Generation Y, they say, are the true online natives. They have integrated technology into their everyday lives. They spend more time online (some would say fritter) than Generation X, watch more online video and SMS or text message more often. Technology forms a major part of their entertainment and the way they interact with their friends.

The psyche of Generation Y is what many companies are struggling to understand right now because it's key to their future revenue growth.

Generation X, on the other hand, tend to use technologies that support their lifestyle needs such as online banking and online shopping. In the western world, they lead chaotic lives, with careers and families, and they welcome the convenience of digital but more through internet access than mobile. While the number of Generation X’s reading blogs and using social media is rising, they still fall far behind those younger than them.

But here's the kicker! In Africa Generation X primarily have access to one technology, the mobile cellular telecommunications device. Yes, the so called cell phone or mobile. Generation X are starving for information in Africa, let alone the entertainment they now have mobile access to. I predict that the 2010 FIFA world cup will be watched by more people on their cell phone than on television sets in Africa.

Do the math. A quick search reveals that by 2008 there were about  fifty million television sets in Africa (as much as half of these are in South Africa). That's only 28% of Africa's people after how many years of television? Mobile subscribers on the other hand reached two hundred and eighty million at that time.

According to ITU, Africa's total population reached just under one billion by 2009. Mobile penetration, on the other hand had reached 27% by 2007 with mobile being the clear leader in penetration and with the rate of penetration in Africa beginning to overtake the world average.

 Three years later mobile penetration has reached 37%, far exceeding internet 6.7% and electricity 25% penetration.

Africa's Generation X present a huge opprtunity for simple yet useful mobile services. The "as a service" paradigm is beginning to go mobile. Consider how long the tail for services on mobile in Africa could be. And oh the infrastructure! If Governments and Business across Africa can't get their mutual acts together as I suggested at Christmas, at least the mobile infratsructure will drive internet penetration and services.

Viva 2010! The FIFA world cup soccer will also drive mobile acquisition. African's love soccer so the demand for scores and video snippets of the goals scored in "the beautiful game" will be huge on mobile.

Cynically, this of course reduces individuals disposable income without adding economic value. Consider a simple service where a quote is sent to a buyer for say painting a wall. The supplier has  an interactive Web 2.0 page that has his contact details and credentials and previous buyers endorsements (all submitted by SMS or email). The quote is accepted and there's an online record of the agreement. The revenue model is premium based SMS. The target market is three hundred and sixty seven million people and the need is plenty.
 

 May 2010 be full success for Africa, its already full of opportunity!