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Month: September 2021

For the second year in a row, MTN Group has been named the most valuable African brand in the Brand Finance Africa 150 rankings, which assigned the group a brand value of US$2.7 billion – US$1.0 billion above the next most valuable brand.

A report on the 2021 survey’s findings states that “the telecoms giant dominates on home soil too, this year holding onto its decade-long reign as South Africa’s most valuable brand”.

Brand value is defined as the “net economic benefit that a brand owner would achieve by licensing the brand in the open market”.

Brand Finance Africa said the value of the continent’s top 150 brands fell by a combined US$5.5 billion in 2021, largely because of the COVID-19 pandemic creating uncertainty and impacting brands’ ability to do business as usual. In 2020, it had assigned MTN a brand value of US$3.3 billion.

MTN Group CEO Ralph Mupita said the latest accolades were achieved thanks to the hard work of MTNers across the continent and their commitment to bringing to everyone in 17 African markets the benefits of a modern connected life.

“We are both humbled and inspired by the confidence our customers and broader stakeholders continue to place in the MTN brand. At the core, a brand is about exceeding promises, expectations and delivering true value,” Mupita said.

“MTNers know this is the work that needs to be done every day, everywhere, as we remain focused on our core belief that everyone deserves the benefits of a modern connected life.”

The GSMA, the association representing mobile operators worldwide, has singled out MTN Digital Smart for a case study on how digital literacy programmes can make a real impact in promoting mobile internet usage.

The report – published by the GSMA’s Connected Society programme which focuses on underserved population groups in developing markets – evaluates MTN’s pilot Data Smart campaign in Benin and Cameroon.

“Analysis of MTN transactional data showed a significant increase in data usage among customers who received the digital skills training…Customers started to apply the knowledge and skills they learned to use mobile internet,” it says, noting that in both countries, Digital Smart resulted in trainees’ average revenue per user (ARPU) more than doubling for all user categories. Among smartphone users trained, ARPU and mobile data usage more than tripled.

Describing how MTN has “made digital inclusion a core part of their growth strategy and embedded this commitment in their CHASE framework”, the GSMA reports that Digital Smart drew on materials from the Mobile Internet Skills Training Toolkit, an easy-to-use toolkit developed by the GSMA for first-time mobile users.

Launched in 2018, MTN’s CHASE framework guides us in our work to extend digital inclusion by overcoming the five key barriers to mobile internet adoption: coverage, handsets, affordability, service bundling and education and ease of access.

“An important part of the campaign is meaningful use of cases based on customers’ needs and interests, that make mobile internet relevant and applicable to their lives,” the case study says. “For example, in an area where a cinema recently opened, agents showed customers how to watch trailers for the films on their phones.”

In 2019, an MTN Digital Smart pilot reached some three million people and the many lessons learnt were used the following year to bring digital literacy to 18 million individuals in eight countries: Benin, Cameroon, Congo-Brazzaville, Côte d’Ivoire, Guinea-Conakry, Nigeria, Rwanda and Uganda.

According to the case study, “Running the Data Smart campaign required considerable resources at both the group and operating-company level. MTN’s hybrid approach, which included remote delivery methods alongside traditional face-to-face training, ensured the campaign continued to reach scale even during the COVID-19 pandemic.”

The case study features photographs of MTN brand ambassadors reaching out to the public in crowded markets, in rural areas, restaurants and offices. There is even an image of a brand ambassador climbing a ladder to access a customer’s hard-to-reach home.

The case study concludes with the key takeaways which others who are serious about digital inclusion can use. These recommendations include the importance of localising content, making it easier for individuals to remember and share what they’ve learnt, and using all available channels and media.

“The partnership between the GSMA and MTN on the Data Smart campaign has had a substantial social and commercial impact,” the report comments.

MTN Group General Manager Customer Experience and Digital Irshaad Gouse concurs: “The education element is absolutely critical to our Dual Data strategy and overall commitment to creating shared value as part of MTN’s Ambition 2025 corporate strategy.”

