BY DINFIN MULUPI | ENTREPRENEUR WATCH, FEATURE ARTICLES, ICT, TANZANIA |
Nadeem Juma established an international school ten
years ago at the age of just 19, and is the co-founder and chairman of a
research and development (R&D) company that developed and deployed
the first mobile banking platform in Tanzania. Juma is also the
co-founder and chairman of AIM Group, the first new media agency based
in Tanzania. How we made it in Africa’s Dinfin Mulupi engaged
the self-confessed serial entrepreneur on digital marketing, Tanzania’s
technology sector and the ‘dos and don’ts’ that investors should be
aware of before entering Tanzania.
How did you get into business?
I
am a serial entrepreneur. My first startup was an international school
called Dar es Salaam International Academy (DIA) when I was 19. I was
inspired to start the school because Tanzania
has an emerging middle class like the rest of Africa, but there was a
gap in the market in regards to quality international education at an
affordable rate. A lot of them were going to boarding school in Kenya, South Africa and Swaziland
and this was a barrier for people thinking of settling in Tanzania. The
school has grown significantly in the last ten years, and is now one of
the leading international schools in Tanzania.
In 2004, I co-founded E-Fulusi Africa, a research and development
company focused in the mobile payment space. E-Fulusi developed and
deployed the first mobile banking platform in Tanzania. One of E-Fulusi
Africa’s earliest developments was the EFMTS, an independent switch that
connects the four main mobile operators in Tanzania, thus allowing
mobile technology solutions to be hosted, managed, and implemented.
About two years ago we established AIM Group, a new mediaagency.
In the last 18 months AIM Group has expanded from a team of three to 25
and currently works with 10 major brands in Tanzania.
East Africa has made major strides in technology but Tanzania is conspicuously lagging behind. What is the problem?
We have a major shift happening in Tanzania. The highest numbers of university graduates are in the ICTfield.
The problem is they are not getting proper skills and quality education
required to perform in their fields and hence a lot of them are moving
into customer care, network administration and junior positions.
We are seeing a lot of self learning happening though. The
establishment of incubators and innovation spaces has offered developers
a platform to access the internet, devices and other services that they
require. Developers are making apps, but we need to do more in
improving quality. In terms of churning out great products, I think it
is way too soon for us (Tanzania). Developers are not yet making money
because of the challenges in distribution and monetisation. In Tanzania
we are also shy to publicise our successes and abilities. I would say
this is cultural – compared to Kenya where individuals are always
marketing and publicising their achievements, big or small. Buyers also
don’t have faith in local capacity. They think, “this is homegrown, will
it stand up to the IBMs of the world?” Again, we need to give more
support to Tanzanians and learn from our neighbours where often the
first opportunity
is given to homegrown solutions. There is not enough seed capital, and
even the little money floating around comes with a lot of strings
attached.
How long before you start churning out tech millionaires?
The
potential certainly does exist amongst companies that started early and
have been in the space for awhile, like us, and I certainly think, as
we get more [exposure], we can be tech millionaires soon. In the short
term people are going to come up with great technology and they are
going to be acquired by big players. These will probably be either
international players or Kenyan and South African players looking to get
into Tanzania. In the next 15 to 24 months we are going to see a lot
more great technology coming out of Tanzania; our mobile money is
picking up, internet penetration is going up and as these things happen
we are going to see better apps and better technology that is going to
generate great revenue in the long-term, help us establish Tanzanian
capabilities in the market, and hopefully create a few tech
millionaires.
There is a perception that it is difficult to do business with Tanzanians. How true is this?
From
our experience travelling in other countries, I would say Tanzania is
one of the hardest markets in East Africa to crack. We have a lack of
systems, processes, institutions and organisations to support the growth
of the market. I would say we are five years off, if we want to be at
Kenya’s level. However, there is a shift, in the technology sector
specifically. We are starting to see great leadership. We have the
ability to get so far, but the drive has to be in everybody; from the entrepreneurs, investors and government. Building that goodwill, will take time.
Describe some of the challenges you face at AIM Group.
One
of the major challenges we face is lack of capacity in Tanzania and
this makes recruitment a big challenge. However, with the right training
and environment,
new hires have the potential to become some of the best developers. If
you invest in your employees, within three months, their capacity
improves significantly.
AIM Group is a new media advertising agency. How effective is digital advertising in Tanzania?
Mobile and internet penetration is going up almost everywhere in East
Africa. Brands need to be present in this space. Those who go in first
will be reaping benefits ten years down the line. The challenge is
convincing companies that they need to be visible and having
conversations in this space.
Why the reluctance amongst brands given the success of mobile technology in East Africa?
This
is because traditional marketers don’t usually understand digital
marketing. They understand above the line marketing perfectly well.
There is always a fear around the word technology. We spend a lot of our
time educating our clients and involving them and their traditional
agencies. We have to show them how it benefits them. If you try to fight
with their traditional agencies, which have the big spend, they will
cut you out. Once one major brand goes digital, others follow. We have
seen this in Tanzania, from one major brand 18 months ago to 13 major
brands now.
What advice do you have for other entrepreneurs?
Be
ready for failures and never give up. If you don’t have a string of
failures behind you, it means you have learnt nothing. Failure is a big
part of being an entrepreneur. If you want to be successful, you have to
collaborate. There is always 100 other people who have the same idea as
you. For Tanzanians that is a big challenge; we are always worried
about collaborating. We need to get over that handicap very fast.
What are your future plans?
Our
goal is to grow on the continent. We think there is a great opportunity
in the digital space in Africa. We are in our growth phase. In the
next 12 to 18 months, we want to have an East African presence and then
move from there. In AIM Group, we sit in a very good space right now. We
are in a market where we were the first digital agency (in Tanzania)
and so we had the first mover advantage. This makes it easy for us to
attract investors, partners, clients, and global digital players. That
said, it also attracts competition that have learnt from our failures
and successes. Our challenge right now is taking our own advice and
realising that if we want to grow, we can’t do it alone. We are
currently travelling a lot across Africa looking for the right partners.
Any pointers for investors eyeing Tanzania?
There
is a perception that Tanzania is a high-risk market but if you do
research, you will realise that it is not as high risk as most people
think. Investors need to change the way they come in. Investors want to
come in and exit in 24 to 60 months and make massive returns on their
investment. Coming in with that mindset is not going to work. Make sure
you are coming in for the long haul. Make sure you are adding real value
and don’t come in with the mindset that you are going to ‘save’ people.
There are great things happening in Tanzania; put in the money and let
people grow with it.
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