The smart feature phone revolution in developing countries: Bringing the internet to the bottom of the pyramid

Figures & data

Table 1. Categories of ownership of mobile phones in select African countries, 2017.

% of sample reporting ownership
	smartphone	basic phone	no phone
South Africa	51%	40%	9%
Ghana	35%	45%	20%
Senegal	34%	46%	21%
Nigeria	32%	48%	20%
Kenya	30%	50%	20%
Tanzania	13%	62%	25%

Source: Silver and Johnson (2018).

Table 2. Market share of major feature phone brands (first quarter 2018).

Brand	% share
Reliance Jio	15%
Nokia HMD	14%
ITEL	13%
Samsung	6%
Tecno	6%
Others	40%

Source: Srivastava (2018).

Table 3. Projected global smart feature phone shipments.

Year	Shipments in millions of units
2017	20.8
2018	73.6
2019	97.5
2020	121.0
2021	152.0

Source: Wang (2019).

Table 4. Activities undertaken on mobile Internet, based on selected usage in developing and developed countries.

Use	Social networking	Play games	Order or purchase goods online	Access health information	Access government services
Developing countries	76%	53%	21%	18%	14%
Developed countries	75%	50%	45%	31%	26%

Source: GSMA (2019).

Table 5. Types of digital skills.

Type of skill	Description
Basic	“Basic digital skills enable us to function at a minimum level in society – Basic skills cover hardware (for example, using a keyboard and operating touch-screen technology), software (for example word processing, managing files on laptops – and online operations (for example, e-mail, search, or completing an online form).”
Intermediate	“These are effectively job-ready skills since they encompass those skills needed to perform work-related functions such as desktop publishing, digital graphic design and digital marketing. For the most part, these skills are generic, meaning their mastery prepares individuals for a wide range of digital tasks needed to participate as engaged citizens and productive workers.”
Advanced	“Advanced skills are those needed by specialists in ICT professions such as computer programing and network management – These include artificial intelligence (AI), big data, coding, cybersecurity, Internet of Things (IoT) and mobile app development.”

Source: ITU (2016).

Table 6. The divide in digital skills between developed and developing countries (basic and standard skills).

Type of digital skill	Developed countries (average proportion of individuals)	Developing countries (average proportion of individuals)
Basic	65%	46%
Standard	49%	20%

Source: ITU (2018).

Table 7. Countries with lowest engagement scores.

Country	Engagement score
Ivory Coast	1.4
Cameroon	1.3
Nigeria	1.3
Egypt	1.1
India	1.1
Uzbekistan	1.0
Sierra Leone	0.9
Myanmar	0.8
Pakistan	0.8
DRC	0.6
Ethiopia	0.5

Source: GSMA (2017b).

Silver, L., and C. Johnson. 2018. Majorities in Sub-Saharan Africa own mobile phone, but smartphone adoption is modest. Accessed July 19, 2019. https://www.pewresearch.org/global/2018/10/09/majorities-in-sub-saharan-africa-own-mobile-phones-but-smartphone-adoption-is-modest/.

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Srivastava, S. 2018. JioPhone takes the top spot in the global feature phone market – Q1 2018. CounterpointResearch.com, May 24. Accessed April 22, 2020. https://www.counterpointresearch.com/jiophone-takes-top-spot-global-feature-phone-market-q1-2018/.

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Wang, Y. 2019. The birth of the smart feature phone in India, KaiOS. Accessed May 21, 2019. https://www.kaiostech.com/the-birth-of-the-smart-feature-phone-revolution/.

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GSMA. 2017b. GMEI 2017: Global Mobile Engagement Index. Accessed August 5, 2018. https://www.gsmaintelligence.com/research/?file=e4549aeda553ac832ff9126c7d6c0861&download

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