For example, Safaricom has defined its business broadly by not only operating in the telecommunications sector but also in the banking sector. They have continued to reinvent themselves based on 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 and therefore customers needed a place where they could save and borrow money and introduced M-shwari. The following strategies should be adopted by marketers to adopt and avoid being one