Africa may still have a large feature phone market, but that doesn’t mean you can neglect customer service

Despite having one of the largest telecommunications markets on the continent, only a third of South Africa’s mobile users own smartphones. This means that the majority of the population still relies on feature phones to stay in touch and may at some stage access the internet during their mobile upgrade journey.

Africa’s smartphone adoption is steadily increasing as data becomes more affordable and lower-cost smartphones are entering the market, and smartphones will eventually outpace feature phones. Until then the contextual realities of Africa’s mobile users affect how companies engage with their feature phone customers.

Mobile remains a versatile channel where customers across income levels and handset types can access sites or interact through SMS (Short Message Service). Brands that address the realities of each African market and tailor their solutions accordingly will ensure that they reach their customers irrespective of the device they currently use.

Interestingly, classified advertising companies have recognised the value of mobile communication from the onset and have employed mobile applications for several decades to interact with their emerging market customers. Industry players continue to tailor their solutions to ensure that they reach their customers across a range of devices operating in different markets.

SMS functionality through which classified advertising users can place an ad continues to be a popular tool. Mobi site traffic for classified platforms increase year-on-year, yet SMS remains the most universally accessible feature on every handset and is a simple and convenient platform used by smart-and feature phone users alike.

The trading and buying power of feature phone customers shouldn’t be underestimated. They’re definitely interested in connecting with brands and trading goods online, their site experience is just different.

Brands that want to capture the feature phone market have to deliver an exceptional customer experience to these users. The tendency is to build website versions specifically for feature phones.

These websites feature a lighter version of data and resources associated with standard sites while still delivering on the major functionalities users expect. Feature phone customers are able to SMS their ad placements and bump up their ads via SMS so that they appear at the top of the listings.

Instant message applications and social media are key drivers of mobile internet and smartphone adoption. Feature phone users start their journey with SMS and voice only communication and then move on to data usage and the ability to access the internet with their current phones. Users may then opt to migrate to smartphones that give them the opportunity to access applications. It’s up to classified advertising brands to find ways to form part of feature phone customers’ mobile internet journey, every step of the way.

The user experience, whether on smart-or feature phones remains key. The simplicity in the way in which a brand engages with and spurs a buyer or seller into action will have the most impact. Therefore a key strategy for classified advertising brands continues to be the improvement of the user’s experience of the platform to bring buyers and sellers closer together.