“Enabling people to understand the relevant opportunities that being connected brings them and how it can not just support, but fundamentally change their lives for the better, is key,” he adds.

Our Dual Data approach aims to provide access to customers across different segments within our markets, addressing the urban-rural divide as lower income and/or rural customers make up around 70% of market.

In 2021 Digital Smart is continuing to reach out to millions across Africa, to fundamentally change their lives through the power of mobile.

The 2Africa consortium, comprised of China Mobile International, Facebook, MTN GlobalConnect, Orange, stc, Telecom Egypt, Vodafone and WIOCC, announced today the addition of a new segment – the 2Africa PEARLS branch – extending to the Arabian Gulf, India, and Pakistan. This extension will bring the total length of the 2Africa cable system to over 45,000 kilometers, making it the longest subsea cable system ever deployed. 

Now connecting three continents, Africa, Europe and Asia terrestrially through Egypt, 2Africa creates unique connectivity by adding vital landing locations in Oman (Barka), UAE (Abu Dhabi and Kalba), Qatar (Doha), Bahrain (Manama), Kuwait (Kuwait), Iraq (Al-Faw), Pakistan (Karachi), India (Mumbai), and a fourth landing in Saudi Arabia (Al Khobar). The new 2Africa branch joins recently announced extensions to the Canary Islands, the Seychelles, Comoros Islands, Angola, and a new landing to south-east Nigeria.

As with other 2Africa cable landings, capacity will be available in PEARLS landings at carrier-neutral facilities or open-access cable landing stations on a fair and equitable basis, encouraging and supporting the development of a healthy internet ecosystem.  

To further support a burgeoning global digital economy, the expanded system will serve an even wider range of communities that rely on the internet for services from education to healthcare, and businesses, providing economic and social benefits that come from increased connectivity. As announced in May 2020, 2Africa was planned to directly bring seamless international connectivity to 1.2 billion people. Today, with 2Africa PEARLS, 2Africa will be providing international connectivity to an additional 1.8 billion people–that’s 3 billion people, representing 36% of the global population.

Alcatel Submarine Networks (ASN) will deploy the new system utilizing new technologies such as SDM that allow the deployment of up to 16 fiber pairs, double that of older technologies and bringing greater and more cost-effective capacity.

The EDISON Alliance aims to improve the lives of 1 billion people through the 1 Billion Lives Challenge by increasing affordable digital access to healthcare, finance and education by 2025. Although 85% of the world’s population lives in areas covered by 4G, only half are online. Cost, not coverage, is the critical barrier to connectivity. In low-income countries, home to 650 million people, mobile broadband is 18 times more expensive than in developed countries, as a proportion of average income.

Derek O’Halloran, Head of the Platform for Shaping the Future of Digital Economy and New Value Creation at the World Economic Forum, said: “Most of the world’s population live within the coverage of broadband infrastructure. However, the lack of relevant, affordable services means that still 47% of people cannot participate and do not benefit from the internet. This challenge is about more than infrastructure – it is about the collaboration and investment needed across different industries, governments and civil society to bring safe, meaningful services to people’s lives. Today we launch the 1 Billion Lives Challenge to catalyse the commitments and silo-breaking partnerships needed to make this happen.” 

The COVID-19 pandemic has demonstrated how critical it is to access healthcare, education and financial services online. Yet, deep inequalities persist in the affordability of digital access between least-developed and most-developed countries. The data clearly demonstrate the need for quick and decisive mobilisation of resources and commitments to closing the digital divide. With focused resources and a coordinated response, the 1 Billion Lives Challenge aims to drive change and harness businesses, organisations and governments together to reimagine a digitally inclusive future.

“As we emerge from the COVID19 pandemic, it’s never been clearer that digital accessibility, affordability and usability are critical to participate in everything from education and banking to receiving basic healthcare,” said Hans Vestberg, Chairman and CEO, Verizon. “Through the EDISON Alliance, we aim to create a more digitally inclusive world by connecting 1 Billion Lives to this fundamental core of our society.”

