Many businesses are adopting a data toll-free approach, where consumers can access a company’s website without having to pay for any data usage, writes ECKART ZOLLNER, Head of Business Development at Jasco Group.
A recent emerging global trend that is disrupting traditional data payment responsibility, is that of businesses offering their consumers free online access to their websites or other online platforms. Usually, consumers who wish to access a business’s online services, particularly via mobile channels, need to have enough data to do so – or they simply don’t go online at all. This has incited many businesses and service providers in South Africa to begin offering free access to their sites regardless of whether the consumer has any data left or not – but who covers the data costs?
The concept of offering toll free access to customer service channels isn’t a new one. Toll-free numbers that enable consumers to call businesses, at no charge to themselves, are still in effect today for both customer care and the selling of services and products. Today’s consumer, however, is more likely to access a business’s services, products or customer care centre via the Internet than over the telephone, meaning that businesses have had to change the way they offer their toll-free services to their market, shifting the same concept to an online platform.
At what price?
Data charges for accessing these “toll-free” platforms are invariably covered by the businesses who own the platforms, or websites. A business wishing to provide their consumers with free access to their sites – data or not – strikes up an agreement with one or many network operators which allows them to cover the charges for anyone who accesses their online site or platform. The charges that the person accessing the site would usually incur simply gets redirected to the business site owner.
Businesses offering this service can end up with hefty data bills, particularly for high traffic sites, however the benefits more than make up for the costs. Although there is the risk of incurring data charges which don’t result in sales, offering free access to their online portals means that businesses are able to effectively remove almost any barrier for consumers – potential and existing – to access their products and services. This translates directly into more site visits which means more sales and, ultimately, increased profits.
The disruptor differentiator
Providing free access to online portals also enables a business to stand out from its competition. It differentiates the business from others of its kind, and consumers are more likely to visit their site, free of charge, than those sites which require that they use their own data. Consumers see the perceived value of this service and are able to immediately feel the tangible effects thereof. They can “window shop” at no cost to themselves, which increases the possibility of impulse buying and serves to heighten the reputation of the business in their eyes. It’s a definite brand activator.
Despite the incurred data charges, businesses offering this service could actually end up saving costs. Businesses could shift most of their operations online and do away with physical, brick-and-mortar premises. This means fewer physical shops or offices, fewer employees and less need for infrastructure, all of which drag heavily at the bottom line.
Finally, businesses are able to tap into heretofore untouched markets. Consumers who would ordinarily have to travel for kilometres can access products and services at their fingertips – for free! Consumers who tend to use up all of their data before their month is up can still access platforms without worrying about the data charges. Suddenly, a business’s customer base can expand radically.
Integration is key
Any business who wishes to offer toll-free access to their sites and online platforms firstly needs a mobile commerce platform which will enable this functionality. Their platform must be able to integrate with their current operational systems, software, billing platforms and even customer relationship management systems.
Integration is critical to this process, to ensure full functionality and service delivery. A business would also need to engage with one or more network providers to ensure the charges for accessing their site, or specific portions of their site, are redirected to themselves and not to their customers.
Paving the way
Toll-free online access is the tip of the iceberg for similar services aimed at making it easier for consumers to access and buy products and services online. There are many other disruptive services starting to emerge in South Africa to simplify the buying process and widen the customer base. For example, companies that offer cardless purchasing, where consumers who don’t have access to credit or debit cards are able to use a ‘middle man’ platform to pay for products and services – consumers “buy” credit from a third-party provider, such as a mobile money service provider, who then pays the supplier for them.
It’s a short hop and a skip to a world of Internet shopping in which consumers are unencumbered by traditional shopper problems such as lack of accessibility or lack of a bank account, and South African businesses are acting quickly to be a part of it.
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.