African mobile market has always had a huge purchasing potential and can build a strong affinity for value-driven products, particularly for the Original (mobile) Equipment Manufacturers (OEMs), according to Kanu Iroegbu, digital media consultant at Netmediareach.
Also, a survey conducted by Ericsson supported this submission adding that “total mobile subscriptions in sub-Saharan Africa stood at about 70% at the end of 2013, compared to about 92% globally, and digital technology is “fast becoming a part of everyday life” in the region.
Iroegbu said the combination of an ‘Africa Rising’ and one that still has to overcome challenges represents a significant opportunity for mobile research in African.
For OEMs to benefit from the trend while speaking at the inaugural mobile research marketing world conference (MRMW) 2014 held in South Africa, they must understand the peculiar needs of the African market space hence their products must be tailored to meet the Continent’s unique infrastructural challenges and consumer behaviours.
The Digital Media Consultant referred to mobile subscriptions in sub-Saharan Africa, alone, are forecasted to exceed 635 million by the end of this year (2014) and predicted to rise to around 930 million by the end of 2019.
Similarly, a survey conducted by Ericsson reported that in the first quarter of 2014, for instance, Nigeria and South Africa were still the leading sub-Saharan countries in terms of mobile subscription numbers, followed by Kenya, the Democratic Republic of Congo and Ghana.
The survey said, “In terms of net additions per country, Nigeria leads, followed by the Democratic Republic of Congo, Uganda and Ghana.”
Iroegbu added that, “Lower Priced Devices, in particular smartphones and tablets less than $100, increase investment in network infrastructure, and increase availability of spectrum for mobile broadband, are among the factors that will drive this growth”.
Ericsson Mobile Subscription statistics also shows that in 2013, 99% of subscriptions in Nigeria were prepaid, as were 98% in Kenya and 83% in South Africa, which the survey said are amongst the top mobile markets in the region in terms of mobile subscriptions
Source : Nigeria Communications Week