NAIROBI, Kenya, Sept 17 – Mobile operators are likely to face pressure to reduce the price of data to remain price competitive.
This is according to a finding by Deloitte which says the move will be driven by the need to retain customers who are becoming hungrier for data.
Statistically, 42 percent of respondents of the 2019 Global Consumer Survey say they would change their current mobile operator in the future due to price of data.
This is against a backdrop of a finding by World Wide Web Foundation revealing that data remains expensive, with 1GB costing an average of 18 per cent of monthly income in Kenya.
In December 2018, Communications Authority reported that mobile penetration had hit 100 per cent for the first time as active customer subscription reached 46.6 million.
More internet, less voice calls
Deloitte predicts a slowdown in voice calls importance globally and a steady rise of other forms of communication, driven by the proliferation of messaging options.
Text messaging remains the preferred method of regularly communicating at 78 percent of respondents in Kenya, with instant messaging and communicating through social networks jumping in use since 2015.
“Opportunities are arising for businesses to use digital tools such as chatbots to improve customer experience and acquisition, reduce churn, increase revenue per user and minimize the cost to serve primarily in the customer service centres,” says the report.
The 2019 Analytics and BI Gartner Magic Quadrant report predicts that by 2020, the average person will have more conversations a day with bots than they do with their spouse.
For instance, in April 2019, Americans received 4.9 billion robocalls, or 163 million calls per day and by 2020, over half of all calls could be originated by robots.