OPINION:The future of Internet Marketing in Africa INTERNET

OPINION:The future of Internet Marketing in Africa
INTERNET
By BiztechAfrica - April 10, 2011, 3:34 p.m.
Image: Richwell Phineas, founder of Dariro.com. By Dariro.com
Richwell Phineas, founder of Dariro.com

By Richwell Phinias, CEO and Founder Dariro.com

Africans have a tradition of sharing information, even across vast distances. The internet just makes it more efficient.

Vuvuzelas attracted a lot of attention during the first ever soccer World Cup hosted in Africa by one of Africa’s best developed nations, South Africa. Vuvuzelas are reputed to have their roots in the kudu horn, which would summon African villagers to meetings, and the name may have isiZulu origins from the term "making noise."

Drums; although drum beating has been relegated to traditional rituals; drums used to play a major role in transmitting information in Africa. Variations in playing styles symbolized different messages. The same can be noted again on rock paintings and stones which have different patterns and shapes depicting different messages.

The ultimate measure of the effectiveness of any means of communication should be that it appeals to all the human senses. It must be memorable.

The rate at which information is accessed, processed and shared also determines the rate of development of a society. Today we try to trace our history as Africa and interpret what imprints left by early inhabitants meant to us. It is the gift they left us, the history where we are trying to figure out what where they communicating among themselves and to the future generation.

One thing about African means of communication is that they have not catered for mass transferring of knowledge and skills. Most of our exploits are shrouded in myths, secrecy and mystery. The system tends to make it out that skills transferring is hereditary or is unique to particular families rather than an open system where documentation is available in terms of certain trades and then anyone can learn and practice without any spiritual connotations.

Of note are abilities to create lightning, unless if it is witch-craft but if it is African science why isn’t it documented? Cure for many ailments are treatable by various mixtures of herbs known by traditional healers and that knowledge is not documented in any journal, periodical or textbook for future generations.

There are lots of many ancient technologies attributed to Africa but they remain myths as there is no documentation as to their existence. The pyramids in Egypt, the Great Zimbabwe monuments, postulates of origin of the mathematics concept in Swaziland (wikipedia.org/History_of_mathematics) and many other advancements which can only be talked about if there was documentation.

Evidence of many African scientists, inventors around the world clearly shows that we are innovators. With the coming in of online sharing and networking communities, surely the Mother Continent is going to move ahead.

Information sharing before the era of internet

“The Internet is a global system of interconnected computer networks that use the standard Internet Protocol Suite (TCP/IP) to serve billions of users worldwide. It is a network of networks that consists of millions of private, public, academic, business, and government networks, of local to global scope, that are linked by a broad array of electronic, wireless and optical networking technologies. The Internet carries a vast range of information resources and services, such as the inter-linked hypertext documents of the World Wide Web (WWW) and the infrastructure to support electronic mail.”

The World Wide Web was officially launched in 1993, but that is only part of the internet. The internet was officially launched in 1989, but its origins can be traced back to 1969.

Before the internet and the World Wide Web came into existence what means of communication where people using? A look at the development of communication tools demonstrated how superior methods and infrastructure helped transform nations. It helped preserve knowledge, sharing of the knowledge and ideas albeit at compressed time.

It is not an understatement to conclude that the coming in of such means of communication like print, telegraph, telephones, radio, television etc made a major contribution in helping development in the developed world. They where breakthrough technologies that ushered in new ways of communication and unfortunately during that time as Africa we where still not as developed as even to be able to access the new means of communication.

Though after colonization and independents we have also started to use the same technologies for communication but precise use favored the pioneers. Even up to until now there are some countries in Africa where there is no full penetration of radio, television and telephone services among citizens.

Libraries, trade shows, conventions, road shows, flyers, brochures, the post service, road services, trains, airlines, ships, yellow pages, encyclopedias you name it. I am not able exhaust the full list of how ideas where communicated before the age of the Internet. Resources which where available to connect to sources of information though are where they not comparable to the internet they still led to the advancement of human kind.

These means of communication enabled researchers to be closer to their counterparts, closer to subjects they were researching, being able to transfer their knowledge and collaboratively work on issues that assisted human kind immensely.

It is through such media that more and more innovators, inventors, businessmen, politicians, religious leaders found inspiration to do greater things and also platform to deliver their messages across the developed world.

Internet Technology and ICTs everywhere

Now if the countries outside of Africa made so much tremendous developments with communication technologies before the internet came into play, what then shall we say about their development right now?

Maybe this time I will just play a case by case scenario of business and individuals who have assumed hero status and became billionaires out of the new technology.

In the United States of America

The internet ushered in a new wave of innovation in America deeply rooted in the computer industry where places like Silicon Valley have provided a launch pad and brooding environment for information and communication technology innovation.

We cannot underestimate a field that has produced world’s richest people, A Google search will reveal that from computers we have such American business people like Bill Gates (Microsoft, windows), Larry Ellison (Oracle, databases), Michael Dell (Dell), Steve Jobs (Apple, ipods, ipads, itunes) and lots more.

