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South Africa: An Emerging Market Report by Institute of Customer Experienc…


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The diversity of South Africa is on one hand a treasure that should be preserved and people still do recognize its importance and carry forward their cultural values. On the other hand, the very same diversity is a challenge for policy makers, marketers, advertisers, government and other institutions that want to reach out to greater masses and those who look for scalability.

However, the “mobile first” generation is the answer. The mobile revolution has introduced the people in South Africa to the power of social media, enabled them to open and operate bank accounts, helped them level their healthcare needs and now it is being used in many more avenues with greater possibilities.

This report aggregates the current trends to showcase the possibilities. Further on, it challenges the designers and innovators by planting the Brainstorming Seeds that will grow on to become possibilities of tomorrow—to build a more prosperous and vibrant Rainbow Nation!

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South Africa: An Emerging Market Report by Institute of Customer Experienc…

  1. 1. An Emerging Market Report byInstitute of Customer Experience (ICE)
  2. 2. Table of Contents• Introduction• Digital Technology• Healthcare• Society• Economy• Culture and Media• References
  3. 3. 31. INTRODUCTION
  4. 4. Introduction• Post Apartheid South Africa is called ‘Rainbow Nation’– Extraordinary diversity of races, tribes, creeds, languages– Landscape that characterizes modern South Arica.• South Africa has a multi-party, three-tier democracy.• Government of South Africa has three capital cities:– Pretoria is the administrative and primary capital.– Cape Town is the legislative capital.– Bloemfontein is the judicial capital• South Africa gross domestic product (GDP) grew at 4.5 % in2011.– Largest economy in Africa.– South Africa is the one of the only four African countries with anupper-middle class economy.
  5. 5. Population group Number % of totalAfrican 41 000 938 79.2%White 4 586 838 8.9%Coloured 4 615 401 8.9%Indian/Asian 1 286 930 2.5%Other 280 454 0.5%TOTAL 51 770 560 100%South Africa population census 2011; Source: of South Africa
  6. 6. Population Groups• South Africa Population is made up of four broad groupings:– The Nguni• Comprising the Zulu• Xhosa• Ndebele• Swazi– Sotho-Tswana• Include the Southern, Northern and Western Sotho (Tswana people)– The Tsonga– The Venda• White South Africans include:– Afrikaners• Descendants of Dutch, German and French Huguenot who came to the countryfrom the 17th century onwards.– English-speakers• Descendants of settlers from the British Isles who came to the country from the late18th century onwards.– Immigrants and descendents of immigrants• From the rest of Europe, including Greeks, Portuguese, Eastern European Jews,Hungarians and Germans.
  7. 7. Language Number of speakers* % of totalAfrikaans 6 855 082 13.5%English 4 892 623 9.6%IsiNdebele 1 090 223 2.1%IsiXhosa 8 154 258 16%IsiZulu 11 587 374 22.7%Sepedi 4 618 576 9.1%Sesotho 3 849 563 7.6%Setswana 4 067 248 8%Sign language 234 655 0.5%SiSwati 1 297 046 2.5%Tshivenda 1 209 388 2.4%Xitsonga 2 277 148 4.5%Other 828 258 1.6%TOTAL 50 961 443 100%Source: in South Africa
  8. 8. 0102030405060%0-13 yrs 31.2 25.7 20.9 16.814-35 yrs 42.3 37.7 38.4 29.236+yrs 26.5 36.6 40.6 54Black Colured Indian WhiteSource: “Demographic Profile of South African Youth", Bongani Magongo, 26th May 2011.Demographic Profile of South African Youth
  9. 9. -6.00% -4.00% -2.00% 0.00% 2.00% 4.00% 6.00%0-45-910-1415-1920-2425-2930-3435-3940-4445-4950-5455-5960-6465-6970-7475-7980+Male FemaleSource: National Youth Development AgencyPopulation Distribution
  10. 10. -8.00% -6.00% -4.00% -2.00% 0.00% 2.00% 4.00% 6.00% 8.00%0-410-1420-2430-3440-4450-5460-6470-7480+Male Female-6.00% -4.00% -2.00% 0.00% 2.00% 4.00% 6.00%0-410-1420-2430-3440-4450-5460-6470-7480+Male FemaleAfricans ColouredMid-year Population Estimates 2011 Source: National Youth Development AgencyPopulation Pyramids by Groups
  11. 11. -6.00% -4.00% -2.00% 0.00% 2.00% 4.00% 6.00%0-410-1420-2430-3440-4450-5460-6470-7480+Male Female-4.00% -3.00% -2.00% -1.00% 0.00% 1.00% 2.00% 3.00% 4.00% 5.00%0-45-910-1415-1920-2425-2930-3435-3940-4445-4950-5455-5960-6465-6970-7475-7980+Male FemaleAfricansAsiansColouredWhitesMid-year Population Estimates 2011 Source: National Youth Development AgencyPopulation Pyramids by Groups
  12. 12. Access to service indicator Age cohorts Year (Percentage)2005 2006 2007 2008 2009 2010Sanitation% living in dwellings with flushtoilet with on- or off-sitedisposal0-14 51,0 52,0 53,0 53,6 53,9 49,515-34 51,5 52,4 53,0 53,3 53,8 57,560+ 56,1 57,0 58,0 58,5 72,0 60,9General population 51,0 52,0 53,0 53,6 53,8 57.7Refuse/Waste% living in dwellings withrubbish removed by municipality0-14 47,2 48,1 48,4 48,0 41,6 47,115-34 56,4 56,7 56,9 55,8 48,8 54.460+ 56,3 57,7 58,4 57,9 49,7 56,3General population 55,1 55,8 56,0 55,4 48,3 54.4Electricity% living in dwellings which areconnected to mains0-14 76,0 77,4 79,6 79,5 80,3 83,215-34 79,5 79,9 81,4 82,1 82,6 84,360+ 83,9 84,3 85,7 85,0 87,0 80,0General population 79,4 80,1 81,7 82,1 82,9 84,9Telephone% living in dwellings withlandline or cellular phone in thedwelling0-14 67,7 73,6 80,0 82,5 87,7 92,915-34 70,2 75,8 80,6 83,4 88,1 90,160+ 68,7 71,9 76,5 78,7 84,3 89,0General population 69,2 74,4 80,0 82,5 87,3 89,2Internet% living in dwellings with accessto internet0-14 2,8 DNA DNA DNA 5,5 7.015-34 4,0 DNA DNA DNA 6,7 8.160+ 5,1 DNA DNA DNA 7,9 11,7General population 5,0 DNA DNA DNA 7,7 9.1Source: Demographic Profile of South African Youth, Bongani Magongo, 26th May 2011.Comparison of Basic Living Conditions
  13. 13. Technology Use in South Africa
  14. 14. Internet and Telephony History• During apartheid– Fixed-line telephony infrastructure was put up in majorly affluent residential areas.– These areas housed less than 10 % of the country’s total population.• Impact:– Rest of the country was neglected from ICT infrastructure development– Significant advancement occurred only in affluent and developed areas.• In comparison to neighboring nations:– Growth of ICT infrastructure in South Africa is much higher– South Africa has the highest number of households with one or more mobile phones(56.7%)– As of September 2011, South Africa has the 3rd largest number of mobile subscribers in thecontinent, after Nigeria and Egypt.• Fixed-line telephone penetration is below 10%.• Government ownership of telecom is very low– Majority of the telecom operators are privately owned.• 5 biggest mobile phone companies– Vodacom– MTN– Cell-C– Virgin Mobile– Telkom – The only partly government owned mobile phone company.
