trendwatching.com's 2014 06 utilit-easers

UTILIT-EASERSHow utilitarian brands are easing the strain of everyday life in Africa.

AfricA TrEND BULLETiN

June 2014

Many Africans have had enough!

Africans, like their global counterparts, lead busy,

busy lives. And the disruptions that occur when

basic services don’t work means that many are

happy (as well as increasingly able) to spend on

products and services that make everyday life

faster and easier.

Now, they’re looking to innovative brands and

entrepreneurs to step up, and start improving

local services and systems. And as the continent

continues to develop, this desire to engage with

such brands – plugged into their localities and

equipped with a broader purpose to do good –

only intensifies.

Rising numbers are unwilling to accept unreliable utilities and lack of basic infrastructure.

UTiLiT-EASErSwww.trendwatching.com/trends/utilit-easers 2

www.trendwatching.com/trends/utilit-easers/

Almost one in two people in sub-Saharan Africa report having paid a bribe in the last 12 months when interacting with key public

institutions and services.THE AFRICAN DEVELOPMENT BANK, MAY 2014



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.

DEFINITION



Since 2005, a net 8 million people in Africa have moved out of poverty.

THE AFRICAN DEVELOPMENT BANK, MAY 2014



Three forces are driving UTILIT-EASERS into the mainstream in 2014:

Industry, government and archaic institutions

just aren’t delivering.

Startups and industry giants are finally

innovating to meet consumer expectation.

Today, everyone aspires to best-in-class

products, services and experiences.

1. Increasing dissatisfaction

2. era of innovation

3. everyone wants in



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!

1. Increasing dissatisfaction



Over half of sub-Saharan Africa respondents believe that their government is largely run by big entities

acting in their own best interests, instead of the public good.




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.

2. Era of innovation



76% of Kenyans believe that becoming an entrepreneur is a desirable career choice.

OMIDYAR NETWORK, APRIL 2013



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.

3. Everyone wants in



In 1980, only 28 percent of Africans lived in cities. Today, 40 percent of the continent’s one billion people do. By 2030, that share is projected to rise to 50 percent, and

Africa’s top 18 cities will have a combined spending power of USD 1.3 trillion.

MCKINSEY, JUNE 2010

28%40%

50%

1980 2030NOW



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So let’s have a look at the savviest UTILIT-EASERS and the various ways

they are serving African consumers.



UTILIT-EASERS AT HOME

FEATURED INNOVATIONS

Home life for consumers throughout the continent is still as challenging as it gets, with basic utilities unreliable and the regular

need to resolve domestic issues, too.



The household electrification rate in Africa stands at just 43%, leaving 600 million people without access

to electricity.THE AFRICAN DEVELOPMENT BANK, MAY 2014

43%

600 million



UTiLiT-EASErS AT HOME

MTN Nigeria & Nova-LumosMobile home power station kit provides alternative solar electricity supply


http://www.nova-lumos.com/mtn-nigeria-and-nova-lumos-partner-to-bring-affordable-alternative-mobile-electricity-to-nigeria-for-the-first-time/

http://www.nova-lumos.com/mtn-nigeria-and-nova-lumos-partner-to-bring-affordable-alternative-mobile-electricity-to-nigeria-for-the-first-time/



DryBathSouth African waterless showering aid for those lacking access to clean water


https://www.headboy.org/drybath/

https://www.headboy.org/drybath/



FOUFOUMIXTogolese appliance quickly pounds tubers into foufou


http://www.foufoumix.net/

http://www.foufoumix.net/



M-KOPA SolarKenyan startup provides solar home systems via M-PeSA payment plan


http://www.m-kopa.com/

http://www.m-kopa.com/


UTILIT-EASERS OUT & ABOUT


From mobile devices to traffic jams, there’s a pressing need for innovations that make life less stressful, more convenient

and safer.



Road fatalities on the continent result in 225,000 deaths every year – about one-fifth of total fatalities

from road crashes worldwide.THE AFRICAN DEVELOPMENT BANK, MAY 2014

225,000 deaths



UTiLiT-EASErS OUT & ABOUT

CladLightKenyan smart-jacket reduces motorbike accidents


http://www.cladlight.com/

http://www.cladlight.com/



Rlg CommunicationsGambian solar-charging phone kiosks introduced in Ghana


http://www.rlgglobal.com/Rlg_and_Unique_Solutions_to_establish_solar_powered_kiosks_in_Ghana

http://www.rlgglobal.com/Rlg_and_Unique_Solutions_to_establish_solar_powered_kiosks_in_Ghana



Traffic Butternigerian traffic information app crowdsources updates


http://www.trafficbutter.com/

http://www.trafficbutter.com/


UTILIT-EASERS IN EDUCATION


Lack of teachers, schools, textbooks, learning resources – the list goes on: a big challenge for the continent, and a great

opportunity for UTILIT-EASERS.



Half of all African children reach adolescence without achieving literacy or numeracy.




