technology and technological products More important to segment than average
(e.g. mobile phones, digital cameras, games consoles, laptops & computers, etc). Please could you tell me the Less Important to segment than average
34
extent to which you agree or disagree with each of them? France Telecom Group Restricted 34
– Mobile usage
– Attitudes
Conclusion
35
Conclusion
Mobile is key in individual lives : usage on covered population is fairly high.
People interest towards telecoms rise a lot of opportunities
Nonetheless attitudes are very differentiated between younger and older
- When young have low usage, it is mainly due to budget constraint, telecoms being very aspirational for them.
- Advanced mobile services and strong internet usage is mainly concentrated in 2 segments, with potential
linked to generation effect
All social levels are resourceful in their telecom usage to optimize their budget (i.e. : SIMs
management), and therefore find access and solutions to satisfy their needs
Differentiated services (beeping, credit transfer, payment, etc) have appeal in a varied pattern
depending on the segment. Their development require targeted efforts and marketing
Global results allow to share cross-country insights about segments. Some key characteristics with
local differences will further be analyzed at country level.
36
Macro-planning for deployment
2010 2011
Jan Feb Mar Apr May Jun
Appropriation
Group (LoBs, TechnoCentre)
Countries (CMO, CEO, Zone VP)
Roadshow segmentation
AMEA
Madagascar Feb 16/17
Senegal March 9/10/11
Guinée Bissau March 12

D
E March 16/17/18
P Côte d’Ivoire
L
O Kenya March 30/31
Y April 13/14
M Mali
E
N Amman Technocentre April 7/8
T
Lobs + Paris Technocentre Beg May
Homogenize & apply processes

Preparation (templates, toolkit)
Hand over & usage
37
Segmentation across AMEA zone (all 16 countries)
6 segments based on survey results are extrapolated to 4 macro-

segments across AMEA
AMEA countries surveyed
Senegal, Ivory Coast, Mali, Guinea B., 16 AMEA countries
Kenya, Madasgascar
Estimate
6 segments survey based
socio-demo-eco, behavior and 4 macro segments + 3 sub-
sub-
Age/
attitudes segments based on national
statistics
Expenditure 15-19 20 - 29 30+
> 150 $PPP Well Off
(per month) Self (8%)
employed
150 $PPP
-
Young
(19%) Student
(13%)
Key to illustrate survey results on
60 & young
(per month)
active (6%)
Householders (15%)
non surveyed countries
<60 $PPP Low entrant
(per month)
(40%)
(Expenditure, age, rural / urban)
a i l a b le
oo n av
i e w s
ove rv
l ob a l
38
G
Project team and contact
Project Co-leadership
– Group Marketing: Isabelle HERBERT-COLLET
– AMEA: Isabelle LEON
Executive sponsors
– Jean-Philippe VANOT
– Marc RENNARD
Contacts
– Sandrine FRONVAL (Group Marketing) sandrine.fronval@orange-ftgroup.com
– Valérie PERNELLE (AMEA) valerie.pernelle@orange-ftgroup.com
39
Thanks
40
Appendix
41
AMEA is developing its first Pan AMEA segmentation, while Europe
is applying its new individual segmented marketing
Europe – 8 countries - 2008 AMEA – 16 countries – 2009/2010
Mature markets, relatively comparable (Still 2 Huge disparity of markets maturity and wealth
groups W Europe & E Europe) No experience of multi-country Consumer
Context
Previous multi-country Consumer segmentation, segmentation. Limited robust and comparable

existing shared knowledge at Orange. Existing public socio-demographics.
reliable public socio-demographics data
From selling access (Mobile, PSTN, Internet) to From selling access (Mobile, PSTN, Internet) to
Segmentation evolution
selling access and leveraging individual usages selling access and leveraging socio demo and
based on convergence (services, handsets..) and economic discrepancies to differentiate on the
new usages market
Individual
Mobile segmentation 360°
360° Individual
No common socio/demo
socio/demo/
demo/eco
+ usages/attitudes
Segmentation and telco
Household segmentation segmentation
segmentation
42

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AMEA segmentation: Global Overview

– Internet & Fixed Usage

Understand AMEA Segment needs

Facilitate best Develop and deploy

Issues & targets per segment

– Internet & Fixed Usage

Mid dle inco me Focus on Agro Entrants (example)

Sample : 1000 interviews + 100 teens per country. Face-

Boost on higher expenditure population 1

Survey conducted by African Fieldwork Services (Durban, South Africa)

Survey prepared in collaboration with Questionnaire topics

Traditional national statistics scope

Estimate via age split and

– Internet & Fixed Usage

<60 $PPP Entrant

Potential sub-segments to explore according to country’ s context

40% 15% 19% 6% 13% 8%

28% 18% 10% 6% 20% 18%

0.9 1.2 0.9 1.4 1.3 1.6

Usages Usages Usages Usages Usages Usages

Segment Size (in population) Value Share (Mobile)

Segments sizes per country reflect the socio-economics differences.

Madagascar Mali Guinea Bissau Senegal Cote d'Ivoire Kenya

All Entrant Householder Young Students / Self Employed Premium

– Internet & Fixed Usage

All Entrant House-holder Young Student / Self Employed Premium

Cote d'Ivoire 0,5

To benefit from special offers & promotions 47.0% -- ++ -- +++ -

Different call rates at different times of day /

To separate business and personal use 13.0% --- -- +++ ++

One that is my private number 10.0% - +++ --- --- + ++

One for roaming - i.e. using outside of the

-30% -20% -10% 0% 10% 20% 30%

26 Q46: Which of the following services have you ever used?

STUDENT & 13%

-30% -20% -10% 0% 10% 20% 30%

Q46: Which of the following services have you ever used?

– Internet & Fixed Usage

Weekly + Internet Usage

0% 20% 40% 60% 80%

Q84: How often do you use the internet (anywhere)?

0% 20% 40% 60% 80%

– Internet & Fixed Usage

Call only in Choose most stylish / New tech simplifies

New tech simplifies my Want to be

Only need simple Would enjoy hours New tech simplifies my

Be seen to be trendy / Try new products if Save money for the

Important to feel part of

Be respected by friends / Seek advice before Be respected by friends / Retain cultural

– Internet & Fixed Usage

Mobile is key in individual lives : usage on covered population is fairly high.

People interest towards telecoms rise a lot of opportunities

Nonetheless attitudes are very differentiated between younger and older

Senegal March 9/10/11

Guinée Bissau March 12

Homogenize & apply processes

Hand over & usage

6 segments based on survey results are extrapolated to 4 macro-

Europe – 8 countries - 2008 AMEA – 16 countries – 2009/2010

Previous multi-country Consumer segmentation, segmentation. Limited robust and comparable

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