There is no gain-saying South African multi-national mobile telecommunication company MTN (formerly M-Cell) is growing in leaps and bounds.
As at 2016, it was the world’s eight largest network, with 233 million customers and counting, the largest in Africa, active in over 20 African countries, with most of its revenue coming from Nigeria – where it holds the biggest shares, 35 per cent – till date.
Fresh from being crowned Africa Most Admired Brand – a crown it shares with Nigerian giant Dangote Group for 2019 – and just on the cusp of its 26th anniversary, the company is celebrating another milestone – having 100 million active data users across Africa and the Middle East.
What does this mean for MTN? Well, as at January 2020, there were 185.9 million active telephone subscribers in Nigeria.
According to figures from the National Communications Commission (NCC), GSM operators continued their never-ending dominance of the market share with 185,742,016 subscribers which translates to 99.85 per cent. The other technologies, fixed (wired) and VoIP accounted for 0.06% (11,038 subscribers) and 0.09 per cent (174,321 subscribers) respectively.
MTN has a total base of more than 257 million customers in 21 markets. Growth through scaling data and digital services is central to its strategy. The group is overcoming the barriers to greater mobile internet adoption by extending its 3G and 4G coverage, accelerating smartphone adoption and transforming prices.
In the past three years, well over 100 million more people in MTN’s footprint have been covered by its data network. This brings the group’s network coverage for data services to beyond 480 million people. However, about 60 per cent of rural populations in Africa remain unconnected. To benefit from connectivity, they need affordable devices as well as the digital literacy to easily access relevant and meaningful content.
To support smartphone adoption, in 2019 MTN distributed 675 000 affordable data-enabled handsets across 12 markets. It also launched a digital literacy programme in nine markets, helping over three million people improve their understanding of the mobile internet and applications. Data affordability is also key. In 2018 and 2019, MTN reduced entry-level data rates across its footprint by 60%. In 2019 alone, it cut the effective data price per megabyte by 34 per cent.
MTN CEO, Rob Shuter weighed in on the milestone.
“We believe that everyone deserves the benefits of a modern connected life. We are delighted to have connected 100 million of our customers to the power of the internet as we have increased data coverage and reduced the cost to communicate across our markets.
“We believe the consumer mobile data market will grow enormously over the next few years. The COVID-19 pandemic has served to accelerate the adoption of mobile data, digital services and financial services. As a result, we have recorded increases of up to 50% in data volumes in some markets, as work and studying from home becomes a reality for many.
“Over time our ambition is to grow our customer base to 300 million and for at least 2/3 to be accessing the power of the internet on an MTN network – so the 100 million achieved today marks the halfway mark in the MTN journey.”