  15. 15. 0.0%10.0%20.0%30.0%40.0%50.0%60.0%70.0%80.0%90.0%100.0%Children 40.5% 44.2% 53.9% 67.3% 73.5% 80.0% 82.0% 87.5% 92.9%Youth 46.1% 47.9% 57.9% 70.2% 75.8% 80.6% 83.4% 88.1% 90.0%Elderly 50.0% 51.1% 58.2% 68.7% 71.9% 76.5% 78.7% 84.3% 89.0%General population 45.5% 48.3% 57.1% 69.2% 74.4% 80.0% 82.5% 87.3% 92.1%Yr 2002 Yr 2003 Yr 2004 Yr 2005 Yr 2006 Yr 2007 Yr 2008 Yr 2009 Yr 2010Telephone & cellular access for youth (15-34 yrs) and other population groups (2002-2010) ; Source: National Youth Development AgencyComparison of Telephone andCellular Access
  16. 16. Innovation Score• South Africa ranked 54 among 141 countries according to the Global Innovation Index 2012– Score of 37.4 out of 100.– Innovation efficiency index for South Africa is one of the lowest at 0.6• Ranks South Africa at 116 out of the 141 countries.• The strengths or the highest ranking of South Africa was for the following indices:– Ease of paying taxes– Trade and transport-related infrastructure– Market Sophistication– Investment– University/industry collaboration– Royalty and license fees payments– Total computer software spending• The lowest ranking for South Africa was in the following indices:– Pupil-teacher ratio, secondary– Tertiary Education• Gross tertiary outbound enrolment– Environmental performance– Imports of goods and services– Share of patents with foreign inventor– Foreign direct investment net inflows– Computer and communications service exports– National feature films produced– Wikipedia monthly edits– Video uploads on YouTube– Innovation Efficiency Index
  17. 17. CIVETSColombia, Indonesia, Vietnam, Egypt, Turkey and South Africa• CIVETS have replaced the BRIC group, which consisted of Brazil, Russia,India, and China, as the better opportunities for investments.• Some key reasons for South Africa to be a part of this list are:– Soaring young population- South Africa has a population of 49 million anda lower median age of 25– Diversified economy rich in resources such as gold and platinum. Keysectors contributing to the economy:– The nation is seen as a gateway to investment into the rest of Africa.– Long-term growth potential in mining, energy and chemical– Internet usage is on the rise– In the 2012-13 Global Competitiveness report, the World Economic Forumranked South Africa second in the world for the accountability of itsprivate institutions, and third for its financial market development.– Strong economic growth - 62 quarters of uninterrupted economic growthbetween 1993 and 2007, when GDP rose by 5.1%.
  18. 18. Brainstorming Seeds• Multilingual environment -Translational services– Text to speech applications– Easy call center assistance in various languages– Mobile phone applications that translate incoming text messages to local language.• Services for a huge young non-white population– Crowd funding for innovative business models / products /services– Massively Open Online Mentoring for the young population in the townships, via mobile internet access• Improvement in quality of education– Barefoot teachers
  19. 19. Table of Contents• Introduction• Digital Technology• Healthcare• Society• Economy• Culture and Media• References
  21. 21. “I use my cellphone for everything,” explains aSouth African university student who uses hermulti-function mobile phone to download andwatch movies, access and pay bills, andreceive bank account information online andthrough text message notifications.
  22. 22. Mobile Connections vs. Users
  23. 23. Mobile Phones• Mobile handsets sales accounted for 21% ofSA’s consumer electronics spending in 2010.• South Africa experienced compound annualgrowth rate (CAGR) growth of 11% in handsetsales from 2005-2010.• The handset sales growth is expected to be4% CAGR and the projected sales by 2015 isUS$1.8 thousand million.
  24. 24. Mobile User Behavior• Informal traders in rural communities use mobiles to communicate and connect withthe world to grow their businesses.• The rural communities also use mobile phones as their only Internet source.• A Mobility Survey 2011 from World Wide Worx indicated that 27% of rural dwellers anda further 37% of all urban South Africans access the Internet via their mobile phones.• Opera Software and On Device Research also conducted a survey which revealed thatmobile Internet is the only Internet access method for many users.– These users have been dubbed the ‘Mobile Only’ Internet Generation.– Social networking acted as the biggest catalyst for the mobile Internet boom.• Mobile phone is the first and the only device for many people.– 39% of the respondents, who owned a phone, did not have a television and 62% did not owna computer.• 95.2% of the male population uses mobile internet compared to just 5% of the femalepopulation.• Mobile Internet users are also dominated by young people with 94% aged between 13and 34.“The early adopter profile is therefore, young and male.”
  25. 25. Telecom Service Providers• IT News Africa compiled a list of the ten biggesttelecommunications companies based on turnover at the end of2011– The top 3 companies profiled are based in South Africa.• MTN – The company has over 176-million subscribers across 16 countries inAfrica and six countries in the Middle East. MTN South Africa currently has23.5-million subscribers.• Vodacom Group - The parent company is UK-based Vodafone. Vodacom SouthAfrica currently enjoys 58% of the South African mobile market, with around23-million subscribers.• Telkom - Telkom is South Africa’s largest fixed-line and wireless serviceprovider, and operates in more than 38 countries throughout the Africancontinent. The South African government has a 39% stake in the company.• In South Africa, Cell C is the third cell network after Vodacom andMTN Group, and the first cellular provider operating a dual bandGSM 900/1800 MHz network, with over 10 million subscribers.
  26. 26. Innovation by Telecom Service ProvidersMTNMTN features in the top 10 most innovative companies of in Africa. Here aresome of it’s notable innovations:• Prepaid Mobile– MTN pioneered the concept of prepaid mobile. The whole success of themobile industry in Africa is attributed to this single innovation.• Mi-Life Insurance– In 2011, MTN introduced its MobileMoney Insurance solution, Mi-Lifeinsurance. It provides money in the event of death of the subscriber or thenext of kin. The Premium payment for insurance is deducted from thesubscriber’s MTN Mobile Money wallet once per month. The service isavailable to the network’s subscribers in Ghana.• MTN InternetOnTV– MTN also launched MTN InternetOnTV, a device that allows users to browsethe web from their TV at 3G speeds• MTN Traveller– A mobile App that allows mobile users to browse for, and bookaccommodation and car rental services using their phones.
  27. 27. Innovations by Telecom Service ProvidersVodacom• Vodacom Location based ads– Vodacom conducted trials on location-based advertisingofferings – the first of its kind in South Africa – on itsmobile social network, ‘the grid’. The trial run wasconducted in partnership with Nandos, Sportscene, JayJays and Cape Town-based pharmacy group Synergy. Theads were delivered within a 10-kilometre radius of theusers location, making it possible to promote a specialoffer available at a specific store.• M-PESA– M-Pesa is one of the most successful mobile paymentservices that was launched in Kenya by Vodacom as one ofthe key partners.