We cannot underestimate how the technologies have accelerated the development of America and the world, given that some of these people have become the biggest philanthropists over the world, assisting countries in Africa to deal with such calamities as malaria, cholera you name it.

Getting into the internet age, it is up to you to ignore the impact and influence of Google, Facebook, Youtube etc. Look these technologies are just transforming on a larger scale the way business is done. Researching for this article I tried in vain to find information about “Traditional Marketing, Advertising” and I tell you all I was getting in relation to the subject focused so much things relating to marketing in the information age.

People have done much and in a short time with internet technologies compared to the traditional methods of communication for marketing.

ICT companies outside of the United States of America

We do not hear much about major developments in other developed nations around the world before the age of the internet.

There is something I am noticing, it seems that with the coming of the internet, communication and sharing improved though at lower costs making it possible for development to take where otherwise entry requirements or entry capital would have been an issue.

The capital requirements to start an internet business is less that those of starting a brick and mortar one; while at the same time with the global reach of the internet the turnover time and profits could be exponential. Compare probably the start up costs considered when one is starting a car manufacturing business and another is starting a business like Google.

Samsung, LG, Sony, Nintendo, Siemens, Nokia, Thwarte (bought from a South African company) are some of the technology brands that have made a global impact though they are from other countries besides the United States of America. Just like in the motor industry where advancement in communication technologies also helped countries like Japan, Germany, France and the United Kingdom move ahead, I believe the internet is going to have the same effect on the Cradle of Mankind, mother of all continents Africa. Yes in a business sense, in a political sense, in a religious sense, the Internet is going impact Africa.

Internet technology uptake in Africa (especially Zimbabwe)

We have seen and observed how the internet technologies have exponentially enhanced growth and livelihoods in the developed world and I foresee the same happening for Africa. Look, for the first time a technology has been made available that have placed Africa and the whole world at the same platform in terms of communication.

We are no longer going to wait for the next voyage of the Queensland ship across the oceans to deliver news of what is happening outside Africa. Nope, as it is happening there, we have the same access in Africa. The entry requirements to be on the same platform are being sorted out and most African countries have quite a number of their citizens able to access such technologies.

In this report I am excited much with the exponential effects in growth brought by internet technology related innovations in Africa. Browsing through a couple of reports by the International Telecommunications Union and the United Nations across the internet reveals to the user how the penetration of internet related technologies is growing in Africa.

Access to mobile services has grown exponential compared to the penetration of fixed phones. Given the coming of 3G services on mobile phones, that means a lot in terms of internet access. Broadband is coming to Africa though the costs are higher for access compared to the global world but still its something that we did not have before as an alternative. Mobile internet is bringing in more opportunities for African content to be shared online.

Regular ICT reports through Russell Southwood’s Balancing Act e-newsletter reveals an optimistic view based on developments within the technology sector across Africa. I have looked with interest as I gather information on the launch of various internet technologies from IT Incubators in Ghana, South Africa, Kenya, Blackberry services in Mozambique, the famed undersea optic fibre cable connecting Africa to the rest of the world, Satellite connections, Mobile Money and the list is still growing.

The major focus of African governments is on developing internet technology infrastructure as all the other communication systems are now being routed through the internet, talk of data on mobile networks, talk of Voice over IP (VoiP), IPTV, IP telephony etc. Mobile networks in Africa are also providing platforms for more and more usability of their services to their subscribers, mobile money; M-Kesho and M-Pesa from Safaricom in Kenya, Sikwama from Telecel Zimbabwe, eTranzact. Affordable mobile phone brands with internet data capabilities are also streaming in from China, with G-Tide being a brand of choice in Zimbabwe.

When I started using computers and the internet in 2002, new terms and equipment that I came across where floppy diskettes, email, internet cafes, 4 gig hard drives, Pentium 3 computers, dial up connections, modems etc. Internet was largely accessed through company networks (though limited, it was cheaper to print emails than to read them online), internet cafes and university networks.

Econet Zimbabwe opened its 3G network to anyone with an Econet prepaid line and within a week there was a surge in the number people signing up on Facebook.com. What this means is that of its estimated more than three million subscribers, they could easily connect to the net as long as their handsets are compatible. Popular terms now includes bundles, megabytes, dongles (ZTE, EVDO, Hauwei used by broadband providers like Afri-com, Powertel, Econet, Telecel, Afritech), broadband, hotspots (ZOL, YoAfrica), googling, youtube, facebooking, skyping, wikipedia and soon dariro.com (“uri padariro here?” meaning do you have a comprehensive internet presence?)

Internet cafes still top as points of access for many internet users, besides cyber cafes in the central business districts, many are found even in most residential suburbs. Gossiplink, Chuweb, Central Cyber, Fast Browse, Khuyanet, Flame Rock, DC Africa, Platinum Broadband, RightClick, World Trade Centre, Leeya Brothers, Ximex Mall and many others are the names that comes mind if browsing from Harare. Across the country from Bulawayo, Masvingo, Gweru, Mutare and other cities internet cafes are now a norm.

