trendwatching.com's 2014 06 UTILIT-EASERS

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Utilitarian brands that are easing the lives of Africans by saving them time, putting them in control, and enabling consumer independence. These brands are ultimately bridging the gap between basic infrastructure and the burgeoning expectations of citizens across the continent.

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  • UTILIT-EASERSHow utilitarian brands are easing the strain of everyday life in Africa.

    AfricA TrEND BULLETiN

    June 2014

  • Many Africans have had enough!

    Africans, like their global counterparts, lead busy,

    busy lives. And the disruptions that occur when

    basic services dont work means that many are

    happy (as well as increasingly able) to spend on

    products and services that make everyday life

    faster and easier.

    Now, theyre looking to innovative brands and

    entrepreneurs to step up, and start improving

    local services and systems. And as the continent

    continues to develop, this desire to engage with

    such brands plugged into their localities and

    equipped with a broader purpose to do good

    only intensifies.

    Rising numbers are unwilling to accept unreliable utilities and lack of basic infrastructure.

    UTiLiT-EASErSwww.trendwatching.com/trends/utilit-easers 2

  • Almost one in two people in sub-Saharan Africa report having paid a bribe in the last 12 months when interacting with key public

    institutions and services.THE AFRICAN DEVELOPMENT BANK, MAY 2014

    UTiLiT-EASErSwww.trendwatching.com/trends/utilit-easers 3

  • UTILIT-EASERS | Utilitarian brands that are easing the lives of Africans by saving them time, putting them in control, and enabling consumer independence. These brands are ultimately bridging the gap between basic infrastructure and the burgeoning expectations of citizens across the continent.

    DEFINITION

    UTiLiT-EASErSwww.trendwatching.com/trends/utilit-easers 4

  • Since 2005, a net 8 million people in Africa have moved out of poverty.

    THE AFRICAN DEVELOPMENT BANK, MAY 2014

    UTiLiT-EASErSwww.trendwatching.com/trends/utilit-easers 5

  • Three forces are driving UTILIT-EASERS into the mainstream in 2014:

    Industry, government and archaic institutions

    just arent delivering.

    Startups and industry giants are finally

    innovating to meet consumer expectation.

    Today, everyone aspires to best-in-class

    products, services and experiences.

    1. Increasing dissatisfaction

    2. era of innovation

    3. everyone wants in

    UTiLiT-EASErSwww.trendwatching.com/trends/utilit-easers 6

  • Consumers are becoming more and more skeptical about the current offerings from big industry, government and archaic institutions. No longer willing to tolerate poor utility services and infrastructure, Africans are expecting brands to step in And step it up!

    1. Increasing dissatisfaction

    UTiLiT-EASErSwww.trendwatching.com/trends/utilit-easers 7

  • Over half of sub-Saharan Africa respondents believe that their government is largely run by big entities

    acting in their own best interests, instead of the public good.

    THE AFRICAN DEVELOPMENT BANK, MAY 2014

    UTiLiT-EASErSwww.trendwatching.com/trends/utilit-easers 8

  • From start-ups to conglomerates, organizations in Africa are finally realizing that in order to solve local challenges and meet new expectations, they need to innovate. That means new products, business models, service delivery ideas, and more.

    2. Era of innovation

    UTiLiT-EASErSwww.trendwatching.com/trends/utilit-easers 9

  • 76% of Kenyans believe that becoming an entrepreneur is a desirable career choice.

    OMIDYAR NETWORK, APRIL 2013

    UTiLiT-EASErSwww.trendwatching.com/trends/utilit-easers 10

  • Today, the less prosperous are aspiring to own the best-in-class products, services and experiences. Even those living in rural areas will at least know about (if not have visited) nearby urban cities where the opportunities for consumption are endless.

    3. Everyone wants in

    UTiLiT-EASErSwww.trendwatching.com/trends/utilit-easers 11

  • In 1980, only 28 percent of Africans lived in cities. Today, 40 percent of the continents one billion people do. By 2030, that share is projected to rise to 50 percent, and

    Africas top 18 cities will have a combined spending power of USD 1.3 trillion.

    MCKINSEY, JUNE 2010

    28%40%

    50%

    1980 2030NOW

    UTiLiT-EASErSwww.trendwatching.com/trends/utilit-easers 12

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  • So lets have a look at the savviest UTILIT-EASERS and the various ways

    they are serving African consumers.

    UTiLiT-EASErSwww.trendwatching.com/trends/utilit-easers 14

  • UTILIT-EASERS AT HOME

    FEATURED INNOVATIONS

    Home life for consumers throughout the continent is still as challenging as it gets, with basic utilities unreliable and the regular

    need to resolve domestic issues, too.

