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Teleeza - Revolutionary Mobile Content Aggregation and Advertising Platform

Community feedback received
Expert feedback received
Submission completed
Idea under jury review
Mentor feedback received

The advent of digital migration in Africa particularly Kenya (2012) ushered in a period where the media landscape has been systematically fragmented resulting in a crowded marketplace for content producers. With over 300 media players across Television, Radio & Publications; consumer content connection has now been elevated to priority 1.

In the now digital world propelled by the era of unprecedented content creativity & competing media houses, Teleeza Africa takes on the singular role of aggregation and dissemination of content.

Teleeza is the premier FREE TO USE, OPT IN mobile content aggregation and advertising platform on the mobile phone's first screen, the LOCKSREEN. Research has informed us that an average users unlocks their phone 60 to 150 times in a day. It does NOT interfere with the normal working of the phone. Teleeza was founded in February 2018 and over the last two years have been developing and testing the Teleeza platform using a carefully selected closed user group, resulting in the current MVP.

We are a mass market aggregation platform available to over 500 million smart phone users in Africa & 150million in East Africa

There are over 40 local, regional and international publishers already signed up and their content is now available on Teleeza. 

Define three specific objectives that you would like to achieve with your proposal.

1. Availability of relevant customisable content to users on a timely and omnipresent manner via the mobile phone's Lockscreen without having to struggle through the Internet. The Teleeza users get rewarded with Teleeza points which are redeemable for value hence unlocking an opportunity that the users;

2. Other partnerships with government, financial institutions, eCommerce platforms, Universities and Colleges all accessible through the Teleeza Lockscreen platform in an simple, innovative and convenient way which is beneficial to the users;

3. With the presence of Covid19, physical newspapers and magazines which were previously shared among a large group of people is no longer a viable option for hygiene reasons, hence Teleeza will help fill part of the gap created by this.

What problems (particularly in value chain competitiveness and global disruption) are your community’s stakeholders facing due to the Covid-19 pandemic?

The Kenyan people in particular and African people in general are highly communal and easily share things including physical newspapers and magazines. In addition, for economic reasons, not many people are able to afford purchasing newspapers and magazines on a regular basis. 

The presence of Covid19 has disrupted this age old habit of sharing newspapers and magazines, yet there is need to continue educating, entertaining and informing which is the traditional role of media. Covid19 has also resulted in widespread lockdowns so traditional newspapers and magazines cannot be easily distributed as they used to. 

Teleeza is therefore a welcome platform in the MediaTech/AdTech space that will help fill part of this gap during the Covid19 pandemic period.

In summary, the problems Teleeza is addressing are:

1. Fragmentation of the media landscape since the 2012 digital migration.

2. Fixed Internet penetration not as high as Internet accessed via smartphones.

3. Sharing of newspapers and magazines no longer viable in the Covis-19 pandemic era. 

What minimum viable solution(s) are you proposing to address the challenge(s) in your community?

As Teleeza Africa Limited, we have already developed a minimum viable product called Teleeza which is available in the Google Playstore and already being used. The IOS version is in development at the moment. 

The Teleeza business model is primarily ad funded. We have various predefined advertising properties and a rate card that has been informed by a combination of traditional media and social media rate cards. We believe the Teleeza rate card offers the best Return on Advertising Investment (ROAI) for the advertiser.

The competition for the Teleeza platform is traditional media, radio, TV, content sites and blogs. However, none of them have the vantage point that Teleeza offers through the innovative deliver of content on the phone's Lockscreen.  We also believe that first mover's advantage will propel Teleeza to market leadership in the digital content delivery space. 

 

Share your story (your narrative)

In the African setting, the radio was the main media companion for a very long time until the advent of the television which then offered choice. Newspapers and magazines have not been easily accessible especially with most of the population being rural. However, the mobile phone has changed all that and now there are over 50 million devices in Kenya, 150 million in East Africa and over 500 million in Africa. We plan to have at least 5million users in Kenya in 3 years. 

With the mobile phone being the undoubted new companion, this offers an excellent opportunity for a mobile content aggregation platform like Teleeza. It is even more so, due to the utilisation of the mobile phone's Lockscreen to deliver timely and relevant content.

