Nigerian Bulk SMS Reseller Price War
Buy Bulk SMS for as low as N1.xx…. I guess that is the latest catchy phrase in Nigeria. It is quite interesting that many Bulk SMS resellers are trying to woo Nigerian consumers via rock bottom pricing. There is a serious price war going on now as they try to outdo each other by offering rock bottom price for their bulk sms services. I guess if it were possible, some will even offer free SMS just to snatch customers from their competitors. Well, that strategy is not working for now. At least, it has not made me change from my present service provider. Honestly speaking, if someone somewhere think this is the way to do bulk sms reselling business, they better have a rethink. Nigerian consumers are not fools!
Price is Not Everything
Of what benefit is a service that is cheap but inefficient? It is economically unwise to spend money on a service simply because it appears cheap! If the service can’t produce the expected result, then it is money wasted irrespective of how cheap it is. Why should I buy SMS at the rate of N1.00 only to discover that messages sent are never delivered to the intended recipients or it gets delivered when it is no longer relevant. Someone sent an SMS that is meant to wish a loyal client happy birthday but delivery of the message was delayed until 2days after the birthday! I’ll say that is a crappy service, irrespective of how cheap the service was. I’ll rather pay double to get the message delivered at the right time.
So many Bulk SMS resellers are not getting their acts well. You must not be the cheapest in the market to be the most patronized. There are other qualities that can make you stand out in the crowd. My bulk sms service provider is not the cheapest, but they know how to deliver quality services. 😉
Rolls Royce Is Not Cheap
Just think about Rolls Royce. Rolls Royce manufacturing team are not trying to increase or maintain their market share by reducing their price to compete with the likes of Nissan. Instead, they strive to improve on the performance of their model and the luxury it affords the buyers. Irrespective of how low another car manufacturer may place their price, lovers of Rolls Royce won’t be wooed!
Nigerian Consumers are wise
As an entrepreneur, you need to do proper homework before using low price as a bait to increase your market share. If your service is poor and your customer support service is non-existent or inefficient, then lowering your price will do no good. You should focus your attention first on improving your service before inviting more clients to try your service.
Bulk SMS resellers compete in an international market
Price war gimmick is a common strategy of the Nigerian gsm telecom operators. Nigerian consumers no that the price war is just a gimmick because it is always accompanied by crappy services. The fact that the gsm operators seem to be getting away with this doesn’t mean the consumers are fools. So never conclude that the same trick will work for bulk sms resellers. Unlike gsm telecom operators who have the advantage of operating in a closed local market, bulk sms resellers are actually operating in a highly competitive international market.
So my advice to all those wannabe Bulk SMS resellers out there is that they go improve on their services . You will only be relevant in the market by offering quality service. Nigerians online won’t mind patronizing a bulk sms reseller who operates from the moon as long as the service is reliable. Even though I am proudly Nigerian, I don’t subscribe to crappy services. The bulk sms price war strategy is not working, think of something else. Cheers.