    UTiLiT-EASErSwww.trendwatching.com/trends/utilit-easers 15

  • The household electrification rate in Africa stands at just 43%, leaving 600 million people without access

    to electricity.THE AFRICAN DEVELOPMENT BANK, MAY 2014

    43%

    600 million

    UTiLiT-EASErSwww.trendwatching.com/trends/utilit-easers 16

  • UTiLiT-EASErS AT HOME

    MTN Nigeria & Nova-LumosMobile home power station kit provides alternative solar electricity supply

    UTiLiT-EASErSwww.trendwatching.com/trends/utilit-easers 17

  • UTiLiT-EASErS AT HOME

    DryBathSouth African waterless showering aid for those lacking access to clean water

    UTiLiT-EASErSwww.trendwatching.com/trends/utilit-easers 18

  • UTiLiT-EASErS AT HOME

    FOUFOUMIXTogolese appliance quickly pounds tubers into foufou

    UTiLiT-EASErSwww.trendwatching.com/trends/utilit-easers 19

  • UTiLiT-EASErS AT HOME

    M-KOPA SolarKenyan startup provides solar home systems via M-PeSA payment plan

    UTiLiT-EASErSwww.trendwatching.com/trends/utilit-easers 20

  • UTILIT-EASERS OUT & ABOUT

    FEATURED INNOVATIONS

    From mobile devices to traffic jams, theres a pressing need for innovations that make life less stressful, more convenient

    and safer.

    UTiLiT-EASErSwww.trendwatching.com/trends/utilit-easers 21

  • Road fatalities on the continent result in 225,000 deaths every year about one-fifth of total fatalities

    from road crashes worldwide.THE AFRICAN DEVELOPMENT BANK, MAY 2014

    225,000 deaths

    UTiLiT-EASErSwww.trendwatching.com/trends/utilit-easers 22

  • UTiLiT-EASErS OUT & ABOUT

    CladLightKenyan smart-jacket reduces motorbike accidents

    UTiLiT-EASErSwww.trendwatching.com/trends/utilit-easers 23

  • UTiLiT-EASErS OUT & ABOUT

    Rlg CommunicationsGambian solar-charging phone kiosks introduced in Ghana

    UTiLiT-EASErSwww.trendwatching.com/trends/utilit-easers 24

  • UTiLiT-EASErS OUT & ABOUT

    Traffic Butternigerian traffic information app crowdsources updates

    UTiLiT-EASErSwww.trendwatching.com/trends/utilit-easers 25

  • UTILIT-EASERS IN EDUCATION

    FEATURED INNOVATIONS

    Lack of teachers, schools, textbooks, learning resources the list goes on: a big challenge for the continent, and a great

    opportunity for UTILIT-EASERS.

    UTiLiT-EASErSwww.trendwatching.com/trends/utilit-easers 26

  • Half of all African children reach adolescence without achieving literacy or numeracy.

    THE AFRICAN DEVELOPMENT BANK, MAY 2014

    UTiLiT-EASErSwww.trendwatching.com/trends/utilit-easers 27

  • UTiLiT-EASErS iN EDUcATiON

    Via Afrika & Breadline Africaupcycled shipping containers converted into digital learning centers in South Africa

    UTiLiT-EASErSwww.trendwatching.com/trends/utilit-easers 28

  • UTiLiT-EASErS iN EDUcATiON

    ObamiSouth African mobile tutor and student study platform

    UTiLiT-EASErSwww.trendwatching.com/trends/utilit-easers 29

  • UTiLiT-EASErS iN EDUcATiON

    Beni American Universitynigerias first private online university

    UTiLiT-EASErSwww.trendwatching.com/trends/utilit-easers 30

  • UTiLiT-EASErS iN EDUcATiON

    QurioFree academic scholarships in return for community knowledge transfer

    UTiLiT-EASErSwww.trendwatching.com/trends/utilit-easers 31

  • UTILIT-EASERS FOR WORK & PLAY

    FEATURED INNOVATIONS

    Tools and services that improve work efficiency and enhance leisure time will forever be in demand.

    UTiLiT-EASErSwww.trendwatching.com/trends/utilit-easers 32

  • Africas current working population of 600 million is set to double by 2040, overtaking both Chinas and Indias.

    THE AFRICAN DEVELOPMENT BANK, MAY 2014

    2040NOW

    UTiLiT-EASErSwww.trendwatching.com/trends/utilit-easers 33

  • UTiLiT-EASErS fOr WOrK & PLAY

    Duma WorksKenyan website assists job-hunters

    UTiLiT-EASErSwww.trendwatching.com/trends/utilit-easers 34

  • UTiLiT-EASErS fOr WOrK & PLAY

    KeepodLow-cost operating-system-on-a-stick first tested in nairobi

    UTiLiT-EASErSwww.trendwatching.com/trends/utilit-easers 35

  • UTiLiT-EASErS fOr WOrK & PLAY

    MallforAfricaShopping platform connects global e-tailers with nigerians

    UTiLiT-EASErSwww.trendwatching.com/trends/utilit-easers 36

  • UTILIT-EASERS IN MONEY MATTERS

    FEATURED INNOVATIONS

    With the plethora of cash-only, informal markets and unbanked citizens, Africans still cant get enough of UTILIT-EASERS that

    tap into mobile banking, cashless transacting and microloaning.

