Opera, the Norwegian browser-maker that was sold to a Chinese consortium last year, is doubling down on the African market after it announced plans to invest $100 million to grow its business in the emerging region.
The company is well known for its reach in emerging markets, and Africa in particular where it recently reached 100 million users. This $100 million budget is principally for the business in its three strongest African markets — South Africa, Nigeria and Kenya — where it plans to strengthen its product, grow its ecosystem of partners and bring more users aboard. Further down the line, it could apply the same approach to other countries in the region.
“We are definitely interested in more markets,” Jan Standal, head of global marketing and communications, told TechCrunch in an interview. “There’s nothing preventing us from initiating an extension at any time.”
Standal, who said the budget is expected to last for “the next couple of years,” explained that Opera’s marketshare in the three chosen countries is between 40 and 60 percent and, with that base, it is looking to make a major push into content.
“We’re stepping up [because] the purpose of the browser is evolving,” he said. “Particularly around news publishing, the browser is one of the main gateways to consumption. If you want to reach people [in African countries] you have to work with web browsers… and we’re changing our role from being a browser to content aggregator.”
Opera has long put a focus on media with its web browsers — both mobile and desktop — but earlier this year it revealed that Chinese parent company Kunlun Tech had developed a team to bring AI to the core of its services. News and content distribution is high on the order for its AI tech, which will be increase the personalization of news that the company’s browser surfaces for users. In Africa, the company said it wants to deliver “personalized and localized content” to users.
Beyond working with content producers — Standal stressed a focus on “premium content” — Opera plans to ramp up its work with OEMs and operators to bring more users on to its platform, and double down on its data optimization technology to help offset the comparatively expensive cost of data in Africa. It also began running TV ads in Africa to raise awareness of the service, and what users can do besides just browsing the web.
Beyond those established gatekeepers, Opera has its eye on startups that fit with its mission of growing digital audiences in Africa. Standal hinted that technology around payments is one area of interest, but he declined to provide specific details around plans for investments or acquisitions.
“This is the direction we’re interested in but we don’t have any announcements at this point,” he added.
Opera is already working on widening its content reach in Africa — it initially began on general news and sports — and it has adopted a similar approach in other parts of the world. In India, for instance, it introduced Cricket alerts earlier this year.
While Opera has given any targets for its $100 million investment in Africa, Standal said the company “expects to see good growth.”
“We’re going after this investment plan because we have a very strong position in Africa,” he explained. “We want to continue to grow the internet base.”
Operationally, it has an office in South Africa already and is in the process of opening similar bases in both Kenya and Nigeria in line with this push. The company said it plans to hire 100 people across its workforce in all three countries.
Top image from Opera’s media roundtable in Lagos, Nigeria