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Operator Strategies to Increase Smartphone Penetration in Africa

Operator Strategies to Increase Smartphone Penetration in Africa

Summary

In this report we introduce the market context and major trends related to mobile subscribers and smartphones in Africa. We go on to analyze the various strategies used by operators to boost smartphone penetration rates on their networks. Then we bring in evidence from case studies in Africa including Orange Klif, MTN Nigeria and Safaricom Kenya. We conclude with a set of key findings and recommendations that operators can use to increase smartphone penetration rates

Key Findings

  •  Smartphone sales are forecasted to grow by a 15% CAGR from 2015 to 2020 making Africa and Middle East the fastest growing region globally.
  •  The African market remains heavily prepaid with a vast majority of consumers purchasing smartphones from independent retailers before obtaining a mobile subscription from an operator.
  •  Operators have deployed a range of direct and indirect strategies to boost smartphone penetration in Africa. Direct strategies allow operators to increase smartphone penetration by selling more devices.
  • Indirect strategies drive mobile data subscriptions and hence boost smartphone penetration levels on an operator’s network.
Synopsis

‘Operator Strategies to Increase Smartphone Penetration in Africa’ report provides an overview of smartphone market in Africa and analyzes the various strategies telcos can leverage to increase smartphone penetration levels. It consists of:
  •  Smartphone and mobile subscriber market trends in Africa.
  •  An analysis of the various strategies that operators can deploy to boost smartphone penetration rates.
  • Key analysis and findings based on case studies in the region and a set of recommendations for mobile operators.
Reasons To Buy
  •  Gain understanding of smartphone market its evolution in Africa, to succeed in the existing market.
  •  Align product and service portfolios to drive smartphone usage.
  •  Gain an understanding of the competitive landscape and successful strategies to increase smartphone penetration levels.


Introduction: Regional smartphone trends in Africa and Middle East
Operator strategies to increase smartphone penetration in Africa
Market detail: Case studies
Orange Klif
MTN Nigeria
Safaricom Kenya
Key findings and recommendations
List of Tables
Exhibit 1: Mobile Subscribers, Regional Comparison
Exhibit 2: AME Mobile Service Revenue Evolution
Exhibit 3: AME Mobile Handsets Sales Forecast
Exhibit 4: Smartphone Sales, Regional Comparison
Exhibit 5: AME 2G & 3G Mobile Subscriptions
Exhibit 6: AME Handset Sales
Exhibit 7: Mobile 4G Availability In Africa, 2015
Exhibit 8: AME 4G Subscriptions & Smartphone Sales
Exhibit 9: Smartphone ASP In AME
Exhibit 10: Smartphone Sales In AME
Exhibit 11: Prepaid VS Postpaid mobile subscriptions in select african countries
Exhibit 12: African Operator Strategies To Increase Smartphone Penetration
Exhibit 13: Airtel Nigeria iPhone financing plan
Exhibit 14: Etisalat Nigeria Retail Stores
Exhibit 15: Online Retail Stores - Tigo Ghana On Kaymu And Tigo Tanzania On Jumia
Exhibit 16: Select Own-branded Smartphone Prices
Exhibit 17: Etisalat Egypt Social Media Data Bundles
Exhibit 18: Countries With Local MTN Play Store
Exhibit 19: Moov Cote D’ Ivoire Mobile Tv App
Exhibit 20: Orange Klif Development Partners
Exhibit 21: Orange Klif Availability In Africa*
Exhibit 22: Orange KliF VS Airtel Phone Prices In Madagascar
Exhibit 23: MTN Nigeria’s Strategies To Increase Smartphone Penetration
Exhibit 24: MTN Nigeria’s Distribution Channels
Exhibit 25: MTN Nigeria’s SM@RT S720i Smartphone
Exhibit 26: Safaricom’s strategies to increase smartphone penetration
Exhibit 27: Safaricom’s Neon Smartphone
List of Figures
Exhibit 1: Mobile Subscribers, Regional Comparison
Exhibit 2: AME Mobile Service Revenue Evolution
Exhibit 3: AME Mobile Handsets Sales Forecast
Exhibit 4: Smartphone Sales, Regional Comparison
Exhibit 5: AME 2G & 3G Mobile Subscriptions
Exhibit 6: AME Handset Sales
Exhibit 7: Mobile 4G Availability In Africa, 2015
Exhibit 8: AME 4G Subscriptions & Smartphone Sales
Exhibit 9: Smartphone ASP In AME
Exhibit 10: Smartphone Sales In AME
Exhibit 11: Prepaid VS Postpaid mobile subscriptions in select african countries
Exhibit 12: African Operator Strategies To Increase Smartphone Penetration
Exhibit 13: Airtel Nigeria iPhone financing plan
Exhibit 14: Etisalat Nigeria Retail Stores
Exhibit 15: Online Retail Stores - Tigo Ghana On Kaymu And Tigo Tanzania On Jumia
Exhibit 16: Select Own-branded Smartphone Prices
Exhibit 17: Etisalat Egypt Social Media Data Bundles
Exhibit 18: Countries With Local MTN Play Store
Exhibit 19: Moov Cote D’ Ivoire Mobile Tv App
Exhibit 20: Orange Klif Development Partners
Exhibit 21: Orange Klif Availability In Africa*
Exhibit 22: Orange KliF VS Airtel Phone Prices In Madagascar
Exhibit 23: MTN Nigeria’s Strategies To Increase Smartphone Penetration
Exhibit 24: MTN Nigeria’s Distribution Channels
Exhibit 25: MTN Nigeria’s SM@RT S720i Smartphone
Exhibit 26: Safaricom’s strategies to increase smartphone penetration
Exhibit 27: Safaricom’s Neon Smartphone

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