Technologies, Market Demands & Operator Strategies to Increase Smartphone Penetration in Africa, 2020 Communications

Technologies, Market Demands & Operator Strategies to Increase Smartphone Penetration in Africa, 2020

BY Ram Singh • August 04, 2016
Ram  Singh

Ram Singh

  • 1071 Articles
  • Joined March 14, 2016

Operator Strategies to Increase Smartphone Penetration in Africa Size and Share Published in 2016-02-21 Available for US$ 1195 at


In this report we introduce the market context and major trends related to mobile subscribers and smartphones in Africa. We go on to analyze the various strategies used by operators to boost smartphone penetration rates on their networks. Then we bring in evidence from case studies in Africa including Orange Klif, MTN Nigeria and Safaricom Kenya. We conclude with a set of key findings and recommendations that operators can use to increase smartphone penetration rates.

Key Findings

Smartphone sales are forecasted to grow by a 15% CAGR from 2015 to 2020 making Africa and Middle East the fastest growing region globally.

The African market remains heavily prepaid with a vast majority of consumers purchasing smartphones from independent retailers before obtaining a mobile subscription from an operator.

Operators have deployed a range of direct and indirect strategies to boost smartphone penetration in Africa. Direct strategies allow operators to increase smartphone penetration by selling more devices.

Indirect strategies drive mobile data subscriptions and hence boost smartphone penetration levels on an operators network.


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Operator Strategies to Increase Smartphone Penetration in Africa report provides an overview of smartphone market in Africa and analyzes the various strategies telcos can leverage to increase smartphone penetration levels.


It consists of:

Smartphone and mobile subscriber market trends in Africa.

An analysis of the various strategies that operators can deploy to boost smartphone penetration rates.

Key analysis and findings based on case studies in the region and a set of recommendations for mobile operators.


Reasons To Buy

Gain understanding of smartphone market its evolution in Africa, to succeed in the existing market.

Align product and service portfolios to drive smartphone usage.

Gain an understanding of the competitive landscape and successful strategies to increase smartphone penetration levels.

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Table of Content

Introduction: Regional smartphone trends in Africa and Middle East

Operator strategies to increase smartphone penetration in Africa

Market detail: Case studies

Orange Klif

MTN Nigeria

Safaricom Kenya

Key findings and recommendations

List of Chart

Exhibit 1: Mobile Subscribers, Regional Comparison

Exhibit 2: AME Mobile Service Revenue Evolution

Exhibit 3: AME Mobile Handsets Sales Forecast

Exhibit 4: Smartphone Sales, Regional Comparison

Exhibit 5: AME 2G & 3G Mobile Subscriptions

Exhibit 6: AME Handset Sales

Exhibit 7: Mobile 4G Availability In Africa, 2015

Exhibit 8: AME 4G Subscriptions & Smartphone Sales

Exhibit 9: Smartphone ASP In AME

Exhibit 10: Smartphone Sales In AME

Exhibit 11: Prepaid VS Postpaid mobile subscriptions in select african countries

Exhibit 12: African Operator Strategies To Increase Smartphone Penetration

Exhibit 13: Airtel Nigeria iPhone financing plan

Exhibit 14: Etisalat Nigeria Retail Stores

Exhibit 15: Online Retail Stores - Tigo Ghana On Kaymu And Tigo Tanzania On Jumia

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