In Ghana, issues around the general Presidential and Parliamentary elections, the annual budget and utility tariff announcements generate a heightened sense of awareness and publicity for the general populace. Beyond that, another key activity many Ghanaian consumers look forward to is the National Communication Authority’s (NCA) market share statistics. This monthly report highlights issues around network quality and subscriber base of the various mobile network operators in the country.
Time and again, the recently adjudged CIMG Telecommunication Company of the Year, Vodafone Ghana, has maintained its second position in the market share space whiles recording significant subscriber numbers.
According to latest information gathered from the NCA’s website, Vodafone increased its market share from 22.65% to 23.04% to arrive at a subscriber base of 6,870,233 at the end of September 2014.
Apart from Vodafone, MTN, Airtel and Glo are amongst the telcos that increased their subscriber base in the period under consideration. MTN’s numbers increased to 13,546,678, bringing their market share to 45.44% with Airtel capturing a market share of 12.71% and a subscriber base of 3,790,636. Glo’s 1,474,988 subscribers lifted the operator’s rating to 4.95%.
Other Mobile Operators, Tigo, and Expresso, experienced depreciating market shares; Tigo suffered a decline in market share to 13.46% with a subscriber base of 4,012,580 while Expresso saw about 120,108 subscribers exiting the company to leave it with a market share of 0.40%.
The available figures are testament to the great and consistent work Vodafone has put in to increase its market share, given the fierce competition and the complex issues around network quality and efficiency that continue to plague the industry.
Vodafone’s latest strides can be attributed to a host of innovative measures it has adopted to create a point of differentiation in the industry. Products such as Vodafone RED, Lifestyle Bundles and other ingenious initiatives have improved its standing in the Ghanaian telecommunications industry. Additionally, the Telecoms giant slashed its data tariff by 50% and increased its High Speed Packet Access (HSPA) sites to give customers an enhanced internet experience
“As a company, we are unabashedly committed to our customers – we want to be there with them every step of the way. The new trend in globalization places a major emphasis on a customer-focused strategy and we want to be leading the way in this effort”, said Gayheart Mensah, Director of External Affairs at Vodafone Ghana.
Meanwhile, key members of Vodafone Ghana have cited the introduction of Vodafone RED, a new innovation by its enterprise arm – Vodafone Business Solutions (VBS) - as a valuable platform that contributed to the company’s souring service ratings. Having four unique plans (Red Life Weekly, Red Rush, Red Hot and Red Classic), the product has significantly ended the hassle and inconvenience customers face, having to deal with multiple SIMs for different uses.
Within few months of its launch, Vodafone RED put the company on a high pedestal by being adjudged “Marketing Campaign of the Year” at the 2014 edition of the Ghana Telecom Awards. The interesting element of the brand’s recognition is the fact that the award was organised by a worldwide company, Mobile World Magazine, to celebrate the continued growth and success of the telecom marketplace whiles focusing on exceptional performers within the industry.
Explaining the extreme values of RED to businesses and individuals, Agnes Emefa Essah, Marketing Director at Vodafone Ghana said:
“The Vodafone RED experience offers customers the flexibility and comfort to call all networks coupled with guaranteed browsing time and SMS bundles. The increasing demand of digitisation means that we cannot afford to create inconveniences for our customers”.
In a related development, modern internet users are set to enjoy an even more consistent internet speed following an upgrade by the telecom operator from 3G to 3.75G with 21 mbps speed. This new development is set to grant comfort to both individuals and businesses across the country.
At present, Vodafone is also one of the few African telcos with complete bundle portfolios for niche markets and segments; the company has bundles for standard, starter, connected, social and heavy internet users, with volume and price bundle range starting from 1MB (5 pesewas) all the way to 200GB (399 cedis).
Poised to not only increase the coverage footprints of the network but also enhance quality and reliability, Vodafone Ghana has invested millions into expanding its sites, which have grown from around 300 to about 1,600 across the country. This move has significantly boosted business, ensured seamless communication, and is making mobile customers enjoy faster and better voice and data services
Without oversimplifying the feat of Vodafone; suffice it to say that the company’s image, market share in Ghana and countless awards in recent times point to the fact that the best is yet to come.