Today, it’s not enough to simply force digital capabilities onto an existing business model. Brands need to innovate in order to avoid competition and also need to be disruptors in their field, writes RICHARD MULLINS, director for Middle East and Africa at Acceleration.
Brands that are starting to feel the competitive heat from multinational digital disruptors such as Uber, AirBNB, Amazon and Facebook need to embrace digital innovation as a core business capability if they are to compete effectively in the future. They must embed digital technologies and customer-centric thinking deeply into their businesses if they want to innovate to win.
Today, it’s not enough to simply force digital capabilities onto an existing business model. Organisations can no longer run a mobile app or a website as a silo, set up social media accounts without thinking about how they’ll impact the wider customer experience, or throw money at digital advertising without looking at the entire marketing strategy.
Digital disrupts everything
Instead, leading digital organisations are embracing digital technologies and the new customer experiences they enable as a wider transformation of the way they do business. For example, when it comes to social media, it’s not just a new communications and service platform. It also changes the nature of the customer experience by giving customers a louder voice and bringing more transparency to the brand-customer relationship.
Thus, companies that want to succeed with digital platforms may also need to change their customer service philosophy, relook risk and governance models, and change back-office systems and processes. Without making these fundamental changes, they risk creating digital channels that are disconnected from the business’s operational reality.
Align the business behind digital
That, in turn, is a recipe for customer frustration and business inefficiency. For example, what happens when service reps on social media don’t understand how the technical support team works or make promises on which logistics cannot deliver? Disciplines such as logistics management, pricing and even customer service must all be aligned with marketing channels if brands are to deliver on their digital promises.
Brands must, from their top levels, accept that digital technology and an empowered mobile consumer have changed the way that business works. Rather than simply reacting to this changing world – as many large consumer brands are doing – leading businesses should be transforming their businesses so that they can drive digital disruption.
CEOs must lead the charge
It’s up to CEOs to lead digital change. They need to look at their businesses and find ways that they can use digital technology to change their industries. It is CEOs who have the complete view of the business and the ability to rally all of its resources under the banner of digital transformation.
Without strong leadership, digital projects will become ineffectual silos rather than helping drive a whole new strategy and operating model for the business.
Data is the core
A preoccupation with the customer is the core of digital transformation, and it is here where data has an important role to play. Data and the insights it yields allow companies to align the organisation to the customer experience, decision journey and brand touch points. It gives organisations a more holistic view of their customers so that they can understand their needs and respond to them in real or near-real time.
Smarter is better than bigger
Though many marketers become nervous when the term “big data” is mentioned, they should be thinking about “smart data” instead. Look at a dozen or so data points that will give you real insight into your customers and help you engage with them at a deeper level. Don’t measure Facebook ‘likes’ because everyone else is – look at the data which reveals their behaviours, needs, desires, and other insights that you can act upon.
Innovation – for the customer’s sake
Every brand can and should be using digital technologies to revitalise its business, but the aim should not be to innovate for the sake of it. Instead, it’s about using new digital channels and technologies to bring new levels of immediacy, accountability and customer-centricity to marketing. The customer experience is what matters – the digital toolset is the means rather than the end.
Android Go puts reliable smartphones in budget pockets
Nokia, Vodacom and Huawei have all launched entry-level smartphones running the Android Go edition, and all deliver a smooth experience, writes BRYAN TURNER.
Three new and notable Android Go smartphones have recently hit the market, namely the Nokia 1, the Vodafone Smart Kicka 4 and the Huawei Y3 (2018). These phones run one of the most basic versions of Android while still delivering a fairly smooth user experience.
Historically, consumers purchasing smartphones in the budget bracket would have a hit-and-miss experience with processing speed, smoothness of user interface, and app stability. The Google-supported Android Go edition operating system optimises the user experience by stripping out non-important visual effects to speed up the phone. Thish allows for more memory to be used by apps.
Google also ensures that all smartphones running Android Go will receive feature and security updates as they are released by Google. This is a major selling point for these smartphones, as users of this smartphone will always be running the latest software, with virtually no manufacturer bloatware.
Vodafone Smart Kicka 4
At the lowest entry-level, the Vodafone Smart Kicka 4 performs well as a communicator for emails and WhatsApp messages. The 4” screen represents a step up for entry-level Android phones, which were previously standardised at 3.5”.
