“These numbers will probably reach 65% and 75% in 2020, with the 80% mark in sight for adult use.” Goldstuck references a Pew Research Centre 2018 report, which shows just above 50% smartphone penetration in SA, with 60% consisting of the adult population. This will probably spark a surge in apps for the basic user, or for basic uses.While basic feature phones still make up more than half the user base, the balance will shift gradually, and we should see smartphone penetration cross the 50% mark by 2025.”
Most South African adults will become part of the app economy, and use apps for everyday purposes. “This will result in a significant shift in the way handsets are used. Lynette Hundermark, MD of Useful & Beautiful.Īrthur Goldstuck, MD of World Wide Worx, says in South African terms, data use will become more affordable and accessible over the next two years, resulting in a continued migration from feature phones to low-end smartphones. With load-shedding in SA, the torch is the most used feature on a mobile phone.” Social media is also growing as people are moving less to human contact and keeping in touch with friends and family via Facebook and Instagram. “2020 could see the rise of more affordable instant messaging platforms for Africa, but also will give rise to businesses leveraging these instant messaging platforms to communicate with their target audience. Last year, Vodacom launched its 4G smart feature phone – the Vibe 4G, which runs on theVodafone operating system.Īccording to GSMA, mobile phone affordability remains a primary challenge to Internet adoption and data consumption across emerging markets such as Africa and India, and accelerating affordable lower-end smartphone ownership prompts the first step in the journey of Internet adoption.ĭiscussing other trends expected to shape mobility in 2020, Hundermark says instant messaging apps, engaged citizenry, personalisation, an app-centred mobile strategy and privacy will all become increasingly important to businesses as Internet penetration increases across the continent.
In November, African telecoms operator Africell launched its first 3G smart feature phone, called afriphone. Smart feature phones are increasingly becoming more popular in Africa.Early last year, mobile operator MTN introduced its “smart feature phone” – the Smart S, which runs on KaiOs. Apps were considered a luxury and an unnecessary spend for businesses, except for those with a high wealth consumer base that were likely to own these devices. “At the start of 2010, Africa was predominantly a basic feature phone market, with high-end Apple and Samsung smartphone devices entering the market. Lynette Hundermark, MD of Useful & Beautiful and part-time ICT lecturer at the University of the Western Cape, believes the smart feature phone revolution will continue in 2020 as consumers increasingly look for affordable Internet-connected devices, low-cost data usage and access to popular messaging apps. However, analysts say the balance is expected to gradually shift, as smartphone penetration is forecast to cross the 50% mark by 2025.
According to an IDC report, shipments of feature phones totalled 31.4 million units in the second quarter of 2018, constituting a 58.3% share of Africa's overall mobile phone market.
Smart feature phones that support social media and instant messaging apps are expected to rapidly gain users across Africa in 2020, as the continent eyes connecting its first billion users to the Internet.Īs Sub-Saharan Africa remains the fastest growing mobile region in the world, analysts believe smart feature phones based on the Android operating system will play a crucial role as more users upgrade from basic feature phones with no Internet access.Īcross the continent, the basic feature phone is still the mobile phone of choice, making up more than half the user base.