  28. 28. Innovations by Telecom Service ProvidersCellC• ‘Take a girl child to work day’– The initiative is organized by Cell C and endorsed by the South African Department ofEducation. It has been called South Africas "largest collaborative act of volunteerism". Sinceits launch in 2003, more than 600 000 girl learners have visited over 400 “places of work” aspart of the campaign.• Innovative Pricing of products and services– Woza Wheneva• Cell C gives users 10 free extra airtime minutes for every R10 (accumulated) spent on recharging.– SUPACHARGE• Recharge with any amount and get data, airtime and messages free with every recharge. The value ofbonus increases with the recharge amounts.– Contracts your way• The customers can build their own contracts suiting their own requirements instead of picking up anyof the pre-fabricated contracts.• “My Tools”– “MyTools” was awarded the Global Telecoms Business innovation award. The service allowsCell C customers, smart address book, advanced call control features or visual voicemail – allaccessible through web and mobile phone browsers. Cell C was the first mobile providerglobally to introduce this cloud-based service for cell phone devices.
  29. 29. Source:‘Take a girl child to work day’
  30. 30. 30Source: TNS Research Surveys, ‘Friendship 2.0,’ 2009Social Network Usage
  31. 31. Source: TNS Research Surveys, ‘Friendship 2.0,’ 2009User Activities on Social Network
  32. 32. Source: FB Users
  33. 33. Source: Penetration
  34. 34. Social Networking Sites- MXit• MXit launched in 2003• Now it has over 38 million registered users in South Africa.• MXit is a free instant messaging, Social netowrking application,operating on multiple mobile platforms and, much less frequently,on computers.• MXit gives its users the ability to send and receive text andmultimedia messages with one-on-one conversations, chat rooms,play games, download music, access movie clips and news, and buyand sell products contained therein.• 18-25 year old is the most active demographic segment using MXit.• 88% of users rely on MXit to chat with family and friends• 34% use the service to make new friends and meet people.• Social networking component of MXit also allows South Africanyoung people to use MXit for social and educational activity
  35. 35. How people access Facebook; Source: UNICEF SurveyHow people access MXit; Source: UNICEF SurveyHow People Access MXit & Facebook?
  36. 36. MXit as an Innovation Platform• MXit Money– To highlight the innovation of this platform, MXit launched MXit Money inAugust 2012. MXit Money is a gateway for mobile payment services thatenables users to:– Transact with their mobile phones allowing users to transfer money to theirfriends– Buy airtime or electricity from their mobile phones– Receive money from anyone– Users can access MXit Money as a contact within the MXit platform or bydownloading the stand-alone iPhone application.• MXit Reach– MXit Reach is centered on using the innovative technology built by MXit tocreate free mobile educational, health care, agricultural and communityapplications.– MXit Reach is run by RLabs and uses the MXit platform to reach theiraudience.
  37. 37. 37An infographic based on the study done by PortlandCommunications and TweetministerSource : Africa on Twitter
  38. 38. Mobile Banking• In Africa mobile based applications are a need and not just convenienceand that is the driving factor behind the large scale adoption.• Besides a number of banking and financial services on mobile phonesthere are a lot of transactional offerings that generally deal withmovement of funds as a service.• While mobile ownership is expanding in South Africa, Internet-capablemobiles have provided an alternative banking method for online users.• Mobile banking has started to lead Africa in the adoption of mobile-banking solutions that aim to reach the unbanked.• Provides rural and urban dwellers easier banking options for bothbusiness and personal uses.• In 2004 and 2005, WIZZIT and MTN Banking each developed mobile-banking applications to address the financial service needs of low-incomecustomers. Bank account applications provided an alternative sourcethrough which mobile customers can access online payment instruments.
  39. 39. Mobile Banking- Wizzit• WIZZIT is a specialized service that offers branchlessbanking.• The first WIZZIT platform proved to be a successfulventure: 300,000 newly signed customers reportedly usedthe mobile application.• It has partnered with ABSA a major bank in South Africaand the banking division of South African Post Office toprovide customers with access to nearly 3,500 depositsites.• The key to WIZZIT is that all the services are offered bymobile phone using even a basic 2G handset.• Customers are issued debit cards and can withdraw moneyat any South African ATM machine.
  40. 40. Mobile Banking- Oltio• Oltio’s PayD application enables people to makeonline purchases even without a credit card.• This was a major bottleneck for people, sincepeople can’t make online purchases in Africausing a debit card.• PayD system bridged the gap using a debit card, asecure PIN and a mobile phone.– This created purchasing opportunities and access tolot more things online for a large part of thepopulation who did not have a credit card.
  41. 41. Mobile Banking- Mpesa• M-Pesa is a mobile-phone based money transfer and microfinancing service fromSafaricom and Vodacom.• M-Pesa allows users with a national ID card or passport to deposit, withdraw, andtransfer money easily with a mobile device.• M-Pesa was first launched in Kenya and received a great response and a wide spreadadoption.• Riding high on the success of M-Pesa, Vodacom launched M-pesa in South Africa in2010.– However, M-Pesa has been slow to gain a toehold in the South African market.– Projected users in 3 years - 10 million users– By May 2011, it had registered approximately 100,000 customers.• The gap between expectations– Significant differences between the Kenyan and South African markets– Banking regulations at the time of M-Pesas launch in each country.– Lack of education and product understanding also hindered efforts in the initial roll out of theproduct.• Vodacom and Nedbank launched a campaign in June 2011 to re-position M-Pesa,targeting the product to potential customers who have a higher Living StandardMeasures (LSM) than were first targeted.
  42. 42. Brainstorming Seeds• Use of MXit for crowdsourced health related solutions.• Combine the power of the mobile with that of community to create mobile mediated self help groups.• Create mobile based business models for selling indigenous products like handicrafts, traditional artifactsetc.• Lower priced smart phones and talk plans– Pre-loaded apps by advertisers and government– Community and closed loop talk plans for family and community members to connect easily andmore affordably.• Content for mobile only generation– The content for web cannot be reused for a mobile only generation. The content needs to bereframed and made more visual – visual should not mean higher bandwidth.• Voice based content and collaboration through community radios.
  43. 43. Table of Contents• Introduction• Digital Technology• Healthcare• Society• Economy• Culture and Media• References
  44. 44. 3. HEALTHCARE
  45. 45. Source: WHO. The World Bank. OECD. PwC Analysis.Per Capita Health Expenditure (PPP in US$) & % ofPopulation Aged Above 65 Years, 2009-10
  46. 46. 46Source: WHO. The World Bank. OECD. PwC Analysis.GDP per Capita (in USD) & No. of Physicians, Nursesper 10,000 population, 2010
  47. 47. Source: OECD. PwC Analysis.Percentage of Deaths due to Communicable & Non-communicable Diseases
  48. 48. Current Status of Mobile Health Projects in Africa,2012
  49. 49. Mix of Revenues by Mobile Health Service Categories,2017E
  50. 50. Project Masiluleke• Project Masiluleke is an effort to harness the power of mobile technologyto and leverage the ubiquity of mobile devices in South Africa to help fightthe country’s crippling HIV/AIDS and TB epidemics as well.• Masiluleke means ‘hope’ and ‘warm counsel’ in Zulu.• The project is a coalition of iTeach, the Praekelt Foundation, frog design,MTN South Africa, Nokia Siemens Networks and the National GeographicSociety.• 1st stage of the project– Built around the use of specialized text messages, delivering approximately 1,000,000HIV/AIDS and TB messages each day to the general public. These messages arebroadcast in the unused space of “Please Call Me” (PCM) text messages – a special, freeform of SMS text widely used in South Africa. Trained operators provide callers withaccurate healthcare information, counseling and referrals to local testing clinics.• Since the projects launch, over 685 million PCM messages have been sentthroughout South Africa, driving over 1.5 million calls to the National AIDSHelpline.
