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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.

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Current Situation

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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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