Africa Digital Native is a consulting company in Business, Intelligence, Big data, CRM. It offers companies and multinationals Big data and data analysis applications. Since its foundation in 2016, ADNCORP has continued to support companies in their digitalization project and to try to provide them with innovative solutions. In this interview with AITN, Momar Diop, co-founder, talks about the challenges of his business.
AITN: Hello Momar. You are the co-founder of Africa Digitale Native better known as ADNCORP, can you tell us about your company?
ADN supports large companies and SMEs on their digitalization and data recovery project. Concretely, these are projects where companies set up big data applications, data analysis or chat Bots which are robots, automatons which will exchange automatically with their customers. And that’s for large, bank-like businesses like multinationals.
AITN: Why did you feel the need to create ADNCORP?
The need arose from a previous entrepreneurial experience. I often heard when I was doing client meetings, companies complaining about not having data analysis, not having indicators to make their decision, or otherwise, that it was very difficult to have this data because it took time even though the data was not accurate. So this problem being the problem I was solving when I was based in France and working for French IT companies. With a former colleague and friend, we decided to create the box to meet this need of companies in Senegal and Africa.
AITN: In view of the technologies you are developing, do you not think that they are ahead of the realities of the continent? And how do you manage to adapt them to the local market?
It was early four years ago when we started. At the time, we were talking to a lot of companies, large local companies and multinationals. Previously, it only spoke to multinationals but today it speaks to large national companies but also to multinationals. We are safer with something that is too advanced, companies understand it, have the need and try to do it themselves even if they don’t necessarily have the expertise. So it’s less advanced. That’s on the data and data analysis part, big data, there we are still ahead. This advance of developed countries compared to our countries in Africa is on the issues of artificial intelligence, on this, our customers are mainly Westerners or Europeans but we feel that it will take less time to arrive than the first part .
AITN: Most SMEs belong to the informal sector, how do you convince them to adopt the solutions you propose knowing that they are generally not structured?
For SMEs, the experience that we have had has enabled us to really realize that it is not the advice and service support that we provide to large companies and multinationals that they need. And to support them, we have developed an online application that is turnkey, that does not require specific development or customization. This application is called Beezee, it is really intended for VSEs, SMEs, whether formal or informal, but these are organizations that will not have a skills department or the budget to go on specific advice. So we have an online application to allow them to have more or less the same result. It’s not personalize like big business. But, it allows them to digitize their invoicing procedure, their expense recording procedure and to have indicators, data analysis, which allows them to manage their business on the one hand but also which allows them to access funding when they need to show their activities on a quantified basis.
AITN: Earlier you talked about the multinationals you work with, what are the services you offer them and who are they?
These multinationals are banks, telecoms, industries, the health sector among others. To name a few, there is Orange, Sonatel, MTN Ivory Coast, Sanofi, Philip Morris international, and Orange in Cameroon. What we do with these organizations is to exploit the data that exists in the company, in the information systems, to organize them to allow them to have organized information so that they can make decisions based on the data that we will provide to them. I take an example of the marketing department after having collected information from customer service, information on its CRM, this information is not organized in a dashboard, an indicator which makes it possible to follow what has been sold , to know what works, or what customers are complaining about, etc.
Our job is to come and take this data, clean it, organize it, and build dashboards, indicators that are automated and that a company can analyze in real time. And the second job we’re going to do is to bring the information from the different departments together in one place. This is what we will call in data analysis jargon a data lake where all the company’s data will be found, this allows the company to have a global vision of what is happening. -everywhere. And this data will be able to be compatible in the finance and marketing departments, if there are factory productions, the data is organized, structured to be able to be interconnected and give a global vision of the company.
AITN: You mean you allow them to have traceability on their product?
Yes, beyond traceability, it means having the information that allows them to make the decision, having information on what is happening in the company. If there are a thousand people who call customer service, let us know the subject on which they are calling, if there are a thousand people who come to consult a product on a website or ask for a quote, let us know the items that are the most requested same on the profitability follow-up. It’s information that exists but it’s very difficult to collect it, and to interpret it, to steer the company and make decisions.
AITN: What are your biggest victories and your biggest challenges?
It is the fact of succeeding in providing services to clients who come back every year with new projects. This is proof for us that these companies derive value from the projects and applications that we have implemented. And so it allows them to grow their organizations, to optimize their business and what we see is that all our customers come back several times in the same year. This is a great satisfaction for us beyond the fact of having succeeded in positioning ourselves as a data reference partner. Still on these customers, the partnership we have had with Microsoft since the beginning is a great satisfaction for us because it is proof of trust and expertise.
Microsoft brings us customers, for example those who want to set up data analysis projects and who have a problem at home. She recommends them to us so that we can accompany them in setting up projects. These two elements are great victories for us. The biggest challenge for us is to export, to get out of Senegal. We started doing it with Ivory Coast, Cameroon and we would like to expand to more countries. But because of the health context of the last two years, we were unable to travel. This state of affairs encourages us more to use digital to communicate, to identify new companies to which to provide our services.
AITN: Apart from the countries you have just mentioned, which others are you targeting and why?
Gabon, because we see a proximity there in terms of type of company and multinational. The two Congos, these countries are important in terms of structures on top of that, they are French-speaking countries. Right after that we will have Nigeria and Ghana as target countries. Already the first reinforces a culture that we have of being open to Africa without language barriers, we have this culture of having teams work in English, especially since we work with multinationals, which will allow us to expand easily without as long as the language is a barrier.
AITN: What are KPA and Business Dashboard and how do they work?
A Dashboard is a dashboard where you will have indicators on what is happening in the company. The dashboard of a vehicle or an aircraft will give indications on the number of oxidizers, the details of the various components of the aircraft or a vehicle. If there is a flat tire, the dashboard will let us know so that we can add air or repair it if we need fuel, we do the same thing. That’s a dashboard. So we our Dashboard looks like that of an airplane or a vehicle. For example, if there are ten liters of gasoline left, my indicators will allow the company to know that there are ten million FCFA left to move forward, or there are ten million articles left for customers until the end. of the year. From this information, the company knows if it should produce more. It’s the same thing for devices that can break down at the industrial sector level, there too, we will have indicators that will say that the device is sending performance levels from ten to nine, the indicator is in the process of to drop so we have to go and see what is happening. Indicators are like gas levels. With this information, the company can make decisions.
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Interview with Momar Diop Co-founder of ADN Corp
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