's 2014 06 UTILIT-EASERS

Download's 2014 06 UTILIT-EASERS

Post on 13-Sep-2014




6 download

Embed Size (px)


Utilitarian brands that are easing the lives of Africans by saving them time, putting them in control, and enabling consumer independence. These brands are ultimately bridging the gap between basic infrastructure and the burgeoning expectations of citizens across the continent.


<ul><li><p>UTILIT-EASERSHow utilitarian brands are easing the strain of everyday life in Africa.</p><p>AfricA TrEND BULLETiN</p><p>June 2014</p></li><li><p>Many Africans have had enough!</p><p>Africans, like their global counterparts, lead busy, </p><p>busy lives. And the disruptions that occur when </p><p>basic services dont work means that many are </p><p>happy (as well as increasingly able) to spend on </p><p>products and services that make everyday life </p><p>faster and easier.</p><p>Now, theyre looking to innovative brands and </p><p>entrepreneurs to step up, and start improving </p><p>local services and systems. And as the continent </p><p>continues to develop, this desire to engage with </p><p>such brands plugged into their localities and </p><p>equipped with a broader purpose to do good </p><p>only intensifies.</p><p>Rising numbers are unwilling to accept unreliable utilities and lack of basic infrastructure.</p><p> 2</p></li><li><p>Almost one in two people in sub-Saharan Africa report having paid a bribe in the last 12 months when interacting with key public </p><p>institutions and services.THE AFRICAN DEVELOPMENT BANK, MAY 2014</p><p> 3</p></li><li><p>UTILIT-EASERS | Utilitarian brands that are easing the lives of Africans by saving them time, putting them in control, and enabling consumer independence. These brands are ultimately bridging the gap between basic infrastructure and the burgeoning expectations of citizens across the continent.</p><p>DEFINITION</p><p> 4</p></li><li><p>Since 2005, a net 8 million people in Africa have moved out of poverty.</p><p>THE AFRICAN DEVELOPMENT BANK, MAY 2014</p><p> 5</p></li><li><p>Three forces are driving UTILIT-EASERS into the mainstream in 2014:</p><p>Industry, government and archaic institutions </p><p>just arent delivering.</p><p>Startups and industry giants are finally </p><p>innovating to meet consumer expectation.</p><p>Today, everyone aspires to best-in-class </p><p>products, services and experiences.</p><p>1. Increasing dissatisfaction</p><p>2. era of innovation</p><p>3. everyone wants in</p><p> 6</p></li><li><p>Consumers are becoming more and more skeptical about the current offerings from big industry, government and archaic institutions. No longer willing to tolerate poor utility services and infrastructure, Africans are expecting brands to step in And step it up!</p><p>1. Increasing dissatisfaction</p><p> 7</p></li><li><p>Over half of sub-Saharan Africa respondents believe that their government is largely run by big entities </p><p>acting in their own best interests, instead of the public good.</p><p>THE AFRICAN DEVELOPMENT BANK, MAY 2014</p><p> 8</p></li><li><p>From start-ups to conglomerates, organizations in Africa are finally realizing that in order to solve local challenges and meet new expectations, they need to innovate. That means new products, business models, service delivery ideas, and more.</p><p>2. Era of innovation</p><p> 9</p></li><li><p>76% of Kenyans believe that becoming an entrepreneur is a desirable career choice.</p><p>OMIDYAR NETWORK, APRIL 2013</p><p> 10</p></li><li><p>Today, the less prosperous are aspiring to own the best-in-class products, services and experiences. Even those living in rural areas will at least know about (if not have visited) nearby urban cities where the opportunities for consumption are endless.</p><p>3. Everyone wants in</p><p> 11</p></li><li><p>In 1980, only 28 percent of Africans lived in cities. Today, 40 percent of the continents one billion people do. By 2030, that share is projected to rise to 50 percent, and </p><p>Africas top 18 cities will have a combined spending power of USD 1.3 trillion.</p><p>MCKINSEY, JUNE 2010</p><p>28%40%</p><p>50%</p><p>1980 2030NOW</p><p> 12</p></li><li><p>We obviously offer much more </p><p>than monthly Trend Bulletins...</p><p>Your complete trend and innovation solution.