The importance of mobile in Africa is growing at an exponential rate with an ever-increasing requirement for commuters from far lying areas to stay connected. Read what’s driving this trend.

Like everyone, Africans want to be able to plan and execute their journeys affordably, enjoyably, reliably and conveniently. Yet Africans seldom have much to boast about when logistics, transportation and mobility are being discussed on a global scale.

But in 2014, the continent’s steep economic growth will mean more of its inhabitants on the road, exploring and doing business with each other, sharpening the need for improved transportation options.

Driving this trend:
The emerging middle classes, who will travel more than ever, and often via new methods; and
The continent’s wealthier – and therefore more demanding – consumers, who will increasingly no longer feel the need to constantly make arduous journeys overseas when able to obtain similar experiences and to make and spend money, all locally.

From 2010 to 2040, the volume of transport on the continent will increase 6–8 times, with a particularly strong increase of up to 14 times for some landlocked countries. (PIDA, June 2012) 80% of the movement of goods and people in Central Africa is by land. (Deloitte, May 2013) And while no single brand will solve the gargantuan issue of mobility, many startups and organizations will apply new technologies and models to remove some of the ‘challenges’ from the African transportation experience, and even the way Africans approach the issue of transport altogether.

Expect 2014 to pave the way for a boost in commuter freedom, logistical flexibility, and better (in both senses: more effective/ efficient and higher quality) travel options as new systems, vehicles, amenities, services and novel apps begin to take shape. But no matter what industry you’re in, think about how you might jump onto this trend and ride it successfully in 2014.