  51. 51. Project Masiluleke“Please call me” MessageSource:
  52. 52. Project Cellphones4HIV• Cell-Life initiated a project called “Cellphones4HIV” in 2008.• The project looks at how mobile technology can be used in theprevention, treatment and care of HIV and AIDS, and to support theHIV sector in general.• 1st Pilot– Cell-Life collaborated with the Treatment Action Campaign (TAC) in theWestern Cape to provide information to community trainers and the widerHIV community.• 2nd Pilot– Cell-Life worked with Soul City, which uses television and radio dramas todiscuss issues such as social norms, health, and HIV/AIDS.• Cell-Life also piloted the provision of HIV related content on MXit,which is a popular social platform amongst youngsters. Theypartnered with the Angel service to host information on HIV,including basic information on HIV, prevention, and testing.
  53. 53. Project Aftercare• Cell-Life also created its “Aftercare” program to workwith the public health system and its health workers toprovide home-based care for HIV/AIDS patientsreceiving ART treatments.• The mobile technology-based Aftercare programsupports the effective treatment of HIV/AIDS patients,and covers other aspects such as voluntary counseling.– Each Aftercare worker is assigned to monitor 15 to 20patients.– The worker visits the patient and captures the required datausing their mobile phones.– Afterwards this data is relayed to the central database,where this data is analyzed by a care manager.– Thereby, appropriate actions are taken.
  54. 54. Project Red• Red is aimed at the youth of South Africa toprovide easy access to HIV and AIDS relatedinformation.• Red can be added as a contact on a users’ Mxitaccount, using the RedChatZone link, therebymaking the information available on Redaccessible on a mobile platform.– This also make the accessibility cheap and private!• RedChatZone was first made possible through apartnership between Cell-life and Lifeline, andfunding from Right to Care. Now, National AIDSHelpline (NAHL) continues to support the service.
  55. 55. Just Tested• Just Tested for HIV service aims tohelp people who have been recentlytested for HIV.• The service uses SMSs to supplementthe counseling given during HIVCounseling and Testing (HCT).• The SMSs are meant to support andinform people who have just testedfor HIV.– Promote healthy living and tackle HIVand AIDS related issues.An example of the message sent bythe "Just tested" service to a HIVnegative person; Source:
  56. 56. Brainstorming Seeds• In addition to all the efforts that are already underway, there is potential for more effectivecommunication about HIV for both prevention and managing the condition.– Use of community radios for dissemination of information and use of mobile phones for collection ofinformation.– Programs need not be healthcare focused. They should be entertainment programs with briefinformation about HIV. This will attract greater number of younger population.– Prevention of HIV information as mandatory data should be available on all new mobile handsets– Anonymous community or social group of HIV infected people to discuss emerging issues andproblems using platforms like MXit.• Create awareness about communicable diseases through TV based contests where audience participationcan be via mobile phones.• Need faster means of access to healthcare services.– Access though mobile quick dial numbers just like Police, Fire etc.– Mobile forum to discuss current problems so that disease can be diagnosed at early stages• Lower cost of diagnosis– Using community trained physician model for diagnosing at first level– Using mobile phones to diagnose ailments• Tracking disease spread using updates via MXit and Twitter
  57. 57. Table of Contents• Introduction• Digital Technology• Healthcare• Society• Economy• Culture and Media• References
  58. 58. 584. SOCIETY
  59. 59. Racial Attitudes• On the national agenda for the “Rainbow Nation” South Africais coming to terms with its recent history of Apartheid.• Inequality – rooted in history – inincome, education, employment opportunities, and otherspheres still exists.• There is a correlation between the living standards of SouthAfricans and their socialization with people of other races.• Those with the lowest living standards are least likely tosocialize with people of other races, while the rich are morelikely to socialize with people of other races.• South Africa remains a divided society, and even today, themajor dividing line is race.
  60. 60. Figure 22. Average (mean) contact and socialization by Living Standards Measure (LSM), 2011Source: South Africa Reconciliation Barometer Survey: 2011 ReportThe higher the living standard, the greater isthe openness to socializing with other races
  61. 61. Uniting Factors in South AfricaCommunity Radio• Truly reaches and appeals to allpeople irrespective of race, gender,age or geography.• Is rooted in political history in aneffort to democratize radio stationsby a parliamentary act of 1993 –Independent Broadcasting AuthorityAct.• Radio stations are regional, interest-and issue- driven, and provideinformation and entertainment to all.• Since cellphone penetration iswidespread, even in rural areas, radiois very commonly listened to via thecellphone.• It is common for youngsters to call into request songs or download songsfrom radio as well.Sport• Sport in South Africa has broughtwhite and non-white people togetheron a large scale.• South Africa hosted the Rugby WorldCup of 2005 and the Football WorldCup of 2010• Racial barriers in sport have beencrossed to a large extent but nowaccess to learning sport has becomean issue at the grassroots level.• Poorer classes are not getting theopportunity to learn sports from ayoung age.
  62. 62. Education & Inequality• A waterfall effect is visible: Inequality in race andgender have resulted in inequality in access toeducation, leading to inequality in access toemployment opportunities.• South Africa is known to have the highest incomeGini-coefficient in the world around 0.7 recorded in2008 and consumption Gini-coefficient of 0.63 in2009.• Economic status continues to often remain the sameacross generations, in the sense that the children ofthe poor will generally remain poor.
  63. 63. Gini-coefficient of national income distribution around the world (using 1989-2009 CIA estimates)Source: Central Intelligence Agency: Africa has the highest incomeinequality in the world
  64. 64. Returns to schooling, African and white men age 25-59, South Africa OHS/LFSSource: Southern Africa Labour and Development Research Unit, April 2012Almost a consistent gap exists betweenWhite males’ and African males’ earnings
  65. 65. Returns to schooling, African men and women age 25-59, South Africa OHS/LFSSource: Southern Africa Labour and Development Research Unit, April 2012The African male-female earning gapreduces with higher levels of education
  66. 66. Youth unemployment• South Africa is the most developed country in the Africancontinent and yet the percentage of youth unemployment issoaring at almost 50%.• A large part of the youth population areunemployed, especially those below the age of 30. (Figure 5)• The unemployed percentage of the 20-24 age group stands at49.2%.• A Youth Wage Subsidy for the ‘less-skilled’ group aged from18 to 29 years was implemented by the central government in2010, which allocated 5 bn rand, creating 423,000 new jobsfor them.• There is a question mark on whether these work placementsamount to opportunities or exploitation.
  67. 67. Figure 26. Unemployed rates are much higher for the youth (3Q 2010)Source: Statistics South Africa Quarterly Labour Force Survey, September 2010Unemployment rates are high and are muchhigher for the youth
  68. 68. South Africa needs a boost in itsworkforce• Compared to other emerging economies, South Africa has arelatively comparable adult employment ratio.• However, the youth unemployment for 15-24 year olds is verylow at 12.5%, which is very much lower than other emergingmarkets.• South Africa appears like an outlier from an internationalperspective because of the sheer numbers of its youthunemployment.• According to the World Economic Forum’s GlobalCompetitiveness Report 2010/11, South Africa needs to raisethe aggregate employment ratio to the emerging marketaverage of 56 percent, which requires employment to be 5million higher than it is today.
