A recent survey has revealed that Africans check their phones on average every five minutes, many of them doing so on public transport, creating an ideal platform for businesses to evolve their value through sophisticated data analysis.
More than 33% of Africans check their phones every 5 minutes and more than half of smartphone users regularly use their devices on public transport, at work and while shopping.
This is opening the door for savvy businesses to provide a “platform for life” that evolves its value through sophisticated data analytics.
The latest edition of the Game of Phones Survey, released by the Technology, Media and Telecommunications (TMT) industry unit at Deloitte and which canvassed over 5,000 respondents across Africa, highlights that more than a billion glances are taking place on smartphones in Africa every day – with over one third checking their phones every five minutes. “This must mean something for businesses as it is clear smartphones are becoming ever more embedded in our lives. Usage indicates a serious shift away from just information and communication to virtually everything – from how we consume media, to banking, purchasing and gaming, for example,” says Mark Casey, Global Media and Entertainment Leader at Deloitte Global.
The research also found that more than half of Africa’s mobile users check their devices within five minutes of waking up and before going to bed. The report indicates that across all markets including South Africa, consumers are most active on their devices when making use of public transport. A smaller proportion of those surveyed reported that they used their mobile device for services such as insurance, healthcare and home security. Increasingly, mobile devices are being used across the region for financial services with the traditional banking models being constantly challenged via mobile technology.
“Such disruptive technology, especially with the traditional services sectors such as banking and finance, has the potential to be a game changer in that it allows for the previously unbanked to now be an active part for the broader economy, thus ensuring a more positive outcome in broadening economic participation among locals,” says Casey.
Arun Babu, Telecommunications Sector Leader at Deloitte, says businesses around the world are already going through a “transformation journey” to improve the way they harness digital disruption, but new trends require ongoing rethinking of business models.
“Users are looking for an increased range of services that are provided reliably and at speed in a brand-neutral continent. It is important that businesses understand the implications of this in order to achieve brand loyalty across a broad range of customers. It is clear consumers are not married to any component as they increasingly seek unified capability,” he says.
While mobile service providers and device manufacturers will need to enhance functionality to remain competitive, future business models in Africa generally need to be positioned for the reality of greater smartphone penetration.
The survey finds that Africa continues to experience huge growth in data usage, with consumers choosing smarter devices as they provide them with multiple functions in one.
While mobile internet remains dominant, Wi-Fi and fibre is growing albeit it is seen as “the dark horse”.
“Faster access speeds, cheaper connectivity and device centric content translates into an explosion of data consumption in both SA and Nigeria. This increase is driven mainly by the growth in Wi-Fi and fibre across the region,” says Babu.
When compared to South Africa and Nigeria, smartphone penetration in Kenya and Uganda remains fairly low given their rural demographic. However, 54% of South Africans use their smartphones to watch short videos compared to 52% of Nigerians whereas 28% of South African stream music compared to 25% of Nigerians.
The survey identifies coverage and speed of voice and data network as the most critical factors when choosing a network operator, followed closely by customer service and price and value for money. SA consumers are mostly influenced by price and service reliability which are often key factors when deciding to either change or stay with the service provider while consumers in other markets make decisions based on service reliability and availability.
“As connectivity in the region improves, consumers are given more choice in terms of smartphone networks and operators. This translates into a savvier consumer who is constantly on the lookout for better service and is more aware in terms of pricing of products and value for money service,” says Babu.
Device type ownership also varies fairly significantly across the regions surveyed, with the common theme across markets being multi-device ownership. Aspirational purchases will be a key factor in driving up sales of smartphones with factors such as increased rural urban migration and the emergence of an emerging middle class also contributing to the growth in sales of smart devices.
South Africa remains a multi-device market more consistent with developed markets followed closely by Nigeria. SA remains the strongest in terms of multi device ownership with more than half of users owning a smartphone, laptop and tablet. Feature phones tend to dominate the more rural markets of Kenya and Uganda, however, smartphones are expected to experience substantial growth driven by stronger economic growth, increase in internet penetration and investment in mobile data networks.
These changes mean more and more African consumers are living “in the app”, opening a gap for new business models.
“There is, for example, an opportunity for multinational organisations to build new business models that create value by essentially giving away what they used to sell. This is because the competitive advantage of providing ‘more for less’ is being eroded daily to such an extent that all that remains is a world of ‘free assets’. There is room to take centre stage with a ‘platform for life’ that handles information, education, entertainment, purchases and financial services in one place and which keeps evolving through sophisticated data analytics,” concludes Casey.
