Handset manufacturer Nokia says it remains committed to the African continent because it views it as one of the most critical, exciting and promising emerging markets, together with Asia and Latin America.
Speaking this morning in Sandton, Mika Niemi, Nokia`s senior marketing manager of customer and market operations Africa, said that although he could not give exact figures, the company expects Africa to substantially contribute to the company`s earnings.
"Whereas SA is in its second phase of cellular phone adoption, which is the replacement stage, most of the rest of the continent is in the initial adoption stages and is experiencing the handsets for the first time," he said.
Niemi added that although the continent is somewhat segmented, having both advanced users and first time users, Nokia is in a position to satisfy consumers` needs with products that range from youth-targeted handsets to more business-oriented smart devices.
"Nokia also recognises that handsets are no longer just a communication tool, but also an important part of an individual`s lifestyle."
The company has identified aspects of African lifestyles, such as the love of music and fashion, added with the need to personalise aspects of individual handsets and has a number of marketing initiatives under way for specific consumer segments.
"In the future, music will be a key feature for Nokia`s mobile phones and consumption of music is huge among our target audience. This can already be seen through ringtones, video clips and a host of exciting musical technologies," he explained.
Niemi concluded that Nokia views Africa as a dynamic and fast-growing continent and its marketing initiatives, such as Face of Africa and another with MTV Base, have been implemented to nurture the continent`s natural talent, passion and energy for both fashion and music.
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