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Geospatial data key to growth in Africa

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Africa is a place of extreme contrasts, with a booming middle class and small, rapidly growing clusters of wealth existing alongside swathes of widespread poverty. For a business owner hoping to tap into these growing markets, the value of population and geospatial data at a granular level cannot be overstated.

As competition for lucrative business opportunities becomes even fiercer in regions like Europe and North America, Africa is attracting more attention from the international business community than ever before. And this isn’t just in the powerhouses of South Africa and Nigeria – both of which have recently shown lacklustre economic growth of around 0.8% – while smaller economies like Ghana, Rwanda and Ethiopia show growth at double the rate of many of their sub-Saharan counterparts.

Africa is a place of extreme contrasts, with a booming middle class and small, rapidly growing clusters of wealth existing alongside swathes of widespread poverty. For a business owner hoping to tap into these growing markets, the value of population and geospatial data at a granular level cannot be overstated.

How, for example, is a restaurant or coffee chain that is already experiencing promising growth in East Africa to accurately understand neighbouring markets, into which they hope to aggressively expand in the coming months and years?

Buying survey data from traditional providers, and assembled at the city-wide or regional scale, can only get a business so far. After all, knowing how many potential consumers are present in a city with millions of people does little to help you capture the right clientele, when much of a business’s turnover is dependent on local foot traffic and patronage of customers mostly based in the immediate area.

Location, Location, Location

What is the average household income in the area you’re eyeing-out for your next franchise location? How many children does the average family have? How do they consume media? How many people live and work in the area? Which competitors will you be going up against, and how popular are they? Knowing the answers to these questions can mean the difference between success and failure in any market, especially those as rapidly evolving as the ones in many African urban centres.

By combining existing household data with a far more granular layer of individual information, it becomes possible to construct a more useful target-customer profile than has ever been possible before. At Fraym, for example, we help our clients to identify potential customers at the hyper-local level through division of the geographical landscape into far smaller sections, often grids that divide communities into detailed areas of as little as a single square kilometre.

A competitive landscape analysis that takes as many high-quality data points into account as possible is essential to reducing chances of failure in growing markets. Fortunately, the digital data disruption is adding unique advantages to the practice. When customers are clearly understood, a business can make the most informed decision possible when searching for a location that will expand their operations successfully. Satellite imagery and complex machine-learning algorithms are an invaluable way to process such large amounts of data, looking for the common thread between household survey data sets and the geo-coordinates of the respondents, to identify new opportunities that would previously have gone unnoticed.

Getting Big Impact from Small Areas

Very often, businesses will consider locations based on anecdotal evidence or expensive survey data – inefficient, often dated, and usually not aligned to the data points that a business would find relevant to their own product or service offering. These anecdotes and surveys also often focus on national, aggregate results, missing important insights into consumer characteristics beyond traditional boundaries. But our experience has proven time and time again that success rests on understanding small clusters of consumers at the neighbourhood level, with pockets of untapped consumers often popping up at the intersections of traditional geographic divisions.

The Bottom Line: Quality Over Quantity

Ask any multi-national company for a quick opinion about the African business landscape, and you’ll likely hear that it’s intimidatingly low on consumer data, but also rich with potential that almost no other region can match. Granular consumer data that is informed at the individual and community level, rather than the aggregate level, is essential for businesses hoping to get a foothold in these fast-growing pockets of potential. It’s no longer enough to ask where customers live. We must ask how they live as well, and answering this question will depend on new data sources and creative ways of looking at them, if companies are looking to grow across Africa in the coming years.

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Huawei goes ultra-premium

Porsche Design and Huawei have launched the Porsche Design Huawei Mate RS in South Africa exclusive to MTN and retailing for R 26 459.

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The Porsche Design Huawei Mate RS boasts features like the world’s first dual fingerprint design, including an in-screen fingerprint sensor, the world’s first Artificial Intelligence (AI) processor and Leica triple camera with 40MP image capture.

“After the overwhelming success of the Porsche Design Huawei Mate 10 Pro in South Africa, we now bring you our latest offering, a perfect blend of innovation in a smartphone and luxury design,” said Likun Zhao, Vice President of Huawei Consumer Business Group Southern Africa. “From three-point security feature including facial recognition, rear fingerprint scanner and the new innovative in-screen fingerprint to the Leica triple camera system. it culminates in an unprecedented experience for our customers.”

