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Africa’s Mobile Market Decline for Second Successive Quarter says IDC

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Africa’s overall mobile phone market remained flat in Q1 2018 although smartphone shipments declined for the second successive quarter, according to the latest insights from International Data Corporation (IDC).

The global technology research and consulting firm’s recently published Quarterly Mobile Phone Tracker shows that a total of 52.1 million mobile phones were shipped in Q1 2018, down 6.3% quarter on quarter (QoQ) and 3.9% year on year (YoY), with the continent’s two biggest markets – Nigeria and South Africa – underperforming and posting QoQ declines of 6.4% and 27.4%, respectively.

“Nigeria’s modest performance can be attributed to the fact that smartphone adoption continues to be hindered by expensive broadband rates and slow internet connectivity.

“The drop in South Africa is simply down to seasonal factors, with Q1 traditionally being the slowest quarter of the year and unable to match the buoyant sales seen in Q4, traditionally the strongest, when demand is stirred by Black Friday and the Christmas season.

“While South Africa is one of the continent’s most developed markets, a large proportion of the market still centers around low-end to midrange devices priced below $150.

“Affordable smartphones that fall into this price range have seen a lot of growth over the last two years, fueled by local brands like Mobicell, MINT, and Vodacom.

“With disposable income limited for the majority of consumers, most spending on mobile devices takes place in Q4, leading to an inevitable drop-off in Q1,” says Nabila Popal, a senior research manager at IDC.

Looking at smartphones in isolation, shipments declined 4.5% QoQ for the first quarter of the year to total 20.4 million units. This represents a decline of 4.4% YoY, which is actually an improvement on the 13.7% YoY decline seen in Q4 2017.

Transsion brands continued to lead the smartphone category in Q1 2018 with 32.1% share of the market’s shipments, followed by Samsung in second place with 25.4% share.

In the feature phone space, shipments totaled 31.7 million units in Q1 2018, down 7.4% QoQ and 3.6% YoY.

Feature phones continue to account for the majority share (60.8%) of Africa’s overall mobile phone market and their resilience in this region can be attributed to factors such as their affordability and long battery lives.

Telco and Itel continued to dominate Africa’s feature phone market in Q1 2018 with a combined unit share of 57.8%.

“Feature phones remain a viable option throughout the continent as hardening economic conditions have taken their toll on consumer spending,” says Ramazan Yavuz, a research manager at IDC.

“The volatile exchange rates that have inflicted many countries across the region are delaying the penetration of affordable smartphones into wider segments of the consumer base, which is why we continue to see feature phones account for such a large share of the overall market.”

Looking ahead, IDC expects Africa’s overall mobile phone market to grow 0.5% QoQ in Q2 2018, while shipments for 2018 as a whole are forecast to decline 0.6% YoY.

Demand for feature phones is expected to remain strong, although IDC expects vendors to drive smartphone uptake by offering more features in affordable price bands.

“The local brands that are equipped with a strong knowledge of local needs and the flexibility to adjust mobile phone prices locally will strongly appeal to African consumers, and their growth will accelerate the uptake of smartphones in the mid-term,” says Yavuz.


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Treepz Doubles Down on Corporate Mobility in Africa with Launch of a New Website

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Treepz, Africa’s leading corporate mobility startup, has expanded its corporate mobility and employee transportation services across the continent with a fresh new look for its website.

 

The company’s new website boasts a sleek, user-friendly interface with added features to better showcase Treepz’s range of services for companies looking to efficiently and sustainably move employees and clients in major African cities. From on-demand employee shuttles, and school bus solutions to intra-city group trips for events and conferences, Treepz is positioning itself as an all-in-one corporate transportation provider.

Managing transportation logistics across multiple sites has always been an operational nightmare for companies,” said Onyeka Akumah, Co-Founder and Chief Executive Officer of Treepz. “Our goal is to streamline that experience through Treepz’s powerful technology platform.”

With nearly 6,000 employees of companies daily relying on Treepz’s innovative tech and reliable fleet for employee transportation or staff bus commutes, we understand the complexities of managing corporate transportation firsthand. “Our revamped website simplifies the process, offering businesses a seamless solution to optimize their transportation needs and empower their workforce in Nigeria, Kenya, Uganda and Ghana,” Onyeka added

Key Features of the New Treepz Website

  • Trackable Dashboard for a bird’s eye view of all guests’ trips in real-time when using Treepz.
  • 24/7 customer support to assist with all mobility inquiries.
  • Wide selection of vehicle options, each with professional drivers tailored to specific needs.
  • Friendly interface for easy navigation and booking.
  • Client testimonials and case studies showcasing Treepz’s success stories.

Treepz’s mission extends beyond just transportation – they aim to revolutionize how over 1 million daily commuters experience mobility across Africa. Since its launch in 2019, the company has provided employee transit for top firms like Tekexperts, Wakanow, Somasource, and Brighter Monday across Nigeria, Ghana, Kenya and Uganda. This has resulted in the transportation of about 5 million passengers since then.

