The connected consumer

StellahNyagah– TelkomKenya

Preparedfor:MSRAConference2017

10 years ago

10millionsubscribers

2millionsubscribers

StellahNyagah– TelkomKenya

Today

40millionsubscribers

30millionsubscribers

ThemobilephoneisubiquitousStellahNyagah– TelkomKenya

StellahNyagah– TelkomKenya

We know a lot our customers

Andallthisinformationisaggregatedonamobiledevice,butdoweknowwhattodowithit?

• Yoursearchhistory• Yourlocation• Whetherornotyouhavean

internetconnection• Whichappsyouhaveonyour

mobilephone

• Whereyourkidsgotoschool• Whereyoushop• Whereyoueatout• Howoftenyougo

StellahNyagah– TelkomKenya

But the marketplace is getting more complex

Theoldestmillennialconsumerisnearly40years,theyareinfluencinghowbusinessisdone,drivingtheeconomy• Theydocumenteverythingtheydoon

socialmedia• Theywantinstantgratification• Advertisingdoeslittletoinfluencethem• Theyreviewblogsbeforemakinga

purchase• Theyhavenoloyalties• Theyvalueauthenticity

StellahNyagah– TelkomKenya

Empowered consumers, they drive the agenda

StellahNyagah– TelkomKenya

Decision-making in the connected world

• Thinklikeamillennial• Whatvalueareweaddingtothem

• Agility• Consumerneedsarefluid• Bepreparedtochangecourseatamoment’snotice

• Adaptability• Differentsegmentshavedifferentneeds,willbereacheddifferently• Non-traditionalapproachestoresearch• Whatworkedyesterdaymaynotworktoday

• Collaboration• Bigdata• Socialmedia

StellahNyagah– TelkomKenya

Thank you

StellahNyagah– TelkomKenya