Market Overview

Research and Markets: Africa Insights: Time for transformation


Research and Markets ( has announced the addition of the "Africa Insights: Time for transformation" report to their offering.

How would you like to grow your subscriber base by 100 percent and then do it another 26 times over? That is exactly what the African mobile communications market did in the last decade. This latest regional report, researched and published in association with Informa Telecoms & Media (ITM) predicts Africa will reach 760 million subscribers by the end of 2012, which equates to 70 percent market penetration.

This report examines in detail six major aspects of this astonishing and varied regional market, and includes recommendations and calls to action. Inside we cover:

How the African communications market is moving from revolution to evolution. This means exploiting assets and combining them with strategies to unlock revenue. Success demands better understanding of customers' behavior and preferences, and more sophisticated market segmentation. How could service providers address these issues and how will factors like social networking, cloud and LTE shape their plans?

Why invest in Africa? The short answer is that massive growth in data services and all that they will enable creates huge opportunities. As well as big challenges for investors, we suggest that the inevitable consolidation among operators in Africa could be advantageous to the well informed.

We explore bandwidth as a transformational tool, for businesses, individuals and the state in terms of e- and mobile-government services. We look at how communications has already done much to change the face of Africa in social and economic terms and what else it can do in the short and longer term.

How could the delivery of public services be transformed? All three parties (mobile operators, government and citizens) can benefit from state services, but for them to deliver benefits, they need to be sustainable, so business models and funding need special attention.

We suggest ways of improving customer experience, which is becoming more important as African markets begin to mature. Operators need to work hard at earning and maintaining customer loyalty - just as they do in other parts of the world.

In its final section, the report turns to transforming the back office. BSS/OSSs, which are often built under pressure for specific purposes, can be inflexible and inconsistent. Outsourcing some applications is proving popular. In all cases, the prime motivation is shifting from cost cutting to striving for additional expertise, experience and agility.

In conclusion, service providers need to be smart about using the options available to them to help monetize broadband data services. Standardized approaches, processes and systems will improve their flexibility, accelerate their service launches and help reduce costs.

Key Topics At A Glance

Executive summary

Section 1

Introduction - from revolution to evolution

Section 2

Why invest in Africa?

Section 3

Broadband as a transformational tool

Section 4

Transforming the delivery of public services

Section 5

Transforming the customer experience

Section 6

Transforming the back office

For more information visit

Research and Markets
Laura Wood, Senior Manager.
U.S. Fax: 646-607-1907
Fax (outside U.S.): +353-1-481-1716
Sector: Telecommunications and Networks

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