Engy KHALIFAEngy KHALIFANovember 3, 2018
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22min8170

 

success

Emad Henin is the founder of GamUp; an organization specialized in Gamification where they have occasional open courses in partnership with Gamification +LTD, UK. Emad is also a member in the steering committee of GamFed. Gamification refers to work situations where game thinking and game-based tools are used in strategic manner to integrate with existing business process and success.


Emad is also the Human Resources Business Partner for Minapharm Pharmaceutical organizations. Emad have a B.Sc. in Pharmaceutical Sciences from Ain Shams University. He is also accredited with MBA from ESLSCA Business School specializing in Global Management.

 

  1. How did the Egyptian Market respond to the concept of Gamification?

I will tell you first how we initially started as it will give you a clear idea about how the market accepted us. At the beginning I have used the game concept inside the company I am working in “Minapharm” as I am working in the Human Resource Department and mainly in “Ramadan” the holy month of Muslims; the energy of employees is weak also the working hours is fewer than the normal days especially there is no break. So, I thought of creating something that will make employees more energetic in that month of success.

So, I created a competition and called it Ramadan Riddles with the Ramadan Theme; I found it being approved by many. I started by sending small questions to the employees where anyone can get it from google then I realized that the questions have to be more deep so I started to customize the riddles to be tailored to “Minapharm” organization so that the employees can feel the relatedness to feel that these questions are only for them the process have changed from a year to another then it changed to be a training program where employees started to participate in a competition for a whole month and at the end they learn a lot from it.

This made me realize the power of games the idea of fun theory and that employees enjoy the working environment as here in Egypt it wasn’t taken into consideration, the concept of enjoying work as people perception about someone who is smiling or happy it means that he is not working but I have found the opposite ; as when employees are happy and satisfied in their workplace they achieve better and the communication between the departments gets better. Success doesn’t come from money only; however, it comes from effort, dedication, and our passion in what we do.

After some readings I realized that what I am doing is an established science called “Gamification” and by 2011 the term GAMIFICATION started to be known worldwide. A global definition was set by practitioners in addition to guidelines, procedures, and methodologies. In Egypt and the middle east, we were late to hear about it. So, I started to communicate with international Gamification practitioners and was able to get contact with “Pete Jenkins”; the founder of Gamification Plus.

He was giving courses abroad; so, I introduced to him the idea of working together and I showed to him my achieved projects then we signed a partnership. I have a partner Sandra Abadir and just the two of us do everything.

Our main challenge was to convince Mr. Jenkins to give the course under his name, however we convinced him to come to Egypt and give us the course here and he believed in us and in our work. Afterwards; he trusted us to give the course on his behalf. Success doesn’t come from money only; however, it comes from effort, dedication, and our passion in what we do.

Later; we started to go in the market and spread the idea of professional gamification. Our main objective was to seek differentiation as we are specialized in gamification. In Egypt; there were a confusion between the concept of gamification and the game-based learning approach; so, the market expectation was different from what we are providing so we started to face so rejection but later we found approval from the startups; corporates, and especially the new generations of entrepreneurs.

Another challenge was our fees as we are giving a course that is certified from the UK, but people started to know the importance of our product. But we see ourselves going in the right path and the Egyptian market is very promising and full of opportunities. Success doesn’t come from money only; however, it comes from effort, dedication, and our passion in what we do.

 

  1. Is Gamification in favor to the Employer or employees ?

I see it as a win – win situation; the employer won’t do the task unless he sees that is has high ROI “Return on Investments” on the company; the employee won’t engage in the task unless he knows it’s in his favor.

So, the equation is that everyone is focused on the objective. What differentiates gamification from just games, badges, and trophies is that we do what we do for the sake of achieving business objective. Success doesn’t come from money only; however, it comes from effort, dedication, and our passion in what we do.

