New, cheaper, and rapidly spreading technologies are changing the way that most customers interact with brands. Recently, the mass adoption of smartphones has been a prime example of this customer engagement phenomenon. The adoption is well underway in many countries, and the African market is no exception. The affordability and availability of mobile devices is seeing a veritable explosion of use.
Currently, almost 1 billion people across the African content carry a mobile subscription, and MTN Group, Africa’s largest mobile....