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Technology Trends in
Africa: The Digital /
Mobile Revolution
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

Copyright © 2013 Accenture All rights reserved.

2
Mobile in Africa

Source: GSMA, November 2013

Copyright © 2013 Accenture All rights reserved.

3
Solid coverage in Africa while internet and
smartphones availability is rather sporadic.

*GSM Coverage shown in Purple

Copyright © 2013 Accenture All rights reserved.

4
Diversity Across the Continent
The technology picture across Africa is diverse and allowance should be made
for this variance

Vs

Copyright © 2013 Accenture All rights reserved.

5
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

Copyright © 2013 Accenture All rights reserved.

6
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)

Copyright © 2013 Accenture All rights reserved.

Source: GSMA Wireless Intelligence, AMPS, GSMA-MDI Analysis

7
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

Copyright © 2013 Accenture All rights reserved.

8
Social Media Spread

Copyright © 2013 Accenture All rights reserved.

9
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

Copyright © 2013 Accenture All rights reserved.

10
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
Copyright © 2013 Accenture All rights reserved.

11
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
Copyright © 2013 Accenture All rights reserved.

12
Consumer Goods & Services Challenges and
Corresponding Mobility Opportunities

Copyright © 2013 Accenture All rights reserved.

13

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Technology Trends in Africa

  • 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 Copyright © 2013 Accenture All rights reserved. 2
  • 3. Mobile in Africa Source: GSMA, November 2013 Copyright © 2013 Accenture All rights reserved. 3
  • 4. Solid coverage in Africa while internet and smartphones availability is rather sporadic. *GSM Coverage shown in Purple Copyright © 2013 Accenture All rights reserved. 4
  • 5. Diversity Across the Continent The technology picture across Africa is diverse and allowance should be made for this variance Vs Copyright © 2013 Accenture All rights reserved. 5
  • 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 Copyright © 2013 Accenture All rights reserved. 6
  • 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) Copyright © 2013 Accenture All rights reserved. Source: GSMA Wireless Intelligence, AMPS, GSMA-MDI Analysis 7
  • 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 Copyright © 2013 Accenture All rights reserved. 8
  • 9. Social Media Spread Copyright © 2013 Accenture All rights reserved. 9
  • 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 Copyright © 2013 Accenture All rights reserved. 10
  • 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 Copyright © 2013 Accenture All rights reserved. 11
  • 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 Copyright © 2013 Accenture All rights reserved. 12
  • 13. Consumer Goods & Services Challenges and Corresponding Mobility Opportunities Copyright © 2013 Accenture All rights reserved. 13