Slide of the month November - Market entry project for a US communication company
africon was contracted to carry out a market assessment and recommend a suitable Africa strategy for a major international player in the two-way radio communication industry. The project had 7 countries of focus where a total of 184 interviews were conducted with the relevant players in the industry. The results concluded from the analysis of all interviews and market data was clear; South Africa dwarfs its counterparts in terms of market size and market maturity. Nigeria, Kenya and Angola on the other hand offer the greatest potential going into the future. Quality was found to be the key determining criteria for consumers when purchasing two-way radios. This is mainly due to fact that main users of two way radios tend to be in critical sectors where quality cannot be compromised including law enforcement, private security, mining, oil and gas. Customers in this sectors are willing to pay a premium for the guarantee of a reliable products. Africon can provide value to other radio communications companies by evaluating the market potential for their product, analyze the value chain and identify suitable distribution partners in the key market in sub Saharan Africa
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Slide of the month November - Market entry project for a US communication company
- 1. 16/05/2019 1© africon GmbH 2019 High quality high price 80% Low quality low price 20% Purchasing criteria Quality is the key criteria driving the purchase of two way radios. Most important feature customers look for is the range of communication. Purchasing criteria for two way radios (interviews with 184 players in the market) Comment • A lot of user of two way radios are concentrated in law enforcement and public safety sector where quality cannot be compromises hence the high standards when choosing their preferred radios. • Range and battery determine how reliable a two way radio is. While operating in remote areas, long range radios will come in handy. Additionally a reliable battery will enable one to communicate all day long without going off at any time for the purposes of charging the device. This is especially critical for security purposes Range 31% Battery life 21% Licence free 16% GPS 12% Texting capability 10% Shockproof 8% Waterproof 2% Key features determining two way radio purchase (interviews with 184 players in the market) Source:Africonresearch(2018)