2009 is a year of celebration as we mark 15 years of democratic freedom in South Africa, and MTN celebrates 15 years of operational excellence in the country.
In its short history, it is evident that the advent of cellular technology in South Africa has brought freedom to millions of its citizens, enabling them to communicate with family and friends both at home and across the world, with the single touch of a button.
Says Tim Lowry, MD of MTN SA and VP: SEA Region of MTN Group: “The cellphone and the innovative technology that the device supports, has changed consumer behaviour and enhanced the quality of life around the world by providing a means to affordable communication to connect communities at all levels, growing the economy and creating sustainable jobs.”
In June 1994, MTN's forecast for its subscription base moved from 18 000 to 58 200 by December of that year. This demand for cellphone services took the country by storm, and today, MTN's technology satisfies a growing demand for voice calls, SMS services, data transfer and what has become recognised as the wireless revolution.
“Today, we employ approximately 7 000 people in South Africa and more than 30 000 across the group's 21 operations in Africa and the Middle East - a far cry from the few hundred people employed by MTN at launch. We serve over 17 million customers locally, while the 100 million customer milestone has just been attained by group. This is a remarkable achievement for a company in its mid-teens!”
Product innovation combined with simple, convenient and flexible pricing plans that add value, has seen MTN grow and develop in line with the ever-increasing demand for its services. As a result, explains Lowry, the company is investing billions of rands in the network upgrade project, which is scheduled for completion towards the end of this year.
“The world around us has changed, and advances at such a phenomenal rate that an existence without the technologies we possess today is unthinkable. As our customers continue to expect new product offerings and innovative platforms on which to deliver these products, so MTN has had to continually adapt and evolve to deliver on their expectations,” says Serame Taukobong, Chief Marketing Officer of MTN South Africa.
Lowry continues: “But, our investment in our communities stretches far wider than our four boardroom walls. In 2008 alone, we spent close to R80 million on projects identified by the MTN SA Foundation. With a focus on four key areas - education (48%), health (14%), entrepreneurship (14%) and arts and culture (8%), plus other special ad hoc projects (18%), it is our intention to nurture sustainable communities through the foundation's various programmes and projects.
”Delivering on our promise, be it on the stage or a playing field, has resulted in an investment in our communities' potential from singing and music to football, cycling and cricket. Our sponsorship initiatives are focused and thus effective. Development plays a pivotal role in deciding where we invest our sponsorship rands and is evident in the success of programmes such as Cricket for Change, community initiatives where our sponsored football teams are based, to Xploaded, which offers a platform for unknown or unsigned artists to get their music heard,” says Lowry.
With the focus in 2009 on six key strategic areas - the MTN brand, its people, the organisation's value proposition, the customer experience, branded distribution channels and the network, each of these comes with its own challenges and opportunities.
“MTN's growth has been unprecedented and to continually achieve and exceed targets in these six focal areas requires a dedicated team of people who are passionate about the brand - and our customers. The recent network issues have presented their own challenges for us and our customers, but these are currently being addressed at a senior level.
“The billions of rands we have invested in our network upgrade, together with the advancement of our self-provisioning project, will ensure that these issues are a thing of the past as our customers experience an overall improvement in the quality of service.”
The defining history of MTN is significant for South Africa, as MTN has assisted in the local creation and development of telecommunications in the country.
“From providing basic telecommunications infrastructure to uplifting communities across the country, MTN has invested not only in networks but in the greater society too. Using its technology, MTN has brought communities, countries and continents together,” concludes Lowry.
Please click here to see the statement on ICASA meeting.
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