From the perspective of employers its always business objective, we always try to measure its effect on the ROI, we measure each project outcome before and after gamification. As for employee; it’s for sure when someone is enjoying his work and getting involved in the workplace; it reflects on the productivity and the revenue.

So simply it’s a win – win situation and if the equation is unbalanced so it’s an inefficient gamified project that had been implemented.

 

  1. The competition between employees can arouse some unethical behavior, how can the Gamification platform solve that issue?

Well Gamification methods are different as it creates a competition without aiming to a monetary or a promotion, but the main objective is making competition fun and effective. So, it makes employee participate in it voluntarily as they reach the state of loving it and willingness to be a part of it.

Also, there is a model which we apply, and it’s called “RAMP” which stands for “Relatedness, Autonomy, Mastery, and Purpose” if the employee gets these four factors it will motivate him to participate in Gamification without doing any unethical behavior. Success doesn’t come from money only; however, it comes from effort, dedication, and our passion in what we do.

Relatedness means that the Gamification program is related to the employee and he perceive it as being a part of him or do social bonds with others and give him the opportunity to socialize with them.

These are the socializers; where their priority is to get in contact with others. Next is the Autonomy; which refers to the freedom of choice, the track is flexible for the employees to choose what’s suitable for them. For example; employees can choose their time and topic. So, this Autonomy makes the user interested to participate and makes him feel that he is not forced to be part of that.

Then the Mastery; in the program there is a module that the trainee can master a specific skill or can overcome a challenge; it motivates him to participate in the program and this fits more with achievers’ types who are always seeking for challenges. Success doesn’t come from money only; however, it comes from effort, dedication, and our passion in what we do.

The final prospective is the purpose; as there are type of people who love to do work for a purpose, they are also seeking to benefit themselves, others, or the organization they are working in. so when we provide these factors in the gamification program; it makes the competition attractive and related to the program so employees participate in it ethically, as they are not forced to it. Also, employees feel that they are in safe environment and they know that nothing harmful will happen to them.

 

  1. What are the challenges that you have faced in setting up your idea?

We faced many challenges, first challenge we faced was the start-up cost of our company including the fees of partnership with Gamification UK as mainly we started with the strategy of low- budget investment so to establish this partnership we tried to search for several alternative, the first one was to travel and attend this course but that would have cost us a lot, the other alternative was that we invite them to Egypt on our expense but we realized that this will also be expensive on us, so we came up with the idea of organising the Gamification course locally to be delivered by Pete himself . At the same time in UK they agreed on the idea, so it became a win – win situation as the course outcome covered the travel expenses

The next challenge was setting up the company, the advertising and the marketing campaign, and graphics so as working in human resources department we found out that these aspects are new to our field of expertise so we started to learn about web designing and web developing to start establishing our website and establishing ways to increase our audience; we also did everything ourselves. Success will surely come.

As my partner started to be very talented in designing so we started to save those expenses and do it ourselves. Then we started to attend events where we met startup corporations and entrepreneurs, so we started to increase our network and we communicated with them on one – to- one meetings, also we did the marketing and sales ourselves and we created the training materials customized to each customer as we are originally trainers and we deliver those trainings.

Another challenge was the culture difference between UK and the middle east as we started to tailor the trainings according to the middle east in the same time it had to be with the same content of UK and we had to get approval from the mother company on what we train.

One of our main challenge was how to penetrate the market as whether we will target public or private corporations. Another challenge is that we are already employees in other organizations as we are still in the beginning and we cannot sacrifice the safe income now, so we work after working hours and in the weekends and we can stay for months without one day off. Success doesn’t come from money only; however, it comes from effort, dedication, and our passion in what we do.

 

  1. How do you deal with competition?

When we started our business, we faced two types of competitions. They are the ethical and unethical competition. The ethical competition represents the other certified licensed Gamification providers in the market.

As for me I enjoyed this type of competition, it motivates us to do our best; as the idea of being alone in the market doesn’t give any indication of to what extent you are good or not. On the other hand, we also have a collaboration between them and we share the knowledge together.

