aking the mobile business process in Kenya as a case history is crucial to understand the direction that several other areas in the country will follow. In this regard, BtoBet's CEO highlighted:
“Kenya confirms an unprecedented number of mobile users, with 83% of mobile penetration and where Smartphone diffusion is the highest in the country - 60% of mobiles used in the country are smartphones. The large use of mobile payment transactions, for any kind of payment (not only for betting) have pushed the development of very advanced mobile payment methods.”
This might not be the case in other African countries and when asked why operators across the region should be looking at a similar move to mobile, even while retail revenues remain substantial, Fried answered:
“The African market is pushing towards the mobile direction and the diffusion of mobile payment methods for managing different aspects of daily life. Betting is an element of that and therefore operators have to grab the opportunity now, anticipating the trend and staying ahead of competitors,” and he added, “Successful Sports book retail businesses generate an extremely competitive gambling environment, where operators do not have adequate instruments to stay competitive. In particular, licensees lack a genuine interaction with the consumer. In contrast, the mobile environment offers plenty of tools and means of communicating to retain players and create mutual relationships in terms of one to one communication.”
So, what’s the strategy to adapt in a such fast transforming framework? Fried stated:
“The correct move is the creation of a real omnichannel environment where the existing retail network becomes a means to promote the brand and its products. It is vital to optimize services and infrastructures according to the most appropriate channel, improving the user’s gaming experience anywhere. With the evolution of the shop from anonymous betting systems to a place offering assisted bets, the player becomes recognizable by the system through any channel he decides to use. As a consequence, the operator can always track the user’s data and preferences and drive his offers in the most effective and profitable way.”
Download the complete interview to Alessandro Fried at WRB Africa.