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.


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...

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