Learning from a connected africa
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Transcript of Learning from a connected africa
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Photo credit, Rahel Anne Bailie
Learning from a Connected AfricaLessons in digital marketing for the continent
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Starting with the first Digital Marketing Summit
in Sudan…
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Digital Marketing Summit organisers and volunteers, Khartoum, Sudan
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Where is the UX?
Design?Content strategy?
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People doing business
in various African countries
explained a few realities…
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Mariam ElfadilDigital Marketing
Sudan
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Resourcefulness to overcome barriers
Working around sanctions
• Barred from using US marketing tools, no credit cards in Sudan
• No access to paid services from US companies (Google, FB, etc)
Adapting to cultural contexts
• Conservative society – images, clothing, messages
• Struggle to reach middle-aged and older markets
Access to resources
• No curriculum at university level, bringing professors from Singapore
• Use workarounds to get access to resources (e.g. Khan Academy)
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Resourcefulness to overcome barriers
Country of extremes
• Access to technology – only minority can afford smart phone
• Affordability of bandwidth – under 5MB, no video
• 4G = 40USD = 400SD = living expenses for a month
• High academic standards vs low literacy rates
Country of work-arounds
• VPN is used for access to sanctioned services
• Contacts living abroad become the de facto ecommerce partner
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Real Sufi dancing on Friday evenings
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Banan AlKilaniTelecomm
UAE
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Focus on market-specific needs
Investing in infrastructure: mobile networks for enterprise apps
• LPWAN (low-power, wide-area networks) using LPLR (Low Power,
Long Range), GSM, 2G
• GSM for large-scale IoT operations (smart meters, light grids)
Continent is very price and bandwidth sensitive
• Looking at a new frequency (SIGFOX out of France) because
hardware is cheaper
• Lots of the country still on 2G; must be inexpensive with lots of
functionality
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Focus on market-specific needs
Listen to what the market wants
• Keep the principles but overhaul the tactics
• Lots of great talent in Africa not being utilised
Joint collaboration is the way forward
• Bring expertise and work locals to do the development
• Need sense of ownership to make it work
• They will identify and develop the products that are viable
• Products that work in other markets won't work in the African markets
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The ubiquitous signs for local telecommunications companies
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Kago KagichiriEducation
Kenya
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Culture, then technology
Know your cultures across Africa
• In Ghana, appeal to patriotism, but not in Kenya
• In Kenya, new telcos all offer bundles but not other countries
• Ghana has more smart phone usage because of ads: YouTube, FB,
Instagram, all social media
Cultural approach to use of technology also matters
• Top up mobiles via scratch cards or subscriptions?
• Prepare for banked minutes or top up “just in time”?
• Can vary by country, by demographic, by generation
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Culture, then technology
Product configuration matters• Software variants to handle multiple device types
• Start basic with “graceful augmentation”
Currency fluctuations
• Reaction to inflation affects income and internet use
• Political atmospheres have noticeable effects on markets
Monitor the technology maturity curve by country
• Some countries are still in sceptical phase of mobile money
• In some countries, can sell exclusively on social media (WhatsApp or Instragram)
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Youth involved in traditional dance at the Digital Marketing Summit
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Content CurationKaveer BehareeSocial intelligence
South Africa
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Big continent, many consumer groups
A market for every solution
• A market for every solution, from basic needs to products for the well-
heeled, tech-savvy millennials to tech-adverse with purchasing power
• Internet growth rates are double that of other global growth rates
Lots of untapped sophistication
• Develop unique solutions for unique African problems, resulting in first-
in-world solutions
• South Africa has the most advanced banking sector, in terms of robust
legislation, operational, regulatory, and technology innovation
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Similarities across nations
Similarities in technology advances
• Africa has adopted technology as a key to economic growth
• Bypassed landline phase, moved direct to cellular
• Lack of retail banking infrastructure drove incredible tech advances
• Turned telecom providers into banks, with high security features
Connectivity and energy
• Africans are increasingly connected and easier to reach
• Need for cheap energy led to producing cheapest kilowatt in the world
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Typical café, shaded by the bridge
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Antonio SeparovicFintech
SA>UK>Croatia
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User-centric with cultural specificity
Truly understand the business problems
• Really understand what leapfrogging means
• Don’t parachute in solutions that solve Western problems
• Break problems into market-specific elements
Go small or go home
• Can bring best practices to third-division markets
• Adapting products to infrastructure is a basic principle
• Design for most fuel-efficient devices (tablets, mobiles, not desktops)
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Huge opportunities for the right investors
Green field opportunities
• Thinking in new ways brings new apps
• Lots of local talent – African-specific development
• Elevated entry level, e.g. use the cloud as a starting point
Developing a parallel universe
• Approaches are unconstrained by conventions of US tech
• Can stay outside of US constraints and monitoring
• Free of the paradigm of monopolies driving growth
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Sali OsmanSecurity and Risk
Management
USA
This speaker? She’s the American.
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Questions?
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