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Mobile marketing tool to fill Rwanda’s outdoor gap

Heightened enforcement in Rwanda of a bylaw regulating outdoor advertising has created a gap, which MeMe from Digitata Insight has used to take MTN Rwanda live though mobile advertising.

Digitata Insights is a subsidiary of Digitata Limited, a privately-held multinational technology company that delivers intelligence in the mobile telecommunications and digital media arenas.

MeMe enables new digital marketing channels on the MTN Rwanda mobile network to offer brands, advertisers and digital agencies the ability to “Reach and Engage” with consumers in Rwanda.

MeMe delivers selected brand marketing messages to consumers on their mobile devices through its Reach feature, with the ability to target consumers based on demographics, time of day, and location, in an unobtrusive manner. Meme’s advanced profiling capability ensures that the right person is targeted in order that messages are not viewed as spam.

MeMe offers various engagement options through its Engage feature, including “call me back” messages, surveys, app downloads and voucher offers, as well as customised engagement methods like bespoke gamification campaigns.

The announcement also comes amidst heightened enforcement in Kigali of a 2013 bylaw aimed at regulating outdoor advertising, which requires agencies to modernise existing billboards to improve safety and meet more modern standards with regard to aesthetics and functionality. The launch of Digitata Insights’s MeMe solution therefore provides a modern digital advertising solution, together with the company’s campaign implementation and management services.

Richard Walton, CEO of Digitata Insights, says: “We are delighted to be partnering with MTN Rwanda to introduce our highly effective and impactful mobile marketing solution into the burgeoning Rwandan market. With the local advertising paradigm evolving, and mobile rapidly becoming the most significant channel for mass marketing, our MeMe solution is ideally placed to offer advertisers a new and effective means to reach a vast number of potential customers.”

Gaspard Bayigane, Acting Chief Marketing Officer at MTN Rwanda, adds that “This innovative mobile marketing solution is the first of its kind in Rwanda. The strategic partnership with Digitata Insights will generate more awareness for advertisers, and in turn, drive additional sales and service opportunities through enhanced visibility on the MeMe platform,” he says.

Africa News

Africa gets broadband boost

ITU and Nexpedience, a supplier of proprietary point-to-multipoint broadband infrastructure, are partnering to bring broadband access to Africa.

Under the terms of the deal, Nexpedience will provide 180 new Expedience base stations worth USD 1 million, to be deployed in six nations across the continent. The first nation to benefit from the new infrastructure is Burundi, with deployments also planned for Djibouti, Burkina Faso, Mali, Rwanda and Swaziland.

Designed to withstand extreme meteorological conditions and capable of providing up to 32 kilometres of sector coverage, Nexpedience’s base stations have been specifically designed for rural deployment.

ITU’s Wireless Broadband Network in Africa project aims to develop and implement wireless broadband connectivity and applications that will provide free or low-cost digital access for schools, hospitals, and under-served populations in rural and remote areas Africa-wide.

At the signing of the agreement in Geneva, Brahima Sanou, Director of ITU’s Telecommunication Development Bureau (BDT) emphasized the need to make developing countries part of the global broadband revolution: ‚”This partnership represents another important element in ITU’s efforts to bring broadband technology to the world even in the poorest nations. I am confident that this new partnership will accelerate broadband uptake right across the African continent, bringing the power of high-speed connectivity to users everywhere, from big cities to small villages.‚”

Kiriako Vergos, CEO of Nexpedience said: ‚”Giving access to broadband technology to underserved populations in Africa is of great importance to us. There are enormous benefits to be derived from a ‚’broadband-seed’ deployment strategy, and we decided to partner with ITU because we know that the organization has the team in place to get it done.‚”

ITU Secretary-General Dr Hamadoun Tour√© said the new agreement is a ‚”major step forward in getting Africa connected‚”. Dr Tour√© led the establishment of the Broadband Commission for Digital Development in 2010, which has the aim of putting broadband at the heart of the global development agenda.

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Nokia backs tech hubs for developing world

Nokia, AppCampus and infoDev are collaborating with mobile innovation hubs across Africa, Asia and Latin America to act as scouts for local talent.

Nokia, AppCampus and infoDev, a global innovation program of the World Bank, have announced a collaboration with mobile innovation hubs across Africa, Asia and Latin America – a move that will empower these hubs to act as scouts and agents for local talent, fast-tracking their access to AppCampus funding.

AppCampus was established in 2012 as a mobile application accelerator program managed by Aalto University in Finland. With an 18 million euro joint investment between Microsoft and Nokia, the aim is to foster mobile application development on Windows Phone and any other Nokia platform.

The announcement earmarks part of that investment fund for twenty six awards per annum for the best mobile innovation ideas to be made via the mobile innovation hub network, starting with infoDev’s mobile application labs in South Africa, Kenya, Armenia and Vietnam, as well as mobile application laboratories in Egypt (TIEC), Nigeria (CC Hub) and Mexico. The value of each award ranges from 20,000 Euro (US$ 26,000) to 70,000 Euro (US$ 90,000) depending on the complexity of the solution or business model behind the idea.

‚”By working jointly with the mobile innovation hubs, we are able to connect more effectively with local developers in emerging markets and provide support in terms of funding, especially for locally relevant innovations,‚” says Pekka Sivonen, Head of AppCampus. ‚”Although the criteria to access the AppCampus funding remains the same, with ideas needing to be original, competitive and scalable, the advantage is faster processing and the mentorship provided by these innovation hubs.‚”

The hubs and mLabs will be responsible for scouting talent and vetting ideas to be submitted to the global pool. infoDev’s mLabs foster regional entrepreneurship, employment and competitiveness by providing open spaces where developers can find training, mentoring, technical expertise and access to financing. In a short time, mLab-supported startups have brought over 120 commercial apps to market The best new entries from this network will compete against each other each quarter for the available awards.

‚”Nokia, working closely with infoDev, has supported the establishment and operation of a number of mLabs across emerging markets in support of local developers,‚” says Jussi Hinkkanen, vice president corporate relations for Nokia Middle East and Africa. ‚”The AppCampus collaboration showcases our commitment to strengthening the growing mLab network around the world and infoDev’s vision of supporting emerging market entrepreneurs in conquering local, regional and global markets‚”.

The official launch of the program took place during the mobile stream at the Global Forum on Innovation & Technology Entrepreneurship in East London, South Africa, organized by infoDev and the South African Department of Science & Technology. A key theme of the Forum is how innovation can lead to high-growth entrepreneurship which creates sustainable jobs. Valerie D’Costa, infoDev’s Program Manager says, ‚”The AppCampus initiative fits with the philosophy of infoDev of supporting innovative entrepreneurs from developing countries. We want to support those who can excel with some level of mentorship, skills training and seed financing. We provide potential job-creators better access to markets, which is what we are all about.‚”

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