South African operator MTN has reviewed its strategy, concluding affordability is central to consumer demands and acknowledging a need to revamp infrastructure for heightened network usage if the operator is to remain strong as market competition increases.
MTN said months of strategy review and customer research has indicated consumers want relevant products at an affordable cost, which is why the company must readjust all of its product offerings with this in mind if it is to remain competitive.
“Through a constant investment in our network technology we are now able to create sustainable solutions that evolve around our customers need,” said Brian Gouldie, chief marketing officer (CMO) of MTN South Africa.
“We understand affordability is key for our markets hence the revamp of all our propositions.”
MTN said its product portfolio will now be tailored to meet customers’ needs for “simple, relevant, exciting and cost-effective solutions”, which “add value and enhance quality of life”.
The operator said it remains committed to achieving universal access to communications technologies, and as such network investment remains of key importance – for achieving wide-spread access, but also for supporting an increased number of network users.
“As a truly South African company, providing affordable communication solutions and facilitating universal access to telecommunications services remains at the core of our strategy,” Gouldie said.
“The size and level of network investment is critical to MTN delivering on the customer experience by having the available capacity to meet customer demand. MTN is expecting substantial growth in network utilization and our network roll-out has been adapted to support this requirement.”
The CMO said network investment, new products and the overall research and review of strategy form elements of the operator preparing itself for heightened competition in the market.
“We are anticipating a lot of future competitive activity, so we need to be prepared to respond accordingly,” he said.
“MTN has made a substantial investment in bolstering and future-proofing its infrastructure to ensure that its subscribers have a seamless experience as they take full advantage of our offerings,” Gouldie said.
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