Page 46 - Strategic Marketing Complete

RESEARCH AFRICA
influences, and therefore demand estimated 52% boost in trade in the most significant societal implications
for products. Traditional invention next five years (UNECA). of affordable electricity is the
processes, brand building, retailing upliftment from poverty, which is
and engagement are likely to be New transport veins will pave the crucial for growth, prosperity and
disrupted, and will need to be way for access and efficiency in quality of life.
repurposed with more inclusive reaching additional consumers,
and interactive development, transport optimisation and the Technology
encompassing Africa’s heritage and provision of extended product Many argue that the spread of the
preferences. portfolios and services to meet Internet and mobile phones has
consumer needs across the been the biggest driver of consumer
Infrastructure spectrum. change, yet only about 50% of the
Investments in infrastructure global population has access to the
are among the most significant Electrification Internet. In Africa this is considerably
any society can make, as these Currently only 37% of SSA lower. Here, technological change is
substantially propel and sustain a has access to electricity, with largely linked to mobile penetration.
country’s economic growth. In SSA, 600-million people without access. SSA is the fastest growing region
these are essential, and a major Rural areas have the biggest gap at for mobile subscriptions, at 50%
driver of industrial advancement. 18%. Urban electrification is higher higher than the global average, and
Transportation at 69%, with many organisations the continent’s uptake of services

1.2-billion opportunities – the numbers speak for

themselves. we need to build on the expansive and positive
base that already exists, to benefit ahead.”

Adequate transport infrastructure working towards achieving 80% such as mobile money are a global
will facilitate economic integration residential electrification by 2030, exception and an example of best
and support agricultural value chain and 90% business/industry practice.
development. Industries will be electrification.
able to distribute to underserved Smartphone connections in the
areas and achieve economies of Achieving a brighter future last two years have doubled to
scale while reducing time, distance is difficult as it requires high 200-million, due to increasing
and cost. Investment in roads, levels of funding, and innovative affordability, network coverage
simplification of border controls and combinations of renewable or and a growing market for second
reductions in duties will result in an off-the-grid solutions. One of the hand devices, as well as the uptake

p44 - Strategic Marketing