Ad Agencies Benefit From Mobile Growth AD

Mobile Phones Equals Advertisements

When you visit Kenya or Nairobi for that matter, it is impossible not to notice the advertisements on the buildings. The advertisements are more concentrated on mobile phones since the communication means is gaining popularity all over the world. Since individuals want to have their own cellular phone, mobile phone companies grab this opportunity to display their products outside. Mobile operators spend lots of money for outdoor advertising, one of the largest marketing media in Kenya.

The supreme local company in the mobile business in Kenya is Safaricom wherein Vodafone is the largest shareholder having 85 percent. The second one is Zain, an operator based in Kuwait. Since the mobile industry is booming, expect two newcomers. France Télécom, lately got hold of a controlling stake in Telkom Kenya, is coming up with a new mobile network. This network is planning to go with the Orange brand.

Zain, which used to operate under Celtel, decided to rebrand its wireless networks. This happened in 14 African countries including Kenya.

Other Plans of Mobile Companies

Because telecommunication companies see that outside advertising has made a huge impact, expect them to spend around 4.7 billion Kenyan shillings or about $72 million on advertising for the rest of the year. The leader in Kenyan telecommunications, Safaricom, is believed to spend about 2 billion shillings, according to the Business Daily, a Nairobi-based newspaper.

Because of the dominance of the abovementioned company, it seems that the corporation has no plans in changing their advertising strategy says Mr. Joseph, chief executive. With the help of RedSky, a Nairobi-based agency, their current ads seem to catch the attention of the people.

France Télécom sought Access Leo Burnett, another Nairobi-based agency, to be in charge in introducing the Orange brand to the Kenyans. Annette Martyres, managing director of the previously mentioned agency, said that the agency aims to parallel the brand with the international positioning of Orange. France Télécom newly displayed their new ad campaign theme “Together, we can do more” which was developed by Fallon, a Publicis agency where Access Leo Burnett is a part too.

On the other hand, Essar stated its plan of launching a completely new brand name when Econet Wireless International, where the operating company has a controlling stake of, begins the new network. Although Mr. Foley did not say what the name is, he did mention that Ogilvy and Wunderman units of the WPP Group created the marketing of the company.

What to Expect In the Kenyan Mobile Industry

According to the mobile industry executives, they see a lot of development here despite only 35 percent of Kenyans have cellular phones. As said by Ms. Martyres, the industry grew tremendously that it seemed like Kenyans want to have their own cellular phones.

Kenya may be one of the countries in the world wherein the mobile industry is booming, but there is a chance that other countries may come next. With right marketing strategies, mobile company can win the hearts of the citizens.