In the case of the call screen captured in this screen shot Lobels, a local baking concern, has a promotional tag for one of its products at the bottom of these notifications. This is something that seems to indicate a new use for space that has been lying idle.
This idea, though new for Econet and probably all of local telecoms is hardly a fresh concept. Operators like MTN have been doing this for years, with these notification adverts extending to Call Back Requests (Please Call Me Backs).
We haven’t established from Econet how much these adverts cost, what the conditions to sign for the service are, whether or not every subscriber will see these adverts and whether or not this is another pilot project that hasn’t gone mainstream.
Whatever the case though this is a great brand visibility concept for any company or product that signs up for the service. With a high mobile penetration rate this is one of the best ways to have an extended market reach, especially for products and brands for example such as Lobels that have a wide target market.
For Econet it’s also a smart way to shore up cash opportunities that can help improve that bottom line and offer another revenue stream to somehow compensate for falling voice revenues. We wonder though if this service will be extended to small businesses and startups with affordable or lower rates.