Letter from Cape Town: Lessons from the world's 'mobile only' continent

This article argues that, as the planet's fastest-growing mobile market, with 700 million SIM cards registered on a continent with a billion inhabitants, Africa has a lot to teach the world about mobile marketing.

Letter from Cape Town: Lessons from the world's 'mobile only' continent

Jonty FisherBletchley Park

As the planet's fastest-growing mobile market, with 700 million SIM cards registered, Africa has a lot to teach the world about mobile marketing.

In Africa, a continent hampered by poor infrastructure, mobile phones have provided the perfect answer. Cheap and easy to carry, they have become a literal life-saver for rural people and a point around which urban life revolves.

From everyday communication to banking, medical services, and even selling agricultural products, the mobile provides an infrastructure that has been a key enabler of Africa's...

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