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Ignite commercial performance
The commercial performance of each of our opcos is the heartbeat of
the business
. It includes the campaigns we run, the products we offer
and need to develop, how we market these and the sales targets we
set.
It’s the ‘speed chess’ of our industry: it involves lots of quick moves,
but also planning 20 moves ahead because we want to win the game.
Howwe will achieve these
•
Enhance customer value management (CVM) through investment
in specialist skills, processes and technology.
•
Increase business intelligence in sales and distribution channels.
•
Implement segmented propositions and go-to-market plans which will result in the
adoption of data by many more customers as well as maintain the value on voice.
•
Grow enterprise by providing a relevant mix of
products through appropriate channels.
•
Launch wholesale business unit with focused commercial management.
Our 2022 aspirations
Grow
subscribers to
300 million
Grow market
share
Ensure stable
voice revenue
Grow enterprise
and wholesale
revenue
Details of our performance in 2017
• Recorded 217 million subscribers and number one or two market position in
all markets.
• Scaled up our CVM programme which is already showing early wins, including
a boost to revenue in MTN Nigeria of 1% in December. As the programme
gathers momentum, we target revenue improvements of 2% to 5% in the
respective markets.
• Implemented CVM automated reporting and control group system capabilities
across seven markets.
• Issued a comprehensive pricing guideline to all markets to improve yield and
then conducted a compliance audit against these guidelines in five markets.
• Finalised the new enterprise approach across all markets.
• Issued an SME guide focusing on segmentation, channel reach and lead
generation.
• Prioritised top 27 multinational accounts in the large enterprise segment with
dedicated global account managers; approved plan for centralised support
office for large bids.
• Approved definition of operating model, mandate and governance for our
wholesale business MTNGlobalConnect.
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MTN Group Limited
Integrated Report 2017