On the contrary comes the unethical competition, as you don’t know where the attack will come from and in which way. Despite that me and my partner are always focused on our work and on our objective and our response and we tend to be very practical in improving ourselves.

 

  1. Does establishing a new business need a large capital or there are other factors more important than money?

Money is the main factor to be considered when starting a new business, but it is not the factor that you will start with. First, you must get an idea for the new business, next you will search if the idea is needed in the market, then your qualifications are more important as money can be obtained from different ways.

If you don’t own the know- how of the business, money will be useless. As from our experience, we managed to start with no budget, we also have a good reputable name in the market and we relate to worldwide names, succeeded in doing global partnership.

People started to search for us, as they wanted to enter the middle east market through us. We started to collaborate with organizations that provide integration services for gamification. Success doesn’t come from money only; however, it comes from effort, dedication, and our passion in what we do.

 

  1. Do you encourage Egyptian youth to be entrepreneurs or just being an employee is better?

I want to give them some advice that they must take care of. First, they must have an idea where they believe in it besides thinking about the implementation method. Second; it’s not shameful to be an employee.

Everyone must know his skills, qualifications, goals in life and then take the decision. As for me I was scared to take that decision, I had a fear from change but once I took it I found out that I am happier and more satisfied about myself. Success doesn’t come from money only; however, it comes from effort, dedication, and our passion in what we do.

As now my passion drives me to achieve more as when you do the effort that you should do you generate its outcome. If you are a risktaker, and ready for more adventures so its time to be an entrepreneur. On the other hand; if you don’t want to get out from your comfort zone so be an employee and grow in the organization you are in till you be a director or CEO.

 

  1. How do you perceive the Investment Ground in Egypt?

Well I think that in the current time and in the coming years investment in Egypt is very promising, as it is obvious that the government is willing to attract foreign direct investments, facilitate all the processes needed for new business to be established. Success doesn’t come from money only; however, it comes from effort, dedication, and our passion in what we do.

The spread of one shop office where it contains all the authorities in one place where all the procedures are done smoothly. Moreover, the Egyptian population are very promising for the market needs as Egypt is considered a young country as most of our population are youth where they have the concept of accepting new ideas and technology in an easy way as they are also seeking new ideas and concepts.

Also, in Egypt there are communities for startups and entrepreneurs. People are helping each other, a lot of events where you can meet entrepreneurs from different sectors and who are willing to help and coordinate with each other. As recently there is an annual event called “RiseUp” which is very successful for all the entrepreneurs as more than 5000 attendees from many countries attended 2017 version and expect more this year.

 

 

  1. How do you see the future of “GamUp”?

Since I started a dream of making GamUp very large corporation, not just a start up. Our motto was that “Think Big”. In our initial start our target was to serve the MENA region, and we have already extended our services outside Egypt; as we succeeded in conducting many successful workshops – public and corporates- inside Egypt and abroad as well. Eventually we have been shortlisted for global award in international conference GamiCon, Chicago USA, and we participated through workshop in NASAGA 2018 Conference Rochester NY, USA.

Now we are competing in a European award in next November in Amsterdam “Outstanding Gamification Rookie”; this award will go to the individual who has joined the industry during the past 12 months and managed to deliver an outstanding project or spread the word about gamification far and wide.

Our mission is to boost your business up to success, enhance your learning process up, and improve your personal life up. We believe in our mission. We dream that we have an impact in Egypt, not just as training courses but for Gamification to reach the macroeconomics and the national projects to be Gamified and we have a lot of ideas concerning that.

We are also seeking partnership with more than one sector. Besides the British partnership we have Hungarian partnership for another service. I am also thinking of making GamUp as integrated service for Gamification and Game- based learning in the MENA Region and have several branches and partners in the MENA Region.

