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

Jonty Fisher
Bletchley 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 strong GDP growth for the past decade. And for most Africans, mobile phones are the first – and often only – place that they will experience the internet.