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The role of big data for marketing opportunities in the South African telecoms market

Koeleh, Grace Zumnaamak (2021) The role of big data for marketing opportunities in the South African telecoms market. Masters thesis, Dublin, National College of Ireland.

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This dissertation engages the research question on the role of big data for discovering new marketing opportunities in the South African telecoms market, with focus on MTN and Vodacom. The focus on South Africa is premised on its developed position in comparison to other sub-Saharan African countries. The mobile telecoms market in South Africa is dominated by MTN and Vodacom, and have significant footprint in other African countries, hence the focus on these two companies. Telecoms companies in South Africa are key drivers of economic growth in the country. The changes taking place in the South African economy necessitate this research into how big data can be applied to better understand them.

Big data is an aggregate of datasets that are complex, thus overwhelming the traditional data mining tools. The growth of big data is itself driven by the growth of the digital economy. Africa is not left out of this growth as it is the home to some of fastest growing consumer markets, namely, Nigeria, Egypt, and South Africa. This rapid growth has made telecoms the second most profitable sector in the continent, after petroleum.

The South African telecoms space is most impacted by digital disruption. Most South African consumers have low purchasing power, but this gradually changing with the emergence of a new middle class. In tapping big data, Vodacom may be said to have an advantage over MTN when it comes to taking advantage of big data opportunities in service delivery, financial services, education, and network infrastructure. Both providers also have commonalities and differences in their marketing strategies that have influenced their outcomes positively and negatively.

Item Type: Thesis (Masters)
Subjects: D History General and Old World > DT Africa
H Social Sciences > HF Commerce > Marketing
H Social Sciences > HD Industries. Land use. Labor > Specific Industries > Telecommunications Industry
Divisions: School of Business > Master of Science in International Business
Depositing User: Clara Chan
Date Deposited: 04 Mar 2022 11:59
Last Modified: 04 Mar 2022 11:59

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