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!
4. 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.
5. 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
6. 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.
7. 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
8. 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
9. -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
10. -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
11. -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
12. 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
14. 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.
15. 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
16. 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
17. CIVETS
Colombia, 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%.
18. 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
19. Table of Contents
• Introduction
• Digital Technology
• Healthcare
• Society
• Economy
• Culture and Media
• References
21. “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.
23. 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.
24. 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.”
25. 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.
26. 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.
27. 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.
28. 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.
34. 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
35. How people access Facebook; Source: UNICEF Survey
How people access MXit; Source: UNICEF Survey
How People Access MXit & Facebook?
36. 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.
37. 37
An infographic based on the study done by Portland
Communications and Tweetminister
Source :
http://chantelbotha.wordpress.com/2012/03/30/infographi
c-on-south-african-twitter-use-vs-africa/
South Africa on Twitter
38. 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.
39. 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.
40. 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.
41. 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.
42. 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.
43. Table of Contents
• Introduction
• Digital Technology
• Healthcare
• Society
• Economy
• Culture and Media
• References
45. Source: WHO. The World Bank. OECD. PwC Analysis.
Per Capita Health Expenditure (PPP in US$) & % of
Population Aged Above 65 Years, 2009-10
46. ice.humanfactors.com 46
Source: WHO. The World Bank. OECD. PwC Analysis.
GDP per Capita (in USD) & No. of Physicians, Nurses
per 10,000 population, 2010
47. Source: OECD. PwC Analysis.
Percentage of Deaths due to Communicable & Non-
communicable Diseases
50. 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.
52. 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.
53. 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.
54. 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.
55. 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/
56. 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
57. Table of Contents
• Introduction
• Digital Technology
• Healthcare
• Society
• Economy
• Culture and Media
• References
59. 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.
60. 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
61. 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.
62. 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.
63. 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
64. 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
65. Returns to schooling, African men and women age 25-59, South Africa OHS/LFS
Source: Southern Africa Labour and Development Research Unit, April 2012
The African male-female earning gap
reduces with higher levels of education
66. 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.
67. 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
68. 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.
69. Figure 27. Youth and adult employment ratios in South Africa and selected emerging market economies
Source: 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
70. 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.
71. 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
72. 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
73. 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.
74. Figure 30. State of education in South Africa
Source: CIDA Foundation
75. 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.
77. 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.
78. 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
79. 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.”
80. 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
81. Table of Contents
• Introduction
• Digital Technology
• Healthcare
• Society
• Economy
• Culture and Media
• References
83. 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.
84. 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
85. 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.
86. Figure 33. South Africans prefer local brands to international brands
Source: A Report from McKinsey’s Africa Customer Insights Center, 2012
87. 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’.
88. Figure 34. Trends in actual and potential per capita GDP in South Africa: 1960-2010
Source: 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.
89. 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.
90. 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%).
91. 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
92. 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
93. 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
94. Table of Contents
• Introduction
• Digital Technology
• Healthcare
• Society
• Economy
• Culture and Media
• References
96. 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
97. 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
99. 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)
100. 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.
102. 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
103. 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.
109. Book Cover - ‘In Conversation: Kentridge and Dumas’
110. 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.
111. 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.
112. 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.
113. 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.
114. 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.
115. 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.
116. 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.
117. 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
118. 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
119. 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.
121. 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.
124. 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.
125. 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.
.
131. 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.
133. 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
134. 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 Campaign
3. Gumtree Property Advertisement
4. Nando’s: Last dictator standing
5. OLX Treadmill advertisement
6. Tropica: You’re a sip away from Jamaica – Flash Mob
7. Walka Handheld TV
8. Santam “Back at ya” Advertisement
9. Gumtree Kitchen Advertisement
10. Liquid Capital TV Advertisement
135. Online & Print Media
Titles 2nd Quarter 2006 2nd Quarter 2011 Change % Change
Die 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.
136. 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.
137. 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.
139. 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.
140. 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.
141. A snapshot of Ulwazi website
Source: http://www.ulwazi.org/
142. 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.
143. Table of Contents
• Introduction
• Digital Technology
• Healthcare
• Society
• Economy
• Culture and Media
• References
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149. Thank You
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