Absa's mobile site is drawing younger visitors with downloadable music and games

Absa launched it's mobile site in May and is using it to appeal to the South African youth. It offers downloadable music tracks as well as games and Absa reports that the site's daily downloads peaked in June at 60 000, with 200 000 unique visitors.

"It is early days, but we believe our approach is effective - the site is growing steadily," said Christo Vrey, Managing Executive of Absa Group Digital Channels of the Absa.mobi site. "It was felt there was a need to build an on-going relationship with this segment of our customer base, and mobile is a channel which is relevant to them.”

Looking at the profile of a younger audience, entertainment content was a must, this includes games, movies and album reviews and news content. "We have a catalogue of paid-for content, but needed a hook to encourage users to return regularly," said Adrian Vermooten, Head of Absa Mobile Banking.

Besides a daily poll which users can participate in, they can also download 10 music tracks for free each week, ranging from Kwaito to Pop and Hip Hop. Beyoncé, Shakira, Usher and R. Kelly are some of the most popular tunes.

According to Absa the ATM locator tool on the mobile site has proved to be popular with people who travel frequently and want to transact at their own bank's ATM without the usual hassle involved with finding one. It is understandable that people are interested in finding an ATM linked to their bank due to the exorbitant charges when using a bank other than their own bank.

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