Presented by Stephen Haggard, Executive chair Eneza Education at the Africa Technology Business Forum London, 22nd June 2016

1. the rising African tech consumer
ABTN 22 June 2016
Stephen Haggard
Executive Chair
Eneza Education, Nairobi

4. Real increases in African prosperity
stronger prosperity
growth than world,
MENA, LatAm.

5. Where are they ?
Different ways to
reach the most
dynamic segments.
● Cities
● “Lion” economies
● “Middle Class”
● Aspire to
education
McKinsey recommends clients to focus on Africa’s 65 >1mn cities

6. Meet Generation Z Africa
Digital drivers
● Device dependence
● Information on demand
● Emotionally digital
● Trust digital sources
● Not impacted by geography
Behaviours
● Snack Media habits
● Multiscreen
● Livestream
● Seek freedom of choice,
total control of information environment thanks MTN (GH)

7. Concentration: in time, in age, in activity
Most purchased digital product =
downloads
KE - 40%, NG - 60%

8. Mobile habits are polarised

9. How Gen Z behaves on Eneza platforms
⅓ of the user sessions yield 75% of the page views
15% of the users are visiting >20 times a week
Sessions >30 min equally common in low and high frequency users
Same number of long term loyal users, as one-session opportunists
Churn (monthly) 4%-15%. Higher rates from higher acquisitions
The loyal users exist and are worth targeting

11. Value vs marketing costs
Direct Sales
CoA $0.10 to $3.20
Wholesale Partners
$0.05 per trial user
Reseller Channels
(revenue)
$1.6 per user per month
Direct Recruitment - high loyalty

12. Gen Z barriers to
Digital fulfillment
Connection quality, inflexible data plans
Can be avoided in app and service design
Affordability of data/airtime
Growth in wifi use, pricing breakthroughs
Personally relevant, local content

13. Failed subscriber study Nov & Dec 2015
2000+ customer calls to failed subscribers
100000+ demo/behavioural/channel datapoints
Multivariate modeling
Result: no significant patterning
● Services are generalisable
● Can’t pinpoint affordability
BUT: sales channels are specialised

14. Thank you
Stephen@enezaeducation.com
@stephendh