Safaricom has partnered with Google to drive the adoption of Google+ locally. The Google+ promotion will see Safaricom enable direct connection to Google plus through USSD. The dominant mobile services provider has now enabled Google plus access through the *544# USSD code.

Google has been using the local media, celebrities and techies to drive the growth of the social network locally. It is not clear what the aggressive marketing drive has achieved but even during the London 2012 Olympics, Google partnered with Brand Kenya to enable hangouts from the Kenya House in London.

For Safaricom, the benefit will be the growth in data use through the network, hence the unique *544# USSD access code, while for Google+ it is a desperate search for adoption in the country.