The battle for ARPU has everyone touting their latest acquisitions – pun intended. Using the analogy of Westlands bound matatus…everyone just got a 56 seater save for Micheal Joseph who is going for the full blown 100 seater bus…dubbed 4G courtesy of the panel beating shop called Huawei.
The transport industry in Kenya is much like its sister telecommunication … and the telco guys could learn a thing or two from. Guys will take the matatu with the most features and comfort; after all…don’t all matatus and buses have seats as default offering in this post Michuki state?So whats the differentator? Big screens, crazy graphics, massive wheels, over the top conductors and blaring speakers are part of the game in the Westlands matatu circuit. The guys that get it right have a full “squad” every time they “pasua” into town and back to Westlands, and that translates to a healthy profit at the end of the day.
Number portability (read as nitashuka mat yako if you don’t style up) has been part of the matatu industry and has seen guys innovate with their branding (remember when Double M had its staff dress in branded sweaters and ties and say good morning and good evening…and they charged a premuim :-)) .
To what end? Well its simple…to Bwana Rene Meza, Micheal Joseph, Mickael Ghossein and Bwana Atul…ya’ll have matatus, you cant do price wars anymore otherwise you will go out of business, you all use the same roads, to get to the same stops to pick up the same customers. The only thing that will make me get into your matatu is not price…its the value adds…serve me juice, put a big ass flat screen tv, show me the latest music videos, let me sit in comfort…if you do that you can charge me what is “reasonably” right.
That said, I have had a chat with a number of you and expressed my concerns and told you what you can do to pimp your rides and line your pockets and mine. Lets see how this goes gentlemen…