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Microsoft Emerging Markets Understanding South African Youth and Mobility

While smartphone usage is set to explode all over Africa, the reality is that most phones used today are still feature phones – the kind that let users access the internet and play and store music, but do not let them download apps from an app store, and lack the overall advanced functionality of a smartphone.

The Microsoft Emerging Markets team tapped Artefact to investigate how to extend the value of feature phones by understanding the needs and desires of low-income South Africans and mapping them to scenarios and opportunity areas that could narrow their technology gap.