Through value-added offers and targeted consumer campaigns to encourage Ghanaians adopt to smartphones, Tigo, the third largest mobile network operator in Ghana, continues to record impressive growth in its subscriber base.
With the country’s data penetration reaching a peak of 59.78 per cent as of March 2015, Tigo began the year on a good note with an increase in data subscriber base from 13.3 per cent in December 2014 to 14.32 per cent in January 2015.
According to the monthly National Communications Authority (NCA), industry report for March 2015, Tigo Ghana’s digital lifestyle brand of choice attracted 147,811 new subscribers during the period, bringing its data subscriber base figure to 2,451,350 from February’s figure of 2,303,539.
The 147,811 increase in its subscriber-base represents a 6.42 per cent growth over the same period. Accordingly, the company’s data market share increased from 14.57 per cent in February to 15.22 per cent in March.
The report also revealed that Tigo’s voice subscriber base increased marginally by 1.21 per cent from 4,264,078 in February to 4,315,718 by the end of March.
This represents an overall voice market share increase to 13.85 per cent from February’s figure of 13.74 per cent.
While voice is a major contributor to Tigo’s growth, data continues to be a key growth driver for the company.
Some analysts believe that demand for data services is high in Ghana and also believe that data services are the way to go.
Late last year, Tigo offered discounts ranging from 10 per cent to 100 per cent on Samsung Galaxy Young 2 phones, to encourage young students and first-time phone users to switch from featured phones to smartphones.
Through its popular campaign, ‘Drop That Yam’, customers enjoyed 1GB internet service in addition to one month unