FEATURE: DISRUPTIVE TECHNOLOGY
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Disruptive technologies
are significantly altering
the way we live and work.
PWC’s report, Disrupting
Africa: Riding the wave
of the digital revolution,
reveals the ways in which
businesses can seize the
opportunities the digital
wave is presenting.
D
isruptive innovation is
transforming Africa’s
economic potential, creating
new target markets and
unprecedented consumer
choice. Capitalising on these potential
opportunities demands a complete rethink
of customer engagement and business
development strategies. So how can your
business ride the wave?
years ago. And this opens up huge and still
largely untapped commercial potential for
domestic and international businesses.
From the demographic dividend of a young
and rapidly expanding population to an
increasingly affluent and aspirational middle
class, Africa has the potential to become
a new powerhouse of production and
consumption in the 21st century.
Implications for businesses
and policymakers
Drawing on market experience and wide-
ranging market analysis, PWC believes that
there are five fundamental priorities for
mainstream businesses, disruptors
and policymakers:
Mainstream businesses
Africa has far less legacy to get in the way
than in other regions, creating a clean sheet
upon which companies can develop their
own distinctive business models. We see
this in the speed that many markets are
expanding. We also see it in the blurring of
industry boundaries, the coming together
of renewable energy, mobile payment and
consumer finance is a clear case in point. 1. Disruption isn’t just a tech opportunity but
opens opportunity for further commercial
potential through development of the
relevant infrastructure.
2. Partnerships with Africa’s growing tech
hubs and ‘technopreneurs’ can provide
access to innovation.
3. Broaden your outlook to include Africa’s
emerging consumer class.
4. Keep a disruptive mindset, get to market
quickly and be prepared to fail but learn
and adapt.
5. Think differently about your workforce,
a disrupted economy demands people
who are creative, collaborative and ready
to embrace change.
The power and potential of disruption Disruptors
Technological disruption is transforming
markets and societies across Africa in ways
that wouldn’t have been possible even five 1. One size fits none in Africa; models can’t
necessarily be lifted directly from one
country and replicated in another.
Unconstrained by legacy
Disruptive innovation
transforming Africa’s
economic potential
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