JUNE 2014 AFRIC A TREND BULLETIN UTILIT-EASERS How utilitarian brands are easing the strain of everyday life in Africa. Africans, like their global counterparts, lead busy, Many Africans have busy lives. And the disruptions that occur when had enough! basic services don’t work means that many are happy (as well as increasingly able) to spend on Rising numbers are unwilling to products and services that make everyday life accept unreliable utilities and faster and easier. Now, they’re looking to innovative brands and lack of basic infrastructure. entrepreneurs to step up, and start improving local services and systems. And as the continent continues to develop, this desire to engage with such brands – plugged into their localities and equipped with a broader purpose to do good – only intensifies. www.trendwatching.com/trends/utilit-easers UTEASEILIT- RS 2 Almost one in two people in sub-Saharan Africa report having paid a bribe in the last 12 months when interacting with key public institutions and services. THE AFRICAN DEVELOPMENT BANK, MAY 2014 www.trendwatching.com/trends/utilit-easers UTEASEILIT- RS 3 DEFINITION UTILIT-EASERS | Utilitarian brands that are easing the lives of Africans by saving them time, putting them in control, and enabling consumer independence. These brands are ultimately bridging the gap between basic infrastructure and the burgeoning expectations of citizens across the continent. www.trendwatching.com/trends/utilit-easers UTEASEILIT- RS 4 Since 2005, a net 8 million people in Africa have moved out of poverty. THE AFRICAN DEVELOPMENT BANK, MAY 2014 www.trendwatching.com/trends/utilit-easers UTEASEILIT- RS 5 Three forces are 1. Increasing dissatisfaction Industry, government and archaic institutions driving just aren’t delivering. UTILIT-EASERS into 2. Era of innovation the mainstream in Startups and industry giants are finally 2014: innovating to meet consumer expectation. 3. Everyone wants in Today, everyone aspires to best-in-class products, services and experiences. www.trendwatching.com/trends/utilit-easers UTEASEILIT- RS 6 1. Increasing dissatisfaction Consumers are becoming more and more skeptical about the current offerings from big industry, government and archaic institutions. No longer willing to tolerate poor utility services and infrastructure, Africans are expecting brands to step in… And step it up! www.trendwatching.com/trends/utilit-easers UTEASEILIT- RS 7 Over half of sub-Saharan Africa respondents believe that their government is largely run by big entities acting in their own best interests, instead of the public good. THE AFRICAN DEVELOPMENT BANK, MAY 2014 www.trendwatching.com/trends/utilit-easers UTEASEILIT- RS 8 2. Era of innovation From start-ups to conglomerates, organizations in Africa are finally realizing that in order to solve local challenges and meet new expectations, they need to innovate. That means new products, business models, service delivery ideas, and more. www.trendwatching.com/trends/utilit-easers UTEASEILIT- RS 9 76% of Kenyans believe that becoming an entrepreneur is a desirable career choice. OMIDYAR NETWORK, APRIL 2013 www.trendwatching.com/trends/utilit-easers UTEASEILIT- RS 10 3. Everyone wants in Today, the less prosperous are aspiring to own the best-in-class products, services and experiences. Even those living in rural areas will at least know about (if not have visited) nearby urban cities where the opportunities for consumption are endless. www.trendwatching.com/trends/utilit-easers UTEASEILIT- RS 11 50% 40% 28% 1980 NOW 2030 In 1980, only 28 percent of Africans lived in cities. Today, 40 percent of the continent’s one billion people do. By 2030, that share is projected to rise to 50 percent, and Africa’s top 18 cities will have a combined spending power of USD 1.3 trillion. MCKINSEY, JUNE 2010 www.trendwatching.com/trends/utilit-easers UTEASEILIT- RS 12 1 2014 Trend Report We obviously offer much more than monthly Trend Bulletin’s... Introducing our 2 Trend Framework 3 Innovation Database 2014 Premium Service Your complete trend and innovation solution. 