 


Engy KHALIFAEngy KHALIFAMarch 10, 2018
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22min6760

Hossam El Gamal is an Egyptian Entrepreneurs, passionate to technology and innovations. He has a huge experience with start-ups companies, and more than 17 years’ experience in the Egyptian Marketing. Currently; Hossam is the Country Director of Anghami. Anghami is the number 1 music platform in MENA region with the largest catalogue comprising for more than 20 million songs available for more than 40 million users. 

Anghami is the number 1 music platform in MENA region with the largest catalogue comprising for more than 20 million songs available for more than 40 million users. Hossam was responsible for building and managing the country three years’ strategic plan and working in both the customers and contents acquisitions. Hossam was responsible for building and managing the country three years’ strategic plan and working in both the customers and contents acquisitions. 

Hossam has a Bachelor of Mechatronics from the high technological institute in Egypt. He is also certified from the Chartered Institute of Marketing (CIM). Hossam has also obtained his post graduates studies (MBA) from one of the principal French business schools “ESLSCA Business School” specializing in Global Management.

How do you see Music?

Music is a living experience. The music is the background of our lives. So, you must live it; it’s not just to listen to it. And this part I call it the humanalization of the brand; how an intangible brand you make people feel it’s tangible.

Years ago, only few people knew about ANGHAMI, then now it has more than 15 million followers, a huge advertising campaign. Can you tell us how this sudden change has happened?

It wasn’t of sudden at all, it took us 2 years of hard working as entrepreneurs, commitment, and persistent to transfer Anghami to the version that everyone can see now. My journey with Anghami started in September 2015 as I worked there as a consultant and starting from January 2016 I joined Anghami team as “Egypt’s Country Director”. From the first day I joined we started executing the strategic plan which was about three stages synchronizing together.

We set three main fronts and started to put a plan to achieve them. These fronts starting with neutralizing the content and bringing the missing contents of Egyptian music, as we were concentrating on the content acquisition. Then we enhanced the relations with the Egyptian artists and empowering the bond with the mobile operators in Egypt. Finally, we worked on building a strong relationship with music producers and labels.

Afterwards we started setting pillars to be achieved. These pillars were divided into three categories. First, raise the Awareness through educating people about rights and intellectual properties. Second, working on Language Localization, through designing a platform that helps in protecting the language and saving Egypt’s identity. Finally, setting the tone of the brand by setting who we are talking to and what do we want to achieve.

What are the challenges that you have faced, and how did you overcome them as entrepreneurs?”

Well the main challenge was to change the habit of the people from insisting to have music downloaded on their devices, and they do that through piracy to listening to music through the internet through the legal channels aiming at protecting the intellectual property. So, we started on working on the people culture by trying to change it.

Another challenge was the weak “ARPO” in Egypt which is the rate of average revenue in comparison to the expenses as it was very weak in the digital music in Egypt. So, we put a plan to attract more audience and to create new ways to generate more revenues. Finally, the adoption process of the product takes huge time, but through analyzing the insights about people habits, deploying the plan and with persistence we managed to succeed. As to be successful is all about data, and by using insights to engage more and strike harder.

In Egypt’s media we saw a huge advertising campaign, would you tell us more about the stages that this campaign passed through to be on the ground?”

The campaign started with the idea that we need to localize, and that’s was the idea as to how to localize aggressively on the ground, we needed to strike strongly as its very important that the message enter the DNA of the society, as to not make them feel that the idea is strange or coming from different culture. At the same time the idea must protect the positioning message people have about Anghami; that it is large entity and works internationally as the Egyptian audience prefer to be part of something that is big and internationally recognized.

So, we must keep this in the tone of the brand as entrepreneurs does, however it had to be localized. As we are targeting the youngsters, so in our campaign we had to stress on them. As I said before, we got all of these from the insights. From these insights we were able to analyze our group ages, and what to target them for, and what are the problems in the society. So, what we did was to take slice of life problems and use it in our advertisings and show to them that music is their background and you combine every aspect of your life with music.