Teleeza's founders have combined hundreds of years of experience in media, global FMCG, advertising, content development, telecoms and tech so are uniquely placed to make the Teleeza idea a reality in Kenya and Africa. 

Teleeza Africa Limited, the company behind the Teleeza platform will be profitable from year 1 (June 2021) with the projected revenues as follows: Yr1-US$330k, Yr2-US$1.5m Yr3-US$2.5m

Please provide any additional relevant information that you would like to share.

In addition to Teleeza being a mobile aggregation and advertising platform, we are also partnering with other organisations with the services accessible through the Lockscreen as follows:

1. Financial institutions - For financial inclusion for all

2. Agritech institutions - For ease of accessing food during the Covid19 pandemic

3. Universities & Colleges - For ease of communication with their students and communities during Covid19

4. Food delivery and eCommerce platforms 

5. Charitable organisations - To drive fundraising and promote their activities during Covid19 pandemic

6. Government - Access to government services including Ministry of Health daily Covid19 updates 

Teleeza is available on https://play.google.com/store/apps/details?id=com.morbell.teleeza&hl=en_us

Your Final Proposal for challenge

yes

edited on Aug 28, 2020 by James Kiruri
Commenting is closed

Marabe Ditshego 7 months ago

Hi James,
I trust you are well.

Let me congratulate you on your idea. With all this big data, organizing and tailoring it to the customer is becoming more important than before.

I wish to share a few questions and remarks for your consideration.
1. Since you’ve already developed a prototype, how about you consider changing your objectives into SMART objectives to reflect where you would like to take your prototype going forward. Visit https://thedigitalprojectmanager.com/project-objectives/ for a detailed explanation
2. Consider mentioning how Teleeza makes money – business model – in the minim viable solution section

James Kiruri 7 months ago

Thank you Marabe, will certainly visit the proposed site. I will also mention how Teleeza makes money

Marabe Ditshego 7 months ago

You most welcome. All the best going forward.

Tafadzwa Chikwereti 7 months ago

Brilliant
Does a similar model exist? Proof of concept ?

James Kiruri 7 months ago

Hello Tafadzwa, thanks for your message. Teleeza is a pioneer technology in Africa where content is uniquely and innovatively delivered to the phone's first screen, the Lockscreen. We have a minimum viable product (MVP) in the Google playstore and has been used in the market since March 2020. So far, the response has been overwhelmingly positive and we will be rolling out an engaging marketing campaign in the Kenyan market in the next few days. We plan to roll out to the rest of East Africa and Africa from next year.

Sunday Bawa 7 months ago

Brilliant!

James Kiruri 7 months ago

Thank you Sunday

Simon Mbewe 7 months ago

Brilliant.

James Kiruri 7 months ago

Thank you Simon

(Account removed) 7 months ago

Great app. Will surely bring change in Kenya

James Kiruri 7 months ago

Thank you

EUNICE KAJALA 7 months ago

Hi James,
It is a good initiative, but, have a look at your objectives 1b) What specific opportunities will the users benefit from earning Teleeza points rewards. Objective 2) What specific benefits will the users gain through partnering institutions on the Teleza Lockscreen platform?

James Kiruri 7 months ago

Hello Eunice, thanks for your feedback. I will respond to your queries as follows:

1. Teleeza Users: The Teleeza points will be redeemable for value from time to time, in airtime or other deals negotiated on behalf of the Teleeza users;

2. Teleeza Partners: Since Teleeza is an aggregation platform, the partners benefit from a community and ecosystem of a large pool of users who then access the products and services offered by the various partners.

(Account removed) 7 months ago

Teleeza is indeed a welcoming idea! The main benefit being the ability to deliver customized news to individuals without internet. It is a complete replacement for the traditional paper and digital media. It would safe cost and promote inclusiveness among low-earnings individuals.

James Kiruri 7 months ago

Thank you

chifundo phiri 7 months ago

Great Idea

James Kiruri 7 months ago

Thank you Chifundo

Achia Khaleda 7 months ago

Nice project, as a tech expert I never think like this way for specific advertisement, I always think its a optional think for the business. But now a days its must need thing for the business. As per my understanding you already developed your prototype. Could you please make me more clear about you business model. When do you expect to come at break-even stage.

