In a world driven by innovation, the digital economy is transforming how people live, work and connect. At Ignition Group, we see this as a chance to lead a movement that redefines connectivity for everyone, everywhere, and opens up opportunities that aren’t limited to the lucky few – the well-off, the educated, the ones in the right time at the right place. To us, the right time is now and the right place is wherever you are.
The digital economy is often described as the use of digital technologies and online platforms to drive economic activity, but that doesn’t do justice to the huge impact it has on society, and particularly the potential impact it has on South Africa. At its core, the digital economy is about leveraging connectivity to the internet to create opportunities.
How does it do this? By breaking down traditional barriers to the economy and opening up the economy to people who were previously excluded – barriers like needing data to connect via email and WhatsApp, data for upskilling via online courses, for browsing and applying for jobs, for working remotely, and also for entrepreneurs to find customers and maintain relationships with them. Paying and receiving money – the principal at the heart of any economy – has been digitised and has now also become not just affordable, but free, another vital element of actually taking part in the digital economy.
South Africa is uniquely positioned to become a leader in the global digital economy. With a growing tech sector and a commitment to innovation, the country is ripe with potential. Our digital infrastructure is robust and constantly improving – as made evident by the continual development of the network of undersea cables connecting South Africa to the rest of the world – and we are a country of pioneers and innovators, ready to take on the world.
Ignition Group has a strategic approach to the digital economy that is anchored on a number of key pillars: connectivity, financial services, customer experience and digital skills development, each one playing a vital role in driving job creation and economic growth.
Our mission is to facilitate an easily accessible online economy for everyone, and we do this by turning everyday actions into gateways for unlimited connectivity. South Africa, with its high levels of unemployment combined with geographically isolated communities and expensive internet, suffers from an affordability problem in terms of internet accessibility.
We have one of the highest levels of unemployment in the world and our mobile data is amongst the most expensive in the world. It’s an unequal playing field for talented individuals, a playing field that determines whose talent is fulfilled and whose is wasted.
Through our mobile network provider, uConnect, we have come up with a way to start levelling that playing field. uConnect is the country’s first rewards-driven SIM and eSIM service provider and to date has given away over R1 billion (approximately US$55 million) in free airtime and data. That’s airtime and data with no strings attached, given to our uConnect customers for things like shopping at our retail partners or buying partnering products, for using their Spot bank account (more on that later), or even for watching short adverts.
Thanks to uConnect, users can stay connected without spending money they need for other daily necessities. We also give away WhatsApp data, to make sure that our users never find themselves out of touch.
Whether it’s enabling students to access educational resources, entrepreneurs to scale their businesses, or families to stay connected, we’re building a future where access to information and services is no longer a privilege, but a right.
The old maxim of ‘cash is king’ may hold a lot of power in traditional or informal economies, but with digital transformation and the advent of the digital economy, the exchange of money has had to follow suit.
Banking, then, has been another hurdle that needs to be overcome for inclusion within the digital economy. Without a digital bank account, be it in app or website form, people can’t exchange money with people who are geographically distant from them. That means a student unable to pay for online courses, employees unable to be paid for remote work, entrepreneurs unable to pay for supplies or receive payment for services or products – without a bank account, there’s so much you just can’t take part in.
But bank accounts cost money, don’t they? No – that’s what we’ve changed. Ignition Group has developed an innovative banking app model that allows us to give customers entirely free banking services through our banking app, Spot. Facilitated by Mastercard and Bidvest, Spot offers every banking service that our customers need, in one easy-to-use app. They can obviously pay and receive money, but they can also buy electricity, pay bills and even send money overseas.
And because Spot and uConnect both form part of the Ignition Group ecosystem, they work synergistically to reward their customers. When Spot customers use their bank cards, they get a percentage back in free airtime. If they’re shopping at one of our partners, they get a bigger slice back. It’s just one way tool we have come up with that enables our customers to accumulate free airtime, and ultimately free connectivity.
Ignition Group’s legacy business, Ignition CX, is a customer experience management provider that has created over 4000 jobs – jobs that wouldn’t exist without the technology that powers the digital economy. This technology has enabled the business to grow not only in South Africa, but globally. At Ignition CX our philosophy is that people are always at the centre of every interaction, and we ensure that the services we build are not only accessible and scalable, but meaningful, intuitive and designed to empower users at every touchpoint.
In this way, Ignition CX isn’t just enabled by the digital economy – it embodies its potential: inclusive growth, global reach and technology that works for people.
The digital skills divide in South Africa is significant, with numerous barriers such as economic constraints, inadequate infrastructure, and limited access to resources. Ignition Group, in partnership with The Learn Project, has sponsored two digital libraries within the community. These digital libraries are a game-changing initiative aimed at empowering learners in under-resourced schools.
As a technology company, Ignition Group understands the immense value of digital literacy in forging a successful career. That’s why the digital aspect of this library is so vital. The libraries are equipped with WiFi and iPads, preloaded with educational apps, blending traditional learning with digital interactivity. Students can engage with content across reading, writing, coding, spelling, and mathematics, helping to build a strong foundation of both academic and digital skills.
To ensure sustainability and long-term impact, the iPads are fully insured by Techsured, one of our ecosystem businesses, and a full year of IT support has been included to maintain and optimise the devices. This ensures that both learners and educators can rely on these tools as consistent, effective resources.
Ignition Group is committed to overcoming the barriers within our communities by offering accessible connectivity, financial services, and digital skills that cater to all South Africans. Leveraging our broad ecosystem of assets, we aim to grow South Africa’s digital economy and enhance the well-being of its communities.
What we do highlights the transformative power of technology in creating an inclusive economy. Our vision at Ignition Group, both for the business and the country, is to drive the growth of the digital economy for a more connected South Africa by ensuring inclusive access to the internet, resources, and technology. We’re not just adapting to change – we’re shaping it.
The digital economy isn’t just about technology; it’s about building a future where everyone has equal access to opportunities in a connected world. Together, we’re shaping a movement that will redefine connectivity and inclusivity for generations to come.
