IMHO I would say that the biggest constraint is one of *RELEVANCE*
What do I mean?
Basically if a product or service is not relevant to the community it is supposed to serve, it will have a very/relatively limited takeup. If we expect our local community to automagically respond to the same kinds of products/services delivered in western markets - without making an adequate asessment of what their true needs are, then we on a "push" campaign that will require a hell of a lot of effort to gain traction - or credence.
However, in scenarios where the product/service meets a particular "relevant" need in the marketplace - then I believe that technology enabling the ease of access to that service or product will be well accepted and embraced. Take a look at the m-pesa/DSTV integration - how many people opt to use m-pesa to pay for their subscriptions simply because they want to avoid the hassle of commuting to the service centre and joining the burgeoning queues?
If something as simple as a digital subscription (accompanied by digital delivery) was available for some of the popular magazines (e.g. "Passion" for the ladies, which I understand is sold out on the streets within days of release) I'm sure we'd be able to point at "relevant" instances of e-commerce at work.
my two cents,
Mblayo
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Brian Munyao Longwe
e-mail: blongwe@gmail.com
cell: + 254 722 518 744
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