Government will promote private investment in this segment. This market segment is therefore, open for competition. 6.5.2.3 Direct Mail Marketing Services Direct mail marketing is a form of advertising that enables the same message to be sent to a large number of individuals or organisations. Mail order companies rely heavily on efficient postal services for customer communication, distribution of catalogues, receiving customers’ orders, goods distribution and the mailing of statements. Growth in the mail order segment is stimulated by the increasing interest in distance learning and growing sales of consumer products and services. This market segment is liberalised. 6.5.2.4 Postal Financial Services The majority of economically active heads of households work in urban areas and require banking services in rural areas to support the rest of their families residing in such areas. To help this segment of the working population to support their dependants, the Government will support the provision of financial services in rural areas through the postal system. 6.5.2.5 Electronic and Hybrid Mail Services The use of modern communications technology can significantly improve the speed of mail delivery and funds transfer. The Governments’ ultimate aim is to have all post offices connected to the Internet to support electronic mail services. 6.5.2.6 Distribution of Publications The distribution of newspapers, magazines and journals require a reliable postal service and is time sensitive. Currently, daily newspapers are distributed by private companies to cover street sales, home and office deliveries. However, there has been a significant increase in the number of publications, especially technical and niche market magazines, which lend themselves to distribution via the post to the subscriber. This market segment is fully liberalised. 38