African Mobile Device Pioneer Mi-Fone Opens Up on Strategy

Friday, March 27, 2015

Alpesh Patel, CEO of African mobile player Mi-Fone, said that its strategy for the region is based on “aspiration within reach”, arguing that “you’ve got to be realistic about the consumers’ pockets”.

“Apple is nice, everyone wants Apple, but it’s $700. An average guy in Kenya or Africa that is earning less than $200 per month, he wants Apple, but unfortunately he just can’t get one – it’s called aspiration beyond reach,” the executive said.

“I think the big brands are doing very well in western markets, I think that Africa is an emerging market – people do have hopes and dreams, but they’ve got to start somewhere,” he observed.

Source: Mobile World Live (link opens in a new window)

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Base of the Pyramid, mobile phones