Integrated Marketing Communication and Technology Adoption. The M-pesa Model in Kenya

      Аннотация: 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 was necessary to inform policy. Furthermore many money transfer solutions exist, but they have not witnessed the kind of growth that M-PESA has had. What makes M-PESA unique? The study bridged this gap.

Ключевые слова: Integrated Marketing Communication, M-PESA, Mobile Money, Technology Adoption