Most African countries have been
battling with low internet penetration and poor quality connections. This
development affects the growth of businesses, especially the digital media
industry.
The Chief Executive Officer of
Terragon Group, Africa’s innovative digital media company, Mr. Elo Umeh
in this interview with Emeka Aginam at the 2015 Mobile World Congress while
highlighting the benefits of its non-internet channel based advertising
technology, a first for mobile in developing markets said that quality of
mobile data is still poor and expensive in Africa, and is an inroad to better
innovations.
Excerpt
Adrenaline technology
Adrenaline is a technology that
allows advertisers reach users on mobile devices via internet based and
non-internet based platform. This technology was created to address the low
internet penetration problem as well as the poor quality of internet connection
which significantly affects advert delivery on mobile.
Internet based channels are the
popular mobile web and mobile apps. Our ‘Adrenaline’ technology delivers
maximum compression to ensure great user experience with the least data
possible. This is done on non-internet channels predominant to Africa which
includes USSD-based balance enquiry, Call-Me-Back messages, End of Call
Notification, Caller Ring back tunes, which are still very predominant to Africa.
This means adverts are delivered
without the need for internet connections. This technology powers the
Advertising Server of our Mobile Advertising business, Twinpine Limited, making
it the most powerful mobile advertising platform in Africa.
Tailored for African market
•Mr. Elo Umeh
Yes, it is heavily and specifically
tailored for Africa. This is because the quality of mobile data is still quite
poor and very expensive compared to the rest of the world. Just as is our
custom within the Group to build innovative digital media solutions for the
African market, Adrenaline was built to attend and rise above some of these
unique problems.
Response
The Response has been overwhelming.
Many local and international advertisers have reached out to discuss execution
details and how this new technology can be of value to their businesses. We
also have a long list of partners discussing integrations and various areas of
alignment to drive exchange of value.
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