On this, it said distribution is more fragmented, such that traditional bottlenecks such as Google Play (content) and mobile operators (devices) are less powerful than in many western markets. Some of this is cost-driven (e.g., flash-sharing media and apps to avoid data costs of download), some is due to institutional structures (e.g., financial exclusion driving prepaid accounts), and some of it is the technology platforms themselves (e.g., Google restricting developers in many African countries from monetizing via the Play Store). “But the end result is that understanding digital economies in SSA is different than in the West, and requires localized research methods and datasets that can capture the complexity and nuance of each market,” it stated.

Source: The Guardian February 12, 2020 05:47 UTC