MTN Targets Mobile Internet In Africa Through “CHASE” Strategy

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MTN
MTN

MTN Group CEO Rob Shuter has announced the mobile phone operator’s strategy to bring mobile internet to its customers in Africa.

The strategy known as “CHASE” program has five pillars to improve coverage, make handsets affordable, affordability of data services, bundling services and digital literacy.

“This is a “CHASE” strategy of MTN to bring internet to our customers (across Africa),” Shuter told delegates at the ongoing International Telecommunication Union (ITU) summit in Durban, South Africa.

The company’s main strategy is to growth through data and digital services.

Speaking at the ICT Ministerial Forum 2018, Shuter said the new strategy was born after the company realised a lot of its customers were not using its mobile internet data.

Africa’s biggest mobile phone operator has more than 223 million customers and 71 million active data users, who uses 5MB per month on its network.

“We came up with five challenges that need to be overcome,” said Shuter.

The five challenges are coverage, handsets, affordability, services and education or ease of use.

“So the first big challenge to face is that the ability to connect often isn’t there,” said Shuter.

He added that  2G voice population coverage is very high in most countries where it operates in Africa.

“But when we look at data coverage, it’s only 60% for 3G.”

He said  an important part of the solution has been in deploying UMTS on 900MHz spectrum, basically re-using 2G coverage to offer data services.

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