Talking to Debbie Rogers, digital strategist at Praekelt Foundation about MXit and the bottom of the pyramid (BOP) in Africa.
The cellphone is ubiquitous in Africa and has changed many people’s lives. Praekelt likes to focus energy on the Bottom of the Pyramid (BOP) (which includes lower LSMs) because you can reach people at scale – everyone in South Africa has access to a cellphone. You can provide many people with information and services that they previously have not had. They are highly engaged users because their phone is the primary form of contact with brands, so you can speak to people and influence them in a way that many other forms of media can’t. It’s also important to understand that a rich media, complex site is not necessary to communicate with people all the time. Simple SMS and USSD can communicate relevant information most easily. Sometimes the simplest solutions are the best. Listen to the podcast here for more.