Also, it was critically important to deliver a message to the social class and that was very essential to the creative and the artwork team. Also, in the concept we are building as not to harm anyone. Everyone feels themselves in the ad. Through the creativity in the visuals or in the videos. We were trying to show the youngsters that we are always with them, we are always with you on the mobile, and solving their problems like traffic, studying, and many others.

At the same time, we did the visual appealing as most of the visuals in Egypt are strange and dull, and they are always repeating other ads. With no creativity; we tried to go to the extra mile of innovation. To be innovative in the message, color, even the composition of the ad. You will find the heroes of the ad. Coming out of the phone as at the end we are telling our audience “Live the Music with Anghami”.”

What are the benefits that you, as entrepreneurs, give to your users?

Well, we in ANGHAMI we are the main way that will help millions of audiences to enjoy millions of sound tracks with the easiest way of user experience and have fun with some ads. In between, and if you don’t want the ad., you can pay for a monthly subscription. These procedures were very useful to use as it has put us in another level which is the subscription.

How did you move into subscription?

Well, to be able to start with the subscription, first we had to analyze the subscription method in Egypt. This was part of the study we did during our initial planning. As the payment method of Egypt is very limited due to the limited usage of credit cards and the social class has a great impact on our business. As in Egypt around 10% only owns credit cards and large portion of them fear the usage of credit cards online.

Thus; we decided to go to the method of “Direct Carrier Billings” where it is connected to the mobile operators’ services. Users can pay through their mobile operator where the subscription fess is deducted from their mobile credit, in addition we set an agreement with “FAWRY”; a money transfer company providing POS machines all over Egypt where users can pay for ANGHAMI service.

ANGHAMI is making an agreement with Vodafone; will you tell us more about it?

We did launch with Vodafone an agreement to make it easier for subscribers to pay for ANGHAMI services then with “FAWRI” then “ETISALAT”. The purpose of these agreements was to make it easier for subscribers even the pricing we made it suitable for the society. We created a daily, weekly, and monthly subscriptions. This was also done to deliver the message that you can listen to music which is cheap as we were aiming at protecting the intellectual properties or music rights.

By only small fees you can support the artist that you love as at the end this money returns to the producer to enable him to produce more songs, and more albums; in return he will pay more in creating more music and will enable us to create more civilized music and films. For instance, the movie of “Fast and Furious” how the film makers were able to produce 8 series of the movie and branding all over the world, all these due to their protection of their intellectual properties where it generates more revenues to them.

This is the power; how we understand the purpose of content rights and how it will reflect on producers, writers, artists, and the whole industry.

What could you tell us about the Revenue streams for your streaming services?

In the revenue stream there are two methods. The first one is the freemium where the free user can listen to ads., after every couple of songs, where we generate our revenue from those ads. The other method is the paid subscriptions where the user doesn’t want to listen to ads., wants to listen to music offline, and download music. Since we are still in an emerging market, so the subscriptions are not that much so we depend mainly on ads. That’s why we are trying to be innovative in the ads.

They are not just ads., as we are using interactive advertisement where we create features where the client can use it. The most powerful features are that we link the offline with the online as the user can use ANGHAMI to capture a photo or interact with something offline and the feature turns it online. The last campaign was with “Nescafe” and before with “Miranda” as with captured photo users can win a prize from ANGHAMI; and many other experiences.

For example; “Lipton” designed an ad., where users can set their favorite song as their daily alarm, as “Lipton” is a brand for tea and their message were “we will help you wake up” and it also gives a forecast for the weather and that shows how much “Lipton” is user friendly.

We also have lots of brands who did engagement with users through doing competition with them; where it enables users to engage more with ANGHAMI. As this is scientifically true as there is a research done that proves that brands that are bonded with music, people always miss them if they went out of the market. When you make music part of your day to day life, it affects people a lot. A good example is “Bershka” the music you listen to in Bershka you will find it on ANGHAMI users are playing it a lot.

