We recently talked about the airtime-for-houses promo that local mobile network operator Telecel Zimbabwe launched. But that wasn’t the only new thing that came from the red network.
The Telecel Hie Social Bundles were also introduced with $5 and $10 options that give on and off net voice minutes, SMSes, access to WhatsApp with Facebook and Twitter thrown in for the $10 bundle.
|Benefits||Hie 5 ($5 bundle)||Hie 10 ($10 bundle)|
|Monthly Access||Monthly Access|
|On Net Voice minutes||60||150|
|Off- net Voice||15||25|
The value proposition for subscribers is clear. Telecel has been generous with voice, SMS, and social media access and it is outpacing its competition with this offer. While both bundles offer savings on airtime purchases, the $10 bundle is easily the better pick of the two, considering the access to Facebook, generous free minutes and, of course, the free Twitter.
With this very clear attempt at boosting Average Revenue Per User (ARPU), Telecel also gets to make a noble attempt at winning back lost subscribers and hopefully, cultivates some form of loyalty from its subscribers, something which has troubled the operator significantly over the past 18 months.
Comments around the new bundles on social media have been lukewarm positive. However, other subscribers raised a very valid point which applies to all mobile operators – Instead of pouring more effort into these promos, why not just offer cheaper access to broadband? This is probably the same line of thought that Econet has been going for with its Daily and Dream Bundles.
Doing that would increase the use of mobile internet services and bolster the one line of business that has a clear future for telecoms. like other special packages, this piece-meal offer that comes with the Facebook and WhatsApp bundles still feels like an extended use of a temporary solution for shifting broadband consumption patterns.
It’s too early for this new social media cocktail to be tapped as the new solution for all of Telecel’s old problems. However, it has managed to offer some other reason for multiple SIM card owners to use that discarded Telecel line.