I’m not sure what Etisalat’s subscriber growth projections are for 2013, but chances are they won’t hit the target. Unless a nuclear bomb goes off on MTN’s infrastructure, the whole telecoms industry is going to need to take a chill pill for a while, call up their advert agencies and ask them, “what happened?”
The Lagos-based telecommunications company took advantage of a new NCC regulation called number portability or ‘porting’ that everybody including industry analysts, thought would be harmful to their brand. Unfortunately on the main receiving end of the coup de grace was Etisalat, although the shot was taken at the entire industry, Glo, and Airtel inclusive.
2013 could be the year MTN rakes in the most profit since it began operations in Nigeria, despite some service disruptions in the North.
The Herald has obtained a video of the MTN television advert that is causing this paradigm shift and its absolutely marketing and advertising at its most brilliant. The firm/employee that came up with it should be paid double.