M-Commerce in Sub-Saharan Africa: Making Sense of a Growing Mobile Business

Sep 12, 2014 : Bharat Book Bureau presents the new report, on "M-Commerce in Sub-Saharan Africa: Making Sense of a Growing Mobile Business” examines the industry growing around both of these types of transactions. In order to assess the various aspects of the market, we use a four-step framework consisting of product identification, purchase and payment, delivery and post-purchase feedback.

Summary

‘M-Commerce in Sub-Saharan Africa: Making Sense of a Growing Mobile Business,’ a new Telecom Insider Report by Pyramid Research, provides an overview of the growing m-commerce sector in Sub-Saharan Africa. It looks at two types of transactions: those completed on a mobile phone and purchases of goods or services using mobile money. To assess the market in more detail, the report uses a four-part framework that consists of product identification, purchase and payment, delivery and post-purchase feedback. These are also the four steps in a consumer’s purchase transaction on a mobile phone using mobile money. The section on product identification examines the way companies in Africa can target consumers. The second part looks at the existing mobile payment infrastructure, specifically the services offered in Kenya and Tanzania. The third section studies the high transportation costs and poor infrastructure in the region, which play an important part in determining where companies choose to set up their operations; it looks especially at the way Jumia has made chosen certain countries to locate in. The fourth section looks at the existing relationship between customers and companies and how it may change. Finally, the report summarizes the key findings of the research and provides the reader with key insights regarding future market developments. Most of the information in this report was gained through primary research with key market players.

Key Findings

• Pyramid Research expects mobile-money transactions to continue to become more common across the continent.

• We...