In a continent where the Internet is scarcely available, computers are often too expensive to buy, and online business transactions can be extremely complicated to conduct, Of the 695 million current mobile phone subscribers in , the vast majority of this demographic does not belong to the middle and upper class, where e-commerce is commonly conducted on computers. According to business development manager Susan Hansford, many mobile phone subscribers still live in small, remote villages, where advertising high-priced consumer goods would make little to no sense. Stemming from these circumstances, Africa has since provided innovators and investors the unique opportunity of reaching millions through markets based around mobile phone use.