</p><p>Introducing our 2014 Premium Service</p><p>Find out more</p><p>2014 Trend Report</p><p>Trend Framework Innovation Database</p><p>Industry Updates Apply Toolkit</p><p>Monthly Updates 1-page Trend Handouts</p><p>1</p><p>2 3</p><p>4 5</p><p>6 7</p></li><li><p>So lets have a look at the savviest UTILIT-EASERS and the various ways </p><p>they are serving African consumers.</p><p> 14</p></li><li><p>UTILIT-EASERS AT HOME</p><p>FEATURED INNOVATIONS</p><p>Home life for consumers throughout the continent is still as challenging as it gets, with basic utilities unreliable and the regular </p><p>need to resolve domestic issues, too.</p><p> 15</p></li><li><p>The household electrification rate in Africa stands at just 43%, leaving 600 million people without access </p><p>to electricity.THE AFRICAN DEVELOPMENT BANK, MAY 2014</p><p>43%</p><p>600 million</p><p> 16</p></li><li><p>UTiLiT-EASErS AT HOME</p><p>MTN Nigeria &amp; Nova-LumosMobile home power station kit provides alternative solar electricity supply</p><p> 17</p></li><li><p>UTiLiT-EASErS AT HOME</p><p>DryBathSouth African waterless showering aid for those lacking access to clean water</p><p> 18</p></li><li><p>UTiLiT-EASErS AT HOME</p><p>FOUFOUMIXTogolese appliance quickly pounds tubers into foufou</p><p> 19</p></li><li><p>UTiLiT-EASErS AT HOME</p><p>M-KOPA SolarKenyan startup provides solar home systems via M-PeSA payment plan</p><p> 20</p></li><li><p>UTILIT-EASERS OUT &amp; ABOUT</p><p>FEATURED INNOVATIONS</p><p>From mobile devices to traffic jams, theres a pressing need for innovations that make life less stressful, more convenient </p><p>and safer.</p><p> 21</p></li><li><p>Road fatalities on the continent result in 225,000 deaths every year about one-fifth of total fatalities </p><p>from road crashes worldwide.THE AFRICAN DEVELOPMENT BANK, MAY 2014</p><p>225,000 deaths</p><p> 22</p></li><li><p>UTiLiT-EASErS OUT &amp; ABOUT</p><p>CladLightKenyan smart-jacket reduces motorbike accidents</p><p> 23</p></li><li><p>UTiLiT-EASErS OUT &amp; ABOUT</p><p>Rlg CommunicationsGambian solar-charging phone kiosks introduced in Ghana</p><p> 24</p></li><li><p>UTiLiT-EASErS OUT &amp; ABOUT</p><p>Traffic Butternigerian traffic information app crowdsources updates</p><p> 25</p></li><li><p>UTILIT-EASERS IN EDUCATION</p><p>FEATURED INNOVATIONS</p><p>Lack of teachers, schools, textbooks, learning resources the list goes on: a big challenge for the continent, and a great </p><p>opportunity for UTILIT-EASERS.</p><p> 26</p></li><li><p>Half of all African children reach adolescence without achieving literacy or numeracy.</p><p>THE AFRICAN DEVELOPMENT BANK, MAY 2014</p><p> 27</p></li><li><p>UTiLiT-EASErS iN EDUcATiON</p><p>Via Afrika &amp; Breadline Africaupcycled shipping containers converted into digital learning centers in South Africa</p><p> 28</p></li><li><p>UTiLiT-EASErS iN EDUcATiON</p><p>ObamiSouth African mobile tutor and student study platform</p><p> 29</p></li><li><p>UTiLiT-EASErS iN EDUcATiON</p><p>Beni American Universitynigerias first private online university</p><p> 30</p></li><li><p>UTiLiT-EASErS iN EDUcATiON</p><p>QurioFree academic scholarships in return for community knowledge transfer</p><p> 31</p></li><li><p>UTILIT-EASERS FOR WORK &amp; PLAY</p><p>FEATURED INNOVATIONS</p><p>Tools and services that improve work efficiency and enhance leisure time will forever be in demand.</p><p> 32</p></li><li><p>Africas current working population of 600 million is set to double by 2040, overtaking both Chinas and Indias.</p><p>THE AFRICAN DEVELOPMENT BANK, MAY 2014</p><p>2040NOW</p><p> 33</p></li><li><p>UTiLiT-EASErS fOr WOrK &amp; PLAY</p><p>Duma WorksKenyan website assists job-hunters</p><p> 34</p></li><li><p>UTiLiT-EASErS fOr WOrK &amp; PLAY</p><p>KeepodLow-cost operating-system-on-a-stick first tested in nairobi</p><p> 35</p></li><li><p>UTiLiT-EASErS fOr WOrK &amp; PLAY</p><p>MallforAfricaShopping platform connects global e-tailers with nigerians</p><p> 36</p></li><li><p>UTILIT-EASERS IN MONEY MATTERS</p><p>FEATURED INNOVATIONS</p><p>With the plethora of cash-only, informal markets and unbanked citizens, Africans still cant get enough of UTILIT-EASERS that </p><p>tap into mobile banking, cashless transacting and microloaning.