Market opportunity analysis for card acquisition

Genesis was commissioned by a global point-of-sale manufacturer to investigate market opportunities in eight sub-Saharan countries.

The first step was the selection of the focus countries through a filter of selected macroeconomic indicators: GDP, individual spending power and the level of financial deepening. This resulted in the selection of Angola, Ghana, Kenya, Mozambique, Nigeria, Tanzania, Uganda and Zambia.

The next step was to analyse specific elements of each economy to identify key trends and potential opportunities. The broad areas of investigation were the nature of the banking industry, the possible threat level of the mobile payments space, the strength of the formal retail sector and the possible ticketing and value added service opportunities. All of these areas related to the different product types offered by the company.

The project recommended a targeted deployment by first focusing on core markets and secondly, targeting specific opportunities within those markets with existing offerings. The opportunity in the card space (both point of sale and mobile point of sale) was dwarfed by the possible value-added services and ticketing market opportunity.