    UTiLiT-EASErSwww.trendwatching.com/trends/utilit-easers 37

  • The Nigerian Financial Inclusion Strategy (NFIS) aims to reduce the percentage of financially excluded adults in Nigeria

    from 46.3% to 20% by 2020.CENTRAL BANK OF NIGERIA, JULY 2013

    46.3%

    20%

    UTiLiT-EASErSwww.trendwatching.com/trends/utilit-easers 38

  • UTiLiT-EASErS iN MONEY MATTErS

    NomaniniSouth African POS device announces expansion into Mozambique

    UTiLiT-EASErSwww.trendwatching.com/trends/utilit-easers 39

  • UTiLiT-EASErS iN MONEY MATTErS

    LendicoOnline marketplace allows investors to directly fund the loans of South Africans

    UTiLiT-EASErSwww.trendwatching.com/trends/utilit-easers 40

  • UTiLiT-EASErS iN MONEY MATTErS

    VeriFone & Teasy MobileCollaboration sees the expansion of mobile money services in nigeria

    UTiLiT-EASErSwww.trendwatching.com/trends/utilit-easers 41

  • UTILIT-EASERS IN SICKNESS & IN HEALTH

    FEATURED INNOVATIONS

    Wellness is a fundamental human desire. Across the continent, the race continues to close the gaps between this desire and

    available solutions.

    UTiLiT-EASErSwww.trendwatching.com/trends/utilit-easers 42

  • Africans with diabetes: 12.1 million patients today, 24 million by 2030. Africans with cancer: 681,000 new cases

    in 2008, 1.6 million new cases a year by 2030. Africans needing antiretroviral treatment (for HIV and AIDS): 7.5

    million today, 30 million by 2022.

    WORLD HEALTH ORGANIZATION, AUGUST 2013

    24

    12.1

    7.5

    30

    1.6

    UTiLiT-EASErSwww.trendwatching.com/trends/utilit-easers 43

  • UTiLiT-EASErS iN SicKNESS & iN HEALTH

    Wireless ReachKenyan based technology intervention programme for HIV patients

    UTiLiT-EASErSwww.trendwatching.com/trends/utilit-easers 44

  • UTiLiT-EASErS iN SicKNESS & iN HEALTH

    Hello DoctorDoctor in your pocket app provides health information to South Africans

    UTiLiT-EASErSwww.trendwatching.com/trends/utilit-easers 45

  • UTiLiT-EASErS iN SicKNESS & iN HEALTH

    WinSengaugandan startup launches mobile phone-based fetal heart rate momnitor

    UTiLiT-EASErSwww.trendwatching.com/trends/utilit-easers 46

  • UTiLiT-EASErS iN SicKNESS & iN HEALTH

    Unjani ClinicsSouth African health organization launches clinics-in-a-box

    UTiLiT-EASErSwww.trendwatching.com/trends/utilit-easers 47

  • NEXTA few things to consider for all you aspiring

    UTILIT-EASERS...

    UTiLiT-EASErSwww.trendwatching.com/trends/utilit-easers 48

  • Analyze how your customers interact with you

    from start to finish. Think about what you can

    do to make their lives even easier. What extra

    benefits will they appreciate? How can you

    enhance their experiences and make them that

    little bit more memorable?

    Scrutinize everything

    NEXT

    UTiLiT-EASErSwww.trendwatching.com/trends/utilit-easers 49

  • Of course the masses in Sub-Saharan Africa

    still dont earn much. But their expectations

    are rising, and even their more affluent peers

    yearn for relevant, effective solutions that are

    affordable, too. Put all that together, and the

    market size is undeniable.

    BOP = TOPNEXT

    UTiLiT-EASErSwww.trendwatching.com/trends/utilit-easers 50

  • For aspiring foreign uTILIT-eASeRS, consider

    which issues are unique to the local market

    youre targeting and think about how you can

    most pragmatically solve them. Want a hint?

    See Huaweis latest phablet (the Ascend Mate

    2) that charges other devices.

    Global brands: Get in!

    NEXT

    UTiLiT-EASErSwww.trendwatching.com/trends/utilit-easers 51

  • If youre a locally successful uTILIT-eASeR, why

    stop there? If M-PeSA can target Romanias

    unbanked citizens, theres nothing stopping you

    from identifying similar markets outside your

    locality, region, country or even continent!

    Local brands: Get out!

    NEXT

    UTiLiT-EASErSwww.trendwatching.com/trends/utilit-easers 52

  • One of the understated benefits of being a

    uTILIT-eASeR is that it should ensure your new

    products and services are created sustainably,

    ethically and responsibly. If this is not the case,

    then you may need to reconsider your strategy.

    Be GoodNEXT

    UTiLiT-EASErSwww.trendwatching.com/trends/utilit-easers 53

  • UTiLiT-EASErSwww.trendwatching.com/trends/utilit-easers 54

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