MTN the bright spark once more?
Customer service, and data and digital services, are at the heart of the cellphone giant’s comeback strategy
MTN may be back in the black but it is not yet out of the woods. The share price has been under pressure because of concerns about the group’s growth prospects. CEO Rob Shuter, who joined in March, presented his first half-year financial results on Thursday, with positive achievements in dividends and services revenue. He described the service revenue growth on constant currency as "respectable". Data revenue jumped 31.9% and digital grew 24.7%, which Shuter modestly termed an "encouraging start" for a multinational operator whose strategy is based on those two areas. MTN has 72m data subscribers out of a total customer base of 232m. So there is still significant growth potential for the group if it converts most of the customers to take up Internet-based services. The group identified six pillars as part of its "BRIGHT" strategy that it believes will be key to taking advantage of the data boom. These pillars include best customer experience, with a focus on reducing churn and gaini...
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