Enjoy a 15% discount on all purchases until the 31st of March 2023 using the promo code EOFWEB22 at check out!

Appliances and Electronics Our insights capture shifts in consumer lifestyles and themes impacting the global consumer appliances, electronics, and toys and games markets. Themes include new business models, sustainability, innovation and the future home.

4Afrika Initiative to Democratize Smartphones in Africa

Wee Teck Loo Profile Picture
Wee Teck Loo Bio


The Microsoft 4Afrika Initiative, a region-specific program aimed at improving Africa’s global competitiveness was announced on 4th February. By 2016, the Microsoft 4Afrika Initiative intends to provide affordable connected mobile devices like smartphones to African youths. Euromonitor International forecasts that smartphone will make up almost two thirds of the expected 194 million mobile phones sold in Africa in 2016. The first step is a Windows Phone 8 smartphone manufactured by Huawei Technologies Co that is preloaded with specific apps for the region. Microsoft’s choice of Huawei as a partner in this initiative over its strategic partner Nokia is the most telling part of the announcement. Chinese companies have been heeding the call of the state government to “Go Global”  and companies’ investments overseas is set to see explosive growth in the next decade. This also means that China will be looking to saturate the continent with its home-grown telecom standards like TD-LTE to ensure domestic companies and technologies have a competitive edge in the market. Nokia’s success in India is a timely reminder that the former mobile phone giant retains its immerse know-how of consumers in emerging market. However, the company is in the midst of transformation and its immediate focus is on profit margins in developed markets like Western Europe. Microsoft Corp looks to expand the global install base of its Windows Phone 8 platform with high quality yet low-cost smartphones as alternatives to the flood of low-cost Android phones dominating smartphone volume sales in the region.

Interested in more insights? Subscribe to our content

Explore More

Shop Our Reports

World Market for Major Appliances

In 2022, major appliances volume sales declined by 2% compared to 2021. Yet, the industry continues to evolve and adapt to the current reality. Emerging…

View Report

Small Appliances in Asia Pacific

After falling for two years, Asia Pacific sales of small appliances recorded positive, albeit very modest, growth in 2022, with the dynamic Indian market…

View Report

Major Appliances in Asia Pacific

China’s struggles with the Omicron variant across much of the year meant that sales of major appliances declined in 2022, resulting in slightly negative growth…

View Report
Passport Our premier global market research database with detailed data and analysis on industries, companies, economies and consumers. Track existing and future opportunities to support critical decision-making across all functions within your organisation Learn More