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Introduction

This is one of a series of digital-operator profiles analyzing the digital strategies of leading global operators. This profile assesses MTN’s digital strategy, its digital service developments and deployments, and the performance of and prospects for the group’s digital businesses.

Highlights

  • Following the launch of a new digital strategy in 2012, MTN has progressed well in its implementation. However, it faces a number of challenges in the markets where it operates, including weak macroeconomic environments, increased competition, and regulatory pressures.
  • MTN offers a range of digital services on top of its traditional voice and data services. In addition to mobile financial services (MFS), e-commerce, content, and enterprise ICT services, MTN is looking into basic digital lifestyle services that do not necessarily require smart devices.
  • MTN has reported some notable success based on the increased uptake of digital services such as e-commerce, MFS, and content, as well as double-digit growth in digital revenue across several of its markets.

Features and Benefits

  • This report assesses the progress of MTN Group's “Bold New Digital World” strategy since its launch in 2012.
  • The report identifies the key successes, failures, challenges, and opportunities across MTN Group's footprint markets.

Key questions answered

  • What are the key achievements of MTN Group's digital strategy across its footprint markets since its launch in 2012?
  • What are the key challenges facing MTN in implementing the digital strategy across its footprint markets?

Table of contents

Summary

  • In brief
  • Ovum view
  • Recommendations

Market dynamics

  • Challenging operating environments

Digital-services development

  • “Bold New Digital World” strategy
  • Mobile financial services
  • E-commerce
  • Content
  • Enterprise ICT
  • Digital lifestyle services

Digital strategy results

  • Data adoption

Appendix

  • Further reading
  • Author

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