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Media
TECHNOLOGY AND FASHION MEET MUSIC AT FAB EXPO IN KENYA
As a brand that embraces functionality and fashion, Mi-Fone showcased their extensive range of mobile phones at the expo. Nicolas Regisford, Chief Marketing Officer at Mi-Fone said: “The event was fashionable and about beauty, exactly what Mi-Fone is all about. He adds: “We know that cellular phones are a fashion statement and we were proud to show Nairobi’s fashionistas our wide array of trendy and functional cellular phones.”
Mi-Fone made the event an experiential one, giving away spot prizes of their latest handsets including the Mi-Fone Android and 3G ranges as well as supporting their brand ambassador Liz Ogumbo. Liz also exhibited, and closed the expo with her “Fashion meets Music” showcase.
FAB Expo organiser Pinky Ghalani Raj said: “We were so excited about all the fashion shows and especially the finale, which featured Liz Ogumbo on the catwalk- showcasing her designs and her music. Mi-Fone, one of the key sponsors for the event, has pioneered the Fashion meets Music experience, and we were honoured to have Liz on our stage.” Raj adds: “We are a nation of beautiful people and we‘re excited that fashion and beauty in Kenya is finally getting the support it deserves.”
MI-FONE’S CEO, ALPESH PATEL, ADDRESSES LEADING EXECS AT TMT FINANCE AND INVESTMENT AFRICA CONFERENCE
The main discussion points were centered on the growth opportunities within the African Telecoms sector. Topics included infrastructure investment, and M&A strategies. The conference also provided an international platform to assess financing and investment opportunities. Founder and CEO of Mi-Fone, Alpesh Patel, represented Mi-Fone at the conference. A Telecoms industry veteran since the early 90’s, Patel has held key management positions with Harris Corporation and Motorola as Director of Sales, Africa. Mi-Fone, the first African Mobile Devices Brand and Services Company, now reaches up to 15 African countries and has created industry benchmarks on how companies can offer value add quality products and services at affordable price points. Says Patel of the opportunity: “It was a great honour for me to be invited back to speak at this year’s prestigious TMT Africa Finance conference in London. I believe forums such as this gives us an opportunity to showcase who we are and what we have achieved over the past three years. We are here to tell the world that Africa offers massive growth potential in the Telecoms sector over the next few years and with a population of close to one billion people, it is as important a market as China and India.” Patel goes on to say: “My presentation focused on connecting the next 500 million Africans and how Mi-Fone will be a contributor in ensuring that African consumers at ‘the bottom of the pyramid’ have access to high-quality low-cost data enabled devices that offer relevant applications and content. Mi-Fone wants to help people become more productive and have a better life.” Other speakers included key Executives from The World Bank Group, Cell C, Nedbank Capital, JP Morgan, Nigerian Communications Commission, Rand Merchant Bank, Standard Bank, ING Commercial Banking, Emerging Capital Partners (ECP) and Investec Bank. Highlights of the event included: -
MI-FONE MOBILIZES AFRICA AT THE AFRICA 2.0 LEADERSHIP SYMPOSIUM 2011
Mi-Fone, the first African Mobile Devices Brand and Services company is proud to have been associated with the inaugural Africa 2.0 Leadership Symposium that took place from 14 – 17 June 2011 in Mombasa, Kenya.
MI-FONE INTRODUCES SUPER EFFICIENT, ULTRA LOW COST DUAL SIM HANDSETS TO AFRICAN CARRIERS
FROM A DREAM TO A PAN-AFRICAN SUCCESS STORY! Mi-Fone is fast becoming a typical African success story. This home-grown manufacturer of low-cost handsets is making waves as Africa’s only local cellphone maker, with an extensive range of phones priced from as low as USD15. In a market where cost is key, this is proving to be a recipe for success. The company sells its quality, low-cost handsets in 12 African countries, with expansion plans afoot Its founder, 44-year-old Alpesh Patel, says starting up wasn’t easy. While his firm may have distributed over a million handsets and shown over 85% growth last year, it was only launched in April 2008 and had to overcome significant hurdles on the road to success.
Patel, originally from Uganda, left his post as Director of Sales at Motorola, Africa and Middle East with little more than his life savings and a dream. He says: “Mi-Fone started with my life savings – no one believed in us at the beginning, especially trying to get into an overflooded market, extremely high competition and general economic crisis everywhere.” Undaunted by the poor economic climate and the fact that he was taking on long-established giants in the market, he set about generating interest in the concept of homegrown handsets priced right for the African market, from USD15 to USD150. He says: “Mi-Fone entered the Telecom sector at the worst time possible and the last three years have been extremely difficult in growing the business. Mi-Fone has no external funding, no Banks backing us or Private Equity and as I say – ‘I am my own angel investor’.” Mi-Fone’s work was cut out for it from day one, says Patel. “I always tell people who work for the big brands that ‘you may think you are a hot salesman, but the real test of a sales person is to go out there and try selling something that no one has ever heard of and no one even cares about. "The company had no smart offices at first – its employees were out on the road, connecting with each-other via Skype and social media. Now, with a head office in Hong Kong and regional offices in Dubai, Mauritius, South Africa, Kenya and Nigeria, it manufactures its products in China. Three years into its history, the company now has 15 employees and outsources much of its functions. “We are a classic example of how modern day start ups work,” Patel says. “We have outsourced a lot of functions. We didn’t even have corporate offices for the first two years as most people were on the road and meeting customers, setting up structures etc. We have a team across Asia, Middle East and Africa that works in their time zones, but [this] makes us a 24/7 kind of company. We have harnessed Skype and social media and we have kept our overheads low. I don’t believe that today you need fancy offices – you need to be out there to see customers, get the on the ground and get feel of the market. “We are very cautious about how we distribute. It is tightly controlled as we are not a trading company and we do not wish 3rd parties to "trade" our brand. Mi-Fone deals directly with GSM carriers and distributors who have a retail footprint. Patel says: “We also work with large corporates who wish to have co branded propositions. We are, of course, always happy to talk to new credible partners too.”
