Marketing to the Bottom of the Pyramid Customers with special interest in Micro finance

Literature in Nigeria has thus far concentrated on the adoption of mobile technologies especially feature phones, hence, this paper deployed Rogers ’ innovation adoption theory to explain the factors that influence the adoption of smartphones among undergraduate students in Nigeria’s first state-owned university, Ambrose Alli University, Ekpoma, using data collected from 226 students. The findings of this study reveal that, relative advantage and complexity were the only technological characteristics that explained adoption. Contrary to Rogers ’ theory, trialability, observability and compatibility with life style could not adequately predict adoption. In addition, socio-demographic characteristics could not sufficiently predict undergraduate students ’ smartphones adoption. For communication factors, except for interpersonal communication, mass media use did not have a significant relationship with adoption of the technology. This study is limited to respondents selected from one university using a questionnaire. Apart from providing policy information to the university who may also want to

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Abstract. Governments initially used social media mainly in order to disseminate information to the public about their activities, services, policies and plans. Then they started using social media also in order to collect from citizens useful information, knowledge, opinions and ideas concerning the problems and needs of modern societies and more recently in order to apply crowdsourcing ideas in the public sector context and promote ‘citizensourcing’. In this direction governments first used their own accounts in various social media, in which they provide information about specific problems and policies, and solicit citizens ’ feedback on them (active citizensourcing). Recently, they attempt to take advantage of the extensive public policy related content developed beyond their own social media accounts, in various political forums, blogs, news websites, and SM accounts, by the citizens, without any stimulation (passive citizensourcing). These constitute significant innovations in policy formulation – citizens communication processes and practices of government. Therefore it is important to evaluate them from various perspectives, in order to learn from them as much as possible, identify and address their weaknesses, make the required improvements, and in general achieve higher levels of effectiveness and maturity of these highly innovative practices. This paper makes a two-fold contribution in this direction: initially it develops a framework for evaluating such citizensourcing innovations based on the passive social media monitoring; and then it uses this framework for the evaluation of three pilot applications of a novel method of government passive citizensourcing through social media monitoring, which has been developed as part of an international research project.

E-services are revolutionizing the way business is conducted in banking industry. Banks are trying to provide a variety of self-service channels such as Automated Teller Machines (ATM,) Internet banking and Mobile Banking (m-banking) in order to increase customer convenience, reduce costs and maintain profitability. This paper proposes a framework to explore and compare the dimensions and barriers that affect consumer’s intention to use or adopt different self-service banking technologies in the Egyptian context. An empirical study on bank customers was conducted using a quantitative approach, where structured questionnaires were distributed over 1500 respondents that were divided into three groups in order to investigate the usage of ATM, Internet banking and m-banking. Data collected, was statistically analyzed using Chi square test, frequencies and cross tabulations. The results indicate that the three groups differ significantly with respect to usage, value, risk, tradition and image barriers. Moreover, significant relations between decisions of adoption with Internet banking experience, level of education, type of mobile owned and mobile Internet experience were also noted.