Tenje - narrowcasting customized audio to businesses in Kenya
Wamutitu, Kiriethe (2022)
Wamutitu, Kiriethe
2022
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Julkaisun pysyvä osoite on
https://urn.fi/URN:NBN:fi:amk-2022053113569
https://urn.fi/URN:NBN:fi:amk-2022053113569
Tiivistelmä
This thesis studies the product development of an audio streaming solution for businesses in Kenya. The concept was driven by exploits by a Kenyan media firm to expand its product portfolio.
The main purpose of the study was to establish what technical features, music and content are ideal for a distinctive instore entertainment package for Kenya. The case applied qualitative research and semi-structured interviews to ascertain how to customize a Finnish music service for deployment in the East African country.
The findings were used to design a customized streaming service built on the infrastructure that runs an instore music platform that is used widely in Finland. The service was launched in April 2022 as a custom-built business radio service that combines practices of background music with modern radio, to enable enterprises to narrowcast inhouse messages, promotions, brand advertisements, and tailor-made entertainment.
The ultimate value of this study is to give an overall understanding of the customization of business audio entertainment and adoption of technology in emerging markets.
The main purpose of the study was to establish what technical features, music and content are ideal for a distinctive instore entertainment package for Kenya. The case applied qualitative research and semi-structured interviews to ascertain how to customize a Finnish music service for deployment in the East African country.
The findings were used to design a customized streaming service built on the infrastructure that runs an instore music platform that is used widely in Finland. The service was launched in April 2022 as a custom-built business radio service that combines practices of background music with modern radio, to enable enterprises to narrowcast inhouse messages, promotions, brand advertisements, and tailor-made entertainment.
The ultimate value of this study is to give an overall understanding of the customization of business audio entertainment and adoption of technology in emerging markets.