Finally, the company sees investment coming in, which will allow it to innovate and expand faster. Says Patel: “We were the first company to offer SIM Embedded handsets, We were the first company to offer to carriers a low cost dual SIM proposition. We were also the first company that showed the market that mobiles can be an effective tool for promotion - hence our Mi-Obama handsets launched in 2009, which immediately garnered us instant web site search hits.” Next on the horizon for Mi-Fone are low cost Android smart phones and low cost 3G tablet PCs. “Smart phones are very much a focus area for us,” says Patel, “but it has to be done at a level that the average African consumer can relate to in terms of cost and functionality.” The company does not wish to produce its handsets at the cost of unfair labour practices or harmful environmental practices, says Patel. “Mi-Fone is a serious company already vetted by several large GSM Operators in Africa. All our manufacturing and production processes are ISO certified. We do not use any child labour. Our name and reputation is extremely important to us. In terms of environmental friendliness, we are looking at new initiatives to improve our product technology to be environmentally friendly.”
Patel is optimistic about Africa’s ICT growth potential. “Africa is on the cusp of a major growth phase," Patel says. "Africa has everything it needs in terms of space, natural resources , etc. What is lacking today in Africa is foresight – investments have to be made into ICT now which can nurture young talent, who will then naturally contribute back to society. Africa has many hardworking and talented people." “In order to help them grow, we need more investments behind SMEs and entrepreneurs. There seems to be funding concentrated only on "Big Deals", but the real value lies in the growth of the SME sector and banks and financial institutions could do much more to help,” he says.
On the question of what advice he would pass on to other would-be African ICT entrepreneurs, Patel says: “Be prepared to accept that there is no help out there. With that frame of mind you don’t have to rely too much on promises. You will be ready for the disappointments and obstacles and you will march on – as long as you are passionate about what you do and you can make money out of it. You need to have a very strong mind and a stronger heart.” “You may have the brightest idea but nothing can happen if you do not turn your vision into action as vision without action is just daydreaming. You must use time wisely – it’s the most precious commodity. Also, you MUST have some of your own funds to start your game. You will be more committed when your own money is on the line. People are not exactly lining up to throw money at you." “My final advice for young people to get some corporate experience – learn the ropes, the way the world works and save your earnings. When you are ready with the right idea and some capital and some sort of network of contacts, you can then branch out on your own. But just be aware that the grass may not always be greener on the other side,” he says. Biztech Africa http://www.biztechafrica.com/section/business/article/dream-pan-african-success-story/794/
MIFONE CONNECTS 1 MILLION AFRICANS IN ONLY 3 YEARS Mi- Fone certainly owns the reputation of being one of Africa’s fastest growing mobile device brands. In only three years, over 1 million handsets have been distributed, generating in excess of $15 million dollars in revenue. The organization has developed strategic partnerships with respected in country Distributors and GSM Carriers to ensure countrywide distribution and cost efficiencies are passed on to the end consumer. Mi-Fone handsets can be purchased from approved distributers and operator channels in countries such as Senegal, Rwanda, Ghana, Nigeria, Kenya and Tanzania and very soon will be expanding further with the opening of Mi-Fone South Africa. “Our strategy is simple, says Alpesh Patel CEO, We develop affordable, world class mobile devices for the aspirational young African mobile user who requires the latest technology without the price tag normally associated with high-end mobile handsets” Mi-Fone remains committed to delivering world-class products and services by continuously developing strategic partnerships with key Global Tech giants such as Qualcomm. These strategic partnerships ensure that the growing needs of the mass market African sector are met, packaged in a stylish yet durable mobile device. Mi-Fone’s commitment, determination and raw passion is proving successful in the time old David versus Goliath battle. ”As the first African Handset Manufacturer, we develop and tailor make communication solutions for Africa, rather than simply being a box mover and trying to hit over ambitious quarterly numbers as is the case with the big brands. With only three short years in business and forecasts smashed, Mi-Fone promises to further take the African market by storm with partnerships with some of the continent’s most admired consumer brands.
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Finance and Investments Africa Conference took place on 17 June 2011 in London. Now in its second year, the conference brought together leading Telecom executives, investment bankers, investors and advisors to focus on Telecom investments and acquisition strategies in the fast growing African market.
for another 40 markets across the continent. 
