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African Mobile Content Platform

Presented by:

Pierre van der Hoven

Founder & CEO

@PierrevdHoven

pierre@tuluntulu.com

www.tuluntulu.com

Streaming Platforms

• Live event or tech services streaming:

– Livestream

– Ustream

– YouTube

– Facebook

– Periscope

– Wowsa

– Etc.

• Talk about delivering ‘continuous video signal’

• Mainly mobile

• African experience

Global Trends - Mobile

• Mary Meeker Internet Report / Ericsson Mobility Report: – Mobile, Video, Developing countries

• Africa growth exponential:

– Subscriber growth (1bn)

– Smartphone penetration (360m by 2020)

– Data costs decreasing (Vodacom 60% in 4 years)

• Video:

– Mobile data traffic growing CAGR of 45% to 2021 (6 fold increase)

– African growth projected at 20 fold

– 73% of mobile data traffic will be video

Philosophy

• Mobile opens a new world (digital divide, return path)

• Mobile has changed everything

• Data is a utility – people consume products & services, not data

• No licences, no limits on IP ‘TV channels’

• Content – Pipe – Device (end user)

• Free as possible to the end user

• African’s telling the African story

• Partnership with content owners

• Volumes of content needs eye’s, not money

African Context

• Globally: 6 Years ago mobile content on smart devices growing

• Africa: But no traction in Africa ….. Why?

• Barriers to entry in Africa:

– Limited penetration of smart phones

– High cost of data

– Limited Wi-Fi

– Last mile problems (EDGE – low bandwidth networks)

– Content (pre-dominantly international, DRM issues)

– Business models, mostly subscription (pay)

– Electricity (lacking, battery)

– First time smart device owners

Tuluntulu ‘designed for Africa’

• Technology that works (low bandwidth)

• OTT model (not aligned to any MNO)

• Models that work (free, Wi-Fi, pay-per-view on mobile, user choice)

• Content that connects (African, local, relevant)

• Target the entire demographic (include bottom of the pyramid)

• PAN African advertising delivery platform that is measurable

• Blue sky upside via online transactions

Tuluntulu Story

• Idea: Technology to increase reach of mobile video in Africa

• ‘Lean’ Start up phase:

– Sourced unique ‘low bandwidth’ technology

– Lean start up approach: spoke to market first

– Prototype (Android) app: May 2012

– App version 1 Android & iOS: May - July 2014

• Market launch: August 2014 – 10 x TV channels

• Changed tech platform Jan 16

• Currently: 34 x TV channels, 28 radio stations

Aspiration & Vision

• Improve the lives of Africans in a commercially sustainable way

• Empower Africans to tell the African story, by Africa, for Africa

• Build the leading Pan African mobile engagement company

• Direct relationship with the end user via an app

• Free, African content & ‘Cheap’ tech = compelling user value proposition

• Credible and measureable Pan African advertising platform

• Sustainable monetization platform for:

– Tuluntulu

– Content creators, owners and broadcasters

TV Streaming Interface

Radio Streaming Interface

TV Channels

Africa4U is a channel for Africans, by Africans, that celebrates our creativity, our culture, and our natural heritage.

The Good4U channel is specifically dedicated to comedy around the clock, featuring highly entertaining variety of short clips.

Spark4U focuses on more educationally-based content. The channel encourages exploration, and

education through short bites size pieces of content.

AfricanSport4U is a 24/7 sports channel covering a range of local international sports.

Nolly4U is a 24 hours Nigerian Movie channel.

TV Channels

Mafrik is a 24 hour West-African music video channel. This SABC Children's channel showcases wonderful children's programmes which educating while entertaining. . Enriching minds, Enriching lives. Children are the future of any country. SABC Education TV shows educate, uplift and develop our children. Educating while entertaining. Enriching minds,

Enriching lives. Elev8tv is a religious channel which features sermons, conferences and prayers

from various Christian church denominations. Afriktales Tv is a Pan-African TV Channel offering movies, TV series and

documentaries from across Africa to the World .

TV Channels

VTC is one of the world's leading producers of online computer and software training,

supplying individuals, businesses, education providers.

Deutsche Welle represents Germany in the international media landscape with a full range of television, radio and online services.

Health4U in partnership with the World Health Organization is a channel providing quality health information and education.

Al Jazeera English is an international news channel with over sixty bureaus around

The world that span six different continents. Verimark TV is an online shopping channel offering viewers the very best products for sale in the palm of

their hands. Product range covers Housewares, Health and Fitness, DIY, Automotive, and Beauty and Educational Toys.

TV Channels

Fleur TV fashion channel is the first and only platform showcasing pan-African fashion to an African audience on mobile.

AfriDocs is a documentary film channel offering the best documentary films to a pan–African audience.

Betterlife4U is a channel featuring cultural, environmental, health and youth initiatives

The Brainboosters channel focuses on raising literacy and numeracy skills children before they go to school by developing an adequate vocabulary, a strong concept of numbers, knowledge of colors, shapes, written words and spatial relations, as well as a general love of books.

OPTV strives to bring quality gaming and technology news, reviews and tournaments straight to the palm of your hand, no matter where you are, 24/7.

TV Channels

Mandinka wrestling is part of a larger West African form of traditional folk wrestling and is a national sport in

Senegal and parts of The Gambia.

tNews4U brings you the latest Reuters news from around the world, covering breaking news in business, politics, entertainment and technology.

The Voice of America (VOA), a dynamic multimedia broadcaster funded by the U.S. Government, broadcasts

accurate, balanced, and comprehensive news and information to an international audience

World French cultural channel.

A365 Entertainment TV for family entertainment at its best!

France 24 is a news channel, broadcasting 24/7 in French.

Radio Stations on App

Traction to date - User Analytics (July 14 - Dec 16)

• Total Active Users 480,000

• Sessions 3,200,000

• Screen views (total) 16,000,000

• Returning Users 86%

Popular TV Channels

• Most popular TV channels: – Movies

– News

– Lifestyle

– Sport

– Education

– Comedy

• Future: Ask the market? – Test, traditional formats & mobile formats

– Test, the untested (experiment)

• Niche channels - Loyal audiences (not just numbers)

• Some pointers: End, Sport, eSport, local, corporate

Tuluntulu Vision

Distribution

(App installs, MAU )

Content

Leading Content Offering

Tuluntulu

Advertising / Data / Engagement / Platform

Lessons Learnt

• The market potential is massive

• There is demand in Africa

• But early stage still … education required (especially around data costs)

• Old industry silo’s & methodologies need to be modified

• Partnerships will be required

• The African ad market under siege

• The choice lies with the end user

• Alternative (hybrid) models will be required

• Content is King, but

• Opportunities lie in distribution & content creation

Challenges

• Achieving critical mass i.t.o reach (funding required?)

• Audience segmentation & ad delivery

• Macro economic trends

• Price sensitive market

• Third parties in the OTT value chain

• Sourcing content (local, African, International)

• Understanding local differences

Opportunities

• Alternative ways to monetise: – Convergence - content & buying opportunities – Social development (grants, CSI) – Transactional (online), data base

• New forms of distribution: – Google Cast, Smart TV’s – PC’s – Global audiences – Other platforms: DTH, DTT

• New of content generation: – Citizen journalism – Smartphone video

• Partner with device players • Programmatic ad buying

Thank you ! Any questions ?

• Pierre van der Hoven: Founder & CEO

– (M) +27 83 632 3296, (T)+27 11 788 8248

– Pierre@tuluntulu.com, www.tuluntulu.com @PierrrevdHoven