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Created on 15 March 2013 Written by Khen Amooti
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Embrace E-Payments or be swallowed by the growing service sector
By Khen Amooti

On a hot afternoon, Africa Jesse, a presenter on radio Flash signed out from his daily afternoon program. He was starving and without delay headed right to a restaurant to settle his appetite.

Almost an hour later, it was time to pay for the meal and that’s when he realized he had left the wallet at the radio station, he quickly recovered from his brief panic explaining his dilemma to the attendant before offering to pay her using the mobile banking service on his phone. Unfortunately, it couldn’t work as the woman refused insisting on cash which was delivered later after Jesse called a colleague at the station.

It’s amazing how many service providers continue to stick to old fashioned ways of doing business despite the fast and furious dynamism in the sector. Mobile banking is one of the many e-payment services that banks are offering to make life easy for Rwandans unfortunately, many are still stuck to their medieval lifestyles.

During last year’s annual media dialogue, a presenter told media proprietors that, “if you are going to remain old fashioned then you won’t survive the dynamism of the modern media.” The same could be said of the service providers. Those who fail to adapt to the new financial innovations could be suffocated instead of growing with the sector. The then Rwanda Central Bank governor, Claver Gatete says, “We are moving with trends in ICT and that means adapting to and aligning our systems with new innovations,” he remarked.

But it’s not all lost. These innovations are new and with time people will get used to them, observed Clement Asiimwe who works with a local micro-finance. There are various e-payment options available on the market from mobile money, to VISA cards to mobile banking to mention but a few.Recently, R-switch an E-Payment in Rwanda introduced ‘Smart Cash’ platform which will allow Rwandans to effect e-payments both domestically and within the region. The new innovations according to Konde Bugingo, R-switch CEO, will add flexibility with ATM card owners able to obtain services at any time within the country on any ATM machines and other point of service (POS) devices.
“No other E-Payment Company has made this kind of commitment of providing a home grown Regional e-payments Services working with the banking industry,” said Konde. Three banks have already partnered with Nakumatt to enable clients to use e-payments and these include Bank of Kigali, Equity Bank and Eco Bank. At Nakumatt, transactions by locally issued Visa cards are not charged but a small fee per transaction is deducted by the corresponding bank for foreign issued cards.

Mobile money services seem to have at least taken root. MTN, the pioneers of the service announcing in November last year that transactions of worth $138million had been recorded since the launch of the service.

Karim Rwahirwa is a photographer and instead of making the long trip to Kampala to buy photo albums, he makes a shorter journey to Nyabugogo where he sends his dealer cash via mobile money and he waits for the products to be delivered on the bus the next day. “I save not only money but also time,” says Rwahirwa.

Fantastique is one of the trending food joints in Kigali receiving a minimum of 600 clients per day. It’s affordable, air conditioned, classy and conveniently located in the city centre and has wireless internet. Unfortunately, you can’t use your Visa card or mobile money or pay through your mobile bank. They also don’t accept dollars, only francs.

Many who have reservations about these new innovations point to the risk of losing money yet both the central bank and service providers who use those innovations say there’s little room for risks. “There could be disturbances in network connectivity as the Visa machines are connected directly to the banks but we don’t get that kind of complaints of loss of money,” explained Nakumatt’s Makau.



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Created on 15 March 2013 Written by Kezio-Musoke David
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ICTs are more than just computers and the Internet
By David Kezio-Musoke

Whenever I travel and I meet people, the first thing they ask me about Rwanda other than the country’s good governance and the well manicured streets is the development of ICTs. One time (probably about 5 years ago) when I still worked for the Nairobi based Nation Media Group, a journalist colleague of mine was compelled to crosscheck with me, “David I have been told all the towns and streets in Kigali cities have wireless points of Internet presence which is provided freely to all city dwellers.”

Eight years ago when I first came to Rwanda, I must confess that my impression of the country in regards to the development of ICTs was that of the likeness of a street in Silicon Valley. Such is the power and beauty of a good public relations strategy, which I have now basically made my core business.

After being in the country for almost a decade I still feel that the story we told years ago about ICT has become a little static and needs some kind of sparkling evolution. Five years ago I wrote a story in The East African about ‘Kigali being the first wireless city in sub-Saharan Africa.’ I remember writing about the largest national data center being built in Rwanda. I also remember writing about the fact that Rwanda was the first country (probably in Africa) to assemble mobile phones. This particular story I remember made headline news across several new wires and even almost won me an award.