The display is bright and very responsive, while the limited screen real estate leaves the navigation keys off the screen as touch buttons. It uses 3G connectivity, which might seem like an outdated technology, but is good enough to stream SD videos and music. Vodacom has also thrown in some data gifts if the smartphone is activated before the end of September 2018.
Its camera functionalities might be a slight let down for the aspirant Instagrammer, with a 2MP rear flash camera and a 0.3MP selfie snapper. Speed wise, the keyboard pops up quickly, which is a huge improvement from the Smart Kicka 3. However, this phone will not play well with graphics-intensive games.
Next up is the Nokia 1, which adds a much better 5MP camera, improved battery life and a bigger 4.5” screen. It supports LTE, which allows this smartphone to download and upload at the speed of flagships. It also sports the Nokia brand name, which many consumers trust.
Although the front camera is 2MP, the quality is extremely grainy, even with good lighting. This disqualifies this smartphone for the social media selfie snapper, but the 5MP rear camera will work for the landscape and portrait photographer.
The screen also redeems this smartphone, providing a display which represents colours truly and has great viewing angles. Xpress-on back covers allows the use of interchangeable, multi-coloured back covers, which has proven to be a successful sales point for mid-range smartphones in the past.
Huawei Y3 (2018)
The most capable of the Android Go edition competitors, the Huawei Y3 (2018) packs an even bigger screen at 5”, as well as an improved 8MP rear camera and HD video recording. The screen is the brightest and most vibrant of the three smartphones, but seems to be calibrated to show colours a little more saturated than they actually are.
Nevertheless, the camera outperforms the other smartphones with good colour replication and great selfie capabilities via the 2MP front camera – far superior to the Nokia 1 despite the same spec. LTE also comes standard with this smartphone and Vodacom throws in 4G/LTE data goodies until the end of September 2018. The battery, however, is not removable and may only be replaced by a warranty technician.
Comparing the 3
All three smartphones have removable back covers, which provide access to the battery, SIM card and SD card slots. The smartphones have Micro USB ports on the bottom with headphone jacks on the top. The built-in speakers all performed well, with the Y3 (2018) housing an exceptionally loud built-in speaker.
Although all at different price points, all three phones remain similar in performance and speed. The differentiators are apparent in the components, like camera quality and screen quality. It would be fair to rank the quality of the camera and battery life by respective market prices. The Vodafone Smart Kicka 4 performed well, for its R399 retail price. The Nokia 1, on the other hand, lags quite a bit in features when compared to the Huawei Y3 (2018), bwith oth retailing at R999.
SA gets digital archive
As the world entered the centenary of Nelson Mandela’s birth on Mandela Day, 18 July 2018, South Africa celebrated the launch of a digital living archive.
The southafrica.co.za site carries content about the country’s collective heritage in South Africa’s eleven official languages.
Designed as a nation building, educational and brand promotion web based tool, the free-to-view platform features award-winning photographic and written content by leading South African photographers, authors, academics and photojournalists.
The emphasis is on quality, credible, factual content that celebrates a collective heritage in terms of the following: Cultural Heritage; Natural Heritage; Education; History; Agriculture; Industry; Mining; and Travel.
At the same time as reflecting on the nation’s history, southafrica.co.za celebrates South Africa’s natural, cultural and economic assets so that the youth can learn about their nation in their home language.
Southafrica.co.za Founder and CEO Hans Gerrizen conceptualised southafrica.co.za as a means for youth and communities from outlying areas to benefit from the digital age in terms of the web tool’s empowering educational component.
“We can only stand to deepen our collective experience of democracy and become a more forward planning nation if we know facts about our nation’s past and present in everyone’s home language,” he says.
Southafrica.co.za, with sister company Siyabona Africa, is the organiser and sponsor of the Mandela: 100 Moments photographic exhibition that runs until 30 September at Cape Town’s V&A Waterfront-based Nelson Mandela Gateway to Robben Island. The 3-month exhibition, which runs daily from 08h00 until 15h00, is showcasing one hundred iconic Nelson Mandela images taken by veteran South African photojournalist and self-taught lensman Peter Magubane.