Africa’s growing economies, rising incomes, and expanding urbanization are creating a new consumer class that has both increasing purchasing power and a hunger for products and services that once seemed unattainable. Certainly, Africa is not easily pigeonholed, and making generalizations about its consumers is a risky proposition. But companies that acknowledge several commonalities among the emerging African consumers will be poised to capture this group’s explosive, and often underestimated, growth.
The technology, media, and telecom industries are experiencing their most disruptive shift yet. In this post-PC era, the globalization of the Internet and an explosion of data are boosting some companies while hurting others. Companies need an adaptive strategy and a transformation agenda to succeed in the new digital economy.