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.
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.
The company said its campaign seeks to further distinguish the operator’s rapidly evolving, world-class enterprise business unit from its consumer services.
“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.”