trendwatching.com's 5 must-know african consumer trends to run with in 2014

5 MUST-KNOW AFRICANCONSUMER TRENDS TO RUN WITH IN 2014

trendwatching.com’s December 2013 AFRICA TREND BUllETIN

trendwatching.com/africa/trends/5trends2014

FABA For Africa by Africa: African solutions to African challenges done the African way.

MOBILE ROAMING The other ‘mobile’ to watch in Africa in 2014

CIVIL INFO-NATION Why Africans will embrace even more accurate, empowering, objective and timely information in 2014.

AFRICA (COLLABO)RISING In 2014, African brands will rise by collaborating with others

REMOTELY GREAT Why great brands will be rooting for the hard to reach in 2014

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5 MUST-KNOW AFRICAN CONSUMER TRENDS TO RUN WITH IN 2014www.trendwatching.com/africa 2

ThIS IS juST A ShORT ExTRACT. REAd ThE FuLL TRENd BuLLETIN (FOR FREE!) www.trendwatching.com/africa/trends/5trends2014/

5 MUST-KNOW AFRICAN CONSUMER TRENDS TO RUN WITH IN 2014www.trendwatching.com/africa 3

FABA For Africa by Africa: African solutions to African challenges done the African way.

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It goes without saying that Africa is truly rising. And alongside rising incomes in 2014, confidence and pride will rise, too. No wonder African consumers are rushing to embrace offerings that are tailored to their lifestyles, and that adopt as many region-specific features, elements and quirks as possible.

5 MUST-KNOW AFRICAN CONSUMER TRENDS TO RUN WITH IN 2014www.trendwatching.com/africa 4

Bamboo/Seemahale TelecomsNigerian tablet and South African smartphone devices created for African market

5 MUST-KNOW AFRICAN CONSUMER TRENDS TO RUN WITH IN 2014www.trendwatching.com/africa 5

ushahidi: BRCKBackup Internet generator is designed for African conditions

5 MUST-KNOW AFRICAN CONSUMER TRENDS TO RUN WITH IN 2014www.trendwatching.com/africa 6

11 out of the 20 fastest growing countries globally are in sub-Saharan Africa- The World Bank, January 2013

5 MUST-KNOW AFRICAN CONSUMER TRENDS TO RUN WITH IN 2014www.trendwatching.com/africa 7

Triggerfish Animation Studios: Khumba South Africa sees release of first ever movie in Afrikaans and English

5 MUST-KNOW AFRICAN CONSUMER TRENDS TO RUN WITH IN 2014www.trendwatching.com/africa 8

Sstreamm: Pockit TV Mobile app streams only African-produced video content

5 MUST-KNOW AFRICAN CONSUMER TRENDS TO RUN WITH IN 2014www.trendwatching.com/africa 9

SABMiller: Eagle Lager Lager features traditional African ingredients

5 MUST-KNOW AFRICAN CONSUMER TRENDS TO RUN WITH IN 2014www.trendwatching.com/africa 10

Edun + diesel: Studio AfricaDiesel and Edun’s Studio Africa collection showcases creative African talent

5 MUST-KNOW AFRICAN CONSUMER TRENDS TO RUN WITH IN 2014www.trendwatching.com/africa 11

MOBILE ROAMING The other ‘mobile’ to watch in Africa in 2014

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In 2014, the continent’s steep economic growth will mean more of its inhabitants on the road, sharpening the need for improved transportation options. So expect commuters to embrace solutions that offer greater freedom and logistical flexibility, and more effective, higher quality travel options, as new systems, vehicles, amenities, services and digital technologies begin to take shape.

5 MUST-KNOW AFRICAN CONSUMER TRENDS TO RUN WITH IN 2014www.trendwatching.com/africa 12

FindMyWayMobile site and app feature real time transport information

5 MUST-KNOW AFRICAN CONSUMER TRENDS TO RUN WITH IN 2014www.trendwatching.com/africa 13

From 2010 to 2040, the volume of transport on the continent will increase 6-8 times, with a particularly strong increase of up to 14 times for some landlocked countries.

