South Africa: An Emerging Market Report by Institute of Customer Experienc…

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An Emerging Market Report by Institute of Customer Experience (ICE)

description

The diversity of South Africa is on one hand a treasure that should be preserved and people still do recognize its importance and carry forward their cultural values. On the other hand, the very same diversity is a challenge for policy makers, marketers, advertisers, government and other institutions that want to reach out to greater masses and those who look for scalability. However, the “mobile first” generation is the answer. The mobile revolution has introduced the people in South Africa to the power of social media, enabled them to open and operate bank accounts, helped them level their healthcare needs and now it is being used in many more avenues with greater possibilities. This report aggregates the current trends to showcase the possibilities. Further on, it challenges the designers and innovators by planting the Brainstorming Seeds that will grow on to become possibilities of tomorrow—to build a more prosperous and vibrant Rainbow Nation!

Transcript of South Africa: An Emerging Market Report by Institute of Customer Experienc…

Page 1: South Africa: An Emerging Market Report by Institute of Customer Experienc…

An Emerging Market Report by

Institute of Customer Experience (ICE)

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Table of Contents

• Introduction• Digital Technology• Healthcare• Society• Economy• Culture and Media• References

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ice.humanfactors.com 3

1. INTRODUCTION

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Introduction

• Post Apartheid South Africa is called ‘Rainbow Nation’– Extraordinary diversity of races, tribes, creeds, languages– Landscape that characterizes modern South Arica.

• South Africa has a multi-party, three-tier democracy. • Government of South Africa has three capital cities:

– Pretoria is the administrative and primary capital.– Cape Town is the legislative capital.– Bloemfontein is the judicial capital

• South Africa gross domestic product (GDP) grew at 4.5 % in 2011.– Largest economy in Africa. – South Africa is the one of the only four African countries with an

upper-middle class economy.

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Population group Number % of total

African 41 000 938 79.2%

White 4 586 838 8.9%

Coloured 4 615 401 8.9%

Indian/Asian 1 286 930 2.5%

Other 280 454 0.5%

TOTAL 51 770 560 100%

South Africa population census 2011; Source: http://www.statssa.gov.za/

Demographics of South Africa

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Population Groups

• South Africa Population is made up of four broad groupings: – The Nguni

• Comprising the Zulu• Xhosa• Ndebele• Swazi– Sotho-Tswana• Include the Southern, Northern and Western Sotho (Tswana people)– The Tsonga

– The Venda

• White South Africans include:– Afrikaners

• Descendants of Dutch, German and French Huguenot who came to the country from the 17th century onwards.– English-speakers

• Descendants of settlers from the British Isles who came to the country from the late 18th century onwards.– Immigrants and descendents of immigrants

• From the rest of Europe, including Greeks, Portuguese, Eastern European Jews, Hungarians and Germans.

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Language Number of speakers* % of total

Afrikaans 6 855 082 13.5%

English 4 892 623 9.6%

IsiNdebele 1 090 223 2.1%

IsiXhosa 8 154 258 16%

IsiZulu 11 587 374 22.7%

Sepedi 4 618 576 9.1%

Sesotho 3 849 563 7.6%

Setswana 4 067 248 8%

Sign language 234 655 0.5%

SiSwati 1 297 046 2.5%

Tshivenda 1 209 388 2.4%

Xitsonga 2 277 148 4.5%

Other 828 258 1.6%

TOTAL 50 961 443 100%

Source: http://www.statssa.gov.za/

Languages in South Africa

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0

10

20

30

40

50

60%

0-13 yrs 31.2 25.7 20.9 16.8

14-35 yrs 42.3 37.7 38.4 29.2

36+yrs 26.5 36.6 40.6 54

Black Colured Indian White

Source: “Demographic Profile of South African Youth", Bongani Magongo, 26th May 2011.

Demographic Profile of South African Youth

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-6.00% -4.00% -2.00% 0.00% 2.00% 4.00% 6.00%

0-4

5-9

10-14

15-19

20-24

25-29

30-34

35-39

40-44

45-49

50-54

55-59

60-64

65-69

70-74

75-79

80+

Male Female

Source: National Youth Development Agency

Population Distribution

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-8.00% -6.00% -4.00% -2.00% 0.00% 2.00% 4.00% 6.00% 8.00%

0-4

10-14

20-24

30-34

40-44

50-54

60-64

70-74

80+

Male Female

-6.00% -4.00% -2.00% 0.00% 2.00% 4.00% 6.00%

0-4

10-14

20-24

30-34

40-44

50-54

60-64

70-74

80+

Male Female

Africans Coloured

Mid-year Population Estimates 2011 Source: National Youth Development Agency

Population Pyramids by Groups

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-6.00% -4.00% -2.00% 0.00% 2.00% 4.00% 6.00%

0-4

10-14

20-24

30-34

40-44

50-54

60-64

70-74

80+

Male Female

-4.00% -3.00% -2.00% -1.00% 0.00% 1.00% 2.00% 3.00% 4.00% 5.00%

0-4

5-9

10-14

15-19

20-24

25-29

30-34

35-39

40-44

45-49

50-54

55-59

60-64

65-69

70-74

75-79

80+

Male Female

Africans

Asians

Coloured

Whites

Mid-year Population Estimates 2011 Source: National Youth Development Agency

Population Pyramids by Groups

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Access to service indicator Age cohorts Year (Percentage)

2005 2006 2007 2008 2009 2010

Sanitation % living in dwellings with flush toilet with on- or off-site disposal

0-14 51,0 52,0 53,0 53,6 53,9 49,5

15-34 51,5 52,4 53,0 53,3 53,8 57,5

60+ 56,1 57,0 58,0 58,5 72,0 60,9

General population 51,0 52,0  53,0 53,6  53,8 57.7

Refuse/Waste % living in dwellings with rubbish removed by municipality

0-14 47,2 48,1 48,4 48,0 41,6 47,1

15-34 56,4 56,7 56,9 55,8 48,8 54.4

60+ 56,3 57,7 58,4 57,9 49,7 56,3

General population 55,1 55,8 56,0 55,4 48,3 54.4

Electricity % living in dwellings which are connected to mains

0-14 76,0 77,4 79,6 79,5 80,3 83,2

15-34 79,5 79,9 81,4 82,1 82,6 84,3

60+ 83,9 84,3 85,7 85,0 87,0 80,0

General population 79,4 80,1 81,7 82,1 82,9 84,9

Telephone % living in dwellings with landline or cellular phone in the dwelling

0-14 67,7 73,6 80,0 82,5 87,7 92,9

15-34 70,2 75,8 80,6 83,4 88,1 90,1

60+ 68,7 71,9 76,5 78,7 84,3 89,0

General population 69,2 74,4 80,0 82,5 87,3 89,2

Internet % living in dwellings with access to internet

0-14 2,8 DNA  DNA  DNA  5,5 7.0

15-34 4,0 DNA  DNA  DNA  6,7 8.1

60+ 5,1 DNA  DNA  DNA  7,9 11,7

General population 5,0 DNA  DNA  DNA  7,7 9.1

Source: Demographic Profile of South African Youth, Bongani Magongo, 26th May 2011.

Comparison of Basic Living Conditions

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Technology Use in South Africa

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Internet and Telephony History• During apartheid

– Fixed-line telephony infrastructure was put up in majorly affluent residential areas. – These areas housed less than 10 % of the country’s total population.

