MTN drives brand equity with one world data roaming

Over the last decade, there has been significant growth at the global level in mobile cellular subscriptions relative to fixed telephone subscriptions. This growth has been more pronounced in developing economies where mobile subscriptions have taken over fixed telephony.

In developing economies, where in the past, connectivity was based on expanding fixed lines; this has changed with emphasis now on mobile communications. These trends are likely to continue as indicated by a recent ITU report that access to mobile networks is now available to 90 percent of the world population, and 80 percent of who are living in rural areas.

Today, mobile data communication is gradually taking over voice and SMS communications, as many mobile phone users communicate with themselves using several instant messaging platforms. With stiff competition among telecoms operators, tariffs are gradually crashing as operators continue to give incentives to woo subscribers.

However, some operators are not extending this reduction in data charges to tourist, business men and women, holiday makers, government functionaries and other people who travel abroad. As result of the high charges by operators, many travellers rarely have access to the internet using their mobile phones while roaming. To avoid these charges, therefore, they intentionally switch off their data connection, thus avoid exchanging emails, multimedia messages, surfing the internet, chatting, uploading and downloading information.

While some operators are shying away from resolving the high rates of data roaming charges or coming up with a better alternative, others are trying to ensure that their medium and high value customers still have access to the internet through their mobile phones while roaming. One of such telecommunication operator is MTN. This is evident its recent launch of Browse like Home when you Roam with “MTN One World.’’

The MTN One World is a new data roaming tariff where MTN prepaid and post-paid subscribers, who travel out of the country, have access to the internet on their mobile phones and send text messages, paying a standard home rate of 5kobo per kilobyte and N4 per SMS, as if they were in Nigeria. This service is available in any of 19 MTN operating countries namely: Benin Republic, Cameroon, Ghana, South Africa, Liberia, Cote D’Ivoire, Uganda, Congo, Rwanda, Guinea Conakry, Zambia, Iran, Sudan, Guinea Bissau, Cyprus, Swaziland, Yemen, Afghanistan, and Botswana.

Larry Annetts, chief marketing officer, MTN Nigeria, explains that, the key strategic focus for the new tariff plan is to ensure data communication at the most affordable and friendly rate on the go, saying

“we are always committed to deliver a new world of digital experience to our customers and the thrust of this initiative is to ensure friendly roaming tariff, where our customers who travel to any of our 19 operating countries can still feel at home, browsing at a standard home rate of 5 kobo per kilobyte.

“Our customers travelling to Ghana, Cameroon, Republic of Benin, South Africa and other MTN operating countries can continue to update their profile messages, share pictures and great moments on social networks, as well as send and receive emails, upload and download information and browse the internet without any differential in data cost.”

Apart from the data rate, customers can also enjoy same SMS home rate of N4, affordable call rates and other friendly roaming services that MTN offers.

Speaking on how to enjoy the new MTN One World, Annetts explains that subscribers neither need a migrating code, subscription fee nor airtime deposit, as they “automatically qualify to use and enjoy the rates while roaming in any of the 19 MTN operating countries. All you need do is to ensure your phone is turned on while roaming. Subscribers roaming on MTN One World can also conveniently check their account balance and recharge via MTN Nigeria’s available top up options.”

Worthy of note, MTN has continued to go beyond borders in providing exciting innovative initiatives geared at enhancing its customers’ whole new digital experience. In the process it has always ensured its subscribers constantly enjoy its friendly innovative products, services and while engaging them at their passion points with life-enriching experiences.

With the introduction of the MTN One World, travellers do not need to have multiple SIMs and switch off their data connection. This is because, subscribers travelling to these 19 MTN operating countries will be charged same home rates, thus making them to feel at home while roaming abroad.