@tycoon - I'm not really convinced about this. If I amy take us back a few steps....SCOM did try something else - content management - by working with DSTV - while that was all very nice. only a few subscribers have 3G Handsets to use the service. I think this was more of an 'ego' product (we're innovative,we're ahead of the game,etc) but I do not think either DSTV or SCOM are making money from this. Mobile TV has a long way to go. Now,I think Cell Broadcast advertising is a good idea and should have been there for a while now but 1) the subscribers need to switch on this feature first 2) currently there are better (and tested) channels to advertise. I cannot see Steers,with 4 outlets in nairobi,signing up to Scom to ping people about wacky wednesday when people come close to a steers outlet - they'd rather do that in the paper or have people walk around with signs/flyers. Then,what about the Zain/Orange/Yu customers?
The other thing,is while this has worked in europe (and perhaps india),consumerism is still in its infance in Kenya...people have to plan stuff and cannot afford to be impulsive....
Having said that,and looking at what has been happening to SCOM share price after the foreign promotion,I suspect somethign else is afoot - something that will be a GAME CHANGER for safaricom (perhaps a major acquisition of a player in the Data market - maybe not AK,maybe not KDN,but something that will make their data services contribute more to their revenue streams).
My two meticals.
The problem with equality is that we desire that it be with those that have more than us rather that those that have less