Tag Archives: maasai

Why the African Consumer Market is NOT the same as the African Middle Class

The biggest challenge faced by consumer facing companies looking at the African Consumer Market is the age old positioning of the “middle class” as the ideal target audience. This middle class is segmented by the same attributes as the original middle classes who formed the consumer markets of the developed world. This is the outside […]

Posted in Africa, African Consumer Market, Assumption filter, Biashara Economics, Business Models, Cattle, Consumer Behaviour, Economy, Emerging Markets, Indigenous & Traditional, Informal & Flexible, Kenya, Livestock, Marchés africains, Marketing, Perspective, Prepaid Economy & Informal Sector, Retail in Africa, Rural Economy, Strategy, Sub Saharan Africa | Also tagged , , , | Leave a comment

The imagery of contemporary tech startups from the African continent

No matter what Google’s search results may show, this is NOT the image of mobile innovation, technology startups, and the African continent’s ICT infrastructure. This is a photograph staged by Oxfam to show a Maasai moran – a young man from one of the pastoralist communities living in the arid lands of Eastern Africa. This […]

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Mobile phones, social media and the Maasai: Time to refresh the image

At first, I did not know what these two young men were upto during an enforced halt on our way to Kisii at the end of February this year. The road had been blocked by the local community demonstrating about land rights just a few kilometres outside of Narok, in the heart of Maasailand and […]

Posted in African Consumer Market, Assumption filter, Base of the Pyramid, Consumer Behaviour, Culture, Indigenous & Traditional, Informal & Flexible, Kenya, Mobile platform, Perspective, Platforms, rural, Sub Saharan Africa, Technology, User research | Also tagged , , , , , , | Leave a comment