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DHL Shares Tips on Business Marketing In Africa

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At no time in recent years has there been as much optimism about the various opportunities for businesses in Africa, DHL observed.

Yet, successfully marketing a brand across such a diverse continent – with over 50 countries, hundreds of languages and various cultures – is no easy task.

This is according to Sumesh Rahavendra, head of Marketing for DHL Express Sub Saharan Africa, who said that business owners expanding into Africa need to be aware that in addition to the various challenges relating to language and trade barriers, they need to carefully consider cultural differences, pricing strategies and the political environment, when adapting strategies for marketing goods and products on the continent.  

He explained that as opposed to western markets, where the methods to reach consumers are relatively defined, Africa’s unique business landscape gives scope to introduce innovative marketing initiatives that may be relatively unexplored by businesses operating in other markets.

“It is an incredibly exciting time to be in Africa, simply because of the size of the untapped opportunities. With the fastest growing middle class in the world, there is great need for all types of goods – all you have to do is reach out and communicate with the market,” said Rahavendra.

He offered  the following advice to business owners looking to expand and market their products and services in Africa: 

He said, that Each Country Requires A Unique Approach

“It is important for brands to market their offerings in a way that connects with local consumers”.

Although large corporates may have global brand marketing guidelines,Rahavendra, said that the staff based in Africa should adapt these guidelines in a way that works best for the local market.

“The communication strategy for each country in Africa should be different. While radio commercials might work in South Africa and Nigeria, print advertising could be best for Cote d’Ivoire, billboards might have the biggest impact in Lesotho etc. Business owners need to research and explore local best practices, and consult experienced partners in the country to know what works in each country.

“A recent example was when we (DHL Express) officially launched our boat for connecting the mainland and Victoria Island in Lagos. The typical approach would be to use the traditional marketing channels to communicate this. However, our country manager in Nigeria, Randy Buday, being aware of the major growth in the use of social media in the country, suggested engaging social media influencers to help amplify our message. This non-conventional approach proved to be a huge success, and highlights the importance of trusting a local team to know what works best in their territory.”

Be Consistent
Advertising is expensive, but effective when used correctly. When advertising in any form of media, it’s important to do it regularly, in the right media for your business and to be consistent in your message. Focus on a small selection of media and aim to advertise there regularly to maintain a good awareness of your products or services.

“The marketing and media environment is very crowded and, for this reason, it’s important to be consistent in both promotional message and look and feel. If you’re an SME, it’s advisable to invest some money in designing a distinct logo, impactful packaging and a good basic range of marketing materials and signage.

Take advantage of modern technology
“It is unbelievable how quickly social media and smartphone penetration in Africa has given consumers access to information and various online channels

According to Internet World Stats, internet penetration in Africa is 21.3%_.

It is now all about ensuring that modern technology is utilised to reach the target audience, and making sure that relevant content is created to stimulate engagement with the online community. Businesses should continuously try new things and fine-tune their approach.

“As DHL, we are lucky to have a very successful and well-recognized brand, but we to, began as an SME and have spent the last 45 years building our brand to where it is today,” Rahavendra said.


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NCC Threatens Illegal Users of GSM Boosters with Arrest, Prosecution

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Nigerian Communication Commission (NCC) has warned telecom consumers to desist from using illegal GSM boosters.

NCC Threatens Illegal Users of GSM Boosters with Arrest, Prosecution

The commission also said that anyone caught using a GSM booster without obtaining approval of a duly licensed network operator will face arrest and prosecution.

GSM boosters are devices that transmit and receive telecommunications signals and can therefore interfere with other radio frequency equipment.

Ikechukwu Adinde, director, public affairs, NCC, said in a notice published on NCC website, that only licensed network operators are allowed to use GSM boosters.

The booster, also known as amplifier or repeater is made up of three main elements – exterior antenna, amplifier, and interior antenna.

They form a wireless system to boost cellular reception

“Members of the public should note that, willful interference with any wireless telegraphy is an offence under Section 16 of the Telegraphy Act, 2004,”it said

The agency said it will not condone any flagrant breach of this law.

It has also enforced measures to prosecute offenders.

Accordingly, monitoring mechanisms have been put in place and anyone caught using a GSM booster without obtaining approval of a duly licensed network operator will face arrest and prosecution.

“Any member of the public with useful information regarding the illegal use of GSM Boosters should contact the Commission on 09-4617000/7351 or send an email to [email protected],” the notice said.

“Individuals desirous of using GSM Boosters should note that they can only do so in conjunction with licensed network operators,” it added.

