By Henk Swanepoel, originally published in Financial Mail, 14 July 2017

“This is Africa” (TIA) is an expression you’re likely to encounter a great deal on the African continent, and for good reason – it’s a truism. In general, TIA is a term showing the uniqueness of the challenges and the environment facing those who live and work in Africa. It is also an adage that brands and marketers who aim to penetrate and grow within the complex African market would do well to consider, especially as it relates to mobile.

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