• Impact: – Rest of the country was neglected from ICT infrastructure development – Significant advancement occurred only in affluent and developed areas.

• In comparison to neighboring nations:– Growth of ICT infrastructure in South Africa is much higher– South Africa has the highest number of households with one or more mobile phones

(56.7%)– As of September 2011, South Africa has the 3rd largest number of mobile subscribers in the

continent, after Nigeria and Egypt. • Fixed-line telephone penetration is below 10%. • Government ownership of telecom is very low

– Majority of the telecom operators are privately owned. • 5 biggest mobile phone companies

– Vodacom– MTN– Cell-C– Virgin Mobile– Telkom – The only partly government owned mobile phone company.

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0.0%

10.0%

20.0%

30.0%

40.0%

50.0%

60.0%

70.0%

80.0%

90.0%

100.0%

Children 40.5% 44.2% 53.9% 67.3% 73.5% 80.0% 82.0% 87.5% 92.9%

Youth 46.1% 47.9% 57.9% 70.2% 75.8% 80.6% 83.4% 88.1% 90.0%

Elderly 50.0% 51.1% 58.2% 68.7% 71.9% 76.5% 78.7% 84.3% 89.0%

General population 45.5% 48.3% 57.1% 69.2% 74.4% 80.0% 82.5% 87.3% 92.1%

Yr 2002 Yr 2003 Yr 2004 Yr 2005 Yr 2006 Yr 2007 Yr 2008 Yr 2009 Yr 2010

Telephone & cellular access for youth (15-34 yrs) and other population groups (2002-2010) ; Source: National Youth Development Agency

Comparison of Telephone and Cellular Access

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Innovation Score• South Africa ranked 54 among 141 countries according to the Global Innovation Index 2012

– Score of 37.4 out of 100. – Innovation efficiency index for South Africa is one of the lowest at 0.6

• Ranks South Africa at 116 out of the 141 countries. • The strengths or the highest ranking of South Africa was for the following indices:

– Ease of paying taxes – Trade and transport-related infrastructure– Market Sophistication– Investment – University/industry collaboration– Royalty and license fees payments– Total computer software spending

• The lowest ranking for South Africa was in the following indices:– Pupil-teacher ratio, secondary – Tertiary Education

• Gross tertiary outbound enrolment – Environmental performance – Imports of goods and services – Share of patents with foreign inventor – Foreign direct investment net inflows – Computer and communications service exports – National feature films produced – Wikipedia monthly edits – Video uploads on YouTube – Innovation Efficiency Index

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CIVETSColombia, Indonesia, Vietnam, Egypt, Turkey and South Africa

• CIVETS have replaced the BRIC group, which consisted of Brazil, Russia, India, and China, as the better opportunities for investments.

• Some key reasons for South Africa to be a part of this list are:– Soaring young population- South Africa has a population of 49 million and

a lower median age of 25– Diversified economy rich in resources such as gold and platinum. Key

sectors contributing to the economy:– The nation is seen as a gateway to investment into the rest of Africa.– Long-term growth potential in mining, energy and chemical– Internet usage is on the rise– In the 2012-13 Global Competitiveness report, the World Economic Forum

ranked South Africa second in the world for the accountability of its private institutions, and third for its financial market development.

– Strong economic growth - 62 quarters of uninterrupted economic growth between 1993 and 2007, when GDP rose by 5.1%.

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Brainstorming Seeds• Multilingual environment -Translational services

– Text to speech applications – Easy call center assistance in various languages – Mobile phone applications that translate incoming text messages to local language.

• Services for a huge young non-white population – Crowd funding for innovative business models / products /services – Massively Open Online Mentoring for the young population in the townships, via mobile internet access

• Improvement in quality of education – Barefoot teachers

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Table of Contents

• Introduction• Digital Technology• Healthcare• Society• Economy• Culture and Media• References

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ice.humanfactors.com 20

2. DIGITAL TECHNOLOGY

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“I use my cellphone for everything,” explains a South African university student who uses her multi-function mobile phone to download and watch movies, access and pay bills, and receive bank account information online and through text message notifications.

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Mobile Connections vs. Users

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Mobile Phones

• Mobile handsets sales accounted for 21% of SA’s consumer electronics spending in 2010.

• South Africa experienced compound annual growth rate (CAGR) growth of 11% in handset sales from 2005-2010.

• The handset sales growth is expected to be 4% CAGR and the projected sales by 2015 is US$1.8 thousand million.

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Mobile User Behavior

• Informal traders in rural communities use mobiles to communicate and connect with the world to grow their businesses.

• The rural communities also use mobile phones as their only Internet source. • A Mobility Survey 2011 from World Wide Worx indicated that 27% of rural dwellers and

a further 37% of all urban South Africans access the Internet via their mobile phones. • Opera Software and On Device Research also conducted a survey which revealed that

mobile Internet is the only Internet access method for many users. – These users have been dubbed the ‘Mobile Only’ Internet Generation. – Social networking acted as the biggest catalyst for the mobile Internet boom.

• Mobile phone is the first and the only device for many people. – 39% of the respondents, who owned a phone, did not have a television and 62% did not own a

computer. • 95.2% of the male population uses mobile internet compared to just 5% of the female

population. • Mobile Internet users are also dominated by young people with 94% aged between 13

and 34.

“The early adopter profile is therefore, young and male.”

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Telecom Service Providers

• IT News Africa compiled a list of the ten biggest telecommunications companies based on turnover at the end of 2011– The top 3 companies profiled are based in South Africa.

• MTN – The company has over 176-million subscribers across 16 countries in Africa and six countries in the Middle East. MTN South Africa currently has 23.5-million subscribers.

• Vodacom Group - The parent company is UK-based Vodafone. Vodacom South Africa currently enjoys 58% of the South African mobile market, with around 23-million subscribers.

• Telkom - Telkom is South Africa’s largest fixed-line and wireless service provider, and operates in more than 38 countries throughout the African continent. The South African government has a 39% stake in the company.

• In South Africa, Cell C is the third cell network after Vodacom and MTN Group, and the first cellular provider operating a dual band GSM 900/1800 MHz network, with over 10 million subscribers.

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Innovation by Telecom Service Providers

MTN

MTN features in the top 10 most innovative companies of in Africa. Here are some of it’s notable innovations:

• Prepaid Mobile– MTN pioneered the concept of prepaid mobile. The whole success of the

mobile industry in Africa is attributed to this single innovation.• Mi-Life Insurance

– In 2011, MTN introduced its MobileMoney Insurance solution, Mi-Life insurance. It provides money in the event of death of the subscriber or the next of kin. The Premium payment for insurance is deducted from the subscriber’s MTN Mobile Money wallet once per month. The service is available to the network’s subscribers in Ghana.

• MTN InternetOnTV – MTN also launched MTN InternetOnTV, a device that allows users to browse

the web from their TV at 3G speeds• MTN Traveller

– A mobile App that allows mobile users to browse for, and book accommodation and car rental services using their phones.

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Innovations by Telecom Service Providers

Vodacom

• Vodacom Location based ads– Vodacom conducted trials on location-based advertising

offerings – the first of its kind in South Africa – on its mobile social network, ‘the grid’. The trial run was conducted in partnership with Nando's, Sportscene, Jay Jays and Cape Town-based pharmacy group Synergy. The ads were delivered within a 10-kilometre radius of the user's location, making it possible to promote a special offer available at a specific store.

