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Innovative marketing & business models for rapid development of off-grid lighting markets in Africa

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Title
Innovative marketing & business models for rapid development of off-grid lighting markets in Africa
Main author (HEDON member)
pavato@ifc.org
Authors (non HEDON members)
Lindsay Madeira
Abstract
Over the past decade, technological breakthroughs have enabled the rapid development of new consumer product markets, making advanced technologies such as mobile phone devices and off-grid lighting available to millions of low-income earners around the world. The size of the business opportunity for off-grid lighting promises to be substantial. The target: 1.6 billion off-grid consumers worldwide (IEA 2002) are characterised as low-income earners that presently rely on substandard, unsustainable and dangerous forms of lighting such as kerosene and candles to satisfy their basic lighting needs (Mills & Jacobson 2008). By tailoring business models, marketing strategies and product development to meet the needs of the average low-income consumer, the off-grid lighting sector, a subset of the broader energy sector, appears to be following on the successes of the mobile phone industry boom. This article highlights some of the key underlying market barriers and trends, outlines the World Bank Group’s Lighting Africa response to overcome these market impediments, and highlights some of the innovative marketing and business models paving the way for the successful uptake of emerging off-grid lighting markets in Africa and beyond.
Affiliation
Lighting Africa
Journal Section
Theme Articles

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Issue
58
Pdf version
Download off grid lighting.pdf
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Submitter
miriam@hedon.info

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Service type
022 Lighting
Project design
Marketing
Themes
Poverty
Keywords
LightingAfrica    LED    BP58   

Article body in English

Page name EN
MarketingAndBusinessModelsForRapidDevelopmentOff-gridLightingMarketsAfrica


  • A practitioner's journal on household energy, stoves and poverty reduction.



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