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Mobile marketing, the secret finally revealed


Mobile marketing according to mashable.com can be defined as “the use of the mobile medium as a means of marketing communication”, the “distribution of any kind of promotional or advertising messages to customer through wireless networks”. More specific definition is the following: “using interactive wireless media to provide customers with time and location sensitive, personalized information that promotes goods, services and ideas, thereby generating value for all. 

Mobile marketing in Nigeria 

Mobile marketting is the reason why when you wake up in the morning and check your phone you see numerous messages from differet short codes (62421, 63321, etc) inviting you to send a particular message to a particular number to get daily nollywood gist etc for a weekly sometimes monthly charge of 50 naira etc.
 
For close to a decade, SMS marketing has been considered the most effective means of propagating information to a large number of people in Nigeria. some even use it to spread information about their business or a particular service they provide. 
 
Nigeria has Africa’s largest mobile market, with more than 148 million subscribers and a penetration of about 107%. The rapid growth has led to problems with network congestion and quality of service, prompting the telecom regulator to impose fines and sanctions. Network operators invest billions of dollars in base stations and fibre optic transmission infrastructure to support the ever increasing demand for bandwidth.
Efforts are also being made to encourage infrastructure sharing and to outsource the management of towers to third parties. Much of the remaining addressable market is in rural areas where providing network infrastructure and operations is expensive. In combination with falling ARPU, this is forcing network operators to streamline and to develop new revenue streams from mobile broadband and data services such as m-payments and m-banking.
Although the market is one of the most competitive in Africa, the industry regulator is tightening price caps and mandating further reductions of interconnect rates. Following years of delays, Mobile Number Portability (MNP) was finally introduced in 2013, promising to make the market even more competitive. The terrorist group Boko Haram has created difficulties for network provision and maintenance in the northern states, a difficulty which neither the government nor operators are properly positioned to address.
- See more at: http://www.budde.com.au/Research/Nigeria-Mobile-Infrastructure-Operators-and-Broadband-Statistics-and-Analyses.html#sthash.3IclhXGT.dpuf
Nigeria has Africa’s largest mobile market, with more than 148 million subscribers and a penetration of about 107%. The rapid growth has led to problems with network congestion and quality of service, prompting the telecom regulator to impose fines and sanctions. Network operators invest billions of dollars in base stations and fibre optic transmission infrastructure to support the ever increasing demand for bandwidth.
Efforts are also being made to encourage infrastructure sharing and to outsource the management of towers to third parties. Much of the remaining addressable market is in rural areas where providing network infrastructure and operations is expensive. In combination with falling ARPU, this is forcing network operators to streamline and to develop new revenue streams from mobile broadband and data services such as m-payments and m-banking.
Although the market is one of the most competitive in Africa, the industry regulator is tightening price caps and mandating further reductions of interconnect rates. Following years of delays, Mobile Number Portability (MNP) was finally introduced in 2013, promising to make the market even more competitive. The terrorist group Boko Haram has created difficulties for network provision and maintenance in the northern states, a difficulty which neither the government nor operators are properly positioned to address.
- See more at: http://www.budde.com.au/Research/Nigeria-Mobile-Infrastructure-Operators-and-Broadband-Statistics-and-Analyses.html#sthash.3IclhXGT.dpuf
Nigeria has Africa’s largest mobile market, with more than 148 million subscribers and a penetration of about 107%. The rapid growth has led to problems with network congestion and quality of service, prompting the telecom regulator to impose fines and sanctions. Network operators invest billions of dollars in base stations and fibre optic transmission infrastructure to support the ever increasing demand for bandwidth.
Efforts are also being made to encourage infrastructure sharing and to outsource the management of towers to third parties. Much of the remaining addressable market is in rural areas where providing network infrastructure and operations is expensive. In combination with falling ARPU, this is forcing network operators to streamline and to develop new revenue streams from mobile broadband and data services such as m-payments and m-banking.
Although the market is one of the most competitive in Africa, the industry regulator is tightening price caps and mandating further reductions of interconnect rates. Following years of delays, Mobile Number Portability (MNP) was finally introduced in 2013, promising to make the market even more competitive. The terrorist group Boko Haram has created difficulties for network provision and maintenance in the northern states, a difficulty which neither the government nor operators are properly positioned to address.
- See more at: http://www.budde.com.au/Research/Nigeria-Mobile-Infrastructure-Operators-and-Broadband-Statistics-and-Analyses.html#sthash.3IclhXGT.dpuf
Nigeria has Africa’s largest mobile market, with more than 148 million subscribers and a penetration of about 107%. The rapid growth has led to problems with network congestion and quality of service, prompting the telecom regulator to impose fines and sanctions. Network operators invest billions of dollars in base stations and fibre optic transmission infrastructure to support the ever increasing demand for bandwidth.
Efforts are also being made to encourage infrastructure sharing and to outsource the management of towers to third parties. Much of the remaining addressable market is in rural areas where providing network infrastructure and operations is expensive. In combination with falling ARPU, this is forcing network operators to streamline and to develop new revenue streams from mobile broadband and data services such as m-payments and m-banking.
Although the market is one of the most competitive in Africa, the industry regulator is tightening price caps and mandating further reductions of interconnect rates. Following years of delays, Mobile Number Portability (MNP) was finally introduced in 2013, promising to make the market even more competitive. The terrorist group Boko Haram has created difficulties for network provision and maintenance in the northern states, a difficulty which neither the government nor operators are properly positioned to address.
- See more at: http://www.budde.com.au/Research/Nigeria-Mobile-Infrastructure-Operators-and-Broadband-Statistics-and-Analyses.html#sthash.3IclhXGT.dpuf
In nigeria currently, there are four gsm networks (mtn, glo, airtel, etisalat) each of them have more than 10 million subscribers in their database and this networks all have slots available for mobile marketting especially sms marketing. so i will suggest you guys take this thread seriously,

below is the link to download a detailed pdf file on mobile marketing, if the content of the file is not enlightening enough, you can still research the topic for other materials
 
mobile marketting.pdf

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