• M-PESA– M-Pesa is one of the most successful mobile payment

services that was launched in Kenya by Vodacom as one of the key partners.

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Innovations by Telecom Service Providers

CellC

• ‘Take a girl child to work day’– The initiative is organized by Cell C and endorsed by the South African Department of

Education. It has been called South Africa's "largest collaborative act of volunteerism". Since its launch in 2003, more than 600 000 girl learners have visited over 400 “places of work” as part of the campaign.

• Innovative Pricing of products and services– Woza Wheneva

• Cell C gives users 10 free extra airtime minutes for every R10 (accumulated) spent on recharging. – SUPACHARGE

• Recharge with any amount and get data, airtime and messages free with every recharge. The value of bonus increases with the recharge amounts.

– Contracts your way• The customers can build their own contracts suiting their own requirements instead of picking up any

of the pre-fabricated contracts.• “My Tools”

– “MyTools” was awarded the Global Telecoms Business innovation award. The service allows Cell C customers, smart address book, advanced call control features or visual voicemail – all accessible through web and mobile phone browsers. Cell C was the first mobile provider globally to introduce this cloud-based service for cell phone devices.

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Source: http://www.cellc.co.za/explore/additionalinfo/cell-c-take-a-girl-child-to-work-day

CellC

‘Take a girl child to work day’

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ice.humanfactors.com 30Source: TNS Research Surveys, ‘Friendship 2.0,’ 2009

Social Network Usage

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Source: TNS Research Surveys, ‘Friendship 2.0,’ 2009

User Activities on Social Network

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Source: http://www.bandwidthblog.com/2012/08/22/infographic-smartphones-drive-sa-social-network-adoption/

Active FB Users

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Social Networking Sites- MXit

• MXit launched in 2003• Now it has over 38 million registered users in South Africa. • MXit is a free instant messaging, Social netowrking application,

operating on multiple mobile platforms and, much less frequently, on computers.

• MXit gives its users the ability to send and receive text and multimedia messages with one-on-one conversations, chat rooms, play games, download music, access movie clips and news, and buy and sell products contained therein.

• 18-25 year old is the most active demographic segment using MXit. • 88% of users rely on MXit to chat with family and friends• 34% use the service to make new friends and meet people. • Social networking component of MXit also allows South African

young people to use MXit for social and educational activity

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How people access Facebook; Source: UNICEF Survey

How people access MXit; Source: UNICEF Survey

How People Access MXit & Facebook?

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MXit as an Innovation Platform

• MXit Money– To highlight the innovation of this platform, MXit launched MXit Money in

August 2012. MXit Money is a gateway for mobile payment services that enables users to:

– Transact with their mobile phones allowing users to transfer money to their friends

– Buy airtime or electricity from their mobile phones– Receive money from anyone– Users can access MXit Money as a contact within the MXit platform or by

downloading the stand-alone iPhone application.• MXit Reach

– MXit Reach is centered on using the innovative technology built by MXit to create free mobile educational, health care, agricultural and community applications.

– MXit Reach is run by RLabs and uses the MXit platform to reach their audience.

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37

An infographic based on the study done by Portland Communications and Tweetminister

Source : http://chantelbotha.wordpress.com/2012/03/30/infographic-on-south-african-twitter-use-vs-africa/

South Africa on Twitter

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Mobile Banking

• In Africa mobile based applications are a need and not just convenience and that is the driving factor behind the large scale adoption.

• Besides a number of banking and financial services on mobile phones there are a lot of transactional offerings that generally deal with movement of funds as a service.

• While mobile ownership is expanding in South Africa, Internet-capable mobiles have provided an alternative banking method for online users.

• Mobile banking has started to lead Africa in the adoption of mobile-banking solutions that aim to reach the unbanked.

• Provides rural and urban dwellers easier banking options for both business and personal uses.

• In 2004 and 2005, WIZZIT and MTN Banking each developed mobile-banking applications to address the financial service needs of low-income customers. Bank account applications provided an alternative source through which mobile customers can access online payment instruments.

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Mobile Banking- Wizzit

• WIZZIT is a specialized service that offers branchless banking.

• The first WIZZIT platform proved to be a successful venture: 300,000 newly signed customers reportedly used the mobile application.

• It has partnered with ABSA a major bank in South Africa and the banking division of South African Post Office to provide customers with access to nearly 3,500 deposit sites.

• The key to WIZZIT is that all the services are offered by mobile phone using even a basic 2G handset.

• Customers are issued debit cards and can withdraw money at any South African ATM machine.

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Mobile Banking- Oltio

• Oltio’s PayD application enables people to make online purchases even without a credit card.

• This was a major bottleneck for people, since people can’t make online purchases in Africa using a debit card.

• PayD system bridged the gap using a debit card, a secure PIN and a mobile phone. – This created purchasing opportunities and access to

lot more things online for a large part of the population who did not have a credit card.

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Mobile Banking- Mpesa

• M-Pesa is a mobile-phone based money transfer and microfinancing service from Safaricom and Vodacom.

• M-Pesa allows users with a national ID card or passport to deposit, withdraw, and transfer money easily with a mobile device.

• M-Pesa was first launched in Kenya and received a great response and a wide spread adoption.

• Riding high on the success of M-Pesa, Vodacom launched M-pesa in South Africa in 2010. – However, M-Pesa has been slow to gain a toehold in the South African market. – Projected users in 3 years - 10 million users – By May 2011, it had registered approximately 100,000 customers.

• The gap between expectations – Significant differences between the Kenyan and South African markets– Banking regulations at the time of M-Pesa's launch in each country. – Lack of education and product understanding also hindered efforts in the initial roll out of the

product.• Vodacom and Nedbank launched a campaign in June 2011 to re-position M-Pesa,

targeting the product to potential customers who have a higher Living Standard Measures (LSM) than were first targeted.

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Brainstorming Seeds• Use of MXit for crowdsourced health related solutions.• Combine the power of the mobile with that of community to create mobile mediated self help groups.• Create mobile based business models for selling indigenous products like handicrafts, traditional artifacts

etc.• Lower priced smart phones and talk plans

– Pre-loaded apps by advertisers and government – Community and closed loop talk plans for family and community members to connect easily and

more affordably.• Content for mobile only generation

– The content for web cannot be reused for a mobile only generation. The content needs to be reframed and made more visual – visual should not mean higher bandwidth.

• Voice based content and collaboration through community radios.

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Table of Contents

• Introduction• Digital Technology• Healthcare• Society• Economy• Culture and Media• References

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3. HEALTHCARE

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Source: WHO. The World Bank. OECD. PwC Analysis.

Per Capita Health Expenditure (PPP in US$) & % of Population Aged Above 65 Years, 2009-10

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ice.humanfactors.com 46Source: WHO. The World Bank. OECD. PwC

Analysis.

GDP per Capita (in USD) & No. of Physicians, Nurses per 10,000 population, 2010

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Source: OECD. PwC Analysis.

Percentage of Deaths due to Communicable & Non-communicable Diseases

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Current Status of Mobile Health Projects in Africa, 2012

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Mix of Revenues by Mobile Health Service Categories, 2017E

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Project Masiluleke

• Project Masiluleke is an effort to harness the power of mobile technology to and leverage the ubiquity of mobile devices in South Africa to help fight the country’s crippling HIV/AIDS and TB epidemics as well.

• Masiluleke means ‘hope’ and ‘warm counsel’ in Zulu. • The project is a coalition of iTeach, the Praekelt Foundation, frog design,

MTN South Africa, Nokia Siemens Networks and the National Geographic Society.

