Telecoms Scramble For Customers

The much-touted Mobile Number Portability (MNP) has finally been launched amid intense marketing and advertising campaigns by telecommunications companies.

The initiative offers the companies the opportunity to roll out services in an attempt to lure prospective subscribers to port to their networks.

MNP system, which allows mobile phone subscribers to move from one mobile network operator to the other without changing their mobile numbers, is also going to create stern competition among telecom operators who would rather want consumers to port to their networks.

The policy is also meant to ensure that telecom operators are more responsible in the delivery of quality services to their subscribers and more importantly offer more options to subscribers.

The service, which took off yesterday, July 7, 2011 in Ghana, witnessed massive media advertisements by some telecommunications companies who were offering their potential customers with attractive packages.

Despite numerous consumer complains about little or no knowledge about MNP, operators in the telecommunications industry have promised intensive educational campaigns to inform the general public about the service.

National Communications Authority (NCA) has also issued a news release educating the general public on the steps involved in porting.

Enoch Tetteh Quaynor Vanderpuy, Media and Advertising Manager, Tigo Ghana, stated in an interview that his outfit has been talking about number portability since February 2011. “We believe that it is important for all customers to understand what MNP is and how they can port if they choose to do so.

“We use various media engagements to educate the public on MNP and will sustain this going forward,” Mr. Vanderpuy emphasised.

He announced that Tigo will absorb the cost of porting to the network since they want the process to be affordable for all customers.

He stated that Tigo Ghana has been at the forefront of driving innovative solutions to mobile customers and has attractive products and packages to sustain constant engagement with customers to drive innovative solutions.

Speaking at a recently held Editors’ Forum in Accra, the Chief Executive Officer (CEO) of MTN, Michael Ikpoki said the company is confident that subscribers of the other networks would see MNP as an opportunity to join majority of their counterparts on MTN “because we are best placed to continue to meet their evolving needs.”

He noted that aside absorbing the porting fees “MTN will continue to invest in its network to enable us deliver on quality services for our subscribers.”

On the porting process, Mr. Clement Asante, Acting Chief Marketing Officer noted that the porting process would be completed in a maximum of 24 hours but clients will lose all products of the previous telecom provider after the process.

According to him, more awareness still needs to be created to ensure the success of the exercise.To this end, he noted that MTN publishes daily Tit bits in the print media to educate subscribers on the MNP system.

MTN also provided updates on its network improvement and CSR investments during the interaction with the editors. Airtel on the other hand marked the launch of MNP with a float through some principal streets of Accra to create awareness about the service.

Donald Gwira, Head of Corporate Communications & External Affairs, Airtel Ghana, noted: “The float is one of the many activities organised to educated the public on the MNP.

We started with the ‘knowledge seminars’ for the media, questions and answers on MNP printed in several newspapers and other activities to demonstrate our commitment to MNP. Airtel is ready with over 10,000 retail outlets across the country to make the porting exercise seamless.”

Vodafone is also using advertisements and other educational campaigns to educate and attract customers to its network.

On the other hand, Expresso, which has been a bit silent on MNP, has also been very cooperative and the company is one of four operators with automated MNP systems.

Mr. Bob Palitz, a Consultant for NCA on MNP, also stated that MNP was permanently on the market and that there was enough time to educate people about the system and its significance even after the launch.

Source: Daily Guide