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RICA

RICA. Agenda. Progress to date Initiatives since Aug 2009 Challenges experienced Planned initiatives going forward. Progress to Date (Active customers). 78% of active customers have been successfully registered as at end of October 2010.

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RICA

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  1. RICA

  2. Agenda • Progress to date • Initiatives since Aug 2009 • Challenges experienced • Planned initiatives going forward

  3. Progress to Date (Active customers) • 78% of active customers have been successfully registered as at end of October 2010. • 4.6 million active customers still need to be registered. (3.6 million Prepaid customers & 1 million contract customers)

  4. Initiatives since Aug 2009 • Implemented required systems & processes : • Developed and rolled out RICA applications & 14,000 Rica terminals in formal & informal markets • Signed up & trained 160,000 Rica agents countrywide • Educated customers about how easy it is to register when buying new starter packs as well as customer who connected prior to July 2009 : • TV, Radio & Print campaigns to educate customers on RICA requirements • Direct education campaigns via SMS, Vodacom bills etc

  5. Initiatives since Aug 2009 • During 1st six month registrations per day increase day-by-day. Between July and Dec 2009 on average 112,000 prepaid registrations were done a day. January onwards saw a month-on-month decline in registrations eg, in July only 5,000 Prepaid registrations per day.

  6. Initiatives since Aug 2009 (continued) Registrations efforts included: • Trade Partners incentives: • Trade partners were paid bonuses when monthly targets were reached • Customers incentives: • R5 free airtime or 10 Free SMS’s (Dec’ 09 to July ‘10 ) • Ad-hoc offerings of R29 and more airtime to selected customers • Launched Rica Quicka promotion whereby 100 customers could win R10,000 a week in Aug, R5,000 in Sept and R2,500 in Oct • Targeted registrations at place where : • People work ie industrial areas, Office Parks, • They go with their ID’s and Proof of residence ie Outside police stations, Municipalities, Home affairs office, Banks, Colleges & universities, • Where they live – Foot soldiers were used to walk the streets in informal areas to register people at home

  7. Challenges experienced • It took much longer , than anticipated, for customers to understand the RICA requirements • Customers in outlying areas are not exposed to traditional media ie TV, print & radio • Contract customers didn’t think they need to register as the Network have got their details • Most Prepaid customers don’t have Proof of residential address • They have prepaid electricity, no accounts that indicate residential address. • Many people don’t receive post at residential addresses or at schools and at retail stores • Prepaid customers are mainly located in rural & outlying areas, serviced by informal traders making it difficult to reach them. • Customer’s apathy to registration slowed registrations down ie they’ll wait for the last minute to register.

  8. Initiatives going forward Campaigns: • Start with Media campaigns (TV, Print, Radio) – just more aggressive ie RICA to avoid being be disconnected • Continue with targeted SMS campaigns to register before the deadline Contract customers (1 million customers) • Trade partners - increase incentives to register customers • Corporate customers & Small businesses - Call Centre agents are used to call these customers and set up appointments for Vodacom RICA agents to visit them to do their registrations • Individual customers: • Upgrades: When customer upgrade they are required to register. This has been enforced since July. • Customers will be offered Freebees to register – minutes, data etc • House holds will be visited to do registrations

  9. Initiatives going forward- Continued Prepaid (3,6 million) • Introduced a proof of residence form that customers can take to local authorities or traditional leaders to certify where they stay • These forms where distributed at taxi ranks, informal markets & townships as well as with RICA agents at events such as Vodacom’s Mpesaroadshow etc • Trade Partner incentives have been increased for existing customer registrations • Clustered customers into areas where there are 1000 and more customers to be registered. • Partnering with rural communities to get the people to register eg Pay for the paint of a school or set up soccer nets etc, pay money to churches or community centres if 500 people or more to RICA

  10. Initiatives going forward- Continued Prepaid (continued) • RICA stations are being rolled out in these areas and move on to other areas as registrations finish. • Permanent RICA agents are located at these RICA Stations for long periods of time • Inform customers with community radio and SMS that RICA Agents are in the area • Promotional events will be used to draw crowds eg traditional dancing in the KZN area, concerts etc. • Customer giveaways will be used to incentivised customers to register

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