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Our BRIGHT strategy
Our BRIGHT operational strategy is the compass for all MTNers: it clearly defines
the six areas on which we need to focus to build our business sustainably.
To ensure delivery of the strategy to the benefit of all our stakeholders, we have
B
Best
customer
experience
R
Returns
and efficiency
focus
I
Ignite
commercial
performance
•
•
Revamp the customer
experience.
•
•
Refresh the brand.
•
•
Be on the customers’
side.
•
•
Jens Schulte-Bockum
•
•
Save to invest.
•
•
Leverage our scale.
•
•
Ensure return-based
capital allocation.
•
•
Focus on cash flows.
•
•
Ralph Mupita
•
•
Implement segmented
propositions and go-to-
market plans.
•
•
Enhance customer value
management.
•
•
Grow enterprise products
and channel.
•
•
Launch wholesale
business unit.
•
•
Jens Schulte-Bockum
•
•
Lead market in NPS.
•
•
Reduce monthly churn.
•
•
Achieve best brand in
markets.
•
•
Improve ROIC.
•
•
Report top-quartile TSR.
•
•
Increase AFCF yield.
•
•
Improve EBITDA margin.
•
•
Grow subscribers to
300 million.
•
•
Grow market share.
•
•
Ensure stable voice
revenue.
•
•
Grow enterprise and
wholesale revenue.
Our 2022
aspirations
How we will
achieve these
Primary
executive
responsibility
Here we show the executives with the primary responsibility for delivering on
each of the six elements of BRIGHT. The operational execution is driven by
the three regional vice-presidents and the CEOs of our operations in South
Africa and Nigeria.
06
MTN Group Limited
Integrated Report 2017