Год выпуска: 2015 Автор: Martina Mulwa Издательство: LAP Lambert Academic Publishing Страниц: 128 ISBN: 9783659682940
Описание
Since its inception in 2007, M-PESA has rapidly developed to become one of the most dynamic innovations for delivery of financial services using modern Information and Communications Technology. This innovation makes Kenya a world leader in the use of mobile phones to transfer money. To appreciate its rapid growth, it is important to note that the number of people registered in Kenya using the service regularly has grown. It is in the appreciation of its unique adoption that this study sought to find out what communication strategy, techniques and tools Safaricom used and continues to use in order to persuade new customers to adopt and sustain those already using the service. The study also sought to establish specific social, technological, environmental, and economic needs driving the rapid adoption. Kenya has 32 million mobile phone users who are in a position to reap benefits of such network-based innovations if they were effectively diffused to target audiences. Hence the study...
