A world kitted with all the network infrastructure needed to provide ubiquitous broadband is just the beginning. Especially in mobile-centric Africa, companies need to steer their strategies towards devices, content and services relevant to the communities they serve.
This is according to Tumi Sekhukhune, VP of strategy, marketing and communications at Ericsson, who says the transformation mobile has brought to the continent has exceeded expectations. Sekhukhune addressed the 17th annual Southern Africa Telecommunication Networks and Applications Conference (SATNAC) in Port Elizabeth yesterday.
Sekhukhune says Ericsson's previous forecast that Africa would see 17-fold growth in mobile data traffic by 2019 was revised last year, due to increasingly affordable smartphones and the explosive growth of social networks in Africa. "The revised study revealed that we can expect growth of 20 times the mobile data traffic by 2019."
The mobile revolution that will largely drive ubiquitous broadband, she says, is not about to happen ? it is happening.
"But what will get us there?" asks Sekhukhune. She points to four key growth drivers Africa's ICT players should focus on, beyond the network itself:
1. Devices and local content: Connected devices, specifically smartphones, are already much more accessible, thanks to dropping prices, says Sekhukhune. "Local content is king. When services and apps become localised they become more relevant. Affordability, availability and applicability for our region is what we need."
2. National broadband plans: National broadband plans are increasingly being adopted across the region to drive mobile broadband growth, she notes. "These will gear towards increasing universal access, digital migration to free up spectrum for broadband and open access network business models. Spectrum harmonisation and allocation will drive mobile broadband. Nigeria, SA, Kenya and Rwanda are examples of countries that have developed plans."
3. ICT in key sectors: Key sectors need to be imbued with the right kind of ICTs, says Sekhukhune, noting that 75% of Africa's population still lives in rural areas. "The sectors that will influence mobile broadband are government, agriculture, finance and utilities. For example, mobile money in Africa, one laptop per child in Kenya, and machine-to-machine services (banking and transport in SA).
4. High performing networks: Sekhukhune says improving the user experience is critical to driving the uptake of mobile broadband. "Investment in solutions that enhance customer experience while complying with regulatory requirements will be paramount. A collaborative mind set from regulators, operators, over-the-top players, academics and infrastructure suppliers will be key to driving this." She notes that 50% of mobile users abandon a Web page after 10 seconds, while 25% will tune out after just four.
In mobile-driven Africa, the companies that will bring about the biggest transformation through broadband will be those that are not problem-oriented, but which accept challenges and focus on what they can do to become more relevant to their own communities, says Sekhukhune.
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