From Matatus to Metaverse: The Technological Revolution Shaping Kenya's Commuter Culture and Beyond
Nairobi, a busy city the colorful buses called matatus move around. they honk a lot and go through places with lots of people and small three-wheeled vehicles called tuk-tuks. You have to be careful not to get hit. But something new is happening.
Technology is starting to change how we travel because it's not just about going from one place to another anymore, but how we use digital tools to change how we move. So let's explore.
Kenya's Public transport history dala-dalas
The story of Matatus as explored by Kenda Muogi began in the 1960s. This unique mode of transport later grew in popularity in the 1980s and 1990s with the renowned kenya bus picking up passengers at specific bus stations.
Between 1990 and 2000, informal groups pooled their resources to manage routes more efficiently and profitably. These groups have evolved into what we know as saccos.
As we dive into this topic we will see how the matatu industry has rapidly evolved keeping pace with the technological revolution
Shifting Gears: Embracing the Tech in Daily Commutes
Mobile Revolution
Digital payments have become a norm In Kenya, with people using their mobile phones to pay for everything. This trend is largely thanks to M-pesa, a service owned by Safaricom that has made cashless payments available to many because all you need is a National ID and a Safaricom SIM card.
When you hop in a matatu these days, you are likely to see a pay bill number. According to Hello Duty, a pay bill number is a unique code linked to a business phone number allowing customers to pay into business accounts via M-pesa.
This payment method is handy for most matatu users as it removes the risk of carrying cash. However, there was a significant challenge with this system: reversing payments. In 2017, Safaricom introduced this feature allowing people to reverse money sent to the wrong number, a significant improvement as many people had been sending money to incorrect numbers with no way to get it back.
The matatu industry had an issue with these new feature also due to money reversal by passengers since they couldn't stop passengers from sending money via their phones as it had become the standard. Some passengers would send their bus fare to the pay bill or phone number, then reverse the bus fare money after they had reached and alighted from their destinations.
The conductor and the driver were powerless to stop this, however, some matatu operators went to the extent of displaying the names and phone numbers of passengers who had reversed money even as little as KES 20.
Safaricom then launched a new service called "Pochi la Biashara" which was set to transform how business people including food vendors , matatu business on how they received money. It allowed the business owner to receive payments and separate their business funds from their personal funds, making it easier for them to manage money.
The best part is once you send money, you can't reverse it until the business owner approves the reversal. This feature makes it an ideal solution for the matatu industry.
Digital nomad life, matatu productivity
To keep riders entertained and attract more passengers, some matatu saccos have introduced free WI-FI in their vehicles. This innovation has transformed matatus into mobile offices for passengers with laptops,
However, not all saccos that advertise WI-FI actually provide it leaving some passengers in for a surprise. Seeing the success of WI-FI attracting passengers other saccos started to introduce it in their buses but not all was genuine. Some displayed WI-FI stickers on their matatus to lure passengers only for them to discover there was no WI-FI once they boarded. This deceptive tactic left many passengers surprised and disappointed.
While free WI-FI is a great convenience, it is important to be cautious. There have been instances where criminals have exploited this service to spy on unsuspecting users' smartphones accessing their location, banking transactions, Bluetooth, gallery images, and even cameras both from and back cameras, hence this is a concern for all Kenyan commuters.
In the matatu industry, augmented reality augmented reality may not play a significant role, this is because the conductor typically announces the next bus stop and the focus is more on entertainment. Many matatus have large screens installed behind the driver cabin playing loud music and displaying flashy lights
The exterior of the matatu also known as "Nganyas" often features colorful artwork which is very expensive , according to a Sacco director Ruphas Maina, if you want a matatu, he can connect you with designers who will customize it to your liking. The cost of a standard matatu costs up to KES 5.6 million without pimping when you start pimping the music equipment can go up KES 500,000 and lights up to KES 300,000 adding almost 2 million to the price.
Some matatu offers individual TVs at the back of every seat similar to an airplane and also at the side there are huge screens. The "NEO" matatu is one such example with a total of 10 TVs including a large screen mounted behind the driver's cabin
Challenges and opportunities
Opportunities
The matatu industry has opened up numerous employment opportunities. According to the Kenya National Bureau of Statistics, there are over 16,635,704 unemployed people across all age groups in the country. Out of these, 10 million are youths, who are unemployed.
There are approximately 80,000 matatus according to National Transport and Safety Authority belonging to different Saccos which can create a significant number of job opportunities. Mechanics are in high demand, and they must be able to use tablets and diagnostic tools. Creative technologists and visual artists are also needed to create immersive and interactive commutes.
Graphic designers can also benefit from the matatu industry as most vehicle owners are opting for graffiti both inside and outside the matatus. Additionally, electricians who are responsible for immersive lighting are also in high demand.
Finally, the industry cannot function without drivers and touts, and it creates many job opportunities for them.
Challenges
The industry is faced with a lot of challenges that need to be dealt with before it is too late.
Every time we swipe or click on a device, we leave behind a digital footprint. This has raised concerns about data privacy, particularly for those who use free public Wi-Fi in the matatu
It is essential to implement strong security measures and transparent policies regarding data usage to build trust and prevent the misuse of sensitive information of passengers.
The shift toward cashless transactions and digital payments will present a challenge in the matatu industry which predominantly operates on a cash basis.
Integrating the digital payments system requires investment in infrastructure, and technological literacy among drivers and touts who are more likely to operate the technological equipment in the vehicle.
Matatus are less common in rural areas due to poor infrastructure and internet connectivity.
The cost of trying to keep up and integrating new technologies, upgrading vehicles to meet modern standards, and maintaining this technology may strain the economic viability of smaller operators within the matatu industry
Resistance to change and traditional practices can impede the adoption of new technologies and business models that would otherwise improve efficiency and service quality.
