MTN Ghana has reaffirmed its commitment to becoming a fully-fledged digital operator by 2023. Whilst the digitisation agenda has been at the forefront of the company’s strategy since inception, the advent of the ongoing pandemic has only served to accelerate the process.
Speaking to the B&FT in an interview, Emmanuel Gyasi, Manager, Business Segment, MTN Marketing Services, reiterated the position espoused by the company’s CEO, Selorm Adadevoh, on the subject, stating that the company’s evolution from voice-centric to data-driven is in tandem with the demands of the future.
“When we talk about digitisation, it is basically about data. It is about making connectivity available to customers and also when it comes to customers connecting to us, we want to as much as possible reduce the voice centric component,” he said.
“The future is basically about data,” he added, with particularly reference to the steps the company is taking to expand its infrastructure to bring onboard 5G connectivity.
Speaking further, he revealed that there are projections which see the MTN mobile money (MoMo) platform, the MTN app, which is a one stop store for all MTN-related services and Ayoba, a free instant messaging and content app, as the channels that will drive the digital agenda.
“Customers can speak to us through the apps which promote a self-service approach. So basically we are moving into self-service which is more convenient giving the customer the freedom to decide when, where and how to connect,” he said.
He reiterated that there is the need for customers to download the apps since they are the key tools for the digitisation agenda.
Pointing to the company’s market share which stands at some 23.9 million or 57% of active subscribers and almost 70% of mobile data subscriptions, Mr. Amegashie suggested that the country will benefit tremendously from MTN being fully digital as proposed, as the nation will be well positioned for the digitally-driven post-COVID-19 world and the coming free-trade area.