Market Analysis

The ability to identify and quantify a market opportunity is critical to the growth of any business. Africa Analysis has undertaken a wide range of market opportunity studies.

Examples of these assignments include:

Bottom-of-the-Pyramid Country Market Analysis (multi-country study)

The project involved the analysis of five country markets in East, Central and West Africa. The analysis included socio-economic and telecommunications market analyses in order to size the market and gauge the addressable market (potential customers) across various socio-economic classes. To this extent, Africa Analysis developed a pan-African LSM (Living Standards Measure) model, using ten LSM categories to segment the various consumer markets on the basis of affordability of telecommunications services. The project also included forecasting of market growth and the growth of client’s subscriber base across the different LSM categories. The analyses served to inform the client about the existing telecommunications market environment, the regulatory environment and the market opportunity. The client used project inputs to develop a strategy to offer telecommunications voice and data services to the lower consumer market segments in the respective country markets.

International Traffic Clearing House Opportunity

Within the framework of this project, Africa Analysis undertook a comprehensive traffic analysis and forecast in the DRC for an international telecommunications operator. The purpose of the project was to evaluate: (1) the international gateway opportunity, (2) the interconnect clearing house opportunity and (3) the infrastructure expansion validation. This project involved the analysis of fixed, mobile and data traffic. We used our proprietary traffic model for the analysis of traffic flows in the country. The analysis allowed the client to gauge the size of the respective opportunities in the Central African country.

Mobile Market Analysis

The purpose of the project was a detailed mobile market analysis of the Central African country mobile market, using primary research as a key input. The field research, conducted in French, consisted of 30 corporate interviews and 500 consumer interviews undertaken across the country. Study results provided the client with a thorough understanding of the Central African country mobile market and served as an input into assessing the opportunity existent in that market.

Telecoms Country Opportunity Analysis (multi-country study)

We undertook an analysis of four telecommunications markets in various regions of Africa (Southern, East, North, and West) in order to provide a comprehensive analysis of various market aspects and to identify opportunities existing in these markets for a major client. The undertaken analysis included fixed line and mobile voice communications, as well as the fixed and mobile data market segments. Upon completion of the analysis of the respective African markets, Africa Analysis held a strategic workshop with the client to demonstrate where possible synergies could be derived, should the client decide to enter the said telecommunications markets.

Telecoms Country Opportunity Analysis

Africa Analysis undertook an analysis of telecommunications markets to provide a comprehensive analysis of various market aspects and to identify opportunities in this market. The undertaken analysis included fixed-line and mobile voice communications, as well as the fixed and mobile data market segments. Upon completion of the analysis of the respective African markets, we held a strategic workshop with the client to demonstrate where possible opportunities were in this market.

VSAT Market Analysis (multi-country study)

This study included a detailed analysis of seven African VSAT and internet country markets. The countries were: Botswana, DRC, Ghana, Kenya, Mozambique, Nigeria and Tanzania. The purpose of the project was to assess the opportunity for provision of wholesale internet solutions to local ISPs. The client team and Africa Analysis analysts completed an average of 10 interviews per country with the major ISPs, VSAT operators and the market regulatory authorities. The result of this study provided the client with a very good understanding of the specific country VSAT markets which was used as an input into its strategy development for participation in these markets.

Wholesale Long-haul Opportunity

This project constituted a comprehensive traffic analysis and forecast of Kenya’s telecommunications traffic. The purpose of the project was to evaluate the opportunity of providing backbone infrastructure (under licence). This project involved the analysis of fixed, mobile, data traffic (symmetrical and asymmetrical) and internet demand. We used on in-house developed traffic model for the analysis of traffic flows in the country. The analysis allowed the client to gauge the size of the opportunity.