The device incorporates Porsche Design’s signature design language and Huawei’s breakthrough technology.  The phone has a 6” 2K curved OLED screen and symmetrical look, minimalist feel and 8-edged 3D curved glass body.

High performance is symbolised by the naming of the smartphone: the term “RS” in the world of Porsche motorsport stands for outstanding racing performance.

Huawei provided the following information on The Porsche Design Huawei Mate RS benefits and features :

·         The world’s first dual fingerprint scanner for enhanced convenience, allowing users to wake and unlock the device simply, thanks to an in-screen fingerprint sensor. Hover to wake the device, touch to unlock it

·         The winning combination of Leica triple camera with 40MP RGB sensor technology and exceptional photography powered by Master AI. This combination puts effortless, eye-catching photography at the fingertips of those looking to immortalise their favourite moments. Combined with 5 x hybrid zoom, and the world’s first AI image stabilisation on a smartphone camera ensures photography lovers can capture the best shots with exceptional clarity in almost any situation

·         The Porsche Design Huawei Mate RS is the first Huawei handset to allow quick wireless charging, making it even easier to keep the phone topped up and ready to go and, thanks to its long lasting battery, users will easily be powered through the busiest of days

·         An ‘intelligent’ smartphone, the powerful AI processor automatically tailors the performance of the phone according to how it is used – constantly learning, understanding and anticipating needs, it is the perfect personal assistant for the pocket

·         256GB of internal storage means those constantly on the go and constantly on their phone can be worry free

·         Dual SLS (super linear system) speakers with DOLBY ATMOS enable users to have a superior experience, with the best immersive surround sound and entertainment on the go

·         Splash, water and dust resistant, which means there is no need to worry about damaging the device in the rain or accidentally dropping it in water

Jan Becker, CEO Porsche Design Group, said: “Both Porsche Design and Huawei seek to imagine and develop products that stand for precision and perfection, intelligent functionality and highly sophisticated design. Our aim was to create an outstanding device that goes one step further. We believe we have reached this goal by taking our partnership to the next level.”

Porsche Design and Huawei have worked in tandem to develop a smartphone that fuses together the two brands’ DNA, wealth of experience in design and technology, industry-leading expertise and exceptional performance. Through the use of colour in the device’s body, software themes and accessories, the new handset is accentuated with Porsche Design’s distinguished aesthetic and purist, minimalist feel.

The Porsche Design Huawei Mate RS will be available to purchase exclusively from MTN at R 26 459.

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Cross-channel chat launched

Clickatell has launched a cross-channel live chat service, Touch Go, that transforms omni-channel customer care.

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It enables live chat across a company’s website as well as social platforms (Twitter and Facebook) and mobile apps, bringing customer care and engagement into a single business platform.

“Today’s consumers expect to engage with your brand on the digital channel of their choosing,” says Deon van Heerden, Clickatell Engage CEO and Group CFO. “They want to message your business and instantly have queries resolved, find the information and services they are looking for, without the need for a voice call. Clickatell’s Touch Go makes that happen with the right level of capabilities for businesses of all sizes.”

Businesses can start using Touch Go immediately, with a free Starter option. Touch Go requires no credit card for sign-up and is fully featured with a simple setup process. It offers customisable branding, a unified chat desk business application as well as reports and analytics.

As the business scales up its digital customer care, it can opt-in for the Touch Enterprise offering. Touch Enterprise is designed for scaling up customer care efforts through advanced capabilities including AI driven virtual agents, sentiment analysis, automated workflows, enterprise integrations and in-channel mini-applications.

“Customer care has become a defining factor for sustained business success ” says Nirmal Nair, Clickatell Engage EVP Product & Marketing. “In an ever-increasing mobile native world, customers often choose to interact digitally, but they also expect to be able to reach a human immediately, should they need. Monitoring multiple channels and providing immediate action becomes challenging with siloed deployments. Touch’s unified solution allows businesses of all sizes to provide the customer delight in a simple modular approach.”

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