JOHANNESBURG/Stockholm, Oct 12 (Businesshala) – AFRICA, With its internationally recognized music talent – and rising mobile phone usage – Swedish music streamer Spotify (Spot.n) plans to expand its reach to a billion subscribers Is.
As African artists such as Nigeria’s Burna Boy and South Africa’s Black Coffee streamed around the world, the continent was seen as an obvious choice and it accounted for more than a third of the company’s 85 new markets. is home.
The problem is payments on a continent where many people are more likely to have a mobile phone than a bank account.
That means Spotify’s first task is to implement a plan announced in February to nearly double its footprint to win over telcos that are often on par with banks.
Spotify’s head of music for sub-Saharan Africa Fiona Okumu told Businesshala that the company secured “alternative payment methods,” namely M-Pesa, when it moved to Kenya in February.
Owned by Kenya’s largest telecommunications operator, Safaricom (SCOM.NR), M-Pesa is used to send money, save, borrow and pay for goods and services.
Okumu said, “A lot of African countries are unbanked, that means they don’t use credit cards and the same is true for a lot of East African[countries]and in Kenya you can find M-Pesa for the most part.” make use of.”
Elsewhere in Africa, Spotify is looking for other partners.
“We are in talks with the right partners to ensure that we are providing solutions to the payment problems that many African consumers face in different parts of the continent,” Okumu said.
mobile money chase
Irene Kophen, a Spotify Premium user based in Kenya, said she prefers M-Pesa over bank cards because she thinks mobile money has made music more accessible.
“Most of us have access to our phones, but many of us don’t have cards or bank accounts,” the 31-year-old told Businesshala.
The costs associated with opening bank accounts, distance from financial institutions and difficulty meeting “Know Your Customer” requirements are evidenced by insufficient evidence. Know Added to the appeal of using the phone to make payments.
In an emailed statement, a spokesperson for Absa Bank of South Africa (ABGJJ) said: “Over the years there has been an emphasis on the expansion of innovative banking services through mobile technology to support low-income areas and unbanked.” People can be captured.”
Mobile industry body GSMA said that as of 2020, there were 548 million mobile money accounts in sub-Saharan Africa, up 12% from 2019.
This has provided banking access in a continent where around 43% of sub-Saharan Africans over the age of 15 had a bank account in 2017, according to the World Bank, which has provided no more recent data.
Spotify’s local rivals, such as Kenya-based and Danish-listed Mdundo (MDUNDO.CO) and Nigeria-headquartered Boomplay, have also started forging relationships with mobile operators.
Such partnerships are based on telecommunications providers selling music bundles that give customers access to the streaming company’s premium service and specially curated music mixes.
Collaboration can benefit both parties by helping to increase revenue and increase subscribers, but it’s all but essential for streaming companies.
“It is important that streaming companies get this right, or else they will lose revenue from consumers who were unable to pay them but were unable to pay them,” said Charles Stuart, PwC partner and director of technology, media and telecommunications he said.
Stuart said that for telcos, which also include Airtel Nigeria (AAF.L) and Vodacom Tanzania (VODA.TZ), the partnership could help the customer gain “loyalty and stickiness”.
MTN (MTNJ.J), Africa’s largest mobile operator with 48.9 million active mobile money users, is integrating its mobile money service on its MusicTime app to allow payments, said MTN’s Group Chief Digital and Fintech Officer , Serigne Dioum told Businesshala.
MTN’s Diom said, “We’re talking to players who are just music players and we’re also talking to players who have broader access to music, video and gaming and who will better position our digital services.” Can bring.”
Boomplay, which has 60 million monthly active users, has allowed users to make payments through mobile platforms such as M-Pesa and Tigo-Pesa in Kenya and Tanzania.
It aims to roll out that option in Francophone countries, Boomplay’s artist and director of media relations Tosin Sorriola told Businesshala.
Chief Executive Officer Martin Nielsen told Businesshala that there are three telecom partnerships in Mdundo, Nigeria and Tanzania with 8.7 million monthly active users as of June, and one or two similar deals are expected before the end of this year.
“When it comes to payments across Africa, our main focus is to engage with telecommunications companies…