Rwanda: Tigo successfully enters the mobile market
Friday, August 27th, 2010Rwanda’s latest mobile network operator to enter the market trading as Tigo Rwanda has managed to attract more than half a million customers in less than a year of commercial services rollout and moreover outperformed the incumbent Rwandatel as the second largest market player by subscriber base at the end of June 2010.
As featured it well, the chart below worked out from latest market updates by Analysts firm Dataxis Intelligence, Tigo Rwanda’s subscriber base soared from 75,000 by December 2009 to 529,000 six months later while in the same time Rwandatel saw its customers base heading down from 575,000 to 444,000, thus loosing more than 125,000 users. Meanwhile market leader by far MTN Rwanda continues to grow steadily hence managing to attract about 346,000 new customers to reach 2.2 million in first half of 2010.
It is worth adding that Tigo Rwanda; a controlled subsidiary of Millicom International (MIC) at 87.5% has officially become the country’s third market player in late November 2009 by launching operations with 111 base stations covering 53% of the population.
The company’s successful story is much attributable to its strategic positioning on the low-end underserved market by implementing guerrilla marketing techniques with predatory pricing mechanisms that appeared to pay off.
As the turf intensifies in the battleground, Rwandatel also is more than ever determined to regain its lost ground by announcing this week very deep cuts in its entire tariff structures.
As far as MTN is concerned, its response is heavily anticipated in the next weeks a move meant to consolidate and strengthen the operator’s leadership on a great potential growth market.
Source: Dataxis Intelligence