Marketing in Africa
The relatively low penetration of smartphones in Africa, paired with high data costs, means that the humble SMS remains the best way for organisations to reach a mass market with targeted marketing messages, alerts, statements, and other information.
SMS remains a powerful channel because it can be used to reach nearly anyone with a GSM handset — in Africa that is nearly every person, considering that there are more than 650-million cellphone users continent-wide.
Even as smartphone penetration ramps up, it will be a long while before smartphones account for the majority of the devices in the market. Africa remains dominated by prepaid users, many of whom opt for low-priced feature phones.