The Future of Content Monetization and VAS in Africa

Each year, Renaud Ganascia, Sales Director in Africa, contributes to the African Wireless Communication Yearbook. His more than a decade of experience in content and service monetization, as well as his extensive experience in alternative payment methods, makes him a leader in the industry. Get to know his thoughts on content monetization and VAS in the African continent.
Renaud Ganascia cover for the tribune article.

African Wireless Communication Yearbook 2024

Africa has provided a lot of opportunities for Digital Virgo and as we start 2024, we are assessing our future on the continent. This year we have seen our business expand throughout Africa. While we have set the standard for francophone countries and integrating direct carrier billing into local markets, our eyes are set firmly on anglophone and polyglot countries. These countries provide opportunities not only to integrate DCB and mobile money payments but also local content that appeals to telco customers. As Africa is developing its 4G and 5G connectivity, the desire for better and more diverse content is key for customer growth and retention.  

One of the biggest opportunities in the region that is we’re no longer limited to just mobile devices. The growth in the use of smart devices that easily connect to the online environment means that there are more chances to develop digitalization of content for Telecom Operators. Content must now be adaptable to all smart devices giving Telco customers more chances to access it. The second-screen phenomenon has been widely acknowledged in numerous studies, as an increasing number of individuals use mobile devices while watching television. According to the latest Nielsen report, 50% of Generation Z has already adopted this practice as a habit. This trend is particularly important in the sports industry. To align with this evolving landscape, we’ve already implemented significant enhancements to our gaming offerings: more content but also additional features and enhanced connectivity. 

As Africa is developing its 4G and 5G connectivity, the desire for better and more diverse content is key for customer growth and retention.  

Television is a fascinating field that is available on a variety of devices. Telecoms operators are bringing more premium offerings to their customers, and we’re helping them by providing services like Veedz.tv, which give users full control over their broadcasts and offer intelligent, dynamic content for an enhanced user experience. Our ability to combine international and local content plays a key role in distribution success. Our partnerships with media leaders such as TF1 and Canal+ are key to unlocking the power of international content and personalizing local content. This adds an extra dimension to our solutions. 

When it comes to content monetization in Africa, one of the most significant challenges lies in the region’s unique characteristics, notably language and regulations. The key to overcoming these challenges lies in our “glocal” approach, which involves staying closely connected to the realities faced by telecom operators and their customers, while also facilitating the entry of merchants into the African market. Adapting content to align with the technical, cultural, and legal specificities is at the forefront of our partners’ and clients’ concerns, needs, and expectations. 

The growth in the use of smart devices that easily connect to the online environment means that there are more chances to develop digitalization of content for Telecom Operators.

As we look ahead to 2024, our aim is to expand the availability of our TV offerings to a broader range of countries. Simultaneously, we are committed to adapting our content and services to meet the needs of local markets, which includes incorporating local languages for fiber customers. This strategic approach is designed to assist Telecom Operators in their efforts to enhance customer growth and retention. 

The demand for content continues to experience exponential growth each year, and Telecom Operators stand at the forefront of this trend. Our fundamental mission is to support them in maximizing the opportunities presented by these ever-evolving trends, with a particular focus on creating scalable, sustainable, and optimized ecosystems.

African Wireless Communication Yearbook 2024

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