Positioning for a youthful market

Almost three million Ethiopians turn 18 every year. This means that 40% of the population is less than 15 years old, with 30% being between the ages of 15 and 30.

We recognise that that this high proportion of people – GenZ – about to enter adulthood represents the broadest common lifestyle and attitude base, and that this youthful market thereby offers important opportunities, as it reflects:

• An openness to the new
• A high affinity for data

Our marketing strategy is therefore designed to:

• Focus on the Ethiopian GenZ
• Win with best-in-class digital experience for:
  • Know
  • Buy
  • Service
• Focus on the aspirational with international brand positioning
• Establish technology as the enabler of youth economic progress
• Deliver quality across data, network experience, products and customer service touchpoints.