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
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