Carolyn Andrew and Richard Palmer, Directors of Quirk London, addressed Chamber members on Wednesday 1 October at host Deloitte for our monthly Chamber Connects event. Richard and Carolyn provided some fascinating insights into how companies can harness the power of digital communication and access continental Africa, the fastest-growing market on the planet.
Key to their presentation was delving into the potential contained in Africa due to population growth and forecasts that will see it overtake China as the world’s largest market. The importance of mobile technology was also highlighted, with Kenya’s mobile transfer payments used as an example of how dynamic and responsive African firms can be to the needs of the populace.
The key to understanding Africa, say Andrew and Palmer, is that the continent is not one homogeneous mass, but has distinct markets requiring different bespoke solutions. Tapping into that nuance will prove the decisive factor in an organisation’s success on the continent.