How MeMe Mobile has finally cracked the impenetrable African market
JOHANNESBURG – 25 November 2014 – MeMe Mobile, a wholly owned subsidiary of multinational tech company, Digitata, has launched an innovative media solution that allows mobile network operators (MNOs) to achieve sustainable subscriber growth, and marketers to reach Africa’s massive lower-to-middle classes.
Dubbed the “mobile continent”, Sub-Saharan Africa is forecast to host over 635 million subscribers by the end of 2014 – and a predicted 930 million by the end of 2019, according to the Ericsson Mobility Report.
Despite these figures, smartphone and data access is still limited on the continent, says Henk Swanepoel, chief executive officer of MeMe Mobile. MeMe Mobile has access to any consumer with a feature phone via unstructured supplementary service data (USSD), and offers marketers the value of a consumer base that has opted-in for marketing promotions.
MeMe Mobile targets consumers by demographics, geolocation, or mobile usage, presenting the next step in the evolution of mobile marketing. Marketing messages offering discounts on calls are triggered as a subscriber begins to make a call. And, because they contain information on call discounts, the audience is captured and attentive. Furthermore, messages encourage dialogue with consumers by rewarding interaction with retail discount offers in addition to discounted calls.
MNOs adjust call discounts based on a dynamic tariffing system (DTS), thereby encouraging a change in user behaviour by loading discounts based on low-traffic times on the network.
Leon de Fleuriot, Econet Wireless Zimbabwe’s general manager for products and services has been conducting a pre-launch pilot project with MeMe Mobile, and saw an almost immediate change in user behaviour: “We’ve been able to shift usage very successfully. By increasing discounts to correspond with low network traffic, customers have modified their behaviour dramatically. This has had a huge impact on overall network traffic, resulting in a consequential impact on the quality of experience our customers have received.
“An additional benefit of offering substantially discounted calls is that we have seen a reduction in churn, and have created a loyal consumer base. Our customers are now receiving a great value add – so even if we are giving discounts, it’s compensated for by the reduction in churn, and the improved quality we can provide,” say De Fleuriot.
“The USSD text format messages can be customised per mobile subscriber, based on a range of parameters,” says Swanepoel. “Marketing managers are under increasing amounts of pressure to show return on investment. MeMe Mobile is 100% measurable: we can trace each impression, and provide precise information regarding how many subscribers have received the message, when the message was received, in which location the message was received, and provide metrics on the number of unique impressions,” says Swanepoel. Clients can book and track their mobile campaigns in real time via the secure MiMeMe portal.
“Consumers in Africa are early adopters. They are drawn to media, content and brands that enrich their lives. They look for opportunities to learn, engage and better their lives, and are quick to engage with brands that offer those opportunities. Because MeMe Mobile offers benefit and value, uptake and engagement has been extremely strong and encouraging,” says Swanepoel.
“This is the first time we have been able to offer advertisers a medium that is measurable and targeted,” says De Fleuriot. “It’s a solution that delivers tangible benefit to ourselves, our advertising clients, and our users.”
MeMe Mobile is currently live in Zimbabwe, following the successful pilot project. Plans are underway to implement the solution in 24 other countries in the next three years.
About MeMe Mobile
MeMe Mobile is a premium advertising channel that offers a unique customer interfacing experience for your brand. Unlike many media types, this delivers a singular opportunity for your brand to get the market results you require. MeMe Mobile offers an innovative premier media channel and advertising solution that presents customised marketing messages to mobile subscribers, triggered by either the start or end of voice calls, and targets the subscriber based on certain demographics, location and other value criteria.
About Econet Wireless Zimbabwe
Econet Wireless Zimbabwe is Zimbabwe’s largest provider of telecommunications services, providing solutions in mobile and fixed wireless telephony, internet access and payment solutions. Econet launched its network on the 10th of July 1998 and listed on 17th September 1998. It is one of the largest companies on the Zimbabwe Stock Exchange in terms of market capitalisation.
Source: MeMe Mobile