‘Mobile will transform the way brands relate with consumers’

obile technology has been described as the next step in the marketing evolution and a definitive medium that would redefine the way in which brands interact and engage with their target audiences on the Africa continent, where over half of its inhabitants will access the internet for the first time on the mobile device.

This opinion was made by Elo Umeh, group managing director/founder, Terragon Group, at the Mobile World Congress held in Barcelona, Spain.

According to Umeh, the industry is experiencing a tremendous shift in media consumption by the mass market to mobile like never before, especially in Africa that currently accounts for the highest growth of smart phones globally. “Mobile penetration in Africa is stipulated to be about 80 percent in 2013, and growing. Right now, there are more mobile devices than there are television sets. Mobile and digital services have the potential to generate significant earnings and boost the economies in Africa,” said Umeh.

He added that, according to recent research reports by Gartner Inc, African telecoms firms specifically are predicted to generate over $1.3 billion in mobile advertising revenue alone by 2016. “The global market for mobile advertising will reach $18 billion in 2014, and grow to $41.9 billion by the end of 2017. This information goes to show the potential that mobile advertising has, not only in Africa but globally,” he said.

Terragon Group, which is a new media business, focused on Africa with a strong competence across the new media ecosystem comprising mobile, online, and content aggregation is making its debut appearance and is showcasing its three business units at the Mobile World Congress with the aim of showing the global community the business potential of the African market.

Terragon’s focus is on Digital Media Marketing, Mobile Content Aggregation and Marketing as well as Mobile Advertising.

Terragon Group boasts of Africa’s first indigenously owned mobile advertising network – Twinpine, which provides a platform for owners of mobile platforms including mobile sites, mobile apps and social networks, to make money from advertisers by serving ads on their various platforms for the African audience.

Daniel Obi