By spotlighting and accelerating concrete commitments, the 1 Billion Lives Challenge aims to:

The three sectors of health, finance and education are key areas of focus for the EDISON Alliance. Two billion people still lack access to healthcare, 1.7 billion remain unbanked and 265 million children have no access to education. Enhancing internet access to this enormous unserved population will help ensure they are not left behind in realising their basic rights. 

“The EDISON Alliance’s 1 Billion Lives Challenge seeks to embed digital inclusion into the design of policies, infrastructure, and services to address the disproportionate impact that exclusion from the digital economy has on women and other underserved populations,” said Paula Ingabire, Minister for ICT and Innovation, Rwanda.

The Alliance supplies ongoing guidance and research on leading best practices to empower policy-makers and relevant stakeholders with mechanisms to make informed decisions and pioneer innovative ways of financing digital inclusion. These tools are key enablers to help achieve the 1 Billion Lives Challenge and include the Shared Principles for an Inclusive Financial System, the Guidebook for Digital Inclusion Bond Financing and the EDISON Navigator, an online tool currently being designed to provide users easy access to curated information on best practices and lessons learned in digital inclusion approaches. 

The 1 Billion Lives Challenge brings together leaders of global businesses, international organisations and governments who have pledged to improve a quantified number of lives through digitally inclusive services. The initial wave of existing and new commitments assembled to meet this challenge includes:

Visit the website to learn more and join the 1 Billion Lives Challenge.

MTN South Africa network will be the first mobile operator in Africa to provide access to 5G technology to customers from the Philippines through its international roaming agreement with the Philippines’ leading mobile services provider, Smart Communications, Inc. (Smart). The agreement delivers on MTN’s and Smart’s commitment to keeping its travelers connected and providing them with access to 5G; both at home and when travelling as capable devices become available.

Customers of Smart in South Africa can enjoy 5G roaming access when they subscribe to Smart’s GigaRoam 1GB roaming plan for only P999 valid for 5 days. To subscribe, simply access https://roam.smart.com.ph or the GigaLife app.

“This is part of Smart’s commitment to bring our world-class services anywhere in the world by expanding our 5G roaming coverage in Africa, after our successful rollout with 46 partners in Europe, USA, Middle East and Asia,” said Ray Arsenal, AVP and Head of Roaming Partnerships.

“We’re excited to launch 5G roaming in South Africa with Smart’s network because of what it means for customers,” said Arne Casteleyn, General Manager – International Roaming, MTN GlobalConnect. “With MTN Y’ello Connect Roaming Hub and our central Roaming team, we never stop innovating, developing and deploying faster roaming services to provide our customers with access to a next-generation network. Furthermore, providing 5G services to our visitors coming to Africa is crucial to get the same data speeds as at home and to harness trends such as the Internet of Things (IoT). We continue to ramp up the roll out of 4G, VoLTE and 5G roaming with the world’s top operators which proves MTN’s commitment to provide excellent roaming services to its travelers as travel restrictions ease with mass vaccinations.”

Established in 2018, MTN GlobalConnect is based in Dubai and its team is made up of more than 25 nationalities.

Businesses integrating Flutterwave in Cameroon, Côte d’Ivoire, Rwanda, Uganda, and Zambia can receive payments via MTN Mobile Money

MTN is pleased to announce a mobile money partnership with Africa’s leading payments technology company, Flutterwave. This partnership will allow businesses integrating Flutterwave in Cameroon, Côte d’Ivoire, Rwanda, Uganda and Zambia to receive payments via MTN Mobile Money (MoMo). 

MTN MoMo is a fintech platform providing consumers and businesses with an electronic wallet, enabling electronic transfers and payments as well as access to digital and financial services. At the end of June 2021, MTN MoMo had 48.9 million active users and 581,514 merchants. MoMo enables businesses to accept and make payments within the mobile money ecosystem. This new partnership will enable Flutterwave to offer MTN Mobile Money as a payment method to its business customers.

