1 / 6

Current Situation

MTN Uganda Case Study: Evolving the Consumer from Voice to e Erik van Veen General Manager: Marketing & Sales. 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.

lizina
Télécharger la présentation

Current Situation

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  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

More Related