The fight is on for market share in the local mobile phone industry with MTN upping the ante with its latest edition of Mahala Airtime offering.
MTN launched yesterday an offering which rewards its PayAsYouGo and TopUp customers with 50% Mahala (Free) Airtime when they recharge.
This can be seen as part of response by the largest mobile phone operator in Africa to a tightening mobile market in its birth country, South Africa. An aggressive push by Cell C, the third largest operator, to steal market share has caused some movement. The two giants MTN and Vodacom seem to be fighting back. If this movement is intensified, the consumer will become the ultimate winner in a market that is said to be one of the most expensive in the world.
MTN said 50% Mahala (Free) Airtime offering apply every day on all recharges from a minimum of R10. The benefit is limited to MTN to MTN calls but also covers SMS and access to the Internet.
This time around MTN is giving customers more time to use their free airtime. The benefit comes with varying expiry periods depending on the airtime recharge value.
MTN South Africa’s Chief Marketing Officer Serame Taukobong said “A year ago we introduced Mahala Thursdays to add more value to our customers, by providing them with a way to stretch their airtime and stay connected on their cellphones. This offer received huge interest from our customers. We have decided to not only bring back the Thursday Mahala promotion, but to offer even more value by giving our customers relief during these frugal times and lowering the cost to communicate”.