Adoption of services and apps on mobile phones by microentrepreneurs in Sub-Saharan Africa

This article shows that acquisition pattern analysis is highly suited for research in developing economies.

Introduction

Mobile phone penetration levels in Africa have rapidly increased, resulting in 759 million unique subscriptions in 2017 (International Telecommunications Union, 2018). These developments have triggered academic interest in the continent's mobile phone sector (Dey et al., 2013; Nakata & Antalis, 2015; Suri & Jack, 2016). Previously reported research has often addressed a specific local innovation, "mobile money," which "is a payment system (storing of value, payment instrument and channel) that enables financial services (payments, savings, credit, and insurance) using ubiquitous mobile technology" (David-West et al., 2019, p. 277). For example, M-Pesa replaces more conventional banking services for many low-income...

Not a subscriber?

Schedule your live demo with our team today

WARC helps you to plan, create and deliver more effective marketing

  • Prove your case and back-up your idea

  • Get expert guidance on strategic challenges

  • Tackle current and emerging marketing themes

We’re long-term subscribers to WARC and it’s a tool we use extensively. We use it to source case studies and best practice for the purposes of internal training, as well as for putting persuasive cases to clients. In compiling a recent case for long-term, sustained investment in brand, we were able to support key marketing principles with numerous case studies sourced from WARC. It helped bring what could have been a relatively dry deck to life with recognisable brand successes from across a broad number of categories. It’s incredibly efficient to have such a wealth of insight in one place.

Insights Team
Bray Leino

You’re in good company

We work with 80% of Forbes' most valuable brands* and 80% of the world's top top-of-the-class agencies.

* Top 10 brands