Where both company and customer interact to exchange information or transact, the mobile channel is becoming critical for companies trying to build long-lasting customer relationships.
Internet usage in South Africa has soared, creating a wealth of new opportunities for companies to interact with their customers using the mobile channel. According to the Mobility 2011 study by World Wide Worx, 39% of urban South Africans and 27% of rural users are now browsing the internet on their phones.
The research also reveals that usage of transactional services is increasing, with half of respondents buying airtime, 24% paying accounts, and 17% transferring funds between accounts using their mobile phones.
This means that there is a golden opportunity to interact and transact electronically with customers who have a smartphone, but not an internet-connected PC. Companies can make life easier for their customers by offering them services such as mobile commerce and mobile banking on a device they take with them wherever they go.