Global mobile marketing trends tend to provide predictions for developed economies rather than for emerging economies, warns Candice Goodman, MD at Mobitainment and the Direct Marketing Association of SA’s direct marketer of 2016. She stresses that smart phones are not “the be all and end all”, particularly in emerging markets. This is not only because of device penetration, but also because coverage and cost remain problematic. Ultimately, coverage is about the availability of Wi-Fi and 3G. SA is making a good effort in increasing initiatives to provide free Wi-Fi to customers, along with various business models to support the monetisation of these models, Goodman says. Initiatives such as #freewififorall is one such example.

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