Telcos switch to mega promotions to keep clients on net

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As tight competition shifts telecoms from wooing new subscribers to guarding those already on net from switching, the operators are now bashing millions of money into mega promotions.

Already Tigo Rwanda and Airtel Rwanda, the sector’s number two and three by subscriber base respectively have already given out millions in their ongoing mega promos, a thing that keeps clients hopeful.

Telcos switch to mega promotions to keep clients on net

Tigo BONANE Millionaire Uwanyiligira Beligne (L) being handed the check from Tigo Deputy CEO Umutoni Chantal.

The promotions as operators say are aimed at giving back to their royal customers with a lucky subscriber able to bag Rwf1million and over daily including several other mega prizes.

“This is just one of the many ways we have to say ‘Thank you; to all of them”, Patrick Attoungbre, Chief Commercial Officer at Tigo told this website.

This means that clients will continue to hang on the network with optimism of being the next millionaires and given the amount of money to win in the promotions, which now help the operator to guard its subscriber base.

The switching which has become a more concern for telecoms than hunting for new subscribers was sparked off by Airtel Rwanda when it set its foot print in the country in 2012 and lowered call rates.

This according to experts prompted other telecoms- Tigo and MTN to introduce call packs to maintain their  bases, but this has alone could not assure operators of a stable base for at least three months.

“People need money, so it means that you will have got them on your network a little longer than  always adjusting call packs,” said Job Opar, a consumer protection expert told this website on Wednesday.

He adds, “And because it is addictive to participate, you don’t expect most people to shift more often.”

Indeed, most subscribers feel it is the time to target the promotions for their lucky win that would change their lives.

“I have not been using my Airtel Simcard but after hearing Ikirenga promotion, I load Airtime to keep it active you never know I can win Rwf1.5 million,” said Claude Benimana, a motorcyclist in city of Kigali.

Nevertheless, experts still believe that telcos need to focus on more innovative products mainly in mobile money and data to maintain a stable subscriber base but also attracting more to get connected.

Statistics from Rwanda Utilities regulatory authority indicate that the sector recorded 8,579,541 subscribers by end of October, 2015 compared to 8,508,026 in September, 2015 with 76.2 percent penetration.

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About the author

Olive Ndaka is the Junior Editor for RwandaEye. An investor and young entrepreneur, she is a quick learner and has contributed many articles for RwandaEye in Kinyarwanda.

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