We recently had the opportunity to sit down with Tiens Lange, Director of Sales at Omega Digital, to discuss some of the key opportunities, trends and challenges in Africa compared to other parts of the world.

Why Africa? What are the business opportunities?

As South Africans, we are part of the African people and continent, and proud to be so. Making a difference to the lives and businesses of clients is critical for us. It is part of our drive and intent.

The opportunities in Africa are endless, and one of the key reasons for our growing Africa-business is the fact that Africans in general are very open to change, constant socio-economic improvement, and the need to evolve. In general, physical infrastructure in any African country is not at the same level as elsewhere on the globe. But when it comes to IT infrastructure, Africa has the bandwidth, attention, and mindshare from global manufacturers. 

Are there specific countries that offer the greatest opportunities and if so, which ones matter for Omega?

Currently we are involved in multiple solutions and projects for global organisations across Africa, and no specific part of Africa or country is more active than the rest. We work predominantly with public sector and corporate enterprise clients that are based in multiple countries across the world. No client has the exact same need as another. Our ability to be agile greatly assists in giving the outcome each of our customers require.

Every single country in Africa has something to offer the world, so all countries are relevant. However, I would say that certain countries in Africa are easier to trade in, purely because of operational complexities and logistics. Getting forex in and out of certain countries also presents challenges, but we have been able to work around these with our clients.

What are key trends that you are observing? Do these pertain only to specific African countries? 

I would not say that trends on the African continent are any different from elsewhere in the world – we face similar challenges in Africa during these strange times. These trends include:

• Mobility and ease of use to communicate and stay in touch.

• Organisations are focused on making sure communication is easy for all staff. 

• Office spaces are being prepared for returning workforces. 

• Floor layouts are changing to accommodate smaller, safer meeting spaces rather than large open floor plans with desks.

• Workspace management is critical to direct employee behavior in terms of health and safety protocols.

• Training areas are more important as remote education seems to have less effective results. We see quite a lot of planning around upgrades and improvements for on-premises training spaces and multi-purpose rooms.

Generally, clients are adjusting and preparing for the return of staff while most staff are not back in the office yet, which presents challenges but also opportunities.

Is Africa embracing technology? What kind of technology? Again, are some countries more advanced than others?

Africa has always embraced technology, none especially more than others. Collaboration tools are high in demand and we have the skills and technology to enable all these collaboration platforms for our clients. The workforce has become used to being able to connect and collaborate on devices from home and on the move. We ensure that we give them the same experience from an office space when and how they return. Being the only Microsoft Meeting Room Partner for the continent is testimony to our close relationship with Microsoft, and we are honored by the association and partnership. 

There are many platforms for collaboration, but we believe that nothing comes close to what Microsoft Teams has to offer. Most organisations have an immediate need to upgrade infrastructure to enable their Teams suite to achieve its full capability. This is where we shine.

How has Covid changed the way people do business in Africa? Has it changed the focus for some industries?

Change has been the only constant for the past 14 months. Where we have mostly worked with IT departments in the past, recent engagements have generally been with facilities management on site. Safety and health have been the focus for most clients, as has user adoption to new ways of working at the office. Being able to give staff the ability to perform consistently under new working conditions has been a focus, while cost effectiveness in economically trying times has also been a key consideration.

The biggest focus for all organisations, however, is on people. It’s a positive mind-shift, and more than ever we have realised that we are social beings. We need face time, and to collaborate constantly and regularly.

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Contact Omega today to ensure your business is positioned to take advantage of the incredible opportunities for growth that our continent offers.