The document discusses technology trends in Africa, specifically the growth of mobile connectivity and use. It notes that while internet and smartphones availability is sporadic, mobile coverage via GSM networks is solid across most of Africa. It then discusses the diversity in technology adoption across the continent and highlights rapid changes occurring in mobile broadband adoption, HD voice networks, and LTE penetration in some areas. The document outlines examples of rising mobile phone and smartphone ownership in South Africa as well as growing use of mobile services for activities like mcommerce, mhealth, education, and social media in various African countries like Nigeria. It ultimately argues that mobility can deliver business benefits through improved consumer relationships, in-store execution, process transformation, asset management, and workforce flexibility

1. Technology Trends in
Africa: The Digital /
Mobile Revolution

2. Content
•
Mobile in Africa
•
Connectivity across the Region
•
The growth of mCommerce
•
The role of Mobility in CGS
•
A mobility services framework to shape ICT strategy
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3. Mobile in Africa
Source: GSMA, November 2013
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4. Solid coverage in Africa while internet and
smartphones availability is rather sporadic.
*GSM Coverage shown in Purple
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5. Diversity Across the Continent
The technology picture across Africa is diverse and allowance should be made
for this variance
Vs
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6. Rapid rate of Change in Several Geographies
•
HD voice networks increased from
3 to 7 in the last 12 months
•
13.5% quarterly growth in mobile
broadband connections
•
LTE penetration is growing rapidly
Source: GSA Evolution to LTE report, Oct 2013
Mobile Versus Desktop Browsing in Nigeria
Source: GSMA, 2013
Source: StatCounter Global Stats, Nov 2013
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7. Handset mix in Africa
The South African Example
•
There is a small difference in penetration
between $2 - $30 per day
•
Mobile Phones are seen as a utility rather
than luxury
•
Penetration in urban areas up to double
that of rural
•
12% Smartphone ownership (4% Africa)
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Source: GSMA Wireless Intelligence, AMPS, GSMA-MDI Analysis
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8. Connected Living in Africa
Consumers are adopting mobile
products and services across the
continent
448 deployments across
-
mHealth
-
Mobile Learning & Education
-
Smart Cities
-
mAutomotive
Source: GSMA, mobiledevelopmentintelligence.com, 2013
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9. Social Media Spread
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10. mCommerce in Africa – The Nigeria Example
mCommerce is still very fragmented throughout Africa - To date, traction in mobile
payments in Nigeria remains very low and very few MPOs have achieved interoperability
although there is some acceptance at some merchants
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11. Mobility plays a role in many critical industry threats
and opportunities
The New Consumer
1.
2.
3.
The Digital Consumer
Cash-strapped, gray & green in developed markets
Aspirational middle class in emerging markets
Winning the War
in the Store
4.
5.
6.
Fast, effective innovation
Demand sensing
Perfect store execution
Shifting Competition
and Focus
7.
8.
9.
10.
11.
Grow in emerging markets
Win in low growth markets
Improve process efficiency
Evolve operating models
Analytics—from descriptive to predictive
Managing Uncertainty
12. Collaboration
13. Attracting, growing, and retaining talent
14. Managing market risk
Source: Euromonitor International, Mintel, Nielsen, Accenture Research
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12. Mobility can deliver meaningful bottom line results
through revenue growth and productivity improvements
The New Consumer
• More direct relationships with consumers
• Access to the consumer throughout the purchase and
consumption lifecycle.
Winning the War
in the Store
• Inform business analysis with real time capture of data
• Deliver resources and information where and when needed
• Automate, streamline, speed up and increase the accuracy of instore execution and validation processes
• Improve sales efficiency and effectiveness
Shifting Competition
and Focus
• Transform business processes with “mobile first” design and
thinking
• Improve asset utilization and up-time with mobile asset tracking
and monitoring
Managing Uncertainty
• Leverage skilled resources more widely
• Enable more flexible working conditions and reduce travel
• Improve employee satisfaction and reputation
Source: Euromonitor International, Mintel, Nielsen, Accenture Research
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13. Consumer Goods & Services Challenges and
Corresponding Mobility Opportunities
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