Airtel: Reclaiming Market Leadership With Innovative Products

Emeka Oparah, Director, Corporate Communications and CSR,Deepak Srivastava,Chief Operating Officer and ED and Bayo Osinowo, Lagos Regional Director, Airtel Nigeria at the launch of Airtel's Electronic Recharge Card Voucher in Lagos

BY ROMMY IMAH

The Nigerian telecommunications market is aggressively competitive such that any player, who fails to initiate offers that will retain its customers, is bound to suffer churn. Little wonder operators seem to be busy with how to satisfy subscribers to their network and consequently retain them. Consequently, the Nigerian telecoms market is awash with all manner of products aimed at retaining the subscriber especially at this period of unending complaints about poor quality of service.

A cursory look at the networks shows that almost all the operators have come up with offers aimed at making the subscriber have a sense of belonging. One network operator that has consistently come up with enticing products is Airtel Nigeria. This perhaps, could be as a result of the company’s customer-centric philosophy.

Just within a space of two weeks, Airtel Nigeria came up with two excitingly innovative products aimed at making communication easy for its teeming subscribers. In the words of the Chief Operating Officer of the company, Deepak Srivastava, “we are masters of innovation and we delight in changing the rules of the game positively. As true innovators, we always put the customer first in all that we do.”

Few weeks ago, Airtel Nigeria recorded another milestone with the successful unveiling of the first ever physical and electronic data recharge options in Nigeria aimed at expanding subscription options for data subscribers on its network. The same day, it announced a major reduction of its dongle price from N6,500 to N3,990 so as to give more Nigerians the opportunity to experience and enjoy its superfast Internet services now available in all Nigeria’s 36 states and the FCT, Abuja.

With the new development, all new and existing Airtel data subscribers in the prepaid platform can now activate their desired data bundle using the physical recharge cards available from N99.00 to N7,999.00 denominations, for a corresponding data

allowance of 10MB to 5GB. Customers will also get up to 50 percent bonus on selected data plans on both the physical and electronic data recharge options.

Excited by this milestone, Chief Operating Officer and Executive Director, Airtel Nigeria, Deepak Srivastava described the latest innovation as a double victory for the customers adding that this has taken the company closer to its desired goal of being the most loved brand in the daily lives of Nigerians, especially coming on the heel of the recent launch of its 3.75G broadband service.
“For us, customer satisfaction goes deeper than word of mouth. Our passion for our customers is driven by actions through value propositions that make sense, promotes wellbeing, supports their yearnings for excellence and helps them achieve value for themselves, family, friends and businesses every single day of their lives.

“In Airtel, we take cognizance of all these and painstakingly evolve with products, services and offerings that elevates our customers above what is obtainable elsewhere. With the fastest and the most deepened coverage of the 3G service across the country coupled with the slash of dongle price by almost 40 percent, it is no longer a matter of choice for Nigerians especially data users to experience the Airtel brand but a must, because it is the proper thing to do”, Srivastava stated.
The company said the availability of the physical data recharge vouchers comes with various advantages that include easy accessibility and the convenience of not memorizing myriads of USSD strings or SMS keywords needed for activation. In addition, the option frees subscribers from any USSD downtime challenges and opens up additional recharge channels through websites, reseller, ATM or other point of sales (POS) terminals.

Meanwhile, in line with its customer focused service, the GSM giant quickly followed the launch of the electronic and physical data recharge cards with the re-launch of its flagship 2Good plan with extra and distinctive benefits that allows customers choose from amongst three time bands during which they can connect family, friends and business associates at pocket friendly on net rate of 10k/sec.

Described as revolutionary and re-christened 2Good Time, the plan comes with three special time bands: Traffic Time - 5am to 7am; Lunch Time - 1pm to 4pm and Party Time - 10pm to 12.00am. Customers will enjoy special on net call rate of 10k/sec during these time bands. Subscribers to the service will also enjoy midnight on net call rate of 10k/sec as well as 20 free SMS on their first N100 recharge of the month.

Once more, Srivastava reiterated Airtel’s philosophy of adding value to the customer by remarking that the company will continue to offer innovative, flexible and affordable value offerings that will meet the growing demands and needs of all its customers.

According to Srivastava, “The 2Good Time tariff plan with its three options of Traffic Time, Lunch Time and Party Time with a uniform on-net call rate of N10k/sec will come in handy for our customers to select the most suitable time of the day to share love with family and friends, or close deals with business associates via voice and SMS. 

“This is in addition to the special attraction of 2Good such as low international call rate, free 20 monthly complementary SMS, 20k/sec flat on net / off net call rate. With this, 2Good comes bigger, better and even more pocket friendly.”

It is not doubtful that Airtel’s packages and offerings have always come unique and practical. It is also evident that its value propositions are carefully tailored to meet the specific needs of telecoms consumers in the country irrespective of their social status. In fact, the reduction in the price of its dongle is seen in some quarters as a bold step to encouraging Nigerians have more access to the Internet, which is almost elusive.

Srivastava captured the company’s philosophy aptly when he stated: “We are committed to realizing our brand vision of becoming the most loved brand in the daily lives of Nigerians. Let me also assure you all that we are also committed to investing substantially on our network and customer experience as we move to reclaim market leadership in Nigeria.”