Africa has the fastest-growing mobile market in the world. Cellular networks have been expanding rapidly – with more than 30 coming on line over the past decade. Mobile exceeds fixed-line phones in many countries, new technology pushes the limits set by regulators, and pre-paid packages and public booths make access across the social spectrum easier.
Bearing all this in mind, and the fact that media repression in many African countries remains, it is clear that there is huge growth potential in providing value-added information services via cellphone networks in Africa.
Some of the key factors driving growth in African cellular markets include the major role played by private sector investment; pent-up demand as a result of undeveloped fixed line networks; and the role of competition. In Guinea, for example, the number of cellphone subscribers doubled with a new competitor, and the growth in Nigeria with four licences granted at once has been phenomenal.
Innovative marketing has played a key role in boosting interest and demand. The invention of the wind-up cellphone battery charger is likely to facilitate more access as these can be used where there is no electricity source.
In 1999 the SABC pioneered News Break 082 152 in partnership with Vodacom and Marketel and began with a breaking news line in English, with content specially geared to fast moving business people.
With a small core team and no additional “seed” money, we were forced to be creative – using spare capacity and pushing for internal cross-promotion to create awareness. We wrote copy and produced short radio and TV promo’s, arranged for mentions at the end of radio and TV news bulletins, used the information channels of our partners (Vodacom, I-Net Bridge and later Nedbank and the Education Department) and capitalised on launch functions for each new option. We conducted our own mini-surveys on 082 152 and sabcnews.com and then acted on this input, adding one option at a time until we had nine options.
These are breaking news; sport; vote line (used on current affairs shows such as Special Assignment); top 20 financial indicators from the JSE; weather; automated academic results; in-depth news line; election results in four languages and Ukhozi fm headline news in Zulu.
We subsequently expanded into Zimbabwe with News on Demand, an audio service offering the latest news about Africa. It provides a useful alternative source of information in a troubled media environment.
In addition to the audio and video clips of news items available on www.sabcnews.com, the website is the base for an automated SMS news service using the site’s headlines as well as several “pull” SMS services.
After several months of pioneering work setting up a semi-automated download system, SABC TV news video clips were made available to subscribers on cellphones through a partnership between the site and Vodacom.
Live streaming of major events such as the annual Budget and the President’s State of the Nation address are proving increasingly popular, and capacity has been enhanced to cope with the increase in usage, which now tops a million page impressions a month.
The distribution of news via mobile media is price sensitive so the information has to be concise, yet content is key – quality has to be consistent and constantly adapted.
Headlines give the caller an immediate update, and they can stay on the line for more detail on top stories. Immediacy, voice clarity and pacing are crucial, and the use of newsmaker sound bites provides added value.
A talented and dedicated team of multi-skilled journalists and technology experts is the most critical resource of all for new media in our environment.
Voice services on cellphones will remain strong in Africa, especially in the light of our strong oral traditions; data will continue to grow in a niched way; but there will be more interactive communications to serve users, and easier access to the internet via cellphones.
In the new media cellphone pipeline at SABC news are automated traffic updates, news in more languages and partnerships in East and West Africa.
Judy Sandison is an award winning broadcast journalist and now heads up the new media unit at SABC which incorporates sabcnews.com and a range of news on demand services. She is a founding member and national councillor on The National Editors Forum.