Sub-Saharan Africa might not be the first choice of markets for most companies launching the latest in disruptive consumer technology, but it’s certainly paying off for one Cambridge technology company. Azuri Technologies is introducing solar systems to off-grid communities in those emerging markets, allowing users to pay for solar power on a pay-as-you-go basis.

1. Shedding light on emerging market
opportunities
Sub-Saharan Africa might not be the first choice of markets for most companies launching
the latest in disruptive consumer technology, but it’s certainly paying off for one Cambridge
technology company.
Azuri Technologies is introducing solar systems to
off-grid communities in those emerging markets,
allowing users to pay for solar power on a pay-as-
you-go basis. Explains the company’s CEO Simon
Bransfield-Garth: “Emerging markets force you to
think laterally and, contrary to popular perception,
often the latest technologies are deployed in
emerging markets before they get traction in the
West (Mobile Banking is a good example). So, for
companies with genuinely disruptive consumer
services, it’s worth considering looking beyond just
local or developed markets.”
In many of these countries people’s lives are still
constrained by the rising and setting of the sun,
making solar power an obvious solution. “Modern
solar power enables households to have light and
electrical services, making a huge step change in
access to the knowledge economy,” explains
Simon. It also provides clean, safe renewable
power to families at about half the cost of the
kerosene it replaces, without the need for any
government subsidies or tariffs. “It’s a strange world
when individuals use phones for communication –
a technology that has been around for about 20
years – and at the same time use oil lamps for
lighting – a technology that the Egyptian Pharaohs
would have recognized.”
“ for companies with genuinely disruptive
consumer services, it’s worth considering
looking beyond just local or developed
markets.”

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Published July 2016 by UK Trade & Investment
While there was obviously a glaring need for this
technology, reaching these markets has had its
difficulties, as Simon explains. “Rural Africa is one
of the most challenging markets to go into. Many of
the things we take for granted in the West
(everything from Internet to reliable roads) are
lacking or intermittent. On the other hand, it is that
lack of infrastructure that creates the commercial
opportunity for solutions.
So the main challenges are firstly, understanding in
detail the local conditions and then putting in place,
in partnership with local organisations, the
distribution to deliver solutions at scale.”
While each basic proposition is the same from
country to country, Azuri has discovered that each
one has to be approached quite differently. “Local
implementation varies quite widely and so local
knowledge is critical,” says Simon. One of the ways
the company has approached this is through
having people based in each of the countries. It
currently has staff based in Kenya, Uganda,
Ghana, Ethiopia and Tanzania and presence in 11
countries across sub Saharan Africa. “It is essential
to have local representation. Cultural, language,
legal and operational differences mean that you
cannot simply transplant a solution from one
country to another without adjustment.”
Azuri has also used the services on offer from
UKTI (UK Trade & Investment) . “UKTI have
helped us find the local partners to deliver our
solutions and provided marketing support services
on a commercial basis, such as using High
Commission residences for important
announcements and networking events.” This
includes events in Nairobi and Dar Es Salaam and
more are planned.
“ UKTI have helped us find the local
partners to deliver our solutions and
provided marketing support services on a
commercial basis”
Says UKTI East International Trade Adviser, Brian
Stammers, "I have known and worked with Azuri
Technologies for some four years and watched its
progress form early steps to a growing
international business, active in a rapidly
developing market arena. Simon and his team
have invested time and effort in developing in-
country resources that have proved essential and
successful in gaining market penetration in the
chosen markets. They have developed
relationships with the country-based UKTI teams
which have paid dividends".
Azuri will continue to focus on sub Saharan Africa
as there are still many more people to reach.
“Some 600 million people still lack power and it will
still be many years before everyone has access to
modern services.”
Despite the challenges Simon believes that
bringing products to new markets is well worth it.
“To any companies thinking of exporting I’d say go
for it, but don’t think it’s easy. Many things you will
be doing for the first time, so deep experience of
other industries is only of limited use. There is no
substitute for being on the ground and working
with local partners with the knowledge, contacts
and expertise to help.”
What next
To find more opportunities in other markets, just visit https://www.exportingisgreat.gov.uk/opportunities/ and
use the criteria most relevant to your product or service.
If you have any questions then please do not hesitate to contact your International Trade Advisor. If you are
unsure who your advisor is or you would like to be put in touch with one, please contact our customer services
team on 01707 398 398 or email EastInfo@mobile.ukti.gov.uk