When the cell company MTN launched in Nigeria in 2001, it thought that it would replicate the mobile phone market of Great Britain or the US. It didn’t do very well with that. So it retooled and came back with this System D-oriented approach, and now it has more than 40 percent of the market. Its profits are around $2.4 billion in Nigeria alone. So you’re talking about a truckload of money being generated by a totally informal sales force.
