Presentation Summary by Musa Kalenga at the E-Tourism Africa Summits in South Africa and Kenya

1. Where to from here?
A Keynote Summary by Musa Kalenga
1. The world has changed
• The Working environment;
• Facebook surpasses YouTube for online views;
• Time spent on screens other than TV has increased;
• Multi-screening is on the rise;
• Marketing as a discipline has evolved;
• Africa as a continent is changing;
2. The Internet has changed EVERYTHING -
• The number of internet users has increased dramatically;
• Every sector of the economy has been changed by the internet;
• Content discovery is astounding;
3. How do you survive the change?
• Continual learning;
• Resist the dominant systems of thing;
• Create alternatives;
• Develop the required skills;
• Shift Culture;
4. Discovery unlocks creativity -
• Innovation must be:
o Desirable;
o Feasible;
o Viable;
5. The Three waves of change -
• Wave 1 – Desktop 1990’s
• Wave 2 - Mobile early to mid 2000’s
• Wave 3 – Living Services mid to late 2000’s
6. Connectedness -
• Interlinking connectivity over time
• Follows the evolution curve;
• Accelerates over time
7. Living Services -
• Digitalization of Everything;
• Liquid Expectations;
The 6 key drivers for delivering living services

2. 1. Mobile;
2. User interface;
3. Connected Sensors;
4. Network Connectivity;
5. The Cloud;
6. Data Analytics;
8.Facebook
1. Our Business is about Real People – 1,4 bn users globally.
2. Mission is to give people the power to share and to make the world
more open & connected.
3. Our journey has been from Text – Imagery – Video and Now
Augmented and Virtual Reality.
4. Instagram users on average spend 21 minutes daily.
5. We are mobile leaders that believe on mobile platforms, you can reach
people throughout the day and therefore primetime is all the time.
6. 1 in every 5 minutes on mobile are spent on either Facebook or
Instagram.
7. We have a rich targeting solution – demographic, geography,
psychographic, behavior.
8. We use this capability to drive people down the funnel from discover to
conversion and provide the ability to retarget them at every point.
1.
9. Recommended Reading
• Africa Is Open for Business – Victor Kgomoeswana's
• Africa’s greatest entrepreneurs – Moky Makura
• The End of Business As Usual – Brian Solis
• Africa Rising – Vijay Mahajan
• The Age of the Unthinkable - Joshua Cooper Ramo