Working in tandem with Vodacom, KaiOS has brought another smart-feature phone to the market, this time in Tanzania for the remarkable price of $20.
With an install base of 80 million already, the alternative operating system is proving to be a very viable and attractive alternative for the development markets. The latest push forward is in Tanzania, with the $20 Smart Kitochi connected-feature phone, which has sold out already. Vodacom said 5,000 devices were sold in the first four days, while the team is waiting for another shipment to land next week.
The device is built on the MediaTek chipset and powered by the KaiOS operating system, enabling 3G and 4G connectivity, access to a new KaiOS app store and many slimmed-down features which we take as commonplace today.
The emergence of KaiOS, and the enthusiasm of the telcos to embrace a new dynamic, is helping the team tackle a major hurdle for shrinking the digital divide in Africa; affordability of internet connected devices.
When you consider the monthly take home salary of an individual in Africa could be as little as $100, the internet becomes an unachievable dream. Who can spare money to invest in a smartphone when you have to pay the rent and feed your family? This is where KaiOS fits into the equation; it has driven the creation of an ecosystem to manufacture feature phones with 3G and 4G connectivity features. It is a compromise. A no-frills device which allows some of the world’s poorest individuals to benefit from the digital economy.
What is worth noting is this is not a direct threat to the dominance of Android in the operating system segment. KaiOS should be seen as complementary to Google’s efforts.
Firstly, what is always worth bearing in mind is that Google is a KaiOS investor. It was one of the four companies which funnelled cash into the business to drive development in the early years.
Secondly, Google services will continue to run on KaiOS devices. The team has no intention to create alternative products in-house, such as mapping or messaging features. Although it is a different operating system, the more successful KaiOS is, the more exposure Google products get.
Finally, the monetization model at KaiOS is completely different to Android. Whereas the Google team drive revenues by placing products as default applications on Android devices, KaiOS generates cash through revenue sharing models and commission earned through in-app purchases.
Like Android, KaiOS is free of license fees for the telcos, an important aspect of the model. As soon as licensing fees are introduced, there is a risk of telcos charging more for the devices, which will lead to a smaller install base for KaiOS. Charging licensing fees would undermine the very concept of the business.
Google has once again invested very intelligently. To drive future revenues, Google needs to gain exposure to more individuals. Unfortunately, Android is a smartphone OS and not entirely applicable to the developing markets. It could be re-imagined, but then again it might be much more efficient to simply invest in a company which can specifically build an OS for smart feature phones. The slimmed down version of Android looks to be living on limited time and it would not be surprising to see the OS culled.
With more and more affordable devices flooding onto the market, more people are taking into the digital economy. If KaiOS continues to grow its user base, Google’s products such as Maps and YouTube, which are installed as default on the devices, are used by more people. By investing in KaiOS, Google has gained an extra 80 million customers, and these are still the early days.
KaiOS has already launched in several markets, though India is the most successful to date. In partnership with Reliance Jio, the Jio phone has proven to be very popular allowing KaiOS to surpass Apple iOS as the second most common OS in the market. There will be launches in the near future, but this all depends on the appetite of the telcos.
KaiOS highlighted during a press conference that it is the telcos who decide future launches, as they have the retail presence to push the smart-feature devices out to the market. Although handing over control to a third-party is not the most comfortable position to be in, there is drive from the telcos.
If the telcos are going to secure additional revenues, they will need more people to be connected. Device affordability is one of the biggest challenges to connect the unconnected, so expect to see some aggressive moves forward with new device launches. Vodacom is a very good partner for KaiOS, with the telco maintaining a presence in 32 African nations.
Connecting the unconnected is still a monumental challenge in African, though the creation and aggressive deployment of new ideas is generating momentum. Underpinning all of this success is the emergence of affordable, internet-connected devices, and an operating system which is perfectly designed for the unique connectivity landscape in Africa. KaiOS has a very bright future and the importance of this business should never be undervalued.