What is digitization? More so, what is digitization in Africa? Is it the conversion of traditional assets into the digital format? Is it the distribution of the digital content and if so, to whom? What are the measures of success in reach or accessibility? Is it understanding how companies are locking into the cross over between traditional off line assets and leveraging the rise of digitization and digital platforms to start a revolution on the dark continent? Beware the uninformed, your pockets may be deep but the pot of gold at the end of the African rainbow is still as elusive as ever. Sean Tindale @ECCO

2. ‘HELLO AFRICA’
Digitization of a dark continent

3. 3
CALM
GENTLE
CREATIVE
THOUGHTFUL
AMICABLE
HONEST
FRANK

4. Sean Tindale September 2015 4

5. 5

6. 6
‘HELLO AFRICA’

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WHAT IS DIGITIZATION?
• Conversion of traditional assets to digital
content?
• The development of digital content?
• The distribution of digital content?
• The consumption of digital content?

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LET’S TALK THE MOTHERLAND
POPULATION – 1.166.239.000
INTERNET USERS – 297.885.898
INTERNET PENETRATION – 26,5%
MOBILE PHONE CONNECTIONS - +900.000.000
UNIQUE SUBSCRIBERS - +383.000.000

9. WALKMAN?
WHAT’S A WALKMAN?

10. 60’s

11. 70’s

12. 80’s

13. 90’s

14. HARDWARE
vs.
CONTENT

15. 2000’s

16. RIGHT NOW

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LET’S TALK THE MOTHERLAND
3RD
WORLD 1ST
WORLD

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LET’S TALK THE MOTHERLAND
REALITY PERCEPTION

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MOTHERLAND CHECK LIST
KNOW YOUR TARGET AUDIENCE
UNDERSTAND THE COSTS TO PLAY & ADD SOME
LOCAL KNOWLEDGE – GIVE UP
ROME WASN’T BUILT IN A DAY
GROW SOME BALLS

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AND IN CLOSING!
UPSIDE
• POTENTIAL AUDIENCE OF 1.166.239.000
• BROADBAND SUBSCRIPTION FORECASTS 297.885.898 TO 805.850.000
• INTERNET USAGE OF MOBILE PHONES TO GROW 20 FOLD IN NEXT FIVE YEARS
• LACK OF TRADITIONAL INFRASTRUCTURE
• 1% OF POPULATION AT $1 NPAT = $11.662.390

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‘AFRICA IS NOT
FOR SISSIES’