Subscribers of Orange in Africa will soon be able to access Facebook via any handset.
The new service will provide swift, simple, and cost effective mobile access to Facebook via USSD (Unstructured Supplementary Service Data), allowing users with older or basic handsets to stay connected via an affordable text-based service.
USSD is a technology used by all GSM mobile devices to send information across a 2G network, and is already used widely in Africa for services such account information and callback services. As USSD is familiar in the region, and as there is no barrier in terms of handset requirements, takeup for the service in the first year is expected to be around 1 million.
Orange launched this service at the end of 2011 for Mobinil customers in Egypt, and over 350,000 customers connected Facebook via USSD in the first month. The service is also launching in Côte d'Ivoire.
This is the latest in a series of services designed to open up access to digital services in emerging markets such Google SMS chat and email via SMS, and the exclusive Alcatel One Touch range of phones with deep Facebook integration.
“Social networks such as Facebook have completely changed how people stay in contact with their family and friends, and it’s important that our customers, regardless of the phone they have, are able to access and participate in these services,” said Xavier Perret, Vice President of Strategic Partnerships at Orange.
No special applications are required to use Facebook via USSD. Customers only need to type a specific code into their phone to open a Facebook via USSD session and enter a PIN code to access the service securely. If the customer is using Facebook via USSD for the first time, they will have to register by providing their Facebook login, Facebook password and by creating a PIN code.
