Quoted over and over again is the fact that there are 19 million mobile subscribers in Kenya.Out of this 2 million are mobile internet users, and growing exponentially month on month. Those numbers may not mean much on face value, but if you think about it closely, the average Kenyan is far more mobile savvy than you thought they were.
Kenya is ranked in the top 5 mobile web countries in Africa. While most traffic is towards social media sites like Facebook, consumers are turning to the mobile web for transactions and interactions with local content. While this is so, a close look at various mobile sites, and very few can deliver the experience a consumer is looking for.
The mobile customer is ruthless in their expectations and will expect that they can find a company’s fully mobile optimized wap site when they type its URL onto their mobile browser. Majority of mobile users expect that a wap site will load equally if not faster than on their PC. Surveys on consumers suggest that half of mobile users are only willing to wait 6- 10 secs for a page to load before giving up.
A poor mobile experience will impact how a consumer perceives the brand quality. The mobile consumer is very unforgiving, and will be less likely to return to a mobile site if they had a poor user experience. Their behavior mimics their lifestyle. Always on the move, so mobile services must deliver the same experience. I should be able to bank while in the bus, and not have to wait till i get home to receive my balance enquiry.
Take KCB connect, recently i moved money from my account to my m-pesa, paid my electricity bill, sent money to my sister in eldoret, topped -up my credit, paid my grocer and landlady in the time it took a matatu to get me from Valley Arcade to Kawangware, less than 10 minutes!
With mobile web, consumers expect fast anytime transactions, and if they cannot complete a transaction they abandon it all together. The services must always work in a seamless, convenient and flawless manner.
So what are the basics:
- Speed – of utmost importance, its got to be fast to be relevant
- make sure content formats match on your wap sites
- any links on your site should also be working- number one complaint about mobile web, is that links do not take you to the pages you where following.
- minimal downtime- while its hard for any service to guarantee no downtime, minimising downtime has a huge impact on userability.
In creating a mobile service the number 1 question should always be, what is the best user experience we can build for customers, that will create not only a connection, but a deeper product engagement for them.