MTN Group CEO Rob Shuter has announced a strategy that means to reposition the mobile network operator to claw back market share and capture the growth in African consumer spending. Shuter joined the group about five months ago and was tasked with reviving its fortunes following a poor performance in 2016. Themed "BRIGHT", the mobile operator’s strategy is aimed at improving top-line growth, margins and cash flow over the medium term. The strategy has six pillars, which intend, among other things, to improve customer experience, growth through internet data and digital services, such as mobile money. MTN wants to be number one or two in the countries where it operates. "[BRIGHT] is an enduring framework that will have a measurement of success," Shuter said. He is positioning MTN to gain a share of the R575bn revenue growth expected by 2020 to be generated by voice, data and digital services in 22 countries. Information and technology services offered to companies are expected to gen...
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