Kenya Telcos: How To Get Mobile Users To Switch ToUsing Data In Kenya

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Jul 17, 2014 12:30:00 PM

Kenya is arguably Africa's most tech-savvy country, a country that is blazing a trail in a continent wheresmartphones and technology are already the next big thing for many nations. Where it comes tointernet use, phone subscriptions, and the general willingness of its population to embrace technologyto better their lives, the Kenyan's are ahead of larger neighbours such as South Africa, and Nigeria.

In this blog we're going to look at why this is, the current state of Kenya's mobile industry, its internetinfrastructure, and discuss how to get mobile users to switch to using data in Kenya.

Why Do Kenyan's Love Technology?

Even now many African countries suffer from poor infrastructure, and lack of fixed line internet. Thesame was true of Kenya too, until recently, when "The landing of

four fibre-optic international submarine cables in Kenya, ending its dependency on limited andexpensive satellite bandwidth, has revolutionised the country’s internet and broadband sector. Kenya'sinternational internet bandwidth increased more than fifty-fold and wholesale prices have fallen bymore than 90%, finally taking the internet to the mass market. (Buddle)"

Low cost internet, and an abundance of phone network coverage, has meant that not only are there ahuge number of phone subscribers in Kenya, but there is also a very respectable fixed line internetusage too.

Due to Kenya's efforts to offer good mobile and internet infrastructure, this has fostered the ability of itspopulation to take advantage of technology to its own benefit. That's why today we can see mobilephone usage of more than 70% of the population, and internet use of more than 35%! These are someof the highest figures on the continent.

Calls and mobile data are also cheap. Safaricom (one of Kenya's biggest networks) offers calls that arearound a third of the cost of most other telcos in Africa! In fact, most Kenyan's can use their phones forless than most countries on Earth!

In short, Kenyan's love technology because they're able to enjoy its benefits.

What Do Kenyans Currently Use?

Until now feature phones have been very popular as they work even in the most rural of areas. A wholehost of apps have been developed that work by SMS due to feature phones' inability to access mobileinternet, and these are widely used and loved in Kenya.

We've mentioned Safaricom's M-pesa before, and Kenya in general is probably most famous forbringing mobile payments global. Even Western countries such as the UK aren't as adept as Kenya inallowing mobile payments; rather still labouring away using the antiquated system of cash, or card onlypayments.

Many Kenyan's don't have access to a local bank, and so have taken to using M-pesa to pay foreverything. In a way this is really more convenient, as they just deposit cash with a local M-pesa agentand then these funds can be used to pay for almost anything by SMS!

However on the downside, feature phones by their very nature are limited. Despite a lot of creativitybeing harnessed in order to allow Kenyan's to make payments, or receive information (such as cropprices, medical info etc) by SMS, each message needs to be paid for and feature phones have smallscreens that are not the best at displaying varied media, such as books or video.

How To Get Mobile Users To Switch To Using Data In Kenya?

As with any change, education is key. The benefit that mobile operators in Kenya have is that theyalready have a great many phone users who are both tech-savvy, and have been exposed to theinternet via a fixed line connection.

But wouldn't it be great if they could use their favourite apps, and visit their favourite sites viasmartphones?

The fact is that much of Kenya is still very rural, and fixed line internet is simply not an option for manypeople. Yes, it's getting more common, but with better 3G network coverage, and modest costs mobileinternet accounts for 99.2% of total internet subscriptions.

Here's what your Kenyan users need:

1. Inexpensive smartphones with which to access mobile internet.

2. Good data bundles as opposed to SMS - this will help users make the switch from messaging todata.

3. Android phones as Kenyan's love (or will love) many Android apps. Hundreds of which providean alternative to the previously popular SMS controlled services.

Don't forget to show them some of the apps that are popular in Kenya, as it's these apps that will getyour users using more data and less SMS.

These include, but aren't limited to:

MedAfrica: This allows people in rural or remote locations some access to health advice. Thelibrary of information from real doctors will allow a degree of self-diagnosis, and there is also adirectory to help find your nearest doctor or hospital.

MFarm: Gives farmers the freedom to get up-to-date market information, and find buyers fortheir produce.

WhatsApp: A very popular alternative to SMS, this app allows you to speak with and messageyour friends and family for free (if you are using a WiFi connection)!

Ushahidi: A story sharing app that allows you to share your news or feelings with anyone aroundthe continent and world. Great for business.

So if you can help Kenyan users to get great smart phones, low cost data on your network, know thevalue that data can offer them in terms of apps, and also the ability to do 'more' with their phones;you're well on the way to getting more users to switch to data! Great stuff!

If you need help with offering excellent smart phones at low prices you should turn to AMGOO! We'reexperienced in emerging markets, and have a range of smartphones ready to help your users takeadvatnage of your great data packages!

Click below to see how we helped operators like you in Honduras conquer the mobile market there,and learn how becoming an AMGOO partner could be beneficial for your network: