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MTN to sell tailor-made contracts

MTN South Africa will sell tailor-made contracts, which it expects to save customers money and giving them more control, according to a media report.

The City Press newspaper reported today that the tailor-made customised plan will be known as Shifta. The mobile phone operator was also developing customised prepaid contracts, which will be known as It’s On, and which would require customers to install an app on their phones.

Larry Annetts,MTN SA chief consumer officer, told the newspaper that the key driver behind tailor-made contracts was to save marketing costs – money would be saved because MTN would need to market few contracts brands.

The cellphone operator spends about R18.4 billion on selling, distribution and marketing costs.

Annetts added that the customised contracts would give consumers choice and control over their handset, voice, text, data and other cellphone spending, which would probably result in client savings.

Larry Annetts, MTN's chief consumer officer
Larry Annetts, MTN’s chief consumer officer

“None of our competitors will be able to match this within one year,” explains Annetts.

Shifta is set to launch in June.

MTN studied customisation plans offered elesewhere in the world, including looking at Singapore’s Singtel and the UK’s Vodafone – the parent company of Vodacom, as well as operators in Italy and the US. Singtel’s customisation plans was the most advanced that MTN’s foud.

The full report is available in this week’s City Press.

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