MTN Nigeria, counting over 47.4 million subscribers, has maintained a comfortable lead in Nigeria’s highly competitive telecommunications market which crossed the 113 million active lines in 2012, according to a report by Renaissance Capital.
This figure represents a growth of 13 percent year-on-year, which according to industry analysts, is a much improved performance over 2011.
The report, however, says the performance exceeds management guidance of 5.3 million net additions by 0.5 million or 9.4 percent. Analysts told BusinessDay on Monday that the South African owned telecoms company has continued to sustain its market leadership by continuously redirecting its operational and marketing strategies to offer better customer service and innovative products with compelling value proposition.
The telecoms firm, according to them, has also succeeded in gaining a foothold on the enterprise segment and youth segment, which constitutes Nigeria’s largest consumer group.
On MTN’s part, wooing customers with mouth-watering offers and promos was a big deal for the company in 2012. For instance, it pulled off the biggest promotion, the MTN Ultimate Wonder, in which customers were given opportunity to win weekly cash prizes while the ultimate winner went home with the cash equivalent of a Cessana 182T airplane, the grand prize. However, MTN’s share of net subscriber additions slipped in 2012, and Glo Mobile and Airtel Nigeria appear to have picked up pace in 2012.
For the industry overall, 2012 saw a much-improved performance as far as net subscriber additions were concerned, almost matching the record of 2010 (19.44 million), with 19.26 million net subscribers added among the four GSM networks in Nigeria, M-TEL excluded.