Smartphones in Sub-Saharan Africa: Trends and Forecasts 2015–2020

  • ID: 3639204
  • Report
  • Region: Africa, Sub-Saharan Africa
  • 30 pages
  • Analysys Mason Group
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Smartphones will Account for 63% of all Handset Sales in Sub-Saharan Africa in 2020
The adoption of smartphones in Sub-Saharan Africa (SSA) is being driven by the increasing availability of low-end devices. Smartphone sales will grow at a CAGR of 10.8% between 2015 and 2020, from 63 million units to 105 million units.

This report and accompanying data annex provide:

- forecasts for, and analysis of trends that affect, smartphone sales and penetration in SSA
- country-level forecasts and trend analysis for Ghana, Kenya, Nigeria and South Africa
- operator and vendor approaches in the region, and in the aforementioned list of countries.

Data coverage

Connections
- Mobile handsets (smartphone or basic phone)
- Smartphones' share

Unit sales
- Mobile handsets (smartphone or basic phone)
- Smartphones' share

Note: Product cover images may vary from those shown
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Chapters:
6. Executive summary: Low-income users will drive smartphone unit sales in
Sub-Saharan Africa
7. Worldwide trends
8. Worldwide: Smartphone markets are saturating – operators and vendors must reassess their priorities
9. Worldwide: Growth in unit sales will depend on emerging markets and will come mostly from emerging Asia–Pacific
10. Worldwide: Operators are key sources of smartphones in most regions, but they lost some ground to other channels in 2015
11. Worldwide: Vendor financing is the end-point of gradual shifts in operator device strategies rather than an abrupt change
12. Worldwide: Vendor financing plans are most likely to succeed in countries where users are ready for SIM-only contracts
13. Worldwide: Operator bundles are in demand and play a role in prepaid-to-postpaid migration
14. Worldwide: Apple leads the high-end market and Chinese vendors are capturing demand at the low end
15. Worldwide: iOS’s market share of unit sales will remain stable at around 15% until 2020
16. Regional trends
17. Sub-Saharan Africa: Low-cost models are still critical to smartphone adoption, but structural challenges remain
18. Sub-Saharan Africa : Key regional trends
19. Sub-Saharan Africa: The increasing level of social media engagement and demand for data connectivity will spur smartphone adoption
20. Country-level trends
21. Ghana: Strong demand for affordable handsets is bolstering the informal supply chain
22. Kenya: Price competition and operators expanding their distribution channels are driving smartphone adoption
23. Nigeria: The smartphone adoption rate will continue to rise despite a difficult economic outlook
24. South Africa: Handset subsidies will drive smartphone adoption in the high-end segment
25. Forecast methodology and assumptions

List of figures
Figure 1: Smartphone unit sales and smartphones’ share of mobile handset
unit sales, Sub-Saharan Africa, 2012–2020
Figure 2: Mobile handset unit sales by type, and smartphones’ share of unit
sales, worldwide, 2012–2020
Figure 3: Smartphone unit sales by region, 2014 and 2020
Figure 4: Percentage of respondents who bought their most recent handset
from an operator, 16 countries, and averages for 2014 and 2015
Figure 5: Device bundling and financing plans by type
Figure 6: Seven areas of consideration for operators when assessing the
potential impact of SIM-only and vendor financing take-up
Figure 7: Choice of next mobile tariff by type among those who plan to change
their tariffs, by current tariff type, 6 European countries, US and South Korea
Figure 8: Choice of next mobile tariff by type among those who plan to change
their tariffs, by current tariff type, 8 countries in MEA and emerging APAC
Figure 9: Smartphone unit sales by manufacturer, worldwide, 2012–2020
Figure 10: Smartphone unit sales by operating system, worldwide, 2012–2020
Figure 11: Mobile handset connections by type, and smartphones’ share of
connections, Sub-Saharan Africa, 2012–2020
Figure 12: Smartphone unit sales and smartphones’ share of mobile handset
unit sales, Sub-Saharan Africa, 2012–2020
Figure 13: Key regional trends in handset markets, Middle East and North Africa
Figure 14: Smartphone unit sales and smartphones’ share of mobile handset
unit sales, Ghana, 2012–2020
Figure 15: Smartphone unit sales and smartphones’ share of mobile handset
unit sales, Kenya, 2012–2020
Figure 16: Smartphone unit sales and smartphones’ share of mobile handset
unit sales, Nigeria, 2012–2020
Figure 17: Smartphone unit sales and smartphones’ share of mobile handset
unit sales, South Africa, 2012–2020
Figure 18: Main enablers and constraints for our smartphone forecasts

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