- PIDA, June 2012

5 MUST-KNOW AFRICAN CONSUMER TRENDS TO RUN WITH IN 2014www.trendwatching.com/africa 14

Global Vehicle Trust: Ox Flat-pack truck can be assembled in less than 12 hours

5 MUST-KNOW AFRICAN CONSUMER TRENDS TO RUN WITH IN 2014www.trendwatching.com/africa 15

MellowcabsFree electric pedicabs feature geolocated promotions

5 MUST-KNOW AFRICAN CONSUMER TRENDS TO RUN WITH IN 2014www.trendwatching.com/africa 16

BebaPayKenyan bank partners with Google to launch prepaid commuter cards

5 MUST-KNOW AFRICAN CONSUMER TRENDS TO RUN WITH IN 2014www.trendwatching.com/africa 17

jaguar Executive Coaches Rwanda-Uganda coach service features free wi-fi connection

5 MUST-KNOW AFRICAN CONSUMER TRENDS TO RUN WITH IN 2014www.trendwatching.com/africa 18

Sierra Leone: The drivers’ Way Board game increases drivers’ road safety awareness

5 MUST-KNOW AFRICAN CONSUMER TRENDS TO RUN WITH IN 2014www.trendwatching.com/africa 19

CIVIL INFO-NATION Why Africans will embrace even more accurate, empowering, objective and timely information in 2014.

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As increasingly empowered African consumers continue to lap up unbiased, engaging information about current affairs, in 2014, every brand should think expansively about the information services they can produce. And the (totally unsurprising) common feature of successful CIVIL INFO-NATION brands? They use information to educate, enrich and better consumers’ personal lives and communities.

5 MUST-KNOW AFRICAN CONSUMER TRENDS TO RUN WITH IN 2014www.trendwatching.com/africa 20

MTN uganda: The Everywhere ProjectNewspaper ad gives readers access to books via cellphone

5 MUST-KNOW AFRICAN CONSUMER TRENDS TO RUN WITH IN 2014www.trendwatching.com/africa 21

South Africa Broadcasting CorporationSouth Africa sees race to launch 24-hour news channels

5 MUST-KNOW AFRICAN CONSUMER TRENDS TO RUN WITH IN 2014www.trendwatching.com/africa 22

ubongo: Bunga BongoInteractive TV series shows educational content

5 MUST-KNOW AFRICAN CONSUMER TRENDS TO RUN WITH IN 2014www.trendwatching.com/africa 23

electiOnride Interactive mapping website shows Zimbabwe’s election results in real-time

5 MUST-KNOW AFRICAN CONSUMER TRENDS TO RUN WITH IN 2014www.trendwatching.com/africa 24

BudgIT: Tracka Social website offers information on public budgets and projects

5 MUST-KNOW AFRICAN CONSUMER TRENDS TO RUN WITH IN 2014www.trendwatching.com/africa 25

Africa’s citizens give high marks to their national media for effectiveness in revealing government mistakes and corruption; an average of 71% say the media in their country is either ‘somewhat’ or ‘very effective’.- JWT, September 2013

5 MUST-KNOW AFRICAN CONSUMER TRENDS TO RUN WITH IN 2014www.trendwatching.com/africa 26

Wikimedia FoundationMobile network customers can access Wikipedia for free via SMS

5 MUST-KNOW AFRICAN CONSUMER TRENDS TO RUN WITH IN 2014www.trendwatching.com/africa 27

AFRICA (COLLABO)RISING In 2014, African brands will rise by collaborating with others

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Recent years have seen more African organizations achieve global excellence, especially telecoms and financial services brands such as MTN, FNB, GTB (familiar brand acronyms, right?). In 2014, expect leading telecoms and financial services brands to meet consumer desire for more – more offerings, more services, more bundled products – by collaborating with both domestic and global partners.

