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South Africa: Frost & Sullivan - South African Companies Adopt Wireless Application Services for Improved Internal and External Communications
Source: http://www.frost.com [ http://www.frost.com/]
Source Date: Tuesday, July 08, 2014
Focus: ICT for MDGs
Country: South Africa
Created: Jul 08, 2014

"With over 65 percent of South Africa's population having access to mobile services, enterprises are leveraging the immediacy of wireless application services to effectively communicate with their customers and employees," said Frost & Sullivan Information & Communication Technologies Research Analyst Lehlohonolo Mokenela. "Enterprises in customer-centric sectors such as financial services, retail, and media and entertainment are among the leading adopters of wireless application services and are expected to play a central role in driving the market."
Enterprises use a wide array of wireless application services for mobile advertising campaigns, mobile payments, and to send out reminders and alerts to customers. Process-intensive companies in the mining and manufacturing sectors, however, mostly rely on SMS services to improve operational efficiency by incorporating them in remote monitoring systems.
Nonetheless, the growth of WASPs' revenues from enterprise mobile advertising is likely to be slowed by the enforcement of the Protection of Personal Information Act (POPI), which safeguards citizens' rights to privacy of personal information. In addition, rogue WASPs illegally signing up mobile subscribers without their consent has reduced consumer faith in WASPs. To address this issue, operators are being forced by the Wireless Application Service Providers' Association to introduce double opt-in systems that will give mobile subscribers the option to accept or reject subscription to wireless application services.
Increased smartphone penetration has fuelled the uptake of over-the-top (OTT) mobile applications, such as Whatsapp and Facebook. As a result, revenues from wireless application services such as person-to-person (P2P) text messaging and, to a lesser extent, application-to-person (A2P) text messaging have taken a hit.
Mobile applications offer enterprises a more interactive experience in their engagement with customers than traditional WASP bearers and can be more cost-effective. Therefore, WASPs cannot ignore the relevance of mobile applications when building a comprehensive mobile engagement strategy for their enterprise customers.
"Market participants need to consider integrating mobile applications into their service offering to provide a wholesome customer experience," stated Mokenela. "WASPs could offer other customer value additions, such as the secure delivery of codes or coupons, by employing SMS-based, in-app messaging services."
For more information on this study, please email Samantha James, Corporate Communications, at samantha.james@frost.com [mailto:samantha.james@frost.com].
The Role of WASPs in Enterprise Communication - South Africa is part of the Mobile & Wireless Communications ( http://www.wireless.frost.com [ http://www.wireless.frost.com/]) Growth Partnership Service program. Frost & Sullivan's related studies include: Africa Mobile Communications Outlook on the Democratic Republic of the Congo and Ethiopia, Machine to Machine Market Opportunities in South Africa--Vertical Focus, Southern African Broadband Market Analysis, and Hot Topic--Mobile Payment Services in Brazil. All studies included in subscriptions provide detailed market opportunities and industry trends evaluated following extensive interviews with market participants.
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The Role of WASPs in Enterprise Communication - South Africa MA5A-65
Contact: Samantha James Corporate Communications - Africa P: +27 21 680 3574 F: +27 21 680 3296 E: samantha.james@frost.com [mailto:samatha.james@frost.com]
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