OutMobi: Our response to InMobi’s exit from Africa

We read with interest the news last week that InMobi has decided to close down local operations in Africa and Russia http://memeburn.com/2012/10/inmobi-pulls-out-of-africa-russia-retrenchments-to-follow/.

Obviously this is a major development for the mobile advertising market in Africa. One that will impact heavily on many global brands currently using InMobi’s network to tap into the rapidly burgeoning mobile market in Africa and indeed reach millions of new target consumers.

While InMobi has yet to provide context behind this major shift in strategy, we’re sure, like us at Twinpine, many people are speculating as to the real reasons behind it and what this means for mobile advertising in Africa.

We must admit that we’re disappointed by this news. InMobi’s presence in the market created the much-needed competition every industry thrives on to grow and achieve maturity - driving David to innovate and find new ways to compete with Goliath.

Nevertheless, there are many growing local ad networks that are setting the standard for mobile advertising across the continent. These ad networks, like our own, are driven by a deep knowledge and understanding of the local market and a passion to engender social change through mobile.

InMobi’s exit from Africa presents us all with a great opportunity to increase our efforts and focus heavily on innovating to deliver highly impactful mobile advertising campaigns for brands around the world; massive global brands that, through mobile, now have the opportunity to engage with an audience of consumers in emerging markets they were unable to reach before.

There’s never been a more exciting time to be a mobile ad network in Africa and we look forward to seeing how it all plays out over the coming months and year.

                                                                                                                             Elo Umeh
                                                                                                                             CEO, Twinpinenetwork.