The days of merely flirting with business opportunity in Africa but failing to close the deal in the corporate relationship is slowly drawing to an end.
Potential investors now experience something vastly different in their dealings with the Africa market claims Lance Fanaroff, joint managing director at the Integr8 Group and its associate companies.
There was a time, not too long ago, when established companies and new ventures alike looked to explode onto the developing markets on the continent.
Rather than secure a mark, however, grow strategically and eventually expand the frontier, new arrivals on the business scene stumbled in their tracks and the opportunities seemed to self-destruct.
Fanaroff puts this down to often inadequate preparation and an over-zealous approach to what have been largely untapped market resources, specifically from an information and communication technology point of view.
“Businesses in South Africa, as well as those located outside of Africa, have always viewed the continent as having immense potential. However, in many cases, the challenge of securing a credible base from which to operate has fallen by the wayside,” says Fanaroff. “At times this is due to not being in a position to align services and offerings with core requirements, and then there is the critical aspect of delivery. In Africa and with IT this is arguably the cornerstone of any business investment or transaction.”
The Integr8 Group is positioned to offer a comprehensive range of critical, business-building managed ICT services via its associate companies that include: Integr8 IT (Pty) Ltd., Integr8 IS (Pty) Ltd., Integr8 Rental (Pty) Ltd.
Integr8 Fax (Pty) Ltd., Integr8 Telecoms (Pty) Ltd. and Integr8 Property
Integr8’s ongoing strategy to engage the market and leverage off a proven business model has resulted in credible lead generation, trade and clientele. To date the Group has established presence in key regions such as Botswana, Nigeria, Saudi Arabia, Tanzania, Ghana and the Democratic Republic of Congo.
According to Fanaroff the market for the roll out of advanced, next generation networking infrastructure and solutions is on the rise in many of these countries.
“We have completed and continue to roll out many high tech infrastructure installations. In most cases these markets are undergoing major development and there is a serious requirement for resources, skills and expertise. It is here where we can make the most impact as a trusted ICT services provider to existing businesses and those that want to gain a footprint,” adds Fanaroff.
Integr8 has been successful in not only establishing a thriving operation in its own country, but also expanding its international client base throughout Africa by linking up with- and leveraging off partnerships.
To date the company has been a major player in the roll out of IT projects and infrastructure for global mining group Gold Fields in Ghana and the Democratic Republic of Congo.
Integr8 is soon to be the major IT services provider for Blue Financial Services in Nigeria, and is currently in consultation with other clients for high level technology consultation and support services as far as Dubai and Saudi Arabia.
“The fact is that this market is substantial and diverse. It is made up of both African clients seeking to do business with markets abroad and global companies hoping to take advantage of rapidly expanding and developing markets and obvious related demands,” Fanaroff continues. “We are in a strong position to leverage off our clients expansion strategies in key regions and, simultaneously, we are able to generate further business by literally being in the right place at the right time.”
Fanaroff believes that using the sheer size and volume of market in Africa, as well as addressing issues like skills shortage and the need for resources, are inextricably linked to successful market penetration in Africa
“Yes there have been realistic challenges to extending business outside the borders of South Africa and into Africa. Skills development and basic underlying infrastructure like telecommunications has been lacking all comes to mind. However the area at large is being increasingly seen as more conducive to trade and information, communication and digital lifestyle technology now is the single most effective means of addressing the digital divide,” Fanaroff concludes.
