The long-awaited Protection of Personal Information Act regulations were published last September. They don’t say much, but what they do say spells more than just sleepless nights for direct marketers, says ELIZABETH DE STADLER, Novcon CEO & consumer law specialist.
If accepted as is, these regulations have the potential to send direct marketing in SA back to the stone age.
I’m the first to admit that I hate spam when it’s uninvited and comes from a company you have never dealt with before, much less have given your info to. Mild irritation quickly turns into rage when you realise that your private information is being sold as ‘leads’ without you knowing. These are some of the concerns that are meant to be addressed by POPIA, which will come into effect sometime during 2018.
POPIA will make it mandatory to ask for consent before electronic direct marketing is sent to a person for the first time. It will also make it virtually impossible to sell a person’s private information to a third party without their permission. This all sounds like a bloody good idea, I hear you say. Well yes, in principle. But only if a balanced approach is taken.
Even as an avid supporter of privacy rights and control over personal information, I’m concerned that the draft regulations which outline the way direct marketing consent must be obtained is overkill. The kind of overkill that could hurt SA’s digital economy significantly. As much as we hate spam, we must also acknowledge that not all direct marketing is Freddy Krueger level evil.
The evolution of digital marketing and advanced analytics enables marketers to better target their communications. This means they can give consumers information about product and services that can help them make informed decisions, all conveniently delivered to their inbox and devices.
Here is a simple example. A woman has returned to work after maternity leave. She would probably really appreciate a heads-up from a retailer that their nappies are on special this week only. When you juggle work, life and two kids, there is hardly any time left to scan traditional media for deals and specials, never mind pop into a shop to compare prices. If it wasn’t for the email she saw in her inbox this morning, she would have missed out on the deal. A few small breaks like this per month could make a huge difference when she tries to balance her budget in the current economic climate.
I’m not saying consumers should not have a choice in whether to receive direct marketing. I just want the choice to be an informed one and I want consumers to be able to accurately make it. Which brings me to my next concern: the format of the consent.
SA startups in Visa final
Leading fintech companies from the Sub-Sahara Africa technology startup community have made it to the finals of Visa’s Everywhere Initiative.
Among the 12 chosen, from the 238 total entries, South African startups Howler and FinChatBot will compete against innovators from across Sub Sahara Africa for a chance to secure funding of up to US$50,000 to develop their ideas when the initiative concludes in Johannesburg on July 24.
Fintechs in Africa are making incredible strides; not only to bring more convenience to consumers, but also to enable people who would not otherwise have access to financial services or even a way to connect to the formal banking system. Venture funding for African startups jumped by 51% to $195 million in 2017 and fintech in Africa is expected to grow exponentially in the next few years as it continues to disrupt the traditional financial sector. With a clear goal of reducing reliance on cash, building digital payment based economies and increasing financial inclusion, Visa is committed to fostering an entrepreneurial spirit and driving innovation in its payments landscape.
The Sub Saharan Africa edition of the Visa’s Everywhere Initiative challenged local fintech startup to deliver solutions based around three real life business challenges:
- How can startups leverage Visa Developer APIs to either: Enable smaller merchants to accept payments in-store digitally OR Provide a safe and secure solution for online merchants to drive eCommerce and reduce cash on delivery?
- How can startups use Visa’s APIs to leverage mass reach and social media partner platforms like Facebook to help businesses operating in fast-paced consumer centric environments improve cash flow and receive payments?
- How can startups leverage technology to provide services that are functional for illiterate customers to provide them with secure transaction experiences that build and enhance their confidence in the banking system?.
Entrants were asked to submit ideas to leverage Visa’s network and technologies to resolve against at least one of the challenges. One winner per brief will be selected, with each receiving funding of US$25,000. Winners will be invited to a working meeting with Visa and may be presented with the opportunity to create a prototype. Visa will then select one overall winner to receive an additional US$25,000.
Geraldine Mitchley, Senior Director – Digital Solutions, Sub-Sahara Africa, Visa, said: “We are delighted with the response to our Visa’s Everywhere Initiative and the quality of submissions we received is an indication of the region’s rich talent pool and innovative spirit.”
“Launching this innovation program in the region has been an exciting time for the Visa SSA team, and the takeup reflects Africa’s enthusiasm to develop and pioneer solutions to the continent’s challenge – particularly in the payments technology space. I would like to congratulate the finalists and wish them luck as they enter the final stretch. When they come together for the final, they will not only have the chance to turn their ideas into reality, but also potentially help shape the future of payments in the region.”
Howler which enables cashless transactions and end-to-end ticket handling for consumers and event organisers is competing in the first challenge and FinChatBot, which aims to automate part of customer services for financial service providers through AI-powered conversations is competing in the third challenge.
The SSA edition of the Visa’s Everywhere Initiative will wrap up on July 24 in Johannesburg, with each finalist having an opportunity to pitch their ideas to a panel of expert judges from Visa and the payments industry.
Win a Poster Heater with Gadget and Takealot.com
This winter Gadget and Takealot.com are giving away three Poster Heaters, which look like posters but become heaters when you plug them in.
Three Gadget readers will each win a unit, valued at R550 each. To enter, follow @GadgetZA and @Takealot on Twitter and tell us on the @GadgetZA account how many Watts the heater consumes.
What’s the big deal about these heaters? Many of us are struggling to keep the balance between soaring electricity costs and the need to keep warm this winter.
However, the recently launched Poster Heater by EasyHeat and distributed in South Africa by Takealot.com is not only one of the most cost effective electric heaters currently on the market, it is also easy to setup and use.
As the name indicates, it is a poster similar to one you would hang on a wall. But, plug it in and it turns into a 300 Watt heater. The Poster Heater isn’t designed to heat hallways or large rooms, but rather smaller ones like a bedroom or a baby’s nursery or a dressing room.
It uses radiant heating, which means that it heats up in a couple of minutes and the heat is directed at the objects or people around it, quickly taking the chill out of the air and providing a comfortable ambient temperature.
The other advantage of radiant heating is that it doesn’t dry out the air like infrared or gas heaters. Users also don’t have to worry about their children or pets getting too close to it because, even though it gets hot, it can be touched.
To enter the competition follow the steps below:
Competition entry details:
3. The competition closes on 31 July 2018.
4. Winners will be notified via Twitter on 1 August and Takealot.com will be in touch to organise delivery.
5. The competition is only open to South African residents.