UTiLiT-EASErS iN EDUcATiON

Via Afrika & Breadline Africaupcycled shipping containers converted into digital learning centers in South Africa


https://www.facebook.com/ViaAfrikaFuture

https://www.facebook.com/ViaAfrikaFuture



ObamiSouth African mobile tutor and student study platform


http://www.obami.com/

http://www.obami.com/



Beni American Universitynigeria’s first private online university


http://beniamerican.org/

http://beniamerican.org/



QurioFree academic scholarships in return for community knowledge transfer


http://www.qurio.co/education

http://www.qurio.co/education


UTILIT-EASERS FOR WORK & PLAY


Tools and services that improve work efficiency and enhance leisure time will forever be in demand.



Africa’s current working population of 600 million is set to double by 2040, overtaking both China’s and India’s.


2040NOW



UTiLiT-EASErS fOr WOrK & PLAY

Duma WorksKenyan website assists job-hunters


http://dumaworks.com/

http://dumaworks.com/



KeepodLow-cost ‘operating-system-on-a-stick’ first tested in nairobi


http://keepod.org/

http://keepod.org/



MallforAfricaShopping platform connects global e-tailers with nigerians


https://www.mallforafrica.com/

https://www.mallforafrica.com/


UTILIT-EASERS IN MONEY MATTERS


With the plethora of cash-only, informal markets and unbanked citizens, Africans still can’t get enough of UTILIT-EASERS that

tap into mobile banking, cashless transacting and microloaning.



The Nigerian Financial Inclusion Strategy (NFIS) aims to reduce the percentage of financially excluded adults in Nigeria

from 46.3% to 20% by 2020.CENTRAL BANK OF NIGERIA, JULY 2013

46.3%

20%



UTiLiT-EASErS iN MONEY MATTErS

NomaniniSouth African POS device announces expansion into Mozambique


http://nomanini.com/

http://nomanini.com/



LendicoOnline marketplace allows investors to directly fund the loans of South Africans


https://www.lendico.co.za/

https://www.lendico.co.za/



VeriFone & Teasy MobileCollaboration sees the expansion of mobile money services in nigeria


http://www.prnewswire.com/news-releases/verifone-mobile-money-selected-by-teasy-mobile-to-launch-new-mobile-money-services-in-nigeria-248359291.html

http://www.prnewswire.com/news-releases/verifone-mobile-money-selected-by-teasy-mobile-to-launch-new-mobile-money-services-in-nigeria-248359291.html


UTILIT-EASERS IN SICKNESS & IN HEALTH


Wellness is a fundamental human desire. Across the continent, the race continues to close the gaps between this desire and

available solutions.



Africans with diabetes: 12.1 million patients today, 24 million by 2030. Africans with cancer: 681,000 new cases

in 2008, 1.6 million new cases a year by 2030. Africans needing antiretroviral treatment (for HIV and AIDS): 7.5

million today, 30 million by 2022.

WORLD HEALTH ORGANIZATION, AUGUST 2013

24

12.1

7.5

30

1.6



UTiLiT-EASErS iN SicKNESS & iN HEALTH

Wireless ReachKenyan based technology intervention programme for HIV patients


http://healthmarketinnovations.org/program/wireless-reach-initiative

http://healthmarketinnovations.org/program/wireless-reach-initiative



Hello Doctor‘Doctor in your pocket’ app provides health information to South Africans


https://www.hellodoctor.co.za/

https://www.hellodoctor.co.za/



WinSengaugandan startup launches mobile phone-based fetal heart rate momnitor


http://winsenga.org/

http://winsenga.org/



Unjani ClinicsSouth African health organization launches ‘clinics-in-a-box’


http://pressoffice.mg.co.za/imperiallogistics/PressRelease.php?StoryID=245188

http://pressoffice.mg.co.za/imperiallogistics/PressRelease.php?StoryID=245188


NEXTA few things to consider for all you aspiring

UTILIT-EASERS...



Analyze how your customers interact with you

– from start to finish. Think about what you can

do to make their lives even easier. What extra

benefits will they appreciate? How can you

enhance their experiences and make them that

little bit more memorable?

Scrutinize everything

NEXT



Of course the masses in Sub-Saharan Africa

still don’t earn much. But their expectations

are rising, and even their more affluent peers

yearn for relevant, effective solutions that are

affordable, too. Put all that together, and the

market size is undeniable.

BOP = TOPNEXT



For aspiring foreign uTILIT-eASeRS, consider

which issues are unique to the local market

you’re targeting and think about how you can

most pragmatically solve them. Want a hint?

See Huawei’s latest phablet (the Ascend Mate

2) that charges other devices.

Global brands: Get in!

NEXT



If you’re a locally successful uTILIT-eASeR, why

stop there? If M-PeSA can target Romania’s

unbanked citizens, there’s nothing stopping you

from identifying similar markets outside your

locality, region, country or even continent!

Local brands: Get out!

NEXT



One of the understated benefits of being a

uTILIT-eASeR is that it should ensure your new

products and services are created sustainably,

ethically and responsibly. If this is not the case,

then you may need to reconsider your strategy.

Be GoodNEXT




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trendwatching.com's 2014 06 utilit-easers

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