  69. 69. Figure 27. Youth and adult employment ratios in South Africa and selected emerging market economiesSource: ILO (Key Indicators of the Labour Market (KILM), 6th ed.), World Economic Forum, GlobalCompetitiveness Report 2010/11South Africa needs to bring its employment ratio to thelevels of other emerging markets, creating many morejobs and giving its economy a boost
  70. 70. Crime in South Africa• “Serious crimes” as identified by the South African policedepartment (shown in Figure 6) include contact crimesuch as murder or sexual offences; contact related crime,such as arson; property related crime, such as burglary;crime detected, such as illegal possession of a firearm;and other crimes, such as theft.• In the eight year period from 2004/2005 to 2011/2012,serious crime has reduced by 31.8%.• However, tackling crime and making South Africa a placefor all to feel safe is of top priority to the police service.
  71. 71. Figure 28. Break up of Serious Crimes in South AfricaSource: Crime Statistics Overview RSA, South African Police Service, Department of Police, 2011/2012
  72. 72. Figure 29. Serious crime reduced by 31.8% from 2004/5 to 2011/12 (8 years)Source: Crime Statistics Overview RSA, South African Police Service, Department of Police, 2011/2012 crime in South Africa hasdecreased over time
  73. 73. Social Innovation• Social innovation is in line with the Africanphilosophy of “Ubuntu,” which believes that growthhappens through giving to others, not from takingfrom others.• An outstanding example in education is CIDA(Community and Individual DevelopmentAssociation) City Campus, a virtually free highereducation institute, located in Johannesburg.• CIDA was founded in 2000 with the aim ofaddressing the massive gap in access to highereducation due to a dearth of higher educationinstitutes in the country that are affordable.
  74. 74. Figure 30. State of education in South AfricaSource: CIDA Foundation
  75. 75. CIDA• Most of the students at CIDA come from rural areasand have very little exposure to technologyeducation.• CIDA runs business administration programs andgives hope to these people, who in turn go back totheir rural communities and enter differentdevelopment initiatives with the aim of giving backto society.• This philosophy is consistent with Ubuntu, an Africanphilosophy that emphasizes caring for other people.
  76. 76. 76
  77. 77. Microfinance• A large portion of South Africa’s population is stillsteeped in poverty.• To address this gap in financial access and with theaim of alleviating poverty in South Africa, The SmallEnterprise Foundation (SEF) was founded in 1991,serving mainly women.• The SEF’s success in providing their clients withfinancial-self sufficiency is shown in the followingFigure.
  78. 78. Figure 31.SEF’s growth in clients (1992-2012) and financial self-sufficiency (2000-2012)Source: A South African Case Study, Marie Kirsten, 8 November 2012By 2012, all of the SEF’s active clients hadbecome financially self-sustaining
  79. 79. SEF and IMAGE• The SEF’s initiative called IMAGE (Intervention ofMicrofinance for AIDS and Gender Equity HIV/AIDS) has beenvery successfully run in South Africa.• IMAGE Research addresses the issue of HIV/AIDS in SouthAfrica from a sociological point of view, by providing womenwith microloans and training in gender issues.• Their intervention has led to “a 50 per cent decrease inviolence experienced by women within the family (referred toas intimate partner violence or IPV), and a significantdecrease in risky sexual behaviour that might lead to HIVinfection.”
  80. 80. Brainstorming seeds• Services to increase employability– Mobile services to connect job seekers with potential jobs and employers (– Mobile phone based sports programs to help talent scouts connect with localyouth/schools/sports clubs in townships• Opportunities for educational services– Services to connect with free education providers and provide lessons viamobile/TV• Women’s empowerment through web/mobile services that promotedistance learning, spread awareness of women’s rights, inform about jobopportunities, help network with other women, aid banking and saving,demystify technology, and provide easy access to healthcare• Improve health and well-being– Web/mobile based victim assistance and counselling services– Use of community Radio talk shows to spread awareness about and solvesocial/health issues
  81. 81. Table of Contents• Introduction• Digital Technology• Healthcare• Society• Economy• Culture and Media• References
  82. 82. 4. ECONOMY5. ECONOMY
  83. 83. The South African consumer• According to a report from McKinsey’s Africa CustomerInsights Center, ‘The Rise of the African Consumer’ (October2012), 66% of South African respondents say that two yearsfrom now they expect their household to be better off thanthey are today.• South Africa is one of the African countries that are hopefulabout the future, unlike some North African countries, suchas Egypt and Morocco.• The report shows that 50% of South Africa’s spending powerwill be driven by households with an average income of morethan $20,000 per year.• Although much of the consumption still comes from lower-income groups, it is the high-income group that will actuallydrive growth.
  84. 84. Figure 32. Much of the consumption will come from houses earning over 20,000 a yearSource: A Report from McKinsey’s Africa Customer Insights Center, 2012
  85. 85. Comparison with other African Countries• In contrast to most countries in Africa, which have informal retailers, sixleading apparel retailers hold 47% of South Africa’s market. Retailersentering the South African market recently include Gap from the US andZara from Spain.• South Africa is also different with regard to their preference forinternational brands, where only 12% prefer international brands to localbrands. In contrast, 60% of North Africans prefer international brands tolocal ones. (Figure 2)• Further, since South Africa is a wealthier nation, only about a third ofparticipants said they spend a lot of time looking for the lowest price, incontrast with half the respondents in Ethiopia.• In-store information is high in South Africa with 60% of consumers gettingtheir information in-store, compared to, for example, only 13% in Angola.• About 95% of urban South Africans say they have a bank account incontrast with 35% of urban Egyptians.
  86. 86. Figure 33. South Africans prefer local brands to international brandsSource: A Report from McKinsey’s Africa Customer Insights Center, 2012
  87. 87. Black Economic Empowerment• After reaching a peak in the pre-apartheid era, around 1980,South Africa’s growth fell in the apartheid era.• Post-apartheid, the GDP once again rose before the dip in2008/2009, during the global economic crisis.• The Black Economic Empowerment (BEE) initiative was takenby the government to provide public services to thedisadvantaged groups in South African society.• Companies are graded according to seven specific criteria,including ownership and management control by blackpeople.• A company is scored on these criteria and has to gain at leasta cut-off percentage of 65% to be classified as a goodcontributor and to be ‘BEE-compliant’.
  88. 88. Figure 34. Trends in actual and potential per capita GDP in South Africa: 1960-2010Source: AfDB database (2011) and authors’ computations. (South Africa’s Quest for InclusiveDevelopment, 2012)GDP was low during apartheid, when Africans wereexcluded from economic participation. The BEEaddressed this problem post-apartheid, when GDP rose.
  89. 89. Critique of the BEE• The BEE initiative has made some difference to the racialinequality in South Africa; specifically, progress has beenmade in black ownership of business.• However, overall, BEE compliance in companies is still low.Critics say that the BEE has benefitted only a small populationof rich black business people.• The issues of other inequalities such as gender and disabilitiesare bundled into the programme, making it less effective.• Finally, the BEE has been criticized as focusing too much onemployment equality in existing companies, while ignoringnew companies.
  90. 90. Tourism• South Africa is one of the top tourist destinations worldwide,and has grown in the last two decades especially amongforeign tourists, as shown in Figure 4.• South Africa had exceptional growth in tourist arrivals, whichgrew by 10.5% in the first quarter of 2012, according toTourism Minister Marthinus van Schalkwyk.• From 2010 to 2011, the number of tourists from China, India,Germany and USA increased, and the number of tourists fromFrance, The Netherlands, UK and Australia declined.• A large majority of tourists from overseas visit South Africa onholiday (89.2%) with a small fraction of those who visit forbusiness (3.6%) or transit (6.6%).
