How to Make Sure USSD Services Spread Like a Wild Fire?
When launching USSD services, it is paramount to have a good marketing campaign. I mean a good old classical AIDA campaign. It is absolutely necessary to build Awareness or Attention, that is to teach people about USSD (the easiest way to learn USSD is through a balance check routine; it would also be a good idea to start advertising your *111# portal). Then move on to the Interest campaign (for example, by advertising a “killer” application like “Call Me”). Decision/Desire can be provoked by a voting application (“Vote Now” via a Balance Check Ad?), and the Act can be induced by a FREE trial of a Top-Up, a Weather, a Sports, or a Balance Transfer application. Besides this marketing campaign for end-users, content providers and operators must have a clear understanding of what USSD services are capable of and they must be aware of myths surrounding USSD. As to the latter, operators must understand that USSD does not impede the network in terms of call (service) availability. It’s a myt
