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Africa Insights: Sustaining Margins through Innovation
TM Forum, Sep 2011, Pages: 28
Operational and business agility is the name of the game for African service providers. TM Forum's first regional report explores the commercial and business strategies that enable the African continent to deliver new services quickly, reliably and cheaply. African operators exist in an environment where high churn rates, low average revenue per user and lack of customer loyalty are the norm. Add to this strong competition between operators and you start to understand why only the truly innovative can survive. This report asks what the rest of the world can learn from the massively varied African communications market and the many innovations going on across this continent. From insurance policies for funeral expenses, to many types of mobile transactions and creative marketing via mobile, Africa is living proof of innovation driving sustainable profits and growth.
In Section 1 the report describes the reasons of the rapid success of mobile communications in Africa, which was widely unpredicted. Some key factors to this rapid expansion are the role of prepaid, mobile as an alternative to poor quality or non-existent fixed communication, the reduced prices of GMS infrastructure at the time it reached Africa. This growth lead to a variety of innovative services offered, described in section 2: the challenge for providers is to make those services profitable. The needs to cutting costs and keeping customers in a highly competitive market are at the core of section 3, that also questions the rise of Internet-enabled mobiles as an alternative to PC. Section 4 looks at the impact on this scenario of the improvement of fixed-line infrastructure. Section 5 focuses on TM's initiatives to help service providers to become more operationally agile and streamlined, and generate new revenue streams from new services.
Please note: This report is free to TM Forum members.
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