trendwatching.com's 5 MUST-KNOW AFRICAN CONSUMER TRENDS TO RUN WITH IN 2014

trendwatching.com’s
December 2013 Africa Trend Bulletin

5 MUST-KNOW AFRICAN
CONSUMER TRENDS TO
RUN WITH IN 2014

trendwatching.com/africa/trends/5trends2014

1. FABA
For Africa By Africa: African solutions to African challenges done the African way.

2. MOBILE ROAMING
The other ‘mobile’ to watch in Africa in 2014

3. CIVIL INFO-NATION
Why Africans will embrace even more accurate, empowering, objective and timely
information in 2014.

4. AFRICA (COLLABO)RISING
In 2014, African brands will rise by collaborating with others

5. REMOTELY GREAT
Why great brands will be rooting for the hard to reach in 2014

www.trendwatching.com/africa

5 MUST-KNOW AFRICAN CONSUMER TRENDS TO RUN WITH IN 2014

2

This is just a short extract.
Read the FULL Trend Bulletin
(for free!)
www.trendwatching.com/africa/trends/5trends2014/



3

1
FABA

For Africa By Africa: African solutions to
African challenges done the African way.
It goes without saying that Africa is truly rising. And
alongside rising incomes in 2014, confidence and
pride will rise, too. No wonder African consumers are
rushing to embrace offerings that are tailored to their
lifestyles, and that adopt as many region-specific
features, elements and quirks as possible.



4

Bamboo/Seemahale Telecoms
Nigerian tablet and South African
smartphone devices created for African
market


5

Ushahidi: BRCK
Backup Internet generator is designed for
African conditions


6

11 out of the 20 fastest
growing countries globally are
in sub-Saharan Africa
- The World Bank, January 2013



7

Triggerfish Animation Studios:
Khumba
South Africa sees release of first ever
movie in Afrikaans and English


8

Sstreamm: Pockit TV
Mobile app streams only African-produced
video content


9

SABMiller: Eagle Lager
Lager features traditional African
ingredients


10

Edun + Diesel: Studio Africa
Diesel and Edun’s Studio Africa collection
showcases creative African talent


11

2
MOBILE ROAMING

The other ‘mobile’ to watch in Africa
in 2014
In 2014, the continent’s steep economic growth will
mean more of its inhabitants on the road, sharpening
the need for improved transportation options. So
expect commuters to embrace solutions that offer
greater freedom and logistical flexibility, and more
effective, higher quality travel options, as new
systems, vehicles, amenities, services and digital
technologies begin to take shape.



12

FindMyWay
Mobile site and app feature real time
transport information


13

From 2010 to 2040, the volume
of transport on the continent will
increase 6-8 times, with a particularly
strong increase of up to 14 times for
some landlocked countries.
- PIDA, June 2012



14

Global Vehicle Trust: OX
Flat-pack truck can be assembled in less
than 12 hours


15

Mellowcabs
Free electric pedicabs feature geolocated
promotions


16

BebaPay
Kenyan bank partners with Google to
launch prepaid commuter cards


17

Jaguar Executive Coaches
Rwanda-Uganda coach service features
free wi-fi connection


18

Sierra Leone: The Drivers’ Way
Board game increases drivers’ road safety
awareness


19

3
CIVIL INFO-NATION
Why Africans will embrace even more
accurate, empowering, objective and
timely information in 2014.

As increasingly empowered African consumers continue
to lap up unbiased, engaging information about current
affairs, in 2014, every brand should think expansively
about the information services they can produce. And
the (totally unsurprising) common feature of successful
CIVIL INFO-NATION brands? They use information to
educate, enrich and better consumers’ personal lives and
communities.



20

MTN Uganda: The Everywhere Project
Newspaper ad gives readers access to
books via cellphone


21

South Africa Broadcasting
Corporation
South Africa sees race to launch 24-hour
news channels


22

Ubongo: Bunga Bongo
Interactive TV series shows educational
content


23

electiOnride
Interactive mapping website shows
Zimbabwe’s election results in real-time


24

BudgIT: Tracka
Social website offers information on public
budgets and projects


25

Africa’s citizens give high marks to their
national media for effectiveness in revealing
government mistakes and corruption; an
average of 71% say the media in their country
is either ‘somewhat’ or ‘very effective’.
- JWT, September 2013



26

Wikimedia Foundation
Mobile network customers can access
Wikipedia for free via SMS


27

4

AFRICA
(COLLABO)RISING
In 2014, African brands will rise by
collaborating with others

Recent years have seen more African organizations
achieve global excellence, especially telecoms and
financial services brands such as MTN, FNB, GTB
(familiar brand acronyms, right?). In 2014, expect
leading telecoms and financial services brands to
meet consumer desire for more – more offerings,
more services, more bundled products – by
collaborating with both domestic and global partners.



28

Orange and Nashua Mobile
Orange signs South African retail partnership



29

MTN Uganda and Kenya Airways
Airline launches mobile ticket payment
service


30

Kipochi and M-Pesa
Bitcoin Wallet service facilitates
remittances


31

MTN and Eskimi; iROKING and 2go
Partnerships offer social network and
music bundles


32

Red Bull Mobile and Cell C
Mobile partnership gives customers
access to exclusive content and perks


33

The contribution of mobile to
the sub-Saharan GDP (6.2%) is
higher than in any other region
in the world.
- GSMA, November 2013



34

Zoona and Airtel Zambia
Banking partnership aids Zambia’s
unbanked


35

5
REMOTELY GREAT

Why great brands will be rooting for
the hard to reach in 2014
Despite rapid urbanization, 63% of the African
population remains rural (The World Bank, 2013).
As a result, 2014 will see exciting opportunities for
global brands to experiment beyond the constraints
of Africa’s cities, and launch inventive solutions for
those in even the most remote rural locations.



36

Coca-Cola: EKOCENTER
Drinks brand’s portable kiosks deliver
essentials to remote communities


37

Microsoft
White space project provides broadband
access in rural Africa


38

Samsung
Solar-powered mobile truck brings
healthcare to rural Africans


39

International Center for Eye Health:
Peek
Mobile app facilitates eye tests in rural
areas


40

Google: Project Loon
Google tests out balloon-based wireless
hotspots


41

Dell: Zubabox
Solar-powered mobile classroom
increases internet access


42

This is just a short extract.
Read the FULL Trend Bulletin
(for free!)
www.trendwatching.com/africa/trends/5trends2014/



43

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