According to an infographic done by mobile ad network INMOBI, 23% of mobile subscribers are unhappy about high prices of calls (including hidden charges), 16% have an issue with the limited data coverage, hidden charges and dropped calls. SOme 13% have a serious problem with their current network customer care, they would switch the network for that but the main reason why they would switch was if they had better network and data coverage, while on the same time still on the same network wih friends and family.
Only 34% of subscribers are happy with their current service provider, 18% are actively looking to switch. 48 is the number of percentage points of users who would jump ship without thinking should the right offer from a competitor get tossed. Lower customer bracket want free data from their current service providers.
“As mobile evolves, so do Kenyan wants and needs, with currently about 21% of Kenyans actively downloading apps, ringtones and wallpapers. Research shows that Kenyans see mobile, 53%, as a more important method of paying bills and recharging, especially when compared to a PC, 30%,” says Moses Kemibaro, Sales Director for Africa at InMobi. The research shows that music, social networks apps and general productivity apps are the most downloaded content among Kenyan mobile users standing at 56%, 38% and 24% respectively for the three offerings. As far as internet usage on web goes, social networks websites rank high as the main website visited by both males and females ranking at 86% for males and 81% for females. Other content viewed includes entertainment and news which both averaged 84% and 65% respectively. The two largest disparities as far as browsing habit is concerned is on matters shopping where women average 32% while men managed a low 23%. Men however consume more online content in sports, games and overall.
The call costs in Kenya still seem higher than other emerging markets, but the coverage is still better in comparison. Kenyan networks currently host about 29.2 Million subscribers (Communications Commission of Kenya Report for January – March 2012), which in effect means that 7 out of every 10 people owns a mobile phone. Kenyans have for quite some time now made the mobile phone the primary channel of communication, this being calls, internet access and this has also gone further to include commerce. Mobile hence provides the best channel to communicate to the same subscribers with product offerings particularly where the sphere of influence is solely mobile. Channels like mobile advertising are quite handy where quite a huge percentage of first internet users get their first access via a mobile phone, and maintain most of their daily use on the same device.
“It’s really all about value for money, and how packages differentiate themselves. Offering new systems like coupons and instant discounts are good ways of boosting subscriber numbers, and bring something new to the table,” says Moses.