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Transforming MTN Uganda: From Voice-Centric Services to Data-Driven Consumer Engagement

MTN Uganda, the second national telecom operator, faces the challenge of evolving its consumer base from a reliance on voice services to embracing data usage. In a market where 80% of connections are voice-only, mobile broadband technology is underdeveloped, and users lack understanding of the internet's benefits. MTN aims to educate consumers about data, gradually introducing services such as SMS, internet, and email. By utilizing existing infrastructure, MTN seeks to create awareness and accessibility, establishing a pathway for growth into data services.

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Transforming MTN Uganda: From Voice-Centric Services to Data-Driven Consumer Engagement

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  1. MTN Uganda Case Study:Evolving the Consumer from Voice to eErik van VeenGeneral Manager: Marketing & Sales 8-Aug-14

  2. Current Situation • MTN Uganda is the Second National Operator providing Mobile and Fixed Line services incl. Voice and Data • Mobile accounts for 80% of all telephone lines. Voice Only Market because: • Lack of Exposure, Understanding and Education - Voice is seen as the only way to communicate and access information! “How does data / internet / e-commerce help me?” • No access to PC and Internet 8-Aug-14

  3. Opportunities and Constraints Opportunities: • Mobile mass market – no fixed line alternatives • Mould market perceptions – control expectations Constraints • No suitable mobile broadband technologies • WAP failure – unsuitable model • Lack of Content • Handsets 8-Aug-14

  4. MTN’s Philosophy Evolve the Mobile User from Voice to Data gradually 2-way Communication via Voice 2-way Communication via Data Extract Information via Data Transact via Data Introduce Concepts @ and www 8-Aug-14

  5. Product Evolution Mobile to Mobile Voice Only Mobile SMS – Mobile SMS Email to SMS & Web to SMS SMS to Email SMS Information Services SMS based transaction Services Introduce Concepts @ and www 8-Aug-14

  6. Advantages • Slow graduation to Internet Space / Data – SMS builds foundation for Mobile Internet Products • SMS is quick, simple and cheap - No new technologies required! • Minimal Investment – using existing networks • Accessible on all vanilla handsets • Ability to deploy Internet Connectivity • Its working! 8-Aug-14

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