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RESEARCH AFRICA
of broadband driving demand for and are looking into “healthier” arable land and therefore
digital content. Data traffic is forecast options for their portfolio as this significant potential for large
to grow twelvefold over the next five early signal of change rapidly yields, potentially feeding not
years. SSA will transition to higher impacts their core business. only the African population
levels of engagement in the coming but helping to meet the global
years, underpinned by access to By 2027 the world will not be shortfall.
tech infrastructure, devices, data able to feed itself and current
services and the youth population. agricultural powerhouses These are some of the major change
(the US, Brazil) have limited drivers, signals and opportunities in
land available to expand
Mobile is a vital tool in delivering Africa. Forward-focused companies
financial inclusion, previously output. A quarter of SSA is must seek options to capitalise
accessible only to the limited few undernourished; environmental on these signals, and act now to
with a bank account. Great progress and supply issues, conflict and benefit from consumer and retail
has been made in expanding the displacement of people, as opportunities. We need to be part
financial inclusion in SSA, and will well as the reliance on aid and of the foundation, architecture and
continue to drive change by giving imports are at epic proportions construction today, to reap the
access to more complex financial in many countries. However, benefits tomorrow.
products and services. Investors Africa has vast amounts of
and enterprises will also be able to
leverage the large area coverage of
mobile networks to deliver scalable ilsa Wingfield is the
and commercially viable services. Executive Director: Thought
Leadership, Nielsen Global
Lastly, there are two unfolding Markets.
scenarios that will have inward and
outward transference effects: Wingfield helps companies capture
At present SSA may not have today and tomorrow’s prospects by
high rates of obesity, but the identifying and exploring demand
growth rate in many markets generating trends, through
is sky-rocketing. Today, sugar strategic foresight, knowledge
and other sin taxes are being and thought leadership creation.
considered and implemented She has extensive experience
in more than 30 markets in Africa and the Middle East,
worldwide, and are high on working with global and local
the agenda for new legislation. brands in multiple countries across
Companies trying to get ahead the consumer goods, media and
of the curve have already telecommunications industry.
started product reformulation,
Strategic Marketing - p45
