4/22/2004 - Cellulant has hit the greenfield market of Sub-Saharan Africa after striking a deal with French software provider, Swapcom. Cellulant is confident that the launch of a range of handset services in Kenya and shortly in Nigeria will help them achieve a "Lord of the Ringtones" status.
The Kenyan market was opened to mobile service providers over 3 yrs ago, but has yet to be conquered in terms of handset services. Cellulant identified the problem of handset compatibility for downloads on Kenyan and Nigerian phones and promptly opted for the Swapcom device management software range (MyMobile, MyPhoneSettings) and the Swapcom Multimedia Mobile Gateway in order to connect to Kencell and Safaricom and roll out a reliable and upgradeable service to the 2.2 million current Kenyan subscribers.
"Results so far have been impressive" says Cellulant CEO Mr. Ken Njoroge. "During the first week after the launch, we successfully delivered 10 000 downloads on one cellular network, and with reach across all mobile networks, the potential for domestic growth is tremendous. Nigeria and Kenya have a high penetration rate and could soon cater for 40 to 60 million subscribers. But Cellulant is casting the net even wider; to reach the 70 million or so African Expatriates living in Europe and the US who maintain strong links with relatives at home and who are avid users of new communication tools.
"Our 6 week intensive "Lord of the Ringtones" campaign centred on Print, Radio, Billboard, Internet and e-mail advertising is expected to generate over 1 million downloads and features an exclusive preview offer to download a clip of the as yet unreleased single by Kenyan teen pop artist B-man." adds Ken Njoroge.
Swapcom International Sales Manager Mr. Pierre-Xavier de Marliave is equally positive about the opportunities to expand the sub-Saharan market. "Swapcom has gained a foothold in a greenfield territory with strong potential. The entry into Kenya confirms our position as a leading provider of middleware software from remote handset configuration (device management) to the distribution of personalized multimedia contents to mobile devices (content & message). Proven Swapcom device management tools and on-site support have given Cellulant the confidence to push for firm market leadership in Ringtone services among English-speaking African communities home and abroad.
Cellulant is the leading mobile media firm in Sub-Saharan Africa, providing exciting entertainment- based content experiences. Our services allow consumers to enjoy unique multimedia experiences on their mobile phones. Our mobile marketing offering allows brands to connect with consumers at the most personal 'touch point' - their mobile phone. Cellulant has offices in Kenya, Nigeria and the UK.
SWAPCOM (www.swapcom.net) is a leading European provider of software systems for mobile messaging (messaging gateway, handset personalization, and remote configuration) based on SMS-EMS, MMS and Cell Broadcast technologies. Our solutions enable carriers, service and content providers to deploy and implement a broad range of value-added & innovative multimedia services over wireless networks worldwide.
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