MTN positions for African business market

MTN Group has launched a new brand positioning campaign for its enterprise focused unit, MTN Business, in what signals a new battle front for telecoms operators in the African continent especially in South Africa.

With a voice market that is nearly matured telecoms in South Africa are searching for growth in sophistication. This search includes the data market which is already showing huge growth on the household front. The enterprise segment of the market, especially the SME market, remains largely untapped.

South Africa’s seven years old second fixed line operator Neotel has made a strong challenge for the enterprise telecoms market and the oldies Telkom, Vodacom and MTN are resharpening their arsenals for this market.
MTN has tagged its campaign as a pan African brand positioning initiative. This obviously takes advantage of MTN position as the largest operator on the continent with presence in 19 African countries. The campaign is also hopping onto the “Africa Rising” narrative and most importantly the emergence of a strong intra-continental business dealings.
MTN said its “campaign skilfully tells the story of how integrated technology is enabling businesses and stimulating the growth of large and small enterprises across business segments and geographies.”
The company said its campaign seeks to further distinguish the operator’s rapidly evolving, world-class enterprise business unit from its consumer services.
“In addition to a presence in 19 countries across Africa, MTN’s enterprise customers also enjoy a seamless network experience, leveraging off the Group’s undersea cable investments;” said the MTN statement.
“Using the story of the coffee bean, the world’s second most traded commodity, after oil, the campaign demonstrates the role of connectivity and integrated technology from MTN Business in the business value chain leading to the delivery of your filled cup of coffee.”
Elia Tsouros, Acting Executive for the MTN Group Enterprise Business Unit said “The message is that, whether you’re a start-up or a multinational, our solutions can help you run a smarter, more efficient and more profitable business.”
“Whether it’s providing farmers with real-time weather data, custom-designing logistics and tracking solutions for transport companies, managing inventory and supply through Enterprise Resource Planning (ERP) or enabling next-level cross-border connectivity through MTN’s Global MPLS VPN network, our integrated technology makes the New World of business work.”

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