Microsoft, the world’s largest software maker, has launched a new strategy to expand Internet access in Africa, positioning it to grow its business on the continent.
Under the 4Afrika initiative, the company will invest $75 million over the next three years in broadband infrastructure, bringing a million small and medium enterprises online, educating members of the workforce and graduates, and launching new smart-devices in Africa, Fernando de Sousa, general manager for Microsoft Africa, tells This is Africa.
Low-cost smart devices
As part of a strategy to focus on the smart-device market, the American multinational company is rolling out a low-cost Windows Phone 8 smartphone set, to compete with a growing portfolio of offerings from groups including BlackBerry and Samsung. The device is made by Chinese manufacturer Huawei, and targets students and first-time users with a price tag of $150.
The phone – which will be available in February across eight African countries including Egypt, Nigeria, Côte d’Ivoire, Angola and Kenya – has been designed specifically for African markets, with features including changeable batteries to allow users without access to electricity to remove the components for charging.
“Our device strategy for Africa focuses on relevance of the device, their applications and affordability,” de Sousa said. “We are preloading the phone with market-related applications which we have built in Africa. In East Africa, we have focused on creating mobile payment systems, whereas in West Africa, we have focused more on entertainment apps, because that is what Nigeria has more of a calling for.”
Huawei’s $100 Ideos phone fast became a best-seller when it was launched in Kenya in 2011, bringing the Internet to thousands of first-time users. Microsoft is hoping for similar success with its Windows Phone 8. “We do expect it to be a game-changer in terms of market share,” de Sousa added, without disclosing figures.
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