Project Description
Network International: Challenging paradigms
Background
London-listed Network International Holdings provides technology-enabled payments as a service to merchants and financial institutions in the Middle East and Africa.
Founded in 1994, it serves governments, banks, public sector companies, fintechs, and merchants of all sizes. Network has 2,000+ digital payments experts, serving 200+ financial institutions and 150,000+ merchants in 50+ countries.
Challenge
Network wanted to significantly grow its prospects in banks, telcos and fintechs in the Southern African region and approached Semaphore to help raise its profile.
At the time, the brand, its offering and value proposition was not well known to the market. In addition, the concept of payments-as-a-service was not an easy sell, as local financial institutions have a legacy of buy- and build-to-own versus outsourcing.
Approach
PR started off with media liaison for Network at a banking conference, and intensive media relations. Other elements included media training, an industry roundtable and infographic. Highlights: ITWeb, BusinessTech, BusinessLive, Radio 702, ITWeb, Business Times, ITNewsAfrica, PaymentsAfrika and more.
With SARB’s directive for on-soil payment processing, Network in 2023 announced a R500m investment – culminating in a launch event where PR hosted media, managed native advertising, video production, and supported social media. Highlights: BusinessDayTV, CNBC Africa, BusinessTech, BusinessLive, ITNewsAfrica, ITWebAfrica, PaymentsAfrika.
Results
Within three months of starting PR, the regional MD remarked how industry partners and prospects have commented on Network’s new visibility.
Within a relatively short space of time, Network has experienced the payments outsourcing message starting to land as a result of heightened debate on the issue, repeated evidence of the ROI, and publicity of significant new business wins, which all challenges the status quo.
