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Egypt’s Mazady Wins Africa’s mCommerce Award

Egypt’s Mazady Wins Africa’s mCommerce Award, appsAfrica award 2017, mazady egypt, Mcommerce
Photo: AppsAfrica

Ten African ventures were awarded for excellence in mobile and tech at the annual AppsAfrica Innovation Awards 2017 held in Cape Town, where Mazady, a TA Telecom product, won the mobile commerce category.

More than 300 entries were submitted for the awards this year with finalists judged by an independent panel of leading industry experts from across the ecosystem. Mazady was shortlisted for the mCommerce award with VConnect, Jumia, and DressMeOutlet from Nigeria as well as Farmart from Ghana.

“It is fantastic to see the growth each year, with entries from over 31 countries this year. Even more encouraging is how rapidly African start-ups are now scaling to compete with established corporates with winners from both,” said Andrew Fassnidge, Founder of AppsAfrica.

AppsAfrica 2017 award-winning tech ventures

Mazady is the first mobile-based auction service in the world that maximises the m-commerce opportunity for mobile operators, retailers and consumers, empowering users with an affordable and engaging tool that helps them beat inflation and buy products at hugely discounted prices for as little as 70 percent off the market value.

“Mazady empowers users with a Black Friday-like experience from the comfort of their mobile phones, giving them access to technology at affordable prices,” said Mohamed Ezz El-Din, Mazady’s Product Manager.

Mazady users bid through SMS in scheduled auctions to purchase a wide range of tech products, including smartphones, tablets, television screens, appliances and more. Mobile users subscribe to Mazady’s service and once subscribed, they can start texting their bids to win the auctioned item at an average cost of around USD 1.

Currently running in Egypt, the UAE and rolling out soon in Nigeria, Mazady succeeded in running more than 100 auctions for multiple tech products, including the iPhone 7 which was auctioned during its launch week in Egypt for EGP 1,500 at 88 percent off its EGP 13,000 market price.

Mazady also ran charitable auctions for celebrity products such as the famous heart-patterned tie of renowned heart surgeon Sir Magdi Yacoub, which raised EGP 27,000 in donations to the Aswan Heart Hospital.

“Innovative services like Mazady will significantly help expand the mobile value chain in Africa, contribute to mCommerce and grow the mobile economy on a Continent which has the world’s fastest mobile subscriber growth,” said Sherif Radi, TA Telecom’s Chief Operating Officer.

“This year produced a vast array of great entries from exciting new technologies utilising AI, bots and drones to mobile, health and education initiatives scaling across Africa,” said Fassnidge.

Bahrain’s Jehan Abdulkarim Among Holmes Innovator 25 EMEA

Bahrain’s Jehan Abdulkarim Among Holmes Innovator 25 EMEA

Bahraini national and accenture’s marketing and communications director Jehan Abdulkarim has become the first Gulf national marketer to be named as the first Holmes Report Innovator.

“The region’s talents are making their mark globally”

Since launched in 2013, the Holmes Report’s Innovator list 25 has embarked as an important barometer of marketing and communications innovation. The award seeks out and recognizes those who have taken risks with big ideas that have paid off in the space of communications and marketing.

Innovator 25 EMEA
Innovator 25 EMEA 2017

Jehan Abdulkarim

With a background in technology (Abdulkarim graduated in software engineering and initially worked as a programmer), the award underlined her work in founding Saudi Arabia’s first technology and business magazine back in 2006 – effectively making her the country’s first-ever managing editor – As well as her achievements whilst working in senior roles at Cisco, Oracle and Accenture. Her advocacy of technology, as well as her promotion of gender parity in the Gulf, make her stand out as one of the top technological and social innovators in the region.

Speaking to the Holmes Report, Jehan spoke of the lessons that she’s learned about innovation and the need to be brave when it comes to marketing. “Disrupt. Take educated risks, learn to speak everyone’s language to secure their buy-in. Manage relationships with influencers who have sharp elbows who can help you bring ideas to light,” said Jehan.

For more insight into Jehan’s views on innovation and creativity, you can read her interview with the Holmes Report here.

Egypt’s Narrative Summit: Digital is the key to promoting ‘Brand Egypt’

Egypt’s Narrative Summit: Digital is the key to promoting ‘Brand Egypt’

If Egypt is going to be a competitive nation brand globally, the country must make better use of digital communications and marketing – The sentiment was a common theme amongst the communications and marketing experts who were speaking at the second Narrative Summit last month in Cairo.

With an agenda that was focused on how Egypt could improve its brand image both at home and abroad – Several dozen national and international experts spoke on how the country could re-establish itself as a leading destination for trade, investment, and tourism.

Comparing Egypt to other key regional markets, Kailash Nagdev, CEO – MENA and South Asia – ‎YouGov MENA, shared research on how Egypt and Cairo performed in terms of mentions and overall content shared online – Over a set period, Dubai, Istanbul and Turkey received 57, 47 and 30 million mentions respectively. In contrast, Egypt and Cairo received 10 and 3 million mentions respectively.

On the vacation website Tripadvisor YouGov’s research painted a similar picture. Where Dubai had over 360 thousand reviews for things to do and 315 thousand restaurant reviews, Cairo had just over 50 thousand reviews for things to do, and just under 30 thousand restaurant reviews.

“It’s clear that Egypt needs to do more to create and curate content, which better reflects the country’s various attractions to improve how the national brand is showcased globally,” said Nagdev. “In effect, Egypt’s marketers and communicators should seek to tell the country’s story themselves, through effective online content marketing.”

The audience heard various examples of how other nations have sought to brand build online, including #MyDubai and VisitSweden’s experiment to allow Swedish residents control of the @Sweden Twitter account, to tell their own national story.

Hany Mahmoud, chairman of Vodafone Egypt, spoke of the need to look outside the country, to learn from others and emulate their branding successes.

“We must use the tools used by other countries to create change, promote a distinctive self-image and foster an international reputation that serves the nation’s interests in a positive and effective way,” said Mahmoud.

Egypt’s brand custodians may have their work cut out for them. According to Brand Finance’s recent rankings, the country’s brand value and ranking has actually slipped over the past year, from 55th to 57th, even as the economy and tourism recover. One attendee summed up the challenge.

“There’s so much talent in the country, and we’ve transformed the country through using online tools,” explained the person who wished to remain anonymous. “However, we need to change the mindset of those at the top, so that they let our marketing and communications experts get on with the job. Let our talent loose, and they’ll show you how good a job we can do of branding Egypt online.”

Egypt’s Narrative Summit in Pictures

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