4 Industry Updates 5 Apply Toolkit Find out more 6 Monthly Updates 7 1-page Trend Handouts So let’s have a look at the savviest UTILIT-EASERS and the various ways they are serving African consumers. www.trendwatching.com/trends/utilit-easers UTEASEILIT- RS 14 FEATURED INNOVATIONS UTILIT-EASERS AT HOME Home life for consumers throughout the continent is still as challenging as it gets, with basic utilities unreliable and the regular need to resolve domestic issues, too. www.trendwatching.com/trends/utilit-easers UTEASEILIT- RS 15 43% 600 million The household electrification rate in Africa stands at just 43%, leaving 600 million people without access to electricity. THE AFRICAN DEVELOPMENT BANK, MAY 2014 www.trendwatching.com/trends/utilit-easers UTEASEILIT- RS 16 UT ILIT-EASERS AT HOME MTN Nigeria & Nova-Lumos Mobile home power station kit provides alternative solar electricity supply www.trendwatching.com/trends/utilit-easers UTEASEILIT- RS 17 UT ILIT-EASERS AT HOME DryBath South African waterless showering aid for those lacking access to clean water www.trendwatching.com/trends/utilit-easers UTEASEILIT- RS 18 UT ILIT-EASERS AT HOME FOUFOUMIX Togolese appliance quickly pounds tubers into foufou www.trendwatching.com/trends/utilit-easers UTEASEILIT- RS 19 UT ILIT-EASERS AT HOME M-KOPA Solar Kenyan startup provides solar home systems via M-PESA payment plan www.trendwatching.com/trends/utilit-easers UTEASEILIT- RS 20 FEATURED INNOVATIONS UTILIT-EASERS OUT & ABOUT From mobile devices to traffic jams, there’s a pressing need for innovations that make life less stressful, more convenient and safer. www.trendwatching.com/trends/utilit-easers UTEASEILIT- RS 21 225,000 deaths Road fatalities on the continent result in 225,000 deaths every year – about one-fifth of total fatalities from road crashes worldwide. THE AFRICAN DEVELOPMENT BANK, MAY 2014 www.trendwatching.com/trends/utilit-easers UTEASEILIT- RS 22 UT ILIT-EASERS OUT & ABOUT CladLight Kenyan smart-jacket reduces motorbike accidents www.trendwatching.com/trends/utilit-easers UTEASEILIT- RS 23 UT ILIT-EASERS OUT & ABOUT Rlg Communications Gambian solar-charging phone kiosks introduced in Ghana www.trendwatching.com/trends/utilit-easers UTEASEILIT- RS 24 UT ILIT-EASERS OUT & ABOUT Traffic Butter N igerian traffic information app crowdsources updates www.trendwatching.com/trends/utilit-easers UTEASEILIT- RS 25 FEATURED INNOVATIONS UTILIT-EASERS IN EDUCATION Lack of teachers, schools, textbooks, learning resources – the list goes on: a big challenge for the continent, and a great opportunity for UTILIT-EASERS. www.trendwatching.com/trends/utilit-easers UTEASEILIT- RS 26 Half of all African children reach adolescence without achieving literacy or numeracy. THE AFRICAN DEVELOPMENT BANK, MAY 2014 www.trendwatching.com/trends/utilit-easers UTEASEILIT- RS 27 UT ILIT-EASERS IN EDUCATION Via Afrika & Breadline Africa U pcycled shipping containers converted into digital learning centers in South Africa www.trendwatching.com/trends/utilit-easers UTEASEILIT- RS 28 UT ILIT-EASERS IN EDUCATION Obami South African mobile tutor and student study platform www.trendwatching.com/trends/utilit-easers UTEASEILIT- RS 29 UT ILIT-EASERS IN EDUCATION Beni American University N igeria’s first private online university www.trendwatching.com/trends/utilit-easers UTEASEILIT- RS 30 UT ILIT-EASERS IN EDUCATION Qurio Free academic scholarships in return for community knowledge transfer www.trendwatching.com/trends/utilit-easers UTEASEILIT- RS 31 FEATURED INNOVATIONS UTILIT-EASERS FOR WORK & PLAY Tools and services that improve work efficiency and enhance leisure time will forever be in demand. www.trendwatching.com/trends/utilit-easers UTEASEILIT- RS 32 NOW 2040 Africa’s current working population of 600 million is set to double by 2040, overtaking both China’s and India’s. THE AFRICAN DEVELOPMENT BANK, MAY 2014 www.trendwatching.com/trends/utilit-easers UTEASEILIT- RS 33 UT ILIT-EASERS FOR WORK & PLAY Duma Works Kenyan website assists job-hunters www.trendwatching.com/trends/utilit-easers UTEASEILIT- RS 34 UT ILIT-EASERS FOR WORK & PLAY Keepod Low-cost ‘operating-system-on-a-stick’ first tested in Nairobi www.trendwatching.com/trends/utilit-easers UTEASEILIT- RS 35 UT ILIT-EASERS FOR WORK & PLAY MallforAfrica Shopping platform connects global e-tailers with Nigerians www.trendwatching.com/trends/utilit-easers UTEASEILIT- RS 36 FEATURED INNOVATIONS UTILIT-EASERS IN MONEY MATTERS With the plethora of cash-only, informal markets and unbanked citizens, Africans still can’t get enough of UTILIT-EASERS that tap into mobile banking, cashless transacting and microloaning. www.trendwatching.com/trends/utilit-easers UTEASEILIT- RS 37 46.3% 20% The Nigerian Financial Inclusion Strategy (NFIS) aims to reduce the percentage of financially excluded adults in Nigeria from 46.3% to 20% by 2020. CENTRAL BANK OF NIGERIA, JULY 2013 www.trendwatching.com/trends/utilit-easers UTEASEILIT- RS 38 UT ILIT-EASERS IN MONEY MATTERS Nomanini South African POS device announces expansion into Mozambique www.trendwatching.com/trends/utilit-easers UTEASEILIT- RS 39 UT ILIT-EASERS IN MONEY MATTERS Lendico Online marketplace allows investors to directly fund the loans of South Africans www.trendwatching.com/trends/utilit-easers UTEASEILIT- RS 40 UT ILIT-EASERS IN MONEY MATTERS VeriFone & Teasy Mobile Collaboration sees the expansion of mobile money services in Nigeria www.trendwatching.com/trends/utilit-easers