James Kiruri 7 months ago

Hello Achia, thanks for your comment. Our business model is primarily advertising funding, we have maintained a really low cost base hence by September we will have broken even and making a profit.

Achia Khaleda 7 months ago

awesome :)

Nivashini Rave Rattey 7 months ago

Status label added: Community feedback received

Nivashini Rave Rattey 7 months ago

The idea has been progressed to the next milestone.

Kazi Jawoad Hossain 7 months ago

Hey James,
Great Idea! Please put some numbers on market size, pricing etc. that would be great

James Kiruri 7 months ago

Hello Kazi, thanks. I will put that when refining the idea

Sergio Pengel 7 months ago

I am curious to understand your business model because I see so many possibilities.

LOCKED SCREEN meaning you send notification (aggregated content) to the device, vs other platforms they can subscribe too.

Since you have android out? what have you learned from the value your users see by engaging on your platform?

Because the type, speed, and qualify of content would be key differentiation here. What do you think James?

James Kiruri 7 months ago

Hello Sergio, thanks for your queries.

1. Business model is primarily ad funded, we have various advertising properties on the platform and we have developed a rate card for these.

2. Lockscreen means you get interesting and relevant content each time you unlock your phone, since you can customise your news feed based on your interests. Research told us that mobile users do not like notifications, they find them irritating hence us developing on the Lockscreen

3. We have learnt from the users that they like Teleeza's simplicity yet effectiveness in delivering relevant and current content at speed. They no longer have to struggle navigating the Internet which can be daunting.

4. Yes, speed, relevance, currency are the basic needs that Teleeza aims to meet and while doing that reward the users with Teleeza points for using the platform. So everyone wins with Teleeza.

Nathi Mbele 7 months ago

Hi James. Awesome idea. Have consider pricing in compering with existing adverting platforms? I think advertisers will be driven by a well articulated ROI into your platform, without a doubt this is a good alternative way to give people more options.

James Kiruri 7 months ago

Hi Nathi, thanks for your comment. Yes we have looked at traditional media rates as well as programmatic ad rates from social media platforms. We have developed a hybrid rate card that will ensure the highest ROAI for advertisers.

Amir Shurrab 7 months ago

Hi @James

Very interesting idea.

What I like:
- Using a mobile app rather than a website which is more practical on the go.
- Focusing on the Lockscreen and capturing the users' attention via that simple screen.
- Covering multiple topics in your content.
- The free model and generating income from ads.
- The fact that you have already created an MVP with some users engaged.


Room for enhancement:
- In your application, you could provide a link to your app to see.
- You are covering a huge market, and a good market penetration strategy could be to focus on a specific segment and them to grow horizontally.
- Mention how your competitors are and why your app is better for the users and for your clients (who are paying for the adverts).
- Adding some number such as the total addressable market, the investment needed, timelines, etc.

Good luck!

James Kiruri 7 months ago

Dear Amir, thanks for your mentor feedback and these are excellent observations you have made which I will take into consideration.

Victoria Masso 7 months ago

Status label added: Mentor feedback received

James Kiruri 7 months ago

Thank you Victoria

Alin-Claudiu Apostu 6 months ago

Hello James,
Thanks a lot for the info and the message :) Here is my feedback:

1. How many aggregation apps are in the market you are targeting? What is the probability for one of the large media providers or networks to transform into an aggregator?
2. The differentiation in your case compared to other aggregators of content is the lockscreen feature right? What happens if another aggregator includes this feature?
3. Awesome job with the idea of redeemable points - maybe you can think that through and see how you can use that into your advantage- drive more traffic, gamification or creating a community
4. Sounds interesting the team that you have put up. Congrats for that. How many people are founders? I've seen hundreds of years of experience :)
5. How did people reacted to having news on the lockscreen? Did they find it intrusive? I see a lot of people in Europe that are fed up by news and are trying to schedule time for checking the news. They are totally bombarded and running away for being on the plug all the time - especially with COVID-19
6. What traction do you have in terms of users in these 2 years? How many people use the app? How often? What type of news do they consume? What are the demographics and psychographics?
7. Are those companies that you have on the plaform willing to pay? How much? Do they match your rate cards? What about others which are not yet your clients?