 

 


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Tizeti Selects Nokia to Provide LTE Fixed Wireless Access Solution for High-Speed internet Services in Nigeria

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Tizeti announced that it selected Nokia’s Fastmile Long Term Evolution (LTE) technology to enable usprovide superior internet services to over 1 Million subscribers in Port Harcourt, Edo and Ogun in Nigeria.

Tizeti Selects Nokia to Provide LTE Fixed Wireless Access Solution for High-Speed internet Services in Nigeria

Tizeti will deploy Nokia’s AirScale Base Station TDD-LTE and FastmileFixed Wireless Access (FWA) gatewaysto deliver premium internet and Virtual Private Network (VPN) services to Residential, Small and Medium Enterprises (SMEs).

The solution will also enable Tizeti’sto deliver a more robust, high-speedinternet service to subscribers and the flexibility to seamlessly evolve to 5G Fixed Wireless Access when needed.

Nokia’s FWA solution enables Tizeti to fast-track broadband access and provide a best-in-class broadband experience to its subscribers.

Nokia’sAirScale Base Stations ensure high-quality connectivity and coverage and enablesTizeti to evolve the network in line with customer demand.

Nokia’sFastmilegateways connect wirelessly to the existing network to createa fastbroadband connection and enhanced Wi-Fi experience in the home.

The Nokia Network Services Platform will help Tizeti to simplify operations and quickly respond to changing market demands.

Kendall Ananyi, Tizeti, said:“We are committed to providing the best-in-class network experience to our subscribers. We are confident that Nokia’s proven technology and expertise will help us differentiate our services based on quality. This a crucial project for us as it introduces LTE in our networks and allows us to bring new and innovative services to our subscribers.”

Eniola Balogun, Nokia, said:“We are thrilled to work with Tizeti on the initiative to upgrade their network to bring the latest products and services to its subscribers. Nokia Fastmile will help Tizeti to cost-effectively enhance the customer experience.

The project will also enable them to delight their subscribers by providing more reliable data services.

On the other hand, Tizeti will benefit by adding new revenue streams.”

 

 


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Risk Assets Push Higher on Vaccine Hopes; Eyes on the Fed

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By Hussein Sayed, Chief Market Strategist at FXTM,

After two consecutive weeks of back-to-back declines, global stocks kicked off Monday with solid gains amid a surge in M&A activity and positive signs towards vaccine developments. Currency markets were little changed ahead of a busy week of monetary policy announcements, while Oil and Gold ticked slightly higher.

The two big deals announced over the weekend were Softbank’s plan to sell chipmaker ARM to Nvidia for more than $40 billion and Gilead Sciences to acquire Immunomedics for a price tag of $21 billion. Meanwhile, on the vaccine front, AstraZeneca resumed its phase-3 trial on Covid-19 after being suspended last week following a neurological illness developed in one participant, and Pfizer announced that its vaccine could be distributed before year-end if found safe and effective.

 

Central Banks will take centre stage this week with the Federal Reserve, Bank of England and Bank of Japan all due to announce policy decisions. Out of the three meetings, the Fed is likely to be the most watched following its historic shift towards average inflation targeting. The big question remains how will the FOMC put this policy into action?

 

From what we know now, the Fed is set up to keep interest rates near zero for a long time, possibly for several years. Given the new framework, any spike in inflation won’t translate into immediate rate hikes as the Fed wants to compensate for the lost years when they have failed to hit the target. The dot plot will be the key guide for investors and traders alike. If inflation projections remain at 2% or below for the foreseeable future, this will solidify market expectations for a low rate environment for many years to come. That said, Jay Powell would still have to explain in more detail how the new framework will be translated into policy action.

 

In June’s economic projections, the Fed anticipated unemployment would be at 9.3% by year-end, but, in August, unemployment was well below that forecast at 8.4%. Many other economic data surprised to the upside during the June – August period in a clear sign that most economists were overly pessimistic towards the strength of the recovery. However, there is still a considerable amount of uncertainty given the latest surge in Covid-19 cases worldwide and the US, especially as we get closer into the winter season. A second wave will undoubtedly put the recovery at risk in the final quarter of the year and it will be interesting to see the Fed’s view on that issue.

 

As for the market selloff over the past two weeks, the Fed isn’t likely to show any signs of concern. In fact, policymakers should be satisfied with the pullback as the risk of a bubble in several assets has been growing due to the Fed’s extremely accommodative policies. Unless we see another 10 -15% drop, do not expect the Fed to intervene.


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