After the challenges you have faced; what would you say to young Entrepreneurs?

The new fashion of entrepreneurs I don’t like it, as everyone is calling themselves entrepreneurs. It’s not bad but Entrepreneurs is not a word; the entrepreneurs must have a specific personality, has its own characteristics, and many dimensions. We have seen in our lives while we are working a lot who introduce amazing ideas and when they gain some profit they just go and spend it and forget about the project, and the project dies. A lot of youth are missing the major characteristics; which are the enthusiasm, passion, believing in what they are doing.

It is very natural that they face challenges and failures, people will discourage them and puts them down, its natural as they are doing something that is strange from the traditional. The most important trait is to have huge patience, love to what you are doing, and great enthusiasm. Also, the ability to take over the ups and downs, have vision, and always try to be different. There is always a concept called “Differentiation” as the market is full of many players. Also, the innovation of the idea is essential, also to continuously develop it.

From the most interesting ideas were the Chinese; where they are always developing the packaging and people are astonished by it. So, lots of aspects that affect the product or service, most essential of it is the innovation in communication. So how to be innovative, have enthusiasm, and to hire the right people. As there is nothing called that one person do all the job, you must hire the most powerful people to help you. At that time, you will find your brand flying like a plane.

Entrepreneurs must believe in themselves and in others, build a powerful team, and to take into consideration that they will not win immediately. It’s very normal that you take time till your idea is being sold and understood by many.

What does ANGHAMI expects their employees to be?

In ANGHAMI we all work as one family, we all love each other and support each other. We are all cool. As we are working in music industry, employees must be trendy, innovative. We can’t hire someone who is rigid or uncreative. They must do more trials, do crazy stuff, and have the love to try new things.

What motivates you?

That’s very difficult question, as for me “Hossam” I have a problem that I personally can’t be satisfied easily. But generally; what motivates me is that I always see a dream in front of me or something I am chasing and trying to find it and achieve it. I get motivative with things that contains challenges and innovations, I don’t like ordinary things.

I have never imagined myself as being a part of a traditional job with fixed hours and just wait for a salary. I really love to do the job that contains lots of thinking. I like to use my mind and how to do edge differentiation between the product or a service I am working in and between others in the market.

This excitement is what attracts me, in all aspects of my life. I never liked the normal things, may be that’s my personality. But what motivates me is that I always feel that there is something coming, something I must be doing.

How do you measure your performance as an entrepreneurs?

I always have a problem in performance, I have known to measure my own performance, as all the time its never enough for me. Although I plan for myself and sets targets, but all the time I am under the pressure that I am running after something and want to chase it more and more.

What are your future plans for ANGHAMI?

For me thinking about ANGHAMI in Egypt; there is a big room to reach and to cover, as actually our target segment is still extremely large. As we have 380 million audience eligible to use ANGHAMI and currently we just acquired 50 million users from them. So, we still have a long way to target all those audience, specially that we are full of features that we haven’t announced about them yet, there are still huge efforts to be made.

Do you like competition?

I love competition, competition is in my blood. When I was young; I used to run and participate in competitions. Thus, this taught me to run all the time after things, and there are lots of competitors around, so I will never stop running.

Does competition like ANGHAMI?

Of course competition likes ANGHAMI; we work in a very competitive industry that are full of competitors and entrepreneurs. Regarding our region; it wasn’t full of competitors but recently everyone wants to enter the market, to compete, and ANGHAMI is the fastest growing start-ups in the middle east so the eye is now on it.

Competitors ( entrepreneurs ) now are looking forward to either competing or partnership with us. As they have realized how much the market is growing and to how extent it’s a potential market. Now, there are lots of competition and this so healthy for us to compete, as at the end it leads us to develop more, innovate and think more of taking market share from each other. A successful platform like ANGHAMI is the catch for everyone to compete with.

Thank you very much for your time.



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