15 November 2019
Mobile broadband subscription penetration in sub-Saharan Africa stands at approximately 30% and is forecast to reach around 50% by the end of 2025, according to the Ericsson Mobility report.
Driving factors include a young and fast-growing population and increasing demand for digital services and financial inclusion. The Ericsson Mobility Report article published in conjunction with MTN at AfricaCom 2019 in Cape Town examines market growth for mobile services in Ghana and Rwanda. It also looks at how a structured customer service programme has improved quality of services for end-users in these two markets.
It says that despite 13% of the world’s population living in sub-Saharan Africa, the region is served by less than 2% of the mobile base stations installed globally, with relatively low smartphone penetration. MTN’s digital inclusion framework dubbed CHASE outlines initiatives to build sufficient network coverage in rural and low-income areas and make data-enabled devices accessible and affordable to all customers.
The report further says that operator MTN provides simplified and relevant data packages and improves digital literacy and awareness of how the internet can enhance life, work and leisure. MTN uses Net Promoter Score (NPS) benchmarking for measuring and gaining insight into customer satisfaction. The Ericsson Mobility Report article describes MTN’s structured and proactive approach to improving customer service by connecting network performance improvements to customer satisfaction and commercial results. MTN has implemented the Ericsson Customer Experience Programme (ECEP) in Guinea Bissau, Liberia, Ghana, Benin, Nigeria, Cameroon, Rwanda and South-Africa.