James Kiruri 6 months ago

Thank you Alin for your feedback. Extremely helpful points that you have raised and will consider them as I improve the submission. In the meantime, kindly see my high level response to each point.

James Kiruri 6 months ago

1. How many aggregation apps are in the market you are targeting? What is the probability for one of the large media providers or networks to transform into an aggregator? We are conscious of the fact that one of the large media houses could implement the same idea. However, we are relying on the fact that we have over 30 publishers, including the second largest media house in Kenya and others like CNBC and Forbes. We are clear that the variety of content available due to the aggregation from various sources would be more attractive to a user that content from a single media house. We are also relying on first mover advantage. There are other aggregators like Google newsfeed and Opera News but none have the Lockscreen capability on offer.
2. The differentiation in your case compared to other aggregators of content is the lockscreen feature right? What happens if another aggregator includes this feature?
That is a possibility, however, we are the first to introduce this in the market and we are going with first mover advantage. We have also brought in other partners like Jumia, banks etc to offer other benefits to Teleeza users over and above the news component.
3. Awesome job with the idea of redeemable points - maybe you can think that through and see how you can use that into your advantage- drive more traffic, gamification or creating a community
Absolutely, users in Kenya and I am sure in many other places like being rewarded, we would like to use this to drive traffic
4. Sounds interesting the team that you have put up. Congrats for that. How many people are founders? I've seen hundreds of years of experience :) We have three founders and two of us are full time. However, we have a total team of 10 with varied experience, media, FMCG, Tech etc
5. How did people reacted to having news on the lockscreen? Did they find it intrusive? I see a lot of people in Europe that are fed up by news and are trying to schedule time for checking the news. They are totally bombarded and running away for being on the plug all the time - especially with COVID-19
Lockscreen is certainly a new concept but the feedback from our test group is that they prefer it to notifications. Also since we have the customisation capability, the users feel they have a say on what they see on their Lockscreen
6. What traction do you have in terms of users in these 2 years? How many people use the app? How often? What type of news do they consume? What are the demographics and psychographics?
We have about 500 in a closed user group as we have spent the last two years in development. This weekend we are starting a massive digital campaign to start the user recruitment.
7. Are those companies that you have on the plaform willing to pay? How much? Do they match your rate cards? What about others which are not yet your clients?
Some of the publishers have suggested we develop a premium version that is funded through subscription and has no ads. Our current business model is ad funding and the ad agencies love the concept and see it as an alternative digital channel for promoting brands

Alin-Claudiu Apostu 6 months ago

Thanks a lot James for the responses

Muyunda Kaonga 6 months ago

Hi James great idea. Who is your target market and what is your value proposition? How do you intend to resolve language barriers of you intend to have it available for Africa? Where else is this service being used? All the best

James Kiruri 6 months ago

Hi Muyunda, thank you very much for your feedback. Teleeza is developed in Kenya but with the world as the intended market place. The value proposition is that we make great and relevant content available easily to the Teleeza users. We reward them with Teleeza points which they can then redeem for value. The monetisation is through advertising. The language barrier is not difficult to circumvent as we intend to partner with players in the various markets who understand the local situation better than us and we will whitelabel the platform to suit the various countries needs. Thank you

Nivashini Rave Rattey 6 months ago

First, clearly state what are the opportunities present in your community and why it is to leverage them. Next state what were the gaps in your community between the above mentioned challenges and opportunities and how you bridged them. Also, explain the process, activities and mechanisms behind your product. Share some screenshots of your customer rating on the play store or app store.

Reflect this on your final submission. Looking forward to your submission

James Kiruri 6 months ago

Thank you Nivashini, will reflect this in the final submission

Nivashini Rave Rattey 6 months ago

Status label added: Expert feedback received

Nivashini Rave Rattey 6 months ago

Status label added: Submission completed

Samuel Mugabi 6 months ago

Interesting; Wish you the best on this Journey.

Nivashini Rave Rattey 5 months ago

Status label added: Idea under jury review

Nivashini Rave Rattey 5 months ago

The idea has been progressed to the next milestone.

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