MTN realised early that there would be a growing need for more personalised solutions to match the increasingly segmented tastes of the fast-growing digital market. Customer data was telling us that far more robust offers were needed and a move away from a one-size-fits-all approach would provide an edge that the market wanted.
Underpinned by a firm belief that everyone deserves the benefit of a modern connected life, we have been working hard to drive change that matters in this space. This trend is one reason why we have added more dynamic, affordable, personalised, localised and, segmented offers and other discounts.
Thanks to this approach we are also making significant advances in equipping young South Africans with skills and resources to build their futures in the digital market and economy of the future.
With the number of unemployed youth between the ages of 15-34 increasing by 2% to 4.8 million in South Africa in the second quarter of this year, it is critical that this is accelerated even further so more positive change is made.
Notably, the size of the youth population has peaked in all regions, but Africa and the role played by our youth is only going to increase from here. According to the United Nations, the number of youth in Africa will have increased by 42% by 2030 and Africa’s youth population is expected to continue to grow throughout the remainder of the 21st century, more than doubling from current levels by 2055. One of the biggest challenges though, is providing this growing market with skills and opportunities they need to thrive and benefit. The UN itself points out that globally, this is simply not happening fast enough.
The MTN Pulse approach to discounted price plans and empowering our youth through various interventions is a good example of how we aim to plug this gap by driving inclusivity, affordability and greater access to skills. MTN Pulse is one of 16 other youth propositions by MTN in other African countries where MTN has presence. What is notable is that three years since launch, we have reached 2 million active subscribers in South Africa alone, with a presence in all provinces.
KwaZulu-Natal, home to most of SA’s youth, is also home to 28% of our Pulse customers. This is extremely steep growth – from 150,000 in 2019 to 2 million in July 2022 – and shows that there is a strong desire by SA’s youth to be a key part of the digital world and markets of the future. It is extremely pleasing to see SA’s youth harness the opportunities we promote through MTN Pulse to turn their passions into profits by learning to build and showcase their talent, monetise it and learn more about the different ways to get these to the market.
More young people are of course attracted because Pulse data is on average 50% -70% less than other bundles. But it’s about far more than price – the youth also join a wider community where they can network and find exciting new ways to benefit, work and grow.
For instance, we introduced a youth category within The MTN Business App of The Year Awards to help young people contribute to the spaces of tech and innovation. Through App of the Year, young people are taught how to code equip them with skills they can use to develop their brilliant ideas beyond the programme.
The recent high spectrum auction will only add to this growth as it means MTN Pulse can go further in addressing affordability and launch even more attractive offers. We will be able to connect to the next generation in every corner of South Africa, driving digital inclusion – which aligns perfectly with MTN Group’s Ambition 2025 strategy and is anchored in building the largest and most valuable platform business in SA and across the continent.
We are excited to be co-creating and building ecosystems with SA’s youth and to address their needs. The future is in the hands of our youth – let’s work harder today to ensure they get the future they deserve.
- Mirriam Mathebula, Manager: Youth at MTN Pulse SA