</p><p> 37</p></li><li><p>The Nigerian Financial Inclusion Strategy (NFIS) aims to reduce the percentage of financially excluded adults in Nigeria </p><p>from 46.3% to 20% by 2020.CENTRAL BANK OF NIGERIA, JULY 2013</p><p>46.3%</p><p>20%</p><p> 38</p></li><li><p>UTiLiT-EASErS iN MONEY MATTErS</p><p>NomaniniSouth African POS device announces expansion into Mozambique</p><p> 39</p></li><li><p>UTiLiT-EASErS iN MONEY MATTErS</p><p>LendicoOnline marketplace allows investors to directly fund the loans of South Africans</p><p> 40</p></li><li><p>UTiLiT-EASErS iN MONEY MATTErS</p><p>VeriFone &amp; Teasy MobileCollaboration sees the expansion of mobile money services in nigeria</p><p> 41</p></li><li><p>UTILIT-EASERS IN SICKNESS &amp; IN HEALTH</p><p>FEATURED INNOVATIONS</p><p>Wellness is a fundamental human desire. Across the continent, the race continues to close the gaps between this desire and </p><p>available solutions.</p><p> 42</p></li><li><p>Africans with diabetes: 12.1 million patients today, 24 million by 2030. Africans with cancer: 681,000 new cases </p><p>in 2008, 1.6 million new cases a year by 2030. Africans needing antiretroviral treatment (for HIV and AIDS): 7.5 </p><p>million today, 30 million by 2022.</p><p>WORLD HEALTH ORGANIZATION, AUGUST 2013</p><p>24</p><p>12.1</p><p>7.5</p><p>30</p><p>1.6</p><p> 43</p></li><li><p>UTiLiT-EASErS iN SicKNESS &amp; iN HEALTH</p><p>Wireless ReachKenyan based technology intervention programme for HIV patients</p><p> 44</p></li><li><p>UTiLiT-EASErS iN SicKNESS &amp; iN HEALTH</p><p>Hello DoctorDoctor in your pocket app provides health information to South Africans</p><p> 45</p></li><li><p>UTiLiT-EASErS iN SicKNESS &amp; iN HEALTH</p><p>WinSengaugandan startup launches mobile phone-based fetal heart rate momnitor</p><p> 46</p></li><li><p>UTiLiT-EASErS iN SicKNESS &amp; iN HEALTH</p><p>Unjani ClinicsSouth African health organization launches clinics-in-a-box</p><p> 47</p></li><li><p>NEXTA few things to consider for all you aspiring </p><p>UTILIT-EASERS...</p><p> 48</p></li><li><p>Analyze how your customers interact with you </p><p> from start to finish. Think about what you can </p><p>do to make their lives even easier. What extra </p><p>benefits will they appreciate? How can you </p><p>enhance their experiences and make them that </p><p>little bit more memorable?</p><p>Scrutinize everything</p><p>NEXT</p><p> 49</p></li><li><p>Of course the masses in Sub-Saharan Africa </p><p>still dont earn much. But their expectations </p><p>are rising, and even their more affluent peers </p><p>yearn for relevant, effective solutions that are </p><p>affordable, too. Put all that together, and the </p><p>market size is undeniable.</p><p>BOP = TOPNEXT</p><p> 50</p></li><li><p>For aspiring foreign uTILIT-eASeRS, consider </p><p>which issues are unique to the local market </p><p>youre targeting and think about how you can </p><p>most pragmatically solve them. Want a hint? </p><p>See Huaweis latest phablet (the Ascend Mate </p><p>2) that charges other devices.</p><p>Global brands: Get in!</p><p>NEXT</p><p> 51</p></li><li><p>If youre a locally successful uTILIT-eASeR, why </p><p>stop there? If M-PeSA can target Romanias </p><p>unbanked citizens, theres nothing stopping you </p><p>from identifying similar markets outside your </p><p>locality, region, country or even continent!</p><p>Local brands: Get out!</p><p>NEXT</p><p> 52</p></li><li><p>One of the understated benefits of being a </p><p>uTILIT-eASeR is that it should ensure your new </p><p>products and services are created sustainably, </p><p>ethically and responsibly. If this is not the case, </p><p>then you may need to reconsider your strategy.</p><p>Be GoodNEXT</p><p> 53</p></li><li><p> 54</p></li><li><p>1. Our free Africa Bulletins 2. </p><p>Subscribe to our Africa Bulletins here.</p><p>SuBSCRIBe Me </p><p>MORE...</p><p>If you have any comments, suggestions or questions then please do let us know. Just email:</p><p>PAUL BACKMANChief Client</p><p>ABoUt UsEstablished in 2002, is the worlds leading trend firm, scanning the globe for the most promising consumer trends, insights and related hands-on business ideas. Our Premium Service counts </p><p>many of the worlds leading brands as clients, while our free monthly Trend Briefings go out to over 250,000 subscribers in 180 countries.More at</p><p>Should you be one of our 1,200+ Premium clients?</p><p>Our 2014 Premium Service</p><p>See how Premium will benefit you</p><p>NOW...Enjoyed this Trend Bulletin? Want more? </p></li></ul>