Marketing in Africa? SMS is definitely not worth writing off

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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.

Read more: http://memeburn.com/2014/07/marketing-in-africa-sms-is-definitely-not-worth-writing-off/