Word has been around that Orange Telecommunications Company is headed for ‘death’. Listening to people talk, you could tell its already a done deal between buyer and seller.
The france Telkom had earlier announced a possible 60% stake sale in both mobile networks Orange Kenya and Orange Uganda owing it to the decline of returns in an industry that is dominated by Big fish.
As it seemed, the company had tried all sorts of survival tactics from reduced call rates, free of charge mobile money transactions and many other offers to woo subscribers which were all null. Coming third in the industry, the company has 7.1% market share which compared to the leading telco is peanuts with 2.2 million subscribers.
Well, this might just be a surprise to many but the service provider has recorded 8% revenue growth for the overall business for the first half of this year. Yes, a revenue growth. You are definitely familiar with the aggressive ‘Did You Know’ campaign on the company’s Tujuane tariff launched at the beginning of the year. It is the catchment of all the success having seen an increase in the number of mobile subscribers by 15.6 %, at the end of March 2014, in comparison to the end of March 2013.
The Advertisement that was covered on National television channels, radio stations and dailies not forgetting billboards on major highways was termed controversial and honestly for a minute I thought this was just one of those stunts to have more subscribers on board. At one point, the commercial attracted judicial attention when mobile operator Safaricom accused the company for the use of wrong advertising techniques that included use of corporate colours that definitely meant literal comparison.
The company also announced a combined 34% growth in mobile voice and data, following an ongoing mobile data awareness campaign and investment in additional 3G networks across the country, thereby improving on service provision. The company’s latest 3G expansion has seen mobile customers in Eldoret and Nakuru increase their data usage by 21% and 39% respectively.
The growth in corporate data is due to the company’s transformational programme which began last year, with an initial investment of KSh 1.4 billion, to replace transport copper cabling with fibre infrastructure. This has enhanced network reliability and improved efficiency leading to growth in market share. In addition, it has enabled the company to connect 35 counties to its countrywide network.
The company’s EBITDA has also gone up by 7.7 points, a clear indication of a positive trend in its growth trajectory.
Its evident Orange telecommunications company had the game up its sleeve while the spotlight was away with all the tremendous improvement, rival companies better watch out.
Meet Orange’s new team
The telecommunications company also made changes within the company in a bid steer the company further, as they remain focused on claiming even more market share in the second half of the year.
The board announced the appointment of Ms. Mercy Nduku, as the company’s Chief Human Resources Officer, Francois Bresson, currently the Deputy Chief Finance Officer to take over as Chief Finance Officer. Mireille Helou currently Chief Business Transformation and SME Officer takes over as the Chief Business Market Officer in charge of sales and marketing with Serge Medic becoming Chief of Security. Ms. Ann Nyaga takes over as the Head of Customer Care.
The other members of the Management team include: the Chief Legal and Regulatory Affairs Officer, Ivy Ngana; the Chief Mass Market Officer, Isaac Muthama; the Chief Marketing and Strategy Officer, Vincent Camadro; the Chief Carrier Services Officer George Mokogi and the Chief Corporate Communications Officer, George Mlaghui, all who have since been confirmed to their respective roles. The current Deputy Chief Information Technology and Networks Officer Eng. Andrew Kemosi and the Head of Operations and Maintenance, Ludovic Lançon will hold forte of the Information Technology and Networks department as the recruitment for the position of Chief Technical Information Officer is ongoing.
Orange is looking forward to a better second half year having rolled out the transformational programme which will see changes in the company’s operation. The france telco may be coming for second place in the industry.