My worry is that if I continue to play the role of the institutions meant to do the ‘checks and balances’, I risk being misunderstood. But the fact still remains the same, something is aloof somewhere.

While trying to demystify my thoughts on this particular subject, I am compelled to note that it is time for our governments to move away from the conventional governance of ICTs. This might be the hindrance to actual development of the trade. For example the ministries governing ICT should be full ministries and not extensions.


Today we are under the pressures of being fashionable. In the process we tend to think that being ‘en vogue’ means adopting the latest innovations, which limit ICTs to the Internet, and excludes others that fall in the same category of ICTs such as radio, television, and even print media. These technologies use reception equipment that is readily available in homes, have proven to be effective and inexpensive in packaging high-quality materials that reach “unreachable clientele,” and overcome geographical and cultural hurdles. Basically they are more important ICTs than the ones we have been made to believe as fashionable. They are all information communication technologies.

Why then shouldn’t a ministry of information and broadcasting, not tier with that in charge of ICTs? In this case in Rwanda, instead of the Ministry of ICT and Youth we would probably have a cabinet position in charge of Information, Broadcasting and Technologies.

It would also mean that instead of having two regulators we would probably merge the Rwanda Utilities and Regulatory Agency together with the Media High Council, which regulates radio and TV broadcasts and of late even digital media.

ICTs should not be dismissed as a passing fad. It is all very well when somebody believes they are clairvoyants and can reliably predict the future, but we should be talking about the present here. And if we do so, ICTs should be critically re-examined to cater for all loose ends otherwise the country risks being that well marketed top ICT destination that produces no variable at all.

The writer is a Managing Partner with Beehive Rwanda a corporate communications firm. Read more from his blog www.kezio-musoke.com

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Created on 17 December 2012 Written by Kezio-Musoke David
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In the last issue I wrote about how small companies (and even big ones) can utilize social media in service delivery. Some of ‘The ServiceMag’ readers thought that I probably should have probably broadened the subject to cater for how all on-line platforms can be utilized …not only in service delivery but also in marketing.


The year 2013 offers far larger opportunities in that aspect, probably because we are a little more enthusiastic about the growth of a Rwandan on-line community and data packages. However investing in such trends requires smart timing and consumer analysis.

Very many times our trend-marketing returns are only as good as ones ability to make educated guesses but one needs advice to avoid turning educated guesses into marketing messes. On-line marketing hasn’t seen a revolutionary trend in Rwanda platforms like Facebook, Twitter, Group emailing, group txt-ing etc … etc.Lets take group emailing for example. Here you collect all emails of your consumers and once in a while you can send them product information in a group email. It isn’t hard to justify an investment in email marketing as well because the cost of sending group emails to a targeted group of your consumers or a customer is so low.

One mailing Yahoo group called KigaliLife has built a self censored, reputation being a user friendly on-line marketing one-stop center where one can easily market or browse for a unique product or service in Rwanda.

Most of Rwandan consumers I have personally talked to still consider email to be their primary form of communication even though there are several alternative ways for consumers to subscribe to periodic source of information from small businesses.

When one looks at a number of company son-line platforms one still wonders whether marketers ever brainstorm strategies to effectively promote their product.
Social media for example has one redeeming quality for marketers – lots and lots of eyeballs. This can be attractive if you are a major brand, but profitable interaction will continue to be the exception for small businesses rather than the rule.

What about mobile marketing? Demand is increasing for mobile applications and web-browsing due to wider adoption of smartphone … it is estimated that there are thousands of smart phones in Rwanda. However as more people adopt them, a small business seeking to market its services has to look for small business marketing services to start proving low cost market solutions like text messaging, mobile email marketing, mobile websites, mobile applications development and location based marketing.

 

You can use tools like Google Analytics to see how many people are visiting your website using mobile web-browsers. Begin testing by sending a few mobile coupons via text or building a mobile micro-site for one of your products.

Lastly it is important to note that Internet marketing trends develop and evolve quickly. Your business may need or might not need to utilize on-line marketing. Don’t be too quick to jump on bandwagons because consumers move more slowly than marketers and technology. Stay focused on attracting relationships with your brand and solving problems for people. Those are the trends that never fail small businesses.

 

 

The writer is Managing Partner of Beehive, a Rwandan a PR firm based Kigali.
To read his personal blog please visit
www.kezio-musoke.com

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