For example, Safaricom has defined its business broadly by being present not only in the telecommunications sector, but also in the banking sector. They have continued to reinvent themselves according to the demands of their customers. When they introduced Mpesa mobile money, the need arose for consumers to be able to pay for services and products using their mobile phones and Safaricom then introduced Lipa na Mpesa, then customers needed a place where they could save and borrow money and introduced M-shwari. The following strategies should be adopted by marketers to embrace and avoid being