5 MUST-KNOW AFRICAN CONSUMER TRENDS TO RUN WITH IN 2014www.trendwatching.com/africa 28

Orange and Nashua MobileOrange signs South African retail partnership

5 MUST-KNOW AFRICAN CONSUMER TRENDS TO RUN WITH IN 2014www.trendwatching.com/africa 29

MTN uganda and Kenya Airways Airline launches mobile ticket payment service

5 MUST-KNOW AFRICAN CONSUMER TRENDS TO RUN WITH IN 2014www.trendwatching.com/africa 30

Kipochi and M-Pesa Bitcoin Wallet service facilitates remittances

5 MUST-KNOW AFRICAN CONSUMER TRENDS TO RUN WITH IN 2014www.trendwatching.com/africa 31

MTN and Eskimi; iROKING and 2go Partnerships offer social network and music bundles

5 MUST-KNOW AFRICAN CONSUMER TRENDS TO RUN WITH IN 2014www.trendwatching.com/africa 32

Red Bull Mobile and Cell C Mobile partnership gives customers access to exclusive content and perks

5 MUST-KNOW AFRICAN CONSUMER TRENDS TO RUN WITH IN 2014www.trendwatching.com/africa 33

The contribution of mobile to the sub-Saharan GDP (6.2%) is higher than in any other region in the world.- GSMA, November 2013

5 MUST-KNOW AFRICAN CONSUMER TRENDS TO RUN WITH IN 2014www.trendwatching.com/africa 34

Zoona and Airtel ZambiaBanking partnership aids Zambia’s unbanked

5 MUST-KNOW AFRICAN CONSUMER TRENDS TO RUN WITH IN 2014www.trendwatching.com/africa 35

REMOTELY GREAT Why great brands will be rooting for the hard to reach in 2014

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Despite rapid urbanization, 63% of the African population remains rural (The World Bank, 2013). As a result, 2014 will see exciting opportunities for global brands to experiment beyond the constraints of Africa’s cities, and launch inventive solutions for those in even the most remote rural locations.

5 MUST-KNOW AFRICAN CONSUMER TRENDS TO RUN WITH IN 2014www.trendwatching.com/africa 36

Coca-Cola: EKOCENTERDrinks brand’s portable kiosks deliver essentials to remote communities

5 MUST-KNOW AFRICAN CONSUMER TRENDS TO RUN WITH IN 2014www.trendwatching.com/africa 37

MicrosoftWhite space project provides broadband access in rural Africa

5 MUST-KNOW AFRICAN CONSUMER TRENDS TO RUN WITH IN 2014www.trendwatching.com/africa 38

SamsungSolar-powered mobile truck brings healthcare to rural Africans

5 MUST-KNOW AFRICAN CONSUMER TRENDS TO RUN WITH IN 2014www.trendwatching.com/africa 39

International Center for Eye health: Peek Mobile app facilitates eye tests in rural areas

5 MUST-KNOW AFRICAN CONSUMER TRENDS TO RUN WITH IN 2014www.trendwatching.com/africa 40

Google: Project Loon Google tests out balloon-based wireless hotspots

5 MUST-KNOW AFRICAN CONSUMER TRENDS TO RUN WITH IN 2014www.trendwatching.com/africa 41

dell: Zubabox Solar-powered mobile classroom increases internet access

5 MUST-KNOW AFRICAN CONSUMER TRENDS TO RUN WITH IN 2014www.trendwatching.com/africa 42

ThIS IS juST A ShORT ExTRACT. REAd ThE FuLL TRENd BuLLETIN (FOR FREE!) www.trendwatching.com/africa/trends/5trends2014/

5 MUST-KNOW AFRICAN CONSUMER TRENDS TO RUN WITH IN 2014www.trendwatching.com/africa 43

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PAUL BACKMANChief Client Officerpaul@trendwatching.com

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