• 1st stage of the project– Built around the use of specialized text messages, delivering approximately 1,000,000

HIV/AIDS and TB messages each day to the general public. These messages are broadcast in the unused space of “Please Call Me” (PCM) text messages – a special, free form of SMS text widely used in South Africa. Trained operators provide callers with accurate healthcare information, counseling and referrals to local testing clinics.

• Since the project's launch, over 685 million PCM messages have been sent throughout South Africa, driving over 1.5 million calls to the National AIDS Helpline.

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Project Masiluleke “Please call me” Message

Source: http://poptech.org/project_m

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Project Cellphones4HIV

• Cell-Life initiated a project called “Cellphones4HIV” in 2008. • The project looks at how mobile technology can be used in the

prevention, treatment and care of HIV and AIDS, and to support the HIV sector in general.

• 1st Pilot– Cell-Life collaborated with the Treatment Action Campaign (TAC) in the

Western Cape to provide information to community trainers and the wider HIV community.

• 2nd Pilot– Cell-Life worked with Soul City, which uses television and radio dramas to

discuss issues such as social norms, health, and HIV/AIDS. • Cell-Life also piloted the provision of HIV related content on MXit,

which is a popular social platform amongst youngsters. They partnered with the Angel service to host information on HIV, including basic information on HIV, prevention, and testing.

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Project Aftercare

• Cell-Life also created its “Aftercare” program to work with the public health system and its health workers to provide home-based care for HIV/AIDS patients receiving ART treatments.

• The mobile technology-based Aftercare program supports the effective treatment of HIV/AIDS patients, and covers other aspects such as voluntary counseling. – Each Aftercare worker is assigned to monitor 15 to 20

patients. – The worker visits the patient and captures the required data

using their mobile phones. – Afterwards this data is relayed to the central database, where

this data is analyzed by a care manager.– Thereby, appropriate actions are taken.

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Project Red

• Red is aimed at the youth of South Africa to provide easy access to HIV and AIDS related information.

• Red can be added as a contact on a users’ Mxit account, using the RedChatZone link, thereby making the information available on Red accessible on a mobile platform. – This also make the accessibility cheap and private!

• RedChatZone was first made possible through a partnership between Cell-life and Lifeline, and funding from Right to Care. Now, National AIDS Helpline (NAHL) continues to support the service.

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Just Tested

• Just Tested for HIV service aims to help people who have been recently tested for HIV.

• The service uses SMSs to supplement the counseling given during HIV Counseling and Testing (HCT).

• The SMSs are meant to support and inform people who have just tested for HIV. – Promote healthy living and tackle HIV

and AIDS related issues.

An example of the message sent by the "Just tested" service to a HIV negative person; Source: http://www.cell-life.org/projects/mhealth-just-tested/

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Brainstorming Seeds

• In addition to all the efforts that are already underway, there is potential for more effective communication about HIV for both prevention and managing the condition. – Use of community radios for dissemination of information and use of mobile phones for collection of

information. – Programs need not be healthcare focused. They should be entertainment programs with brief

information about HIV. This will attract greater number of younger population. – Prevention of HIV information as mandatory data should be available on all new mobile handsets – Anonymous community or social group of HIV infected people to discuss emerging issues and

problems using platforms like MXit.• Create awareness about communicable diseases through TV based contests where audience participation

can be via mobile phones.• Need faster means of access to healthcare services.

– Access though mobile quick dial numbers just like Police, Fire etc. – Mobile forum to discuss current problems so that disease can be diagnosed at early stages

• Lower cost of diagnosis – Using community trained physician model for diagnosing at first level – Using mobile phones to diagnose ailments

• Tracking disease spread using updates via MXit and Twitter

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Table of Contents

• Introduction• Digital Technology• Healthcare• Society• Economy• Culture and Media• References

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ice.humanfactors.com 58

4. SOCIETY

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Racial Attitudes

• On the national agenda for the “Rainbow Nation” South Africa is coming to terms with its recent history of Apartheid.

• Inequality – rooted in history – in income, education, employment opportunities, and other spheres still exists.

• There is a correlation between the living standards of South Africans and their socialization with people of other races.

• Those with the lowest living standards are least likely to socialize with people of other races, while the rich are more likely to socialize with people of other races.

• South Africa remains a divided society, and even today, the major dividing line is race.

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Figure 22. Average (mean) contact and socialization by Living Standards Measure (LSM), 2011 Source: South Africa Reconciliation Barometer Survey: 2011 Report

The higher the living standard, the greater is the openness to socializing with other races

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Uniting Factors in South Africa

Community Radio• Truly reaches and appeals to all people irrespective of race, gender, age or

geography. • Is rooted in political history in an effort to democratize radio stations by a

parliamentary act of 1993 – Independent Broadcasting Authority Act.• Radio stations are regional, interest- and issue- driven, and provide information

and entertainment to all. • Since cellphone penetration is widespread, even in rural areas, radio is very

commonly listened to via the cellphone.• It is common for youngsters to call in to request songs or download songs from

radio as well.

Sport• Sport in South Africa has brought white and non-white people together on a large

scale.• South Africa hosted the Rugby World Cup of 2005 and the Football World Cup of

2010 • Racial barriers in sport have been crossed to a large extent but now access to

learning sport has become an issue at the grassroots level. • Poorer classes are not getting the opportunity to learn sports from a young age.

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Education & Inequality

• A waterfall effect is visible: Inequality in race and gender have resulted in inequality in access to education, leading to inequality in access to employment opportunities.

• South Africa is known to have the highest income Gini-coefficient in the world around 0.7 recorded in 2008 and consumption Gini-coefficient of 0.63 in 2009.

• Economic status continues to often remain the same across generations, in the sense that the children of the poor will generally remain poor.

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Gini-coefficient of national income distribution around the world (using 1989-2009 CIA estimates)Source: Central Intelligence Agency: https://www.cia.gov/library/publications/the-world-factbook/

South Africa has the highest income inequality in the world

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Returns to schooling, African and white men age 25-59, South Africa OHS/LFS Source: Southern Africa Labour and Development Research Unit, April 2012

Almost a consistent gap exists between White males’ and African males’ earnings

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Returns to schooling, African men and women age 25-59, South Africa OHS/LFSSource: Southern Africa Labour and Development Research Unit, April 2012

The African male-female earning gap reduces with higher levels of education

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Youth unemployment

• South Africa is the most developed country in the African continent and yet the percentage of youth unemployment is soaring at almost 50%.

• A large part of the youth population are unemployed, especially those below the age of 30. (Figure 5)

• The unemployed percentage of the 20-24 age group stands at 49.2%.

• A Youth Wage Subsidy for the ‘less-skilled’ group aged from 18 to 29 years was implemented by the central government in 2010, which allocated 5 bn rand, creating 423,000 new jobs for them.

• There is a question mark on whether these work placements amount to opportunities or exploitation.

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Figure 26. Unemployed rates are much higher for the youth (3Q 2010) Source: Statistics South Africa Quarterly Labour Force Survey, September 2010

Unemployment rates are high and are much higher for the youth

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South Africa needs a boost in its workforce

• Compared to other emerging economies, South Africa has a relatively comparable adult employment ratio.

• However, the youth unemployment for 15-24 year olds is very low at 12.5%, which is very much lower than other emerging markets.

