In the West, we rely on the grid, which provides most people with ample power. In off-grid communities such as those in large parts of rural Africa, energy is a highly valued resource and consumers are much more aware of energy efficiency. The limited energy that is available is disproportionately expensive and innovative solutions, such as small-scale renewable power, that cannot yet compete in the West, are gaining ground where, compared to the cost of the fossil fuels they replace, they are seen as a bargain. Developments such as small solar home systems are bringing power for the first time to millions of off-grid consumers in sub-Saharan Africa, thanks to technological advances in LED lights, batteries and mobile payment, creating what many are referring to as the "clean energy revolution" in rural electrification. While LED lighting and phone charging were the first volume application in this rapidly evolving market, consumers of the clean energy revolution in Africa want, and increasingly demand, more. Customers now expect to be able to access the latest technology, media and communications through the growth of the largely familiar pay-as-you-go technology, even in areas where there is no little or no grid access.