African Mobile Operators May Emerge As Digital Marketing Leaders … – NNN NEWS NIGERIA


Upstream (, the global specialist in mobile marketing technology, today announced that it will be attending this year’s AfricaCom ( event in Cape Town, between the 8th and the November 10, to highlight the power of their Grow mobile marketing platform (
Mobile Marketing: The Operator Opportunity Focusing on connectivity infrastructure and digital inclusion, and with an emphasis on service provider technology, along with 5G and mission critical technologies, this year’s AfricaCom will highlight the exciting future on offer to mobile network operators (MNOs) in Africa.
With the upcoming removal of tracking cookies from most web browsers and the development of Africa as a mobile-first region, there is a huge opportunity for operators, more than ever, to leverage their networks in their full potential, and through best-in-class mobile marketing, acquire new customers, expand the lifetime value of their customer bases, and establish themselves as key players in the digital advertising ecosystem.
“African mobile operators are in the driving seat when it comes to the future of consumer advertising and marketing in the region,” said George Kalyvas, chief commercial officer at Upstream.
“Mobile operators have a unique opportunity that they simply cannot afford to miss out on.
By owning the future of advertising and marketing, they can rise as major players in a market that will be worth more than $620 billion globally by 2029.
Having already invested in building their networks, operators need to ensure that they are reaping the rewards for that hard work.
Acting now and rolling out mobile marketing services will enable operators to gain an advantage in the future of advertising and grow beyond their core offering.”
Upstream’s proprietary martech platform, Grow, is a one-stop shop for developing omnichannel marketing campaigns, efficiently orchestrating mobile operator channels, optimizing your campaigns every step of the way, managing your audience, and easily identifying potential customers from the ground up.
web, through the new Mobile Identity technology (
Mobile identity technology takes the personalization tracking cookies used for offering to the next level.
It allows operators to deliver personalized advertising to their subscribers by using a subscriber’s unique mobile phone number (MSISDN) to collect proprietary data, with their consent.
African MNOs now have the tools to take advantage of the privileged position they are in and capitalize on the next evolution of advertising and marketing.
Results for mobile operators through omnichannel marketing Upstream is in a good position to watch the evolution of the telecoms and advertising market in Africa, having operated across the continent for more than 15 years.
With operations in 9 countries across Africa, including South Africa, Nigeria, Kenya and Ethiopia, the martech expert now covers over 70 million users through its partnerships, working with 14 of the major African mobile operators.
Powering these partnerships is Grow, their unique mobile marketing automation platform, which can drive 5X higher conversions with 30% less effort and 3X more ROI than “traditional” marketing campaigns.
By partnering with a popular South African food retailer, Upstream was able to use the power of its martech platform to run a highly interactive campaign that achieved a 22.2% click-through rate (CTR) and generated over 12,000 clicks on the sales alone.
first two weeks.
Another region that has gone through a similar transition and is now seeing mobile operators emerge as leaders in advertising and marketing is Brazil.
Grow has been acquired by the two largest MNOs in the country as their CVM/CRM platform to handle marketing campaigns for a myriad of business objectives: from user acquisition to postpaid plans and affiliated digital banks, user retention, debt collection and general management of your RCS campaigns.
Additionally, Upstream’s professional services have helped a top-tier Brazilian carrier secure 785,000 plan updates in just six months.
To learn more about the future of mobile marketing in Africa, you can visit Upstream at AfricaCom, Stand E3.
Upstream promises to break the “black box” of mobile marketing automation for its guests and visitors.
[1] Fortune Business Insights, “At a CAGR of 23.2%, Mobile Advertising Market Size Was Worth $621.63 Billion in 2029,” May 2022

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