Emergence of Mobile Marketing in Sub-Saharan Africa: Analysis of Consumers’ Behaviour towards Mobile SMSs | Chapter 03 | Emerging Issues and Development in Economics and Trade Vol. 2
Mobile Marketing refers to the
marketing activities undertaken to reach the consumers directly via mobile
phones, connected to a ubiquitous network, to which the consumers are
frequently connected. Mobile communication is a part of mobile marketing. It is
often materialized by the use of mobile Internet, SMS and MMS by companies to
send advertising messages via mobile phones. Thus, companies have found a new
opportunity to operate in terms of targeted communication. Studies undertaken
in other context indicated that mobile marketing is more efficient than other
contact modes with the permission that is given in advance by the consumer to
be sought. However, in Sub-Saharan Africa in general and in Cameroon in
particular, there is still a timid interest among researchers on the field of
mobile marketing. The objective of this paper is to describe the reactions of
Cameroonian mobile phone consumers toward mobile services.
Last data published by the Cameroonian
ministry of Post and Telecommunication showed a high level of penetration rate
(From 71% in 2014 to 90% in 2018) of mobile phone holders. Therefore, there has
been an increase in the use of mobile phone to send more advertising SMSs or
MMSs by some firms and for financial and commercial transactions. Moreover, the
development of I.T. industry in Cameroon is a double-edged sword. On one hand,
it facilitates the violation of individual freedom and on the other hand, it
enhances the emergence of new services, able to satisfy claims and needs of
mobile consumers. While the regulatory I.T. environment is truly a prerequisite
for the development of digital communications infrastructure, it also requires
a consumer protection framework that can adapt to technological change and
business practices.
In Cameroon, two laws have been
promulgated on the 21 of December 2010. But this legislation, after analyses,
does not really protect consumers from intrusiveness of some mobile services
such as advertising SMSs or MMSs. For this reason, mobile consumers regularly
react negatively towards intrusive mobile advertising SMSs and MMs into their
private life. For instance, more than 22.7% of Cameroonian mobile phone
consumers deleted advertising SMSs or MMSs without reading them. In addition,
in the absence of permission, consumers conditioned receiving mobile
advertising by their entertaining and informative character.
Author(s) Details
Kuete Collins
Department of Marketing,
University of Ngaoundéré, Cameroon.
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