• South Africa appears like an outlier from an international perspective because of the sheer numbers of its youth unemployment.

• According to the World Economic Forum’s Global Competitiveness Report 2010/11, South Africa needs to raise the aggregate employment ratio to the emerging market average of 56 percent, which requires employment to be 5 million higher than it is today.

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Figure 27. Youth and adult employment ratios in South Africa and selected emerging market economiesSource: ILO (Key Indicators of the Labour Market (KILM), 6th ed.), World Economic Forum, Global Competitiveness Report 2010/11

South Africa needs to bring its employment ratio to the levels of other emerging markets, creating many more

jobs and giving its economy a boost

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Crime in South Africa

• “Serious crimes” as identified by the South African police department (shown in Figure 6) include contact crime such as murder or sexual offences; contact related crime, such as arson; property related crime, such as burglary; crime detected, such as illegal possession of a firearm; and other crimes, such as theft.

• In the eight year period from 2004/2005 to 2011/2012, serious crime has reduced by 31.8%.

• However, tackling crime and making South Africa a place for all to feel safe is of top priority to the police service.

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Figure 28. Break up of Serious Crimes in South Africa Source: Crime Statistics Overview RSA, South African Police Service, Department of Police, 2011/2012 http://www.saps.gov.za/statistics/reports/crimestats/2012/downloads/crime_statistics_presentation.pdf

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Figure 29. Serious crime reduced by 31.8% from 2004/5 to 2011/12 (8 years)Source: Crime Statistics Overview RSA, South African Police Service, Department of Police, 2011/2012 http://www.saps.gov.za/statistics/reports/crimestats/2012/downloads/crime_statistics_presentation.pdf

Serious crime in South Africa has decreased over time

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Social Innovation

• Social innovation is in line with the African philosophy of “Ubuntu,” which believes that growth happens through giving to others, not from taking from others.

• An outstanding example in education is CIDA (Community and Individual Development Association) City Campus, a virtually free higher education institute, located in Johannesburg.

• CIDA was founded in 2000 with the aim of addressing the massive gap in access to higher education due to a dearth of higher education institutes in the country that are affordable.

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Figure 30. State of education in South AfricaSource: CIDA Foundation

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CIDA

• Most of the students at CIDA come from rural areas and have very little exposure to technology education.

• CIDA runs business administration programs and gives hope to these people, who in turn go back to their rural communities and enter different development initiatives with the aim of giving back to society.

• This philosophy is consistent with Ubuntu, an African philosophy that emphasizes caring for other people.

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Microfinance

• A large portion of South Africa’s population is still steeped in poverty.

• To address this gap in financial access and with the aim of alleviating poverty in South Africa, The Small Enterprise Foundation (SEF) was founded in 1991, serving mainly women.

• The SEF’s success in providing their clients with financial-self sufficiency is shown in the following Figure.

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Figure 31.SEF’s growth in clients (1992-2012) and financial self-sufficiency (2000-2012) Source: A South African Case Study, Marie Kirsten, 8 November 2012

By 2012, all of the SEF’s active clients had become financially self-sustaining

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SEF and IMAGE

• The SEF’s initiative called IMAGE (Intervention of Microfinance for AIDS and Gender Equity HIV/AIDS) has been very successfully run in South Africa.

• IMAGE Research addresses the issue of HIV/AIDS in South Africa from a sociological point of view, by providing women with microloans and training in gender issues.

• Their intervention has led to “a 50 per cent decrease in violence experienced by women within the family (referred to as intimate partner violence or IPV), and a significant decrease in risky sexual behaviour that might lead to HIV infection.”

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Brainstorming seeds

• Services to increase employability– Mobile services to connect job seekers with potential jobs and employers (e.g.

www.babajob.com)– Mobile phone based sports programs to help talent scouts connect with local

youth/schools/sports clubs in townships • Opportunities for educational services

– Services to connect with free education providers and provide lessons via mobile/TV

• Women’s empowerment through web/mobile services that promote distance learning, spread awareness of women’s rights, inform about job opportunities, help network with other women, aid banking and saving, demystify technology, and provide easy access to healthcare

• Improve health and well-being – Web/mobile based victim assistance and counselling services – Use of community Radio talk shows to spread awareness about and solve

social/health issues

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Table of Contents

• Introduction• Digital Technology• Healthcare• Society• Economy• Culture and Media• References

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4. ECONOMY

5. ECONOMY

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The South African consumer

• According to a report from McKinsey’s Africa Customer Insights Center, ‘The Rise of the African Consumer’ (October 2012), 66% of South African respondents say that two years from now they expect their household to be better off than they are today.

• South Africa is one of the African countries that are hopeful about the future, unlike some North African countries, such as Egypt and Morocco.

• The report shows that 50% of South Africa’s spending power will be driven by households with an average income of more than $20,000 per year.

• Although much of the consumption still comes from lower-income groups, it is the high-income group that will actually drive growth.

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Figure 32. Much of the consumption will come from houses earning over 20,000 a year

Source: A Report from McKinsey’s Africa Customer Insights Center, 2012

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Comparison with other African Countries

• In contrast to most countries in Africa, which have informal retailers, six leading apparel retailers hold 47% of South Africa’s market. Retailers entering the South African market recently include Gap from the US and Zara from Spain.

• South Africa is also different with regard to their preference for international brands, where only 12% prefer international brands to local brands. In contrast, 60% of North Africans prefer international brands to local ones. (Figure 2)

• Further, since South Africa is a wealthier nation, only about a third of participants said they spend a lot of time looking for the lowest price, in contrast with half the respondents in Ethiopia.

• In-store information is high in South Africa with 60% of consumers getting their information in-store, compared to, for example, only 13% in Angola.

• About 95% of urban South Africans say they have a bank account in contrast with 35% of urban Egyptians.

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Figure 33. South Africans prefer local brands to international brandsSource: A Report from McKinsey’s Africa Customer Insights Center, 2012

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Black Economic Empowerment

• After reaching a peak in the pre-apartheid era, around 1980, South Africa’s growth fell in the apartheid era.

• Post-apartheid, the GDP once again rose before the dip in 2008/2009, during the global economic crisis.

• The Black Economic Empowerment (BEE) initiative was taken by the government to provide public services to the disadvantaged groups in South African society.

• Companies are graded according to seven specific criteria, including ownership and management control by black people.

• A company is scored on these criteria and has to gain at least a cut-off percentage of 65% to be classified as a good contributor and to be ‘BEE-compliant’.

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Figure 34. Trends in actual and potential per capita GDP in South Africa: 1960-2010Source: AfDB database (2011) and authors’ computations. (South Africa’s Quest for Inclusive Development, 2012)

GDP was low during apartheid, when Africans were excluded from economic participation. The BEE

addressed this problem post-apartheid, when GDP rose.

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Critique of the BEE

• The BEE initiative has made some difference to the racial inequality in South Africa; specifically, progress has been made in black ownership of business.

• However, overall, BEE compliance in companies is still low. Critics say that the BEE has benefitted only a small population of rich black business people.

• The issues of other inequalities such as gender and disabilities are bundled into the programme, making it less effective.

• Finally, the BEE has been criticized as focusing too much on employment equality in existing companies, while ignoring new companies.

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Tourism

• South Africa is one of the top tourist destinations worldwide, and has grown in the last two decades especially among foreign tourists, as shown in Figure 4.

