The CEO of Safari-com, the Kenyan telecom giant, found out unintentionally, the power of social media and digital marketing. His company was earlier lauded for being champions of the poor, having revolutionized the mobile banking sector through the tool of M- Pesa. But now, so- called digital ninjas were attacking Safaricom for its high price rates, all over the company’s social media handles. On closer inspection, it appeared, that they may have a point, as the payment mechanisms were a lot complicated. The company then went on a spree rectifying this, as well as the prevalent company culture. Managing “next- gen” expectations with the corporate realities can be tough to navigate. Thus, a youth network called BLAZE was set up by the company to work on their requirements. At the end of the year, profits soared once again, rather than face an exodus of younger customers as was the forecast earlier. Companies and brands thus need to be prepared for disruption, and not be bound by conformity.

Source:https://www.strategy-business.com/article/Be-Prepared-for-Disruption-Thinking-the-New-Unthinkables?gko=9473a

Uploaded Date:28 September 2019