Africa: M-commerce
A region with 489 million mobile phone users, Africa is leading the world in m-commerce, which in turn is boosting demand for travel services. There are 7 million smartphone owners in Africa and 60% of mobile web users use phones to purchase goods. This mobile boom creates a demand for travel operators to develop mobile websites and applications to increase online reservations, raise brand awareness and promote destinations. Airlines will profit from implementing mobile capabilities, allowing passengers to customise their airport and in-flight experience.

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