• South Africa had exceptional growth in tourist arrivals, which grew by 10.5% in the first quarter of 2012, according to Tourism Minister Marthinus van Schalkwyk.

• From 2010 to 2011, the number of tourists from China, India, Germany and USA increased, and the number of tourists from France, The Netherlands, UK and Australia declined.

• A large majority of tourists from overseas visit South Africa on holiday (89.2%) with a small fraction of those who visit for business (3.6%) or transit (6.6%).

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Figure 35. Number of tourists from eight leading overseas countries in 2010-2011

Source: Statistics South Africa, Tourism 2011

Emerging markets such as India and China have a high number of tourists visiting South Africa

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Figure 36. Percentage distribution of tourists by region and purpose of visit, 2011

Source: Statistics South Africa, Tourism 2011

A large majority of tourists visit South Africa for vacations

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Brainstorming seeds• Banking mobile services

– Crime Proof Money • Opportunities for entrepreneurs and local businesses

– Mobile services to provide business ideas to small and local businesses/entrepreneurs

– Services to list and promote local brands/designers via social networking sites

– Deals/coupons/loyalty programs for local brands/designers – Access to crowdfunding for local small businesses/entrepreneurs – Co-owned/managed studio, exhibition and retail spaces for young

local designers/artists • Tourism and entertainment opportunities

– ‘Local movies on demand’ services bundled with mobile devices – Training and employment opportunities for local tourist guides – Web/mobile services to promote home stays, local themed tours,

traditional medicine/fashion/crafts/food

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Table of Contents

• Introduction• Digital Technology• Healthcare• Society• Economy• Culture and Media• References

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ice.humanfactors.com 956. CULTURE AND MEDIA

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Popular Culture & Media

• Radio, TV and press played a significant role in the struggle against colonialism and exploitation– These media channels continue to play a very significant role in South Africa even today. – They helped rescue, incorporate, preserve, and mediate elements which serve the interests of

the popular classes. Example : Popular theater by and for communities gave expression to that community's reality, aspirations, and diverse struggles for survival and development.

• Popular forms of Performance - dance, dramas, musical compositions, narratives etc.• Music and dance is so essential a part of South African cultural identity that it is

frequently used as a means of self expression by the youth and influences trends in the area of popular music.

• Example : Kwaito – A musical genre that emerged in Johannesburg in the township of Soweto at the same time

that Nelson Mandela took office as the first democratically elected president of South Africa. – Kwaito is a form of self-expression and a way of life. Many South Africans dress, speak, and

dance influenced by Kwaito. It is regarded as a parallel to the hip-hop culture dominant in the American ghettos.

– One of the first Kwaito singles to become a hit in South Africa was the song "Kaffir" by artist Arthur Mafokate - http://www.youtube.com/watch?v=wF460058UkA

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Cultural Dimensions for South Africa• Power Distance - 49

– People to a larger extent accept a hierarchical order in which everybody has a place and which needs no further justification.

• Individualistic Society - 65– Implies there is a high preference for a

loosely-knit social framework in which individuals are expected to take care of themselves and their immediate families only.

• Masculinity / Femininity - 63– In masculine countries people “live in order

to work”, managers are expected to be decisive and assertive, the emphasis is on equity, competition and performance and conflicts are resolved by fighting them out.

• Uncertainty Avoidance- 49– Indicates a preference for avoiding

uncertainty. Countries exhibiting high uncertainty avoidance maintain rigid codes of belief and behavior and are intolerant of unorthodox behavior and ideas.

• Long term Orientation – No score available

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Cultural Dimensions for South Africa in Comparison with East and West Africa

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Cultural Dimensions for South Africa in Comparison with India & China

• Major part of the South African Asian population is Indian in origin.

• There is also a significant group of Chinese South Africans (approximately 100,000 individuals)

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Cultural Dimensions for South Africa in Comparison with UK and Netherlands

• South Africans who are of European descent are majorly from UK and Netherlands so we compare South Africa with UK and Netherlands as well.

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PDI IDV MAS UAI LTO0

10

20

30

40

50

60

70

80

90

49

6563

49

67

13

64

8078

14

4648

70

20

40

30

80

70

25

45

80

66

37

45

85

South Africa Colombia

Indonesia Vietnam

Egypt Turkey

Cultural Dimensions for South Africa in Comparison with other CIVETS Countries

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Art

“The excitement and urgency surrounding photography in South Africa today is partly explained by its local context: embedded in colonial history, ethnography, anthropology, journalism and political activism, the best photography emerging from the country has absorbed and grapples with its weighty history, questioning, manipulating and revivifying its visual codes and blending them with contemporary concerns. Post-Apartheid, complex and fundamental issues - race, society, gender, identity - remain very much on the surface. This is reflected by image makers who harness the resulting scenes as a form of creative tension within their personal vision. Here, distinctive photographic voices have emerged: local in character and subject matter, but of wider international interest because of their combined intensity.”– http://we-make-money-not-art.com/archives/2011/05/figures-fictions

-contemporary.php#.UQ-sTq5y2ms

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South Africa Contemporary Art• South African contemporary art draws on the legacy of both European and African traditions.

– In the process, local artists create something new, informed by their different social, political and cultural positions.

• Well-established contemporary artists in South Africa– William Kentridge– Diane Victor– Willem Boshoff– Lien Botha– Zwelethu Mthethwa– Penny Siopis– Roger Ballen– Sandile Zulu– Willie Bester– David Koloane.

• Marlene Dumas and William Kentridge are South Africa born contemporary artists whose work has been met with international acclaim. – Marlene is a Dutch artist – William Kentridge is a draftsman and animator. – Both of them are known for art with a political bent. – In the book, Conversation: Kentridge & Dumas, the two South-African artists speak about their work, their

studio practice, their inspirations, and the challenges of success.

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104

Photograph from ‘Figures and Fictions’ - Zwelethu Mthethwa’s ‘The Brave Ones' Series, (2011)

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Photographs from 'Figures and Fictions' - The Black President, (2009)

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106

Photographs from 'Figures and Fictions' - 'Street Party'-Mikhael Subotzky (2008)

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Source: http://www.africancolours.com/african-art-features/893/south%20africa/figures_and_fictions_contemporary_south_african_photography_showing_at_the_va_museum_london.htm

Photographs from 'Figures and Fictions' - Image from Graeme Williams’ ‘The Edge of Town’ Series (2006)

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Photographs from 'Figures and Fictions' - Once Removed (Head) I (2008)

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Book Cover - ‘In Conversation: Kentridge and Dumas’

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Galleries & Auction Houses

• Only a small number of galleries and auction houses thrive in South Africa. • Increasingly top commercial galleries are taking part in major art fairs and

place work in foreign museum shows. • Goodman, Stevenson, and Everard Read galleries have all recently

expanded.• Johannesburg Biennale

– In 1995 the Ministry of Culture founded the Johannesburg Biennale, which for the first time brought international art to the stigmatized country.

– 2nd Edition, in 1997, branched out to venues in Cape Town, with shows organized by international curators under the direction of Okwui Enwezor.

– Eventually, the event's major funder, the city of Johannesburg, closed the exhibition early to save money, and the biennial has not been revived since.

• The South African market has been fueled largely by a handful of wealthy collectors within the country and expatriates in England.

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Ardmore Ceramics

• In 1985 ceramicist Fee Halsted-Berning founded Ardmore Ceramic Workshop in the province of KwaZulu-Natal, training rural black artisans to produce elaborate and beautiful polychromed pots teeming with leopards and flora.

