To comply with the NCC Mobile Number Portability (MNC) scheme, the telcos invested hugely on advertising to ensure higher equity in the portability game. But reports by NCC suggest that the money spent on advert was a waste considering dismal number of porters though media directors believe it wasn’t, writes ADEDEJI ADEMIGBUJI.
when the Nigerian Communications Commission started the Mobile Number Portability (MNP) scheme last year, the advertising industry was thrown into wild jubilation. The scheme provided ample opportunities for the agencies to overcome the declining marketing budget crippling the industry.
Although the Nigeran Communications Commission (NCC) accordingly embarked on the MNP to make Nigeria telecom service subscribers enjoy the benefits of migrating from one network to another, in search of quality service, while retaining their original phone numbers, irrespective of the network the subscriber is using. This was made possible by the launch of the MNP across the networks of GSM operators, said NCC.
Also, to outwit one another, aggressive marketing became the game changer as Telcos, which are the top advert spender more than other sectors of the economy, flaunt their wealth, tactically poaching brand ambassadors from one another, in an attempt to win the portability marketing onslaught. But with a recent figure from NCC, which was reported last week by a national newspaper (not The Nation), the multi-billion naira advertising spend may have gone down the drain, as only a dismal 80,424 subscribers have ported in the last 10 months.
It was revealed that between May 2013 and February this year, MTN, which is the biggest telecoms company, recorded 36,819 cases of subscribers porting out of the network, followed by Airtel, Globacom and Etisalat with 22,595; 12,357; and 8,653 cases. The figures also revealed that within the period under review, MTN recorded monthly out-porting figures of 3,409; 2,719; 3,142; 3,925; 4,266; 4,453; 4,491; 3,052; 3,667; and 3,695. Also, Airtel recorded 1,190; 1,315; 1,327; 5,826; 6,520; 1,447; 1,004; 1,199; 1,429; and 1,338. For Globacom, it was 1,646; 1,122; 1,367; 1,354; 1,267; 1,204; 1,206; 973; 978; and 1,240. Etisalat had the lowest number of subscribers who ported out with 768; 646; 917; 934; 1,019; 1,001; 1,129; 626; 806 and 807 for the period. In the report, MTN accounted for about 45.78 per cent of out-porters; Airtel, 28.09 per cent; Globacom, 15.36 per cent; and Etisalat, 10.75 per cent.
This figure, however, has underscored the number of clicks the MNP advertisement enjoyed on social media, despite the over N20 billion MNP advert budget by the Telcos.
Checks by The Nation on Tuesday showed that MTN Saka I Don Port campaign generated 185,622 hit on Youtube; Airtel’s The Move campaign, 557,410; Glo’s Move to Greener Pastures, 557,410 while Etisalat Switch TVC also generated 43,768 hits in addition to other platforms such as traditional media used to promote their MNP offerings.
Ten months down the line, the result is shocking with Telcos appearing to be the biggest loser in the porting game. MTN first undertook a major marketing coup by signing Hafiz Oyetoro a.k.a Saka from Etisalat to herald its campaign. Etisalat and Glo also competed in equal measure while Airtel made a statement, too.
Giving reasons for the low figure, the Managing Director of MediaShare, Mr. Dele Odugbemi, said the low figure didn’t mean the Telcos’ advert spends were a waste. He said the introduction of incentives to prevent their subscribers from porting might be the reason MNP recorded such dismal figure.
His words:“Conversion is low because the networks offered existing subscribers enough incentives to stay. I witnessed portability campaigns in Kenya and South Africa and the results were just about the same…you have more to lose than just your number if you change your network. So, it’s only done in extreme circumstances, such as poor service or high cost.”
Also, the Managing Director of Starcom Media said the figure did not reflect that the MNP advert campaigns are ineffective. “There is absolutely nothing wrong with either portability creative or the media exposure. If anything, the Saka porting had more talk ability than any other ad in recent past. The issue then is quality of service by providers. May be no better option. The other problem was the cumbersome process of porting,” he noted.
Also, Odugbemi added, “the spend isn’t a waste as porting is strategic and not tactical. What is important is to make the market aware they can port when they choose to and that job was done very well. The level of number portability awareness is very high in this market because the campaigns developed were memorable ones… switching networks isn’t as easy as it is made to sound…your recharge loading details, checking balance etc changes. So, that you are aware you can switch numbers and keep your number doesn’t mean you will do it when you consider the other factors.”
Beyond the advert delivering increased portability, experts said infrastructure is still a major challenge which may have been responsible for the low impact of the advert on subscribers.
A marketing communication specialist, Mr. Achang Agbamuda, said: “There is no way this campaign was going to benefit the operators because the infrastructure is still a huge challenge and for the simple fact that NCC embarked on it is face-saving initiative.”
While the NCC is being urged to review the framework of the MNP scheme, the Head, Media and Public Relations, NCC, Mr. Reuben Muoka, said the commission had not seen enough reasons to commence the review of the MNP scheme.
“That some people are saying we need to review some conditions of the MNP does not mean the commission will automatically start reviewing the terms,” he said. He added that the infrastructure on the ground would not permit the implementation of some of the proposals, adding that possible security issues were also being assessed.
Chief Executive Officer of TPT, a PR agency, Mr. Charles Igbinidu, said: “The campaign is not totally a flop as suggested from some quarters.” He said the portability campaigns have, at least, achieved one goal, which is awareness. “I am sure many Nigerians are now aware that they can change their operators and still retain their numbers. So in the area of awareness creation, it has been a success. I also believe that MTN’s ‘I don port’ campaign is a classic. It is a very creative campaign and the media relations leveraging has also been superb.”
