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Cape Town - The biggest challenge for streaming music in Africa is that it needs to adopt a paying model solution such as mobile money to thrive on the continent.
These were the sentiments of Gillian Ezra, head of African operations for music streaming service Deezer.
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Ezra was speaking at the 2016 Africa Com conference in Cape Town when she said that the challenge for streaming music in Africa was adopting a model which could be implemented in the African economic climate.
“This is the challenge in Africa. This is why we rely on telcos, because credit card billing is only going to get so far,” she said.
At present music streaming services such as Deezer are partnering with network providers to offer bundles to customers.
READ: Music revolution
Ezra said that localisation of the service as well as the content is most important factor to the customer.
“We like to think that we optimise the service in this way with one of the most import aspects to consider being data,” she added.
Africans are able to access many of the key music streaming services available globally, some of which make use of offline modes and data preservation modes to switch to a lower quality of song users make use of mobile data.
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“We think this is a key feature as our customers are very cost-conscious when it comes to data,” she said.
Ezra said that users in Africa are also looking at ways to spend less on data, especially when it comes to streaming content.
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