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MTN puts its faith in quality, not quantity
Following its toughest year in 22 years, MTN is implementing a strategy to retain existing customers and getting more out of them
MTN’s operations in Nigeria and SA aim to add 1-million and 630,000 new subscribers, respectively, by the end of 2017 — far less than 2016’s projections. This is attributable to maturing markets, in which many people have multiple SIM cards, and to negative macroeconomic conditions in the countries in which it operates. In Nigeria, the onerous requirements for customer registration are also taking a toll on the company. But the group hopes it can still attract new clients from rivals through improving network coverage and capacity as well as competitive products and services. Following its toughest year in 22 years, MTN is implementing a strategy that it hopes will grow earnings before interest, tax, depreciation and amortisation in Nigeria and SA by as much as 20% in the next two years. Apart from a focus on data, the group is looking to retain subscribers and to understand their needs, especially in countries in which the cellphone market has reached saturation. The group will spe...
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