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Integrated Marketing Communication and Technology Adoption: The M-pesa Model in Kenya - Couverture souple

Mulwa, Martina

 
9783659682940: Integrated Marketing Communication and Technology Adoption: The M-pesa Model in Kenya
Couverture souple
ISBN 10 : 3659682942 ISBN 13 : 9783659682940
Editeur : LAP LAMBERT Academic Publishing, 2015

Synopsis

Since its inception in 2007, M-PESA has rapidly developed to become one of the most dynamic innovations for delivery of financial services using modern Information and Communications Technology. This innovation makes Kenya a world leader in the use of mobile phones to transfer money. To appreciate its rapid growth, it is important to note that the number of people registered in Kenya using the service regularly has grown. It is in the appreciation of its unique adoption that this study sought to find out what communication strategy, techniques and tools Safaricom used and continues to use in order to persuade new customers to adopt and sustain those already using the service. The study also sought to establish specific social, technological, environmental, and economic needs driving the rapid adoption. Kenya has 32 million mobile phone users who are in a position to reap benefits of such network-based innovations if they were effectively diffused to target audiences. Hence the study was necessary to inform policy. Furthermore many money transfer solutions exist, but they have not witnessed the kind of growth that M-PESA has had. What makes M-PESA unique? The study bridged this gap.

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Présentation de l'éditeur

Since its inception in 2007, M-PESA has rapidly developed to become one of the most dynamic innovations for delivery of financial services using modern Information and Communications Technology. This innovation makes Kenya a world leader in the use of mobile phones to transfer money. To appreciate its rapid growth, it is important to note that the number of people registered in Kenya using the service regularly has grown. It is in the appreciation of its unique adoption that this study sought to find out what communication strategy, techniques and tools Safaricom used and continues to use in order to persuade new customers to adopt and sustain those already using the service. The study also sought to establish specific social, technological, environmental, and economic needs driving the rapid adoption. Kenya has 32 million mobile phone users who are in a position to reap benefits of such network-based innovations if they were effectively diffused to target audiences. Hence the study was necessary to inform policy. Furthermore many money transfer solutions exist, but they have not witnessed the kind of growth that M-PESA has had. What makes M-PESA unique? The study bridged this gap.

Biographie de l'auteur

Dr. Martina Mulwa is a Lecturer at the School of Journalism and Mass Communication, University of Nairobi. She holds a Ph.D. in Communication and Information Studies. Her research area is in mobile money uptake and use and has written papers in the area. She is a practitioner in the industry and has developed the M-ASCA Mobile Money Model

Les informations fournies dans la section « A propos du livre » peuvent faire référence à une autre édition de ce titre.

Éditeur
LAP LAMBERT Academic Publishing
Date d'édition
2015
Langue
anglais
ISBN 10 
3659682942
ISBN 13 
9783659682940
Reliure
Broché
Nombre de pages
128
Coordonnées du fabricant
non disponible
Personne responsable
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