Zimbabwe’s smallest mobile network operator (MNO) Telecel has announced that customers will now be getting a 15% discount if they buy bundles through its mobile money arm Telecash.
Enjoy a 15% discount everytime you get data bundles using Telecash! Hurry up and juice-up today. T&C's apply.#megabundlespromo#staysafe#tellsomeone pic.twitter.com/SHoYAPrWlw
— Telecel Zimbabwe (@Telecel_Zim) October 21, 2021
“Enjoy a 15% discount everytime you get data bundles using Telecash! Hurry up and juice-up today. T&C’s apply.”
This is straight-up copy and paste what NetOne has been doing for some time with its 20% that became 10% airtime discount bought from OneMoney but for data bundles. Now this isn’t a knock on Telecel, at this point, it has to try something because from the end of December 2020 to March 2021 Telecel lost 20% of its subscribers approximately 142,990. For over a hundred thousand people to decide to jump ship in the space of about three months suggests there are some serious problems.
Problems that I don’t think will be solved by giving out discounts through a mobile money service that lost 72.8% of its users in Q4, 2020 when POTRAZ last reported mobile money figures.
Q3 2020 | Q4 2020 | Difference | |
EcoCash | 5 425 148 | 5 553 981 | 1.9% |
OneMoney | 854 320 | 936 476 | 9.6% |
Telecash | 19 198 | 5 222 | -72.8% |
Total | 6 325 666 | 6 495 682 | 2.7% |
To make matters worse Telecel has the lowest market share for all mobile internet infrastructure:
- 2G base stations – 13.4%
- 3G base stations – 14.8%
- LTE base stations – 1.5%
The cynic in me is screaming “who is this promotion supposed to win over exactly?!“. Again, I get that Telecel has to get some traction from somewhere, but what good is a bundle discount if Telecel is at the bottom of the barrel in all respects.
The question now is “what can Telecel do?” and luckily my colleague Garikai Dzoma wrote a prescription of sorts which you can find in the link below:
Cell C is shutting down, perhaps Telecel should be taking notes
What’s your take?