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.
Our 2022 aspirations
Grow
subscribers to
300 million
Grow market
share
Ensure stable
voice revenue
Grow enterprise
and wholesale
revenue
How we 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.
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.
Commercial review of operations
Our focus in 2018
Continue to scale up CVM
and personalised pricing
Deliver pipeline and
sales in enterprise and
wholesale businesses
Subscribers at 217 million in 2017
Effective enterprise
Δ Unified communication services, cloud, Internet of Things, machine to machine. |