In recent years, Africa has witnessed an explosion in mobile penetration as smartphone adoption has risen rapidly. According to the GSMA, this year Africa will hit the half a billion mark of unique mobile subscribers and the continent will reach 50% subscriber penetration by 2025. Sub-Saharan Africa alone is responsible for more than 45% of the world’s mobile money accounts with the number of account holders exceeding half a billion by 2020, as shared on Statista.

Through this partnership, MTN and Flutterwave will positively contribute to this trend by increasing mobile money usage and penetration in Africa to improve local economies and livelihoods as well as create opportunities for individuals and businesses across the continent.

Commenting on the partnership, Serigne Dioum, MTN Group Chief Digital and Fintech Officer said: “As we progress on our journey to becoming the largest fintech platform in Africa, we will empower millions of businesses to embrace e-commerce in our markets to accept digital payments from MoMo consumers. We believe this is an enabler to accelerating digitized payments in Africa. Building strong ecosystems through partnerships is central to our platform strategy and we will continue to invest in expanding the reach of our platform to consumers and businesses in Africa.”   

Commenting on the collaboration, Olugbenga “GB” Agboola, Founder and CEO of Flutterwave, said: “Africa has one of the highest growth rates for mobile money adoption and e-commerce in the world. It makes sense that we help provide a seamless payment method to support and ensure African businesses reap the full benefits of the e-commerce boom in the region. Our goal has always been to grow a new wave of prosperity in Africa by creating more avenues for businesses in Africa to accept payments. With this partnership, we can achieve this while creating endless possibilities for our customers.” 

The new partnership will further expand on Flutterwave’s previous collaboration with MTN, beyond Uganda and Rwanda – with the potential of deepening adoption of digital payments and e-commerce in Africa, a sector expected to reach $29 billion by 2022, according to Statista. 

MTN, in partnership with ayoba, today launched a dynamic media campaign entitled: ‘Life inside ayoba’ that will bring the African super app to life. The campaign brings together all the features of the super app including chat, voice and video calling, channels, music via playlists, gaming, micro apps as well as payment facilities in some territories.

The campaign highlights the simplicity and versatility of the app, and the advantages a user gains in using all its exciting features.

“ayoba is a strategic platform for MTN as it harnesses Africa’s unique digital ecosystem and context. We believe it to be a triple-play opportunity to advance free messaging, content distribution and e-commerce powered by an open platform. Made in Africa for the World, ayoba is highly localised and tailored for African and Middle East consumer needs. This campaign is perfect for our markets, it is vibrant and relevant and is sure to appeal to all who use it,” says Serigne Dioum, MTN Group Chief Digital and Fintech Officer.

MTN Group’s digital revenue increased by 23.8%* in the six months to end-June 2021, supported by the greater uptake of services. In the period, instant messaging platform ayoba recorded 8.0 million monthly active users, an addition of 2.5 million since December 2020. It has now been integrated into 18 MTN markets.

Our goal is to reach 19 million monthly active users  by the end of this year and 100 million by 2025, leveraging MTN’s existing base to scale up quickly and then grow as an OTT player in new markets.

The ayoba TV campaign is supported by radio, localised to each broadcast territory, as well as outdoor, print and on-ground activations. The message is simple – ayoba has everything you need. 

“There is a need to go above the line to raise the awareness of ayoba. We strongly believe that our app will appeal to many in Africa and the Middle East and provides digital solutions to the day-to-day life of the consumer.  In building the campaign we looked at what unites our African users, rather than what divides them.  We had to show users that they can find everything they need in our all-in-one app.  This approach has brought us a textured and innovative campaign, and we are very proud of it. We are excited to launch the campaign with the full support of MTN,” says Burak Akinci, Chief Executive Officer of Simfy (ayoba).

2021 has been a busy year so far for ayoba, which celebrated its second year of operations in May 2021.

ayoba is accelerating not only digital inclusion but also financial inclusion, with MTN MoMo integrated into ayoba in select markets including Ghana, Uganda, Cameroon and Congo Brazzaville.  ayoba recently received the award for Best OTT Brand of the Year at the Marketing World Awards 2021.  This adds to the 2020 win for ayoba at the Africa Digital Awards for Best Mobile Application in November 2020