On the other hand the number of companies providing internet access services has also increased talk of names like Ecoweb, Telco, Afri-com, Broadlands, ZOL, YoAfrica, IwayAfrica, Powertel, Webtech and many others.

What cannot be underestimated about the above developments on internet access is the impact of its use among previously digitally divided people from Zimbabwe.

The future of the Internet (Zimbabwe)

I am going to look at the impact of the internet mostly on the field of marketing in Zimbabwe. When all is said and done the issue that remains is content on the internet itself. We have people logging in to exchange messages be it business or social and people logging while researching academic subjects, we also have people login looking for employment opportunities and sourcing businesses, cars abroad.

But sooner or later we are going to see a huge leap of activity online where people are login to access LOCAL INFORMATION, LOCAL BUSINESS through the internet.

There are a number of businesses, individuals and organizations who are online through corporate websites. There are still issues in relation to the effectiveness of current website presence by many organizations with some suggesting that more can be done in terms of interactivity and resourcefulness.

When you logon Google and start searching for specific information on Zimbabwe that is when you realize local content is yet to be placed online. Contact details you find on most of the websites are no longer working, products advertised are no longer available, addresses and even people listed on the websites are no longer involved with the particular organizations.

Most up to date websites, blogs and forums on the internet are the ones catering for the Diaspora. Say someone wants to find something in Gweru, would simple search on Google assist in getting the through a comprehensive page with contact details and reviews of what you are looking for? Unfortunately not at this time, you might have to physically go there. The premiership games, you have to wait to hear all the results probably on the following day’s news bulletin. For churches sometime you struggle to access footage of conferences and services even when you are buying when all that can be streamed live online.

Though yes, it really hard to look past our challenges to see the tremendous changes taking place, but we are really getting somewhere with the internet. The benefits of sharing, connecting and networking within Zimbabwe and then with the Diaspora are beyond measure. Imagine if you can find all the information that you want to get somewhere from your mobile data connection, home and work network then we are talking greater strides in technology.

Adding e-commerce, e-business, e-governance, e-everything to the equation bring us more hope that as a continent we will get there.

The challenges are there in terms of access to infrastructure, cost of bandwidth and skills but we cannot ignore the power of a need created from apparent benefits.

I challenge therefore all of us to share, network and connect online. The internet is now available to more people comparing to previous years and as many find value in the technology we will see even growing numbers of heavy users. So the challenge is on everyone to help build databanks of our own information, our own knowledge online. We need to tell our story in our own context from our own perspective.

Yes we are posting pictures on facebook.com but there is more that we can do with this technology, it provides a platform for us to market our businesses, talents, natural resources, tourism facilities, and skills and there are many possibilities and the potential is inexhaustible.

I see the internet as more like a “dariro” where anyone with a story to tell is given a platform which exposes his or her ideas to others. What happens after the exposure we do not know, but what I know is everyone needs a platform to express their talents and skills. Ideas here could be products, services, religious messages, skills and talents in various disciplines. Unless a talented soccer player is exposed to soccer scouts then he will not be known anywhere. “If a tree falls in a forest and no one sees it then no tree has fallen”


About the author:

Richwell Phinias is the founder and leader of Dariro.com, a new portal opening soon. The idea behind www.dariro.com is creating a platform online where people can connect, network and share information for personal and corporate growth.

Safe Browsing for the Family

I would want to express it in a way that internet is like a jungle or deep sea were you find everything the good and the bad. Computer wizards, young experimenters, fraudulent, and also the real people that are good are all on the internet. With our children right now we have to guard then against the unwanted materials.

Children are introduced to different world by the internet but we can guard then through means of having a parental control on our computer anti virus. Make sure when one is buying an anti virus it has a parental control feature whereby you can allow and block some site for the children. Also one can block the website in router software that will be supplying internet to the computer. It's important to have the governance like that.

If there is no guard our children will be exposed to elicit thing on the internet and that way we have spoiled the children. Imagine a ten year old child surfing the internet and is exposed to explicit materials like nudity and automatically that child will be fast forwarded to the wrong materials for that age and that will influence the behavior of the child.

Anti virus has such controls and the reason why usually the people don't use such facilities to control children is because they are not usually aware of such systems availability hence it will be an issue of ignorance. If an antivirus is customized well it become control software that will make a safe computer browsing experience.

The parents are also not an exception of internet abuse. One has to be aware when to pay using your credit cards on the internet, because if you are going to be a victim of internet phishing your funds can be stolen by means of this identity theft which will make them be able to access your funds.

In a family setup computers have to be used wisely and the parents and require a basic training of the control of governing the internet. Make sure the child has a spy system to track the web experience they are being exposed to. Otherwise without that the morals of a family are easily broken down. Even on television they do have the control why would one have internet and not have the control of what we are going to be exposed to. I think as a tool of correcting the errors it is crucial to have such control systems in place than to leave it on a free fall.

Alois T Chanakira is the chairman of ATP technologies a web hosting company www.atptechnology.net. For any domains that you would like to purchase visit their web site.

Alois T Chanakira is a holder of a diploma in information technology and a webmaster to a number of websites. He started website development in 2004 and has grown from strength to strength with the years.

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