Understanding and adapting to the changing behaviour of the mobile consumer - #MWA2016

Yesterday, I told you guys about the Mobile West Africa event kicking off and that I

would be attending. And that I did.

The event kicked off width registration of participants at about 8am before guests settled in for the first discussion of the day tagged "The Leaders of Mobile: Understanding and Adapting To The Changing Behaviour Of The Mobile Consumer" chaired by Loy Okezie, CEO of Loy Media.

Google Nigeria Country Manager, Juliet Ehimuan-Chiazor took the first presentation of the day, speaking on the topic: From the macro to the micro: The west African digital and mobile landscape and the micro opportunity.

She spoke about the changing nature of the west African digital landscape and mobile's role within it, highlighting the trends that brands and advertisers need to be aware of as well as defining the "micro moments" and why they represent the best opportunity for them to connect with consumers.

Next up was Gareth Manthe, Managing Director at Ad Dynamo, Twitter's partners in Africa, speaking on the topic: The development of an international social network across Sub-Saharan Africa: The evolution of Twitter in the region and what this illustrates about the consumer.

The Ad Dynamo exec traced the growth of Twitter and the key consumer milestones and explained what Twitter has to offer the different stakeholder groups. Manthe also spoke on the next stage of Twitter's evolution in relation to mobile and how it ties in to brands.

The last speaker for the first session was Juliet Anammah, CEO of Jumia Nigeria, who spoke on the topic: Evaluating the role that mobile has played I the 3 years that Jumia has been in existence: Key insights surrounding the growth of a leading ecommerce platform.

The Jumia boss gave a brief version of Jumia's history from 2013 to present day, highlighting how the company connects with its consumers through mobile. She further described how the company is learning and adapting to drive platform usage. She rounded off her presentation with a strategy analysis of how the ecommerce platform is trying to drive for more relevance to its customers through mobile.