• In current times these pieces of art have turned into museum artifacts and collectibles.

• Individual pieces are priced from R700 to R50,000 ($90–6,000), with the record at auction of R2 million ($290,000) set for a vase by Wonderboy Nxumalo, at Sotheby’s Johannesburg in 2008.

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Ubuhle Beading

• Bev Gibson founded Ubuhle to provide materials and guidance to native women– Colorful beaded textiles depict

subjects ranging from the Crucifixion to buffalo to the night sky.

• Ubuhle pieces have also found their place in many South African museums as well as the Museum of Arts and Design, in New York, and their work can be found at galleries such as Kim Sacks, in Johannesburg.

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Goodman Gallery

• The Goodman Gallery was launched in 1970. • It focuses on artists from around the country

and beyond, focusing on work that engages in artistic dialogue with an African context.

• The driving ideal of this contemporary art gallery is one of development, particularly the development of artistic talent and cultural consciousness.

• The gallery represents over 40 South African and African artists, including William Kentridge, Kendell Geers and David Goldblatt.

• Was involved in the seminal Art Against Apartheid exhibition in 1985 and has been known to stand by its socio-political ideals.

• In current era, their content is geared towards reflecting the issues and debates of South Africa’s young democracy.

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Stevenson Gallery

• Stevenson first opened in Cape Town in 2003.• Michael Stevenson partnered with David Brodie to

launch the Johannesburg space in 2008. • The gallery is an exhibitor at Art Basel• 1st South African gallery to break into Frieze in

London and New York. • Stevenson has mounted the country’s first shows

of international artists like Francis Alÿs, Rineke Dijkstra, Thomas Hirschhorn, Glenn Ligon, and Walid Raad.

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Everard Read

• Established in Johannesburg in 1912. • Major investor has been collector Paul Harris. • Gallery deals in figurative modern and contemporary art from South Africa

& U.K. – Painter John Meyer– Sculptor Angus Taylor– Early-modern work by Gerard Sekoto, George Pemba, and Jacob Pierneef. – Popular South African artist, the animal sculptor Dylan Lewis.

• In 2010 owner Mark Read opened Circa on Jellicoe, a three-story oval-plan annex for contemporary art, designed by local studio MAS with a spiral ramp hidden behind a screen of vertical aluminum fins.

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Gallery MOMO

• MOMO is among the country’s few black-owned galleries.

• Founded in 2003 by Monna Mokoena in Johannesburg.

• Represents native artists – Art Brut–inspired painter Paul du

Toit– Photographer Ayana V. Jackson, an

African-American transplant who digitally alters self-portraits into politically charged compositions, including one based on “Les demoiselles d’Avignon”

– Mary Sibande, whose mother, grandmother, and great-grandmother were domestics, creates monumental sculptures of “super maids,” triumphantly portrayed looking dreamily into the future or in heroic poses, confronting soldiers or on horseback.

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Joburg Art Fair

"Part of the fair's mission is to educate people…There are not enough good commercial galleries in South Africa, no government contemporary art museums, no place to look at art. It's mainly in corporate collections and commercial galleries.“

- Ross Douglas, Founder of the Art fair

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African Digital Art

• African Digital Art (http://www.africandigitalart.com/ ) is an online collective, a creative space, where digital artists, enthusiasts and professionals can seek inspiration, showcase their artistry and connect with emerging artists.

• Jepchuma is the founder and creative director of African Digital Art.

• African Digital Art has become a catalogue of how Africa has had a sort of awakening and transformation through creative expressions by using digital technology. – They have represented about 85% of

every country in Africa through artists, projects and exhibitions

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World Design Capital 2014: Cape Town

• The World Design Capital title is awarded bi-annually by the International Council for Societies of Industrial Design (ICSID) to give global prominence to cities that use design for their social, economic and cultural development.

• Cape Town was designated World Design Capital for 2014 in October 2011.• Cape Town’s World Design Capital 2014 bid concept “Live Design. Transform

Life” focused strongly on socially responsive design. • The bid recognized and mobilized Cape Town’s considerable design

resources towards addressing the legacies of the city’s apartheid past. It aimed specifically at dealing with the vast imbalances that exist in the society and was organised into three broad themes: – Rebuild Cape Town through community cohesion.– Reconnect Cape Town through infrastructural enhancement.– Reposition Cape Town for the knowledge economy.

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World Design Capital 2014: Cape Town

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Cinema• 1895 - First projection devices around the Johannesburg goldfields. • 1995 - South African cinema completed its 100 years of existence. • Many foreign films have been produced till date about South Africa, usually involving

race relations. However, very few local productions are known outside South Africa. • Successful productions

– “The Gods Must Be Crazy” in 1980 by Uys, South Africa's most commercially-successful director.

– "District 9“directed by Neill Blomkamp, a native South African. – Tsotsi, which won the Academy Award for Foreign Language Film at the 78th Academy Awards

in 2006 • The South-African film industry is still struggling to connect with more black audiences. • Most of the movie theaters are still located in shopping malls in predominantly white,

affluent suburbs. • The country's 40 million-strong black population remains largely underserved by

multiplexes. • Many industry insiders have a view that if this continues then the South African film

industry will soon go through stagnation. • National Film and Video Foundation (NFVF) is taking the first steps toward addressing

this inequity.– It has initiated a pilot in 2010 that will build or rehabilitate one cinema in each of the country's

nine provinces.

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Yesterday (2004) 1st ever commercial feature-length production in Zulu language

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123

Tsotsi Won the 2005 Oscar for Best Foreign Language Film

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Music & Dance

• Post-Apartheid feeling in the townships is best evidenced by the evolution of Kwaito.

• Kwaito is a type of urban hip hop – Flourished without the constraints of censorship– Grew up as a youth movement that seemed apolitical. – Kwaito became an avenue of self-expression for the black youth and resulted

in the rise of contemporary artists like TKZee, Mandoza and Zola who used the medium to carry their sentiments into the mainstream music world.

• TKZee - http://www.youtube.com/watch?v=Kv6XtsF_6_s • Mandoza - http://www.youtube.com/watch?v=RqkVq3u4_fY• Zola - http://www.youtube.com/watch?v=1wqCPY1lIf8

• Lyrical content of the music is becoming more meaningful, young South African artists are learning to write more about life in the new South Africa as opposed to the monotonous and sometimes meaningless earlier versions of Kwaito.

• Performance art and gimmickry has become a means for South African artists to set themselves apart, especially in an era when audiences have seen it all.

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Other Dance Forms

• Ballet used to be very popular in South Africa from 1802 to 1979• “Afrofusion”

– Combines different types of dance to form a new type of dance. – A concept conceived and named by MID's Sylvia Glasser.

• Jazzart is another type that is still really active in South Africa today. • Gumboot dancing was also developed in South Africa, “a rhythmic, stamping dance

using miner’s boots”. The gumboot is also known as the isicathulo. The dance form was founded in gold mines. In the mines talking was not possible over all the drilling and drumming was not allowed, so the miners found a new way of communicating and started “taping different codes" using the gumboots that they always wore.

.

