USSD: Ubiquity and Accessibility

USSD runs on all types of phones—smart or not. It doesn’t require internet access, which is critical in areas with poor connectivity or among customers who cannot afford data bundles regularly.

Benefits of USSD

• Works on all phones
• No need for internet
• Easy to use for customers with low digital literacy
• Ideal for mass-market outreach, especially in rural areas

Limitations

• Text-based UI is limited in design and experience
• Menu timeouts can frustrate users
• USSD sessions can be affected by network congestion
• Doesn't support complex visual content

Mobile Apps: Rich Experience and Loyalty Building

Mobile apps offer a richer, more interactive user experience. With an app, you can support multi-language interfaces, multimedia, push notifications, and even offline access for certain functions.

Benefits of Apps

• Full branding and customization
• Better user experience with visuals and navigation
• Advanced features like biometrics, GPS, and push alerts
• Easy integration with loyalty programs or customer accounts

Limitations

• Requires internet and a smartphone
• May alienate rural or lower-income users
• Higher development and maintenance costs
• Takes longer to onboard new users

So Which One Should You Choose?

The answer depends on who your customers are and where they are.

• If you’re targeting mass-market, rural, or low-income users, USSD is the best entry point.
• If your audience is urban, tech-savvy, or recurring users, apps can offer long-term value and engagement.

In reality, the most successful Ugandan businesses, especially in fintech, insurance, and telco, use both channels together. Start with USSD to drive access and reach. Then, as your customers become more digitally mature, offer an app for advanced services.