Are Africa’s feature phone users locked out of rich media marketing? Not necessarily. Clever new messaging formats can reach everyone, says Waheed Adam, chairman of iTouch whom recently spoke to MEF Minute’s features editor, Tim Green, to explain how, for MEF’s free Future of Messaging Guide.
For all the hype around Africa’s smartphone revolution, the stats tell a more nuanced story. Yes, smartphones are on the up. But so are feature phones.
Indeed, according to IDC, they’re growing faster. It says 23.1 million smartphones were shipped in Africa during Q2 2016 (down 5.2 per cent year-on-year). But shipments of feature phones hit 29.8 million – up 31.9 per cent.