The myths of microwaves
We all know microwaves make cooking a breeze and it helps save those minutes, we rarely have enough of these days. However, some people do have those lingering doubts about whether microwaving food destroys nutrients or that it emits harmful radiation. However, the truth is a lot more comforting and positive.
“The microwave makes life so much easier,” says Tracy Gordon, Head of Product – Home Appliances at Samsung South Africa. “It’s human-centred technology at its most helpful. The Samsung Hotblast for example, has revolutionary functions, which are tailor-made to create fast, tasty and healthy meals in minutes.”
A recent article by Harvard Health Publishingclaims stated that “microwave ovens cook food using waves of energy that are remarkably selective, primarily affecting water and other molecules that are electrically asymmetrical. Microwaves cause these molecules to vibrate and quickly build up thermal (heat) energy.” The article debunks two common myths about microwaving food.
Myth 1: Microwaving kills nutrients
Whether in a microwave or a regular oven, some nutrients, including vitamin C, do break down when exposed to heat. However, the fact is, cooking with a microwave might be better when it comes to preserving nutrients because it takes a shorter time to cook. Additionally, as far as vegetables go, cooking them in water robs them of some of their nutritional value because the nutrients seep out into the cooking water,” states the report by Harvard Health Publishing. According to the World Health Organisation (WHO), food cooked in a microwave oven is as safe and has the same nutrient value, as food cooked in a conventional oven.
Myth 2: Microwaving food can give you cancer
The American Cancer Society (ACS) says that microwaves do not make food radioactive. Microwaves heat food but they do not change the chemical or molecular structure of it. In fact, there is absolutely no evidence that microwaves pose a health risk to people when used appropriately, the organisation added.
With those myths well busted, it’s comforting to know one can make full use of the convenient kitchen appliance. And when the time comes to use a microwave to heat up a tasty meal in no time, one can trust the Samsung Hotblast to do the job. The HotBlast has multiple air holes blowing out powerful hot air, which reduces cooking time. Samsung claims the Slim Fry technology ensures that food is perfectly crisp on the outside and delicious and juicy on the inside. Additionally, this versatile microwave has a wider grill, making it easier to brown food fast and evenly. The turntable is wider, measuring 345mm, making it possible to prepare bigger portions of food. And with its Eco Mode power, it significantly reduces energy consumption with its low standby power. Its intelligent features and stylish design makes it very useful and as we now know – a safe, healthy way to enjoy a meal.
New BMW 3-series ushers in autonomous future
The new BMW 3-series is not meant to be an autonomous car, but it is so close, ARTHUR GOLDSTUCK discovers.
It was not meant to be a test-drive of an autonomous vehicle. But the Driving Assist button on the steering wheel of the new BMW 330i was just too tempting. And there I found myself, on Sir Lowry’s Pass near Cape Town, “driving” with my arms folded while the vehicle negotiated curves on its own.
Every 10 seconds or so, yellow or red lights flashed to alert me to put my hands back on the wheel. The yellow lights meant the car wanted me to put my hands on the wheel, just to show that I was in control. The red lights meant that I had to take over control from the artificial intelligence built into the vehicle.
With co-driver Ernest Page, we negotiated a major highway, the bends of Sir Lowry’s pass, and the passes of Hell’s Heights (Hel se Hoogte) above the Cape Winelands.
As the above video of the experience reveals, it can be nerve-racking for someone who hasn’t experienced autonomous driving, or hasn’t been dreaming of testing it for many years. For this driver, it was exhilarating. Not because the car performed so magnificently, but because it tells us just how close true autonomous driving really is.
There was one nervous moment when the autonomous – or rather, Driving Assist – mode disengaged on Hell’s Heights, but fear not. A powerful sense of responsibility prevailed, and my hands hovered over the steering wheel as it took the curve. Assist disengaged, and the car began to veer towards the other side of the road. I quickly took over, and also sobered up from the giddiness of thinking I was already in the future.
In reality, Driving Assist is part of level 2 of driving autonomy, as defined by the Society of Automotive Engineers. A presentation on the evening of the test drive, by Edward Makwana, manager of group product communications at BMW Group in South Africa, summed up the five stages as the driver having Feet Off, Hands Off, Eyes Off, Mind off, and finally, only being a Passenger.
However, the extent to which the hands-off mode of Driving Assist mimics self-driving, and easily shows the way to eyes-off and mind-off, is astonishing.
Click here to read about the components that make the Driving Assist work.