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Ballet

(Photo: www.saballettheatre.co.za)Watch on YouTube- https://www.youtube.com/watch?v=nSpLJbwps-w

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‘Afrofusion’

(Photo: Moving into Dance Mophatong)Watch on YouTube- http://www.youtube.com/watch?v=nET1sEkEbBY

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Jazzart

(Photo: jazzartdt.blogspot.com )Watch on YouTube- http://www.youtube.com/watch?v=rZJr_BBW9KE

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Gumboot Dance

Watch on YouTube- http://www.youtube.com/watch?v=iSgFAG0mtac

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Advertising

Comparison of Adspend growth; Source: http://www.businessinsider.com/china-ads-2011-12?op=1

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Advertising

MediaShop released a report on 2011’s ad spend figures that:

• Showed an increase of 11% over the same period in 2010. Online advertising reflected a growth of 29.98%, owing to primarily two reasons:– Advertisers are using online and current advertisers

are spending more online– The demand on online medium is increasing and this

is pushing advertisers to spend more on online medium to capture a bigger share of the market.

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Source: http://themediaonline.co.za/2012/03/crunching-the-numbers-what-2011-ad-spend-can-tell-us-about-2012/

Break-up of Ad Spend

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Millward Brown's Best Liked Ads for 2012

Rank Advert Agency

1 Spur - 'Sign Writing' Haas Advertising

2 Wimpy - 'Missing Lunch' Draftfcb

3 Vaseline Total Moisture Body Lotion - '3 Layers' The Hardy Boys

4 Volvo S60 T3 - 'Wolf' The Arnold Team, Boston

5 Samsung Galaxy Note 2 - 'Creativity' Cheil USA

6 MTN - 'Lullaby' Metropolitan Republic & Jupiter Drawing Room (South Africa) Johannesburg

7 Nando's - 'Reason 2 (Anthem)' Black River FC

8 Debonairs Pizza - 'Master Piece' Morris Jones

9 Romans Pizza - 'School Kids with Barry Hilton' Blue Planet

10 Pantene Pro V - 'Mends Instantly with Liv Tyler' Grey

Source:http://www.bizcommunity.com/Article/196/12/90456.html

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10 Most Popular YouTube Video Ads

• YouTube also released a list of South Africa’s top ten most popular YouTube video ads of the year.

• These are the South African ads which achieved the largest number of views from people in South Africa. Ranked in order the ads are:1. OLX Motorbike Advertisement 2. Nando’s Diversity Campaign3. Gumtree Property Advertisement4. Nando’s: Last dictator standing5. OLX Treadmill advertisement6. Tropica: You’re a sip away from Jamaica – Flash Mob 7. Walka Handheld TV8. Santam “Back at ya” Advertisement9. Gumtree Kitchen Advertisement10. Liquid Capital TV Advertisement

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Online & Print Media

Titles 2nd Quarter 2006 2nd Quarter 2011 Change % ChangeDie Burger 87 016 59 808 -27 208 -31.3%Daily News 45 206 32 671 -12 535 -27.7%Cape Argus 57 298 41 641 -15 657 -27.3%Beeld 99 077 73 344 -25 733 -26.0%Business Day 41 122 31 283 -9 839 -23.9%Volksblad 27 034 21 025 -6 009 -22.2%The Herald 27 245 21 404 -5 841 -21.4%Sowetan 121 137 97 139 -23 998 -19.8%Daily Sun 463 691 381 127 -82 564 -17.8%The Star 147 411 122 015 -25 396 -17.2%Cape Times 49 286 41 490 -7 796 -15.8%The Witness 23 052 19 705 -3 347 -14.5%The Mercury 35 444 30 998 -4 446 -12.5%Daily Dispatch 32 089 28 523 -3 566 -11.1%The Citizen 63 347 57 102 -6 245 -9.9%Pretoria News 23 205 21 466 -1 739 -7.5%Diamond Fields Advertiser 8 072 8 540 468 5.8%Isolezwe 91 268 108 129 16 861 18.5%Son (Daily) 72 049* 105 486 33 437 46.4%

16 of 19 daily newspapers recorded declines in their circulation over the period o 2006-2011. The three newspapers to show an increase were the Diamond Fields Advertiser (off a very low base), the Zulu-language tabloid Isolozwe, and Die Son.

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Online & Print Media

• Tablets are also going to be an important influencing factor in South Africa.

• The Outlook report projects that as the penetration of tablets and the quality of available news applications increases, the potential market for paid digital circulation will increase and that by 2016 paid digital unit circulation will increase to 86,000 from only 2,000 in 2011.

• Currently people are going for digital products only when they are offered on discounts.

• This behavior also characterizes digital newspaper use according to the Outlook.

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Content

• The current content of the print media is majorly focused on the local community, local investigations and often uses local languages. – As an example, Son is written in a rough, street

Afrikaans. The stories in the newspapers and print media are high on superstition, violent crime and local interest. Such stories rarely talk about the bigger picture and have no analysis worth mentioning.

• In South Africa, the papers falling into this sector are the Daily Sun, Son, Isolezwe, Ilanga and Daily Voice.

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Museums – Apartheid Museum

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Museums – Apartheid Museum

• The Apartheid museum is a heritage site developed to commemorate and explain the atrocities of the apartheid past.

• The Apartheid Museum takes visitors on an emotion-filled journey through those times using the medium of films, photographs, text panels and artefacts in 22 individual exhibition areas.

• The separate entrances for the museum- one for ‘whites’ and one for ‘non-whites’, is a reminder of the past.

• Also in the past, museums in South Africa housed exhibitions of mainly rich and powerful people and thereby common people were forgotten.

• Apartheid museum is a conscious effort to keep these memories alive.

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Ulwazi program

• The Ulwazi Programme is a South African digital initiative that has been set up by the eThekwini Municipal Library in Durban, KwaZulu-Natal.

• The program makes uses of collaborative power of the community in a digital world.

• It enables local communities within the municipality to contribute to a digital cultural resource of local knowledge using computers and their cell phones.

• The programme uses the existing library infrastructure and Web 2.0 (social) technologies to create a collaborative knowledge resource in the form of a Wiki that is localised for the municipality.

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A snapshot of Ulwazi website

Source: http://www.ulwazi.org/

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Brainstorming Seeds

• Places such as the Apartheid Museum tell the story of that period powerfully, but the story of what happens post-apartheid, what the implications of “Truth and reconciliation” really are, remain under-explored. There is a need to narrate this part of the story, work in progress though it may be.

• There is also a need to identify more spaces, virtual or actual, and more methods by which the boundary-lines of a segregated society are blurred, crossed, or just transcended.

• Mobile friendly newspapers – Twitter as a broadcasting medium and also as a feedback and news story collection medium – MXit based newspapers and magazines – SMS based news articles that give a snapshot of the stories from around the community/SA and

the world • Set-up a fund to promote art, music and dance forms and bring them on global platforms like YouTube,

Vimeo etc. • Encourage short films on digital platforms that can be made with smaller budgets but reaching a larger

audience. • South Africa’s high score in Individualistic society shows a high preference for a loosely-knit social

framework. South Africa thereby, shows a good potential for small entrepreneurs who can be directly dealt with for business opportunities. Good mentorship programs, idea incubation cells and funding organizations will boost the culture of entrepreneurship.

• Digital art is still finding its grounding in South Africa. Contemporary South African artists can take inspirations from the rich culture of South Africa and utilize the power of digital media to come up with new art forms or to promote their existing art.

• Only a handful of art galleries and auction houses have already shown the potential of South African art forms through their successful ventures globally. More online galleries and online auction houses can expand the market for South African art.

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Table of Contents

• Introduction• Digital Technology• Healthcare• Society• Economy• Culture and Media• References

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