With this digital reinvention, Treepz doubles down on transforming corporate mobility through tech-driven solutions. The company welcomes businesses seeking smarter ways to move their people to explore the new website www.treepz.com.


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Nigerian Business Leaders Partner Google for Strategic Advantage, Seeks Competitive Edge in Privacy-First Era

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Leading companies from Nigeria joined Google West Africa at a roundtable to discuss the shift towards privacy-first marketing as third-party cookies are phased out. The forum brought together leaders from FairMoney, Konga, Mondelez, Stanbic IBTC, and Zenith Bank, highlighting a collective commitment to redefining consumer engagement in the digital age.

Businesses recognize that building consumer trust is essential in a world that increasingly values privacy. In this new era, adapting marketing strategies to be more privacy-focused is not just a necessity but a strategic move towards building sustainable customer relations. This transition challenges businesses to innovate while maintaining transparency and respect for consumer data privacy, turning potential constraints into avenues for deeper consumer engagement.

“Customer trust is the new currency,” noted Felicia Otolorin, Senior Industry Lead, West Africa, Google. “Consumers are demanding more control over their data, and the savviest businesses are seeing this shift as an opportunity. This is about reimagining how we engage with technology and data, ensuring that innovation and privacy go hand-in-hand.”

The discussions emphasised this point, highlighting the competitive advantage of adopting privacy-first strategies. Google showcased innovative solutions like Google Tag and Enhanced Conversions. These tools demonstrate a commitment to both high performance and privacy standards. Success stories illustrated how other businesses have successfully navigated this shift, offering valuable insights.

“We stand at a crucial juncture,” remarked Oluwadamilare Akinwunmi, Chief Data & AI Officer at Interswitch. “The winners of tomorrow will be those enterprises that strike a balance between innovative, data-driven marketing and a profound commitment to data protection and privacy-first practices. The essential dialogues we engage in, and the subsequent actions we take, set us on the path to achieve precisely this”

The roundtable underscores a pivotal shift towards privacy-first strategies in Nigeria’s digital marketing sphere, emphasising the critical role of collaboration and innovation in this transition. It marks a collective stride towards a future where consumer trust and data privacy form the cornerstone of business growth and competitive advantage.

“We are committed to empowering Nigerian brands in building a privacy-forward future. By harnessing AI and privacy-centric technologies, we aim to empower our partners to thrive amidst these changes,” stated Felicia Otolorin, Senior Industry Lead, West Africa, Google.


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MTN Nigeria, PAU Open Applications for 3rd Edition of MTN Media Innovation Programme

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MTN Nigeria Communications Plc and the School of Media & Communications, Pan-Atlantic University have announced call for applications from qualified media practitioners to participate in the 3rd edition of the MTN Media Innovation Programme (MTN MIP-3), which will commence on May 20, 2024, at the Main Campus of the Pan-Atlantic University, Ibeju-Lekki, Lagos. 

MTN Nigeria in collaboration with the School of Media and Communication, Pan-Atlantic University, launched the Media Innovation Programme (MTN MIP) in 2022 to enable media practitioners gain deeper insight into the ever-evolving media landscape.

The six-month, fully-funded certificate fellowship, which includes a study visit to the University of Johannesburg, South Africa, and an innovation hub to incubate ideas, is open to media practitioners across all strata of the media industry including the print, electronic and online platforms. The programme is also open to social media content creators.

Speaking on the impact of the programme, Tobechukwu Okigbo, Chief Corporate Services & Sustainability Officer, MTN Nigeria said: “The media play a crucial role in shaping the society. It is important that they are enabled with tools and opportunities to do their jobs better as this ultimately benefits the society.

“Our commitment is to continue to empower media practitioners, regardless of platforms, to be able to innovate and create technological-driven solutions to our world. This is what the MTN Media Innovation Programme seeks to accomplish.”

On his part, the Dean School of Media and Communication, Pan-Atlantic University, Dr Ikechukwu Obiaya, stated that the programme brings into play the wide experience that the School has in the training of media practitioners.

In our various programmes targeted at journalists, we at the School of Media and Communication have always laid a lot of emphasis on the importance of creativity, ethics and professionalism.

“The Media Innovation Programme is one more opportunity to drive home these values but with a new emphasis on innovation.

“Journalism remains as important as ever to the society, and it is driven by the same values, but journalists require a retooling to meet the technological changes and challenges of today.

“This is the role that the Media Innovation Programme aims to play, and we are quite happy to be able to partner with MTN to achieve this goal.”

At the end of the training, the 20 successful applicants will qualify as Fellows for the 2024 cohort. The Fellows would be coached on Nigeria’s technology sector, the relationship between media and technology, and equipped with the skills to adapt to the changing realities that guarantee career and financial success in their professional practice.

Fellows will also have access to professional resources and mentorship from PAU’s erudite faculty.

Interested journalists, bloggers and content creators can apply for the Fellowship at https://smc.edu.ng/mtnmip

Applications open on Friday March 23 and close Wednesday April 10, 2024.


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