  91. 91. Figure 35. Number of tourists from eight leading overseas countries in 2010-2011Source: Statistics South Africa, Tourism 2011Emerging markets such as India and China havea high number of tourists visiting South Africa
  92. 92. Figure 36. Percentage distribution of tourists by region and purpose of visit, 2011Source: Statistics South Africa, Tourism 2011A large majority of tourists visit SouthAfrica for vacations
  93. 93. Brainstorming seeds• Banking mobile services– Crime Proof Money• Opportunities for entrepreneurs and local businesses– Mobile services to provide business ideas to small and localbusinesses/entrepreneurs– Services to list and promote local brands/designers via socialnetworking sites– Deals/coupons/loyalty programs for local brands/designers– Access to crowdfunding for local small businesses/entrepreneurs– Co-owned/managed studio, exhibition and retail spaces for younglocal designers/artists• Tourism and entertainment opportunities– ‘Local movies on demand’ services bundled with mobile devices– Training and employment opportunities for local tourist guides– Web/mobile services to promote home stays, local themed tours,traditional medicine/fashion/crafts/food
  94. 94. Table of Contents• Introduction• Digital Technology• Healthcare• Society• Economy• Culture and Media• References
  95. 95. 956. CULTURE AND MEDIA
  96. 96. Popular Culture & Media• Radio, TV and press played a significant role in the struggle against colonialism andexploitation– These media channels continue to play a very significant role in South Africa even today.– They helped rescue, incorporate, preserve, and mediate elements which serve the interests ofthe popular classes.Example : Popular theater by and for communities gave expression to that communitysreality, aspirations, and diverse struggles for survival and development.• Popular forms of Performance - dance, dramas, musical compositions, narratives etc.• Music and dance is so essential a part of South African cultural identity that it isfrequently used as a means of self expression by the youth and influences trends in thearea of popular music.• Example : Kwaito– A musical genre that emerged in Johannesburg in the township of Soweto at the same timethat Nelson Mandela took office as the first democratically elected president of South Africa.– Kwaito is a form of self-expression and a way of life. Many South Africans dress, speak, anddance influenced by Kwaito. It is regarded as a parallel to the hip-hop culture dominant in theAmerican ghettos.– One of the first Kwaito singles to become a hit in South Africa was the song "Kaffir" by artistArthur Mafokate -
  97. 97. Cultural Dimensions for South Africa• Power Distance - 49– People to a larger extent accept ahierarchical order in which everybody has aplace and which needs no furtherjustification.• Individualistic Society - 65– Implies there is a high preference for aloosely-knit social framework in whichindividuals are expected to take care ofthemselves and their immediate familiesonly.• Masculinity / Femininity - 63– In masculine countries people “live in orderto work”, managers are expected to bedecisive and assertive, the emphasis is onequity, competition and performance andconflicts are resolved by fighting them out.• Uncertainty Avoidance- 49– Indicates a preference for avoidinguncertainty. Countries exhibiting highuncertainty avoidance maintain rigid codesof belief and behavior and are intolerant ofunorthodox behavior and ideas.• Long term Orientation – No scoreavailable
  98. 98. Cultural Dimensions for South Africa inComparison with East and West Africa
  99. 99. Cultural Dimensions for South Africa inComparison with India & China• Major part of the SouthAfrican Asian populationis Indian in origin.• There is also a significantgroup of Chinese SouthAfricans (approximately100,000 individuals)
  100. 100. Cultural Dimensions for South Africa inComparison with UK and Netherlands• South Africans whoare of Europeandescent are majorlyfrom UK andNetherlands so wecompare South Africawith UK andNetherlands as well.
  101. 101. 496563496713648078144648702040308070254580663745850102030405060708090PDI IDV MAS UAI LTOSouth AfricaColombiaIndonesiaVietnamEgyptTurkeyCultural Dimensions for South Africa inComparison with other CIVETS Countries
  102. 102. Art“The excitement and urgency surrounding photography in South Africatoday is partly explained by its local context: embedded in colonialhistory, ethnography, anthropology, journalism and politicalactivism, the best photography emerging from the country hasabsorbed and grapples with its weightyhistory, questioning, manipulating and revivifying its visual codesand blending them with contemporary concerns. Post-Apartheid, complex and fundamental issues -race, society, gender, identity - remain very much on the surface.This is reflected by image makers who harness the resulting scenesas a form of creative tension within their personal vision.Here, distinctive photographic voices have emerged: local incharacter and subject matter, but of wider international interestbecause of their combined intensity.”–
  103. 103. South Africa Contemporary Art• South African contemporary art draws on the legacy of both European and Africantraditions.– In the process, local artists create something new, informed by their different social, politicaland cultural positions.• Well-established contemporary artists in South Africa– William Kentridge– Diane Victor– Willem Boshoff– Lien Botha– Zwelethu Mthethwa– Penny Siopis– Roger Ballen– Sandile Zulu– Willie Bester– David Koloane.• Marlene Dumas and William Kentridge are South Africa born contemporary artistswhose work has been met with international acclaim.– Marlene is a Dutch artist– William Kentridge is a draftsman and animator.– Both of them are known for art with a political bent.– In the book, Conversation: Kentridge & Dumas, the two South-African artists speak about theirwork, their studio practice, their inspirations, and the challenges of success.
  104. 104. 104Photograph from ‘Figures and Fictions’ - ZwelethuMthethwa’s ‘The Brave Ones Series, (2011)
  105. 105. Photographs from Figures and Fictions - The BlackPresident, (2009)
  106. 106. 106Photographs from Figures and Fictions - Street Party-Mikhael Subotzky (2008)
  107. 107. Source: from Figures and Fictions - Image fromGraeme Williams’ ‘The Edge of Town’ Series (2006)
  108. 108. Photographs from Figures and Fictions - Once Removed(Head) I (2008)
  109. 109. Book Cover - ‘In Conversation: Kentridge and Dumas’
  110. 110. Galleries & Auction Houses• Only a small number of galleries and auction houses thrive in South Africa.• Increasingly top commercial galleries are taking part in major art fairs andplace work in foreign museum shows.• Goodman, Stevenson, and Everard Read galleries have all recentlyexpanded.• Johannesburg Biennale– In 1995 the Ministry of Culture founded the Johannesburg Biennale, which forthe first time brought international art to the stigmatized country.– 2nd Edition, in 1997, branched out to venues in Cape Town, with showsorganized by international curators under the direction of Okwui Enwezor.– Eventually, the events major funder, the city of Johannesburg, closed theexhibition early to save money, and the biennial has not been revived since.• The South African market has been fueled largely by a handful of wealthycollectors within the country and expatriates in England.
  111. 111. Ardmore Ceramics• In 1985 ceramicist Fee Halsted-Berning founded ArdmoreCeramic Workshop in theprovince of KwaZulu-Natal,training rural black artisans toproduce elaborate and beautifulpolychromed pots teeming withleopards and flora.• In current times these pieces ofart have turned into museumartifacts and collectibles.• Individual pieces are priced fromR700 to R50,000 ($90–6,000),with the record at auction of R2million ($290,000) set for a vaseby Wonderboy Nxumalo, atSotheby’s Johannesburg in 2008.
  112. 112. Ubuhle Beading• Bev Gibson founded Ubuhleto provide materials andguidance to native women– Colorful beaded textilesdepict subjects ranging fromthe Crucifixion to buffalo tothe night sky.• Ubuhle pieces have alsofound their place in manySouth African museums aswell as the Museum of Artsand Design, in New York,and their work can be foundat galleries such as KimSacks, in Johannesburg.
