50 / 108
Growth through data and digital
Howwe will achieve these
•
Implement dual-data strategy to drive data adoption.
We will do this by addressing the high-value data segment
(typically urban, high-end smartphone users) and the mass market
(typically rural, low-cost handset users) by accelerating smartphone
adoption and appropriate CVM and pricing techniques.
•
Position MTN as a media and entertainment gateway through
suitable partnerships with content providers.
•
Scale up mobile financial services with focus on cash-in,
cash-out and the payment ecosystem.
The big aspects of growth in our industry are data and digital.
Data is about selling megabytes:
we want to bring another 130 million
customers into the data world and reach 200 million data customers
in the next few years
.
Our dual-data strategy is very important here: delivering high capacity
4G in cities and broad 3G coverage in rural areas. A big piece of digital
is MTN Mobile Money (MoMo) because consumers really need an easy,
affordable, transactional financial services product that has not been
provided by the mainstream commercial banks. Who else will lead that
if not MTN?
Our 2022 aspirations
Achieve 200 million
data subscribers
Achieve 100 million digital
subscriptions, including 60 million
for MTN Mobile Money
Details of our performance in 2017
• Recorded 69 million active data users.
• Grew MTN Mobile Money.
• Grew data and digital contribution to revenue.
• Set up new smartphone acceleration programme achieving smartphone
penetration of 41%.
• Kicked off our comprehensive dual-data strategy.
• Increased 3G and 4G population coverage (see page 53).
• Improved data throughput performance across the group (see page 52).
• Revamped data bundle propositions, including reduced out-of-bundle rates.
• Reduced data entry-level pricing.
48
MTN Group Limited
Integrated Report 2017