  113. 113. Goodman Gallery• The Goodman Gallery was launched in 1970.• It focuses on artists from around the countryand beyond, focusing on work that engagesin artistic dialogue with an African context.• The driving ideal of this contemporary artgallery is one of development, particularlythe development of artistic talent andcultural consciousness.• The gallery represents over 40 South Africanand African artists, including WilliamKentridge, Kendell Geers and DavidGoldblatt.• Was involved in the seminal Art AgainstApartheid exhibition in 1985 and has beenknown to stand by its socio-political ideals.• In current era, their content is gearedtowards reflecting the issues and debates ofSouth Africa’s young democracy.
  114. 114. Stevenson Gallery• Stevenson first opened in Cape Town in 2003.• Michael Stevenson partnered with David Brodie tolaunch the Johannesburg space in 2008.• The gallery is an exhibitor at Art Basel• 1st South African gallery to break into Frieze inLondon and New York.• Stevenson has mounted the country’s first showsof international artists like Francis Alÿs, RinekeDijkstra, Thomas Hirschhorn, Glenn Ligon, andWalid Raad.
  115. 115. Everard Read• Established in Johannesburg in 1912.• Major investor has been collector Paul Harris.• Gallery deals in figurative modern and contemporary art from SouthAfrica & U.K.– Painter John Meyer– Sculptor Angus Taylor– Early-modern work by Gerard Sekoto, George Pemba, and Jacob Pierneef.– Popular South African artist, the animal sculptor Dylan Lewis.• In 2010 owner Mark Read opened Circa on Jellicoe, a three-storyoval-plan annex for contemporary art, designed by local studio MASwith a spiral ramp hidden behind a screen of vertical aluminum fins.
  116. 116. Gallery MOMO• MOMO is among the country’sfew black-owned galleries.• Founded in 2003 by MonnaMokoena in Johannesburg.• Represents native artists– Art Brut–inspired painter Paul duToit– Photographer Ayana V. Jackson, anAfrican-American transplant whodigitally alters self-portraits intopolitically charged compositions,including one based on “Lesdemoiselles d’Avignon”– Mary Sibande, whose mother,grandmother, and great-grandmother were domestics,creates monumental sculptures of“super maids,” triumphantlyportrayed looking dreamily into thefuture or in heroic poses,confronting soldiers or onhorseback.
  117. 117. Joburg Art Fair"Part of the fairs mission is to educate people…There are not enoughgood commercial galleries in South Africa, no governmentcontemporary art museums, no place to look at art. Its mainly incorporate collections and commercial galleries.“- Ross Douglas, Founder of the Art fair
  118. 118. African Digital Art• African Digital Art( ) isan online collective, a creative space,where digital artists, enthusiasts andprofessionals can seek inspiration,showcase their artistry and connectwith emerging artists.• Jepchuma is the founder and creativedirector of African Digital Art.• African Digital Art has become acatalogue of how Africa has had a sortof awakening and transformationthrough creative expressions by usingdigital technology.– They have represented about 85% ofevery country in Africa through artists,projects and exhibitions
  119. 119. World Design Capital 2014:Cape Town• The World Design Capital title is awarded bi-annually by theInternational Council for Societies of Industrial Design (ICSID) togive global prominence to cities that use design for their social,economic and cultural development.• Cape Town was designated World Design Capital for 2014 inOctober 2011.• Cape Town’s World Design Capital 2014 bid concept “Live Design.Transform Life” focused strongly on socially responsive design.• The bid recognized and mobilized Cape Town’s considerable designresources towards addressing the legacies of the city’s apartheidpast. It aimed specifically at dealing with the vast imbalances thatexist in the society and was organised into three broad themes:– Rebuild Cape Town through community cohesion.– Reconnect Cape Town through infrastructural enhancement.– Reposition Cape Town for the knowledge economy.
  120. 120. World Design Capital 2014:Cape Town
  121. 121. Cinema• 1895 - First projection devices around the Johannesburg goldfields.• 1995 - South African cinema completed its 100 years of existence.• Many foreign films have been produced till date about South Africa, usually involvingrace relations. However, very few local productions are known outside South Africa.• Successful productions– “The Gods Must Be Crazy” in 1980 by Uys, South Africas most commercially-successfuldirector.– "District 9“directed by Neill Blomkamp, a native South African.– Tsotsi, which won the Academy Award for Foreign Language Film at the 78th AcademyAwards in 2006• The South-African film industry is still struggling to connect with more black audiences.• Most of the movie theaters are still located in shopping malls in predominantlywhite, affluent suburbs.• The countrys 40 million-strong black population remains largely underserved bymultiplexes.• Many industry insiders have a view that if this continues then the South African filmindustry will soon go through stagnation.• National Film and Video Foundation (NFVF) is taking the first steps toward addressingthis inequity.– It has initiated a pilot in 2010 that will build or rehabilitate one cinema in each of thecountrys nine provinces.
  122. 122. Yesterday (2004)1st ever commercial feature-length production in Zulu language
  123. 123. 123TsotsiWon the 2005 Oscar for Best Foreign Language Film
  124. 124. Music & Dance• Post-Apartheid feeling in the townships is best evidenced by the evolutionof Kwaito.• Kwaito is a type of urban hip hop– Flourished without the constraints of censorship– Grew up as a youth movement that seemed apolitical.– Kwaito became an avenue of self-expression for the black youth and resultedin the rise of contemporary artists like TKZee, Mandoza and Zola who used themedium to carry their sentiments into the mainstream music world.• TKZee -• Mandoza -• Zola -• Lyrical content of the music is becoming more meaningful, young SouthAfrican artists are learning to write more about life in the new SouthAfrica as opposed to the monotonous and sometimes meaningless earlierversions of Kwaito.• Performance art and gimmickry has become a means for South Africanartists to set themselves apart, especially in an era when audiences haveseen it all.
  125. 125. Other Dance Forms• Ballet used to be very popular in South Africa from 1802 to 1979• “Afrofusion”– Combines different types of dance to form a new type of dance.– A concept conceived and named by MIDs Sylvia Glasser.• Jazzart is another type that is still really active in South Africa today.• Gumboot dancing was also developed in South Africa, “a rhythmic, stampingdance using miner’s boots”. The gumboot is also known as the isicathulo. Thedance form was founded in gold mines. In the mines talking was not possible overall the drilling and drumming was not allowed, so the miners found a new way ofcommunicating and started “taping different codes" using the gumboots that theyalways wore..
  126. 126. Ballet(Photo: on YouTube-
  127. 127. ‘Afrofusion’(Photo: Moving into Dance Mophatong)Watch on YouTube-
  128. 128. Jazzart(Photo: )Watch on YouTube-
  129. 129. Gumboot DanceWatch on YouTube-
  130. 130. AdvertisingComparison of Adspend growth;Source:
  131. 131. AdvertisingMediaShop released a report on 2011’s ad spendfigures that:• Showed an increase of 11% over the same periodin 2010. Online advertising reflected a growth of29.98%, owing to primarily two reasons:– Advertisers are using online and current advertisersare spending more online– The demand on online medium is increasing and thisis pushing advertisers to spend more on onlinemedium to capture a bigger share of the market.
  132. 132. Source: of Ad Spend
  133. 133. Millward Browns Best Liked Ads for 2012Rank Advert Agency1 Spur - Sign Writing Haas Advertising2 Wimpy - Missing Lunch Draftfcb3 Vaseline Total Moisture Body Lotion - 3 Layers The Hardy Boys4 Volvo S60 T3 - Wolf The Arnold Team, Boston5 Samsung Galaxy Note 2 - Creativity Cheil USA6 MTN - LullabyMetropolitan Republic & Jupiter Drawing Room(South Africa) Johannesburg7 Nandos - Reason 2 (Anthem) Black River FC8 Debonairs Pizza - Master Piece Morris Jones9 Romans Pizza - School Kids with Barry Hilton Blue Planet10 Pantene Pro V - Mends Instantly with Liv Tyler GreySource:
  134. 134. 10 Most Popular YouTube VideoAds• YouTube also released a list of South Africa’s top ten most popularYouTube video ads of the year.• These are the South African ads which achieved the largest numberof views from people in South Africa. Ranked in order the ads are:1. OLX Motorbike Advertisement2. Nando’s Diversity Campaign3. Gumtree Property Advertisement4. Nando’s: Last dictator standing5. OLX Treadmill advertisement6. Tropica: You’re a sip away from Jamaica – Flash Mob7. Walka Handheld TV8. Santam “Back at ya” Advertisement9. Gumtree Kitchen Advertisement10. Liquid Capital TV Advertisement
  135. 135. Online & Print MediaTitles 2nd Quarter 2006 2nd Quarter 2011 Change % ChangeDie Burger 87 016 59 808 -27 208 -31.3%Daily News 45 206 32 671 -12 535 -27.7%Cape Argus 57 298 41 641 -15 657 -27.3%Beeld 99 077 73 344 -25 733 -26.0%Business Day 41 122 31 283 -9 839 -23.9%Volksblad 27 034 21 025 -6 009 -22.2%The Herald 27 245 21 404 -5 841 -21.4%Sowetan 121 137 97 139 -23 998 -19.8%Daily Sun 463 691 381 127 -82 564 -17.8%The Star 147 411 122 015 -25 396 -17.2%Cape Times 49 286 41 490 -7 796 -15.8%The Witness 23 052 19 705 -3 347 -14.5%The Mercury 35 444 30 998 -4 446 -12.5%Daily Dispatch 32 089 28 523 -3 566 -11.1%The Citizen 63 347 57 102 -6 245 -9.9%Pretoria News 23 205 21 466 -1 739 -7.5%Diamond Fields Advertiser 8 072 8 540 468 5.8%Isolezwe 91 268 108 129 16 861 18.5%Son (Daily) 72 049* 105 486 33 437 46.4%16 of 19 daily newspapers recorded declines in their circulation over the period o 2006-2011. The three newspapers to show anincrease were the Diamond Fields Advertiser (off a very low base), the Zulu-language tabloid Isolozwe, and Die Son.
  136. 136. Online & Print Media• Tablets are also going to be an important influencingfactor in South Africa.• The Outlook report projects that as the penetration oftablets and the quality of available news applicationsincreases, the potential market for paid digitalcirculation will increase and that by 2016 paid digitalunit circulation will increase to 86,000 from only 2,000in 2011.• Currently people are going for digital products onlywhen they are offered on discounts.• This behavior also characterizes digital newspaper useaccording to the Outlook.
  137. 137. Content• The current content of the print media is majorlyfocused on the local community, localinvestigations and often uses local languages.– As an example, Son is written in a rough, streetAfrikaans. The stories in the newspapers and printmedia are high on superstition, violent crime and localinterest. Such stories rarely talk about the biggerpicture and have no analysis worth mentioning.• In South Africa, the papers falling into this sectorare the Daily Sun, Son, Isolezwe, Ilanga and DailyVoice.
  138. 138. Museums – Apartheid Museum
  139. 139. Museums – Apartheid Museum• The Apartheid museum is a heritage site developed tocommemorate and explain the atrocities of the apartheid past.• The Apartheid Museum takes visitors on an emotion-filled journeythrough those times using the medium of films, photographs, textpanels and artefacts in 22 individual exhibition areas.• The separate entrances for the museum- one for ‘whites’ and onefor ‘non-whites’, is a reminder of the past.• Also in the past, museums in South Africa housed exhibitions ofmainly rich and powerful people and thereby common people wereforgotten.• Apartheid museum is a conscious effort to keep these memoriesalive.
  140. 140. Ulwazi program• The Ulwazi Programme is a South African digitalinitiative that has been set up by the eThekwiniMunicipal Library in Durban, KwaZulu-Natal.• The program makes uses of collaborative power of thecommunity in a digital world.• It enables local communities within the municipality tocontribute to a digital cultural resource of localknowledge using computers and their cell phones.• The programme uses the existing library infrastructureand Web 2.0 (social) technologies to create acollaborative knowledge resource in the form of a Wikithat is localised for the municipality.
  141. 141. A snapshot of Ulwazi websiteSource:
  142. 142. Brainstorming Seeds• Places such as the Apartheid Museum tell the story of that period powerfully, but the story of whathappens post-apartheid, what the implications of “Truth and reconciliation” really are, remainunder-explored. There is a need to narrate this part of the story, work in progress though it may be.• There is also a need to identify more spaces, virtual or actual, and more methods by which theboundary-lines of a segregated society are blurred, crossed, or just transcended.• Mobile friendly newspapers– Twitter as a broadcasting medium and also as a feedback and news story collection medium– MXit based newspapers and magazines– SMS based news articles that give a snapshot of the stories from around the community/SAand the world• Set-up a fund to promote art, music and dance forms and bring them on global platforms likeYouTube, Vimeo etc.• Encourage short films on digital platforms that can be made with smaller budgets but reaching alarger audience.• South Africa’s high score in Individualistic society shows a high preference for a loosely-knit socialframework. South Africa thereby, shows a good potential for small entrepreneurs who can bedirectly dealt with for business opportunities. Good mentorship programs, idea incubation cellsand funding organizations will boost the culture of entrepreneurship.• Digital art is still finding its grounding in South Africa. Contemporary South African artists can takeinspirations from the rich culture of South Africa and utilize the power of digital media to come upwith new art forms or to promote their existing art.• Only a handful of art galleries and auction houses have already shown the potential of SouthAfrican art forms through their successful ventures globally. More online galleries and onlineauction houses can expand the market for South African art.
  143. 143. Table of Contents• Introduction• Digital Technology• Healthcare• Society• Economy• Culture and Media• References
  144. 144. References1. The Image on the Front cover of this presentation is from the link - “South African mobile generation: Study on South-African young people on mobiles”, 2012, UNICEF New York, Divisionof Communication, Social and Civic Media Section, B. Gerrit, S. Akshay.4. “Demographic Profile of South African Youth", Bongani Magongo, 26th May 2011.8. “Mobile Cellular Telephone: Fixed-line Substitution in Sub-Saharan Africa”, 2005, Steve Esselaar (University of theWitwatersrand), Christoph Stork (Namibian Economic Policy Research Unit).9. “African Mobile Observatory 2011: Driving Economic and Social Development through Mobile Services”, 2011, GSMAssociation and A.T. Kearney Ltd.10. Percentages based on 2011 GDP data from Statistics SA ( )17. Bryson, Donna, ‘Africa is the Fastest Growing Cell Phone Market’, Daily News, 13 November2011, <> (accessed 30thNovemeber 2012).19. “African Mobile Observatory 2011: Driving Economic and Social Development through Mobile Services”, GSMA.20. Mobile Africa Report 2011: Regional hubs of excellence and innovation’, Dr Madanmohan Rao Research ProjectDirector, MobileMonday, March 2011.21. Dr. M Rao, Mobile Africa 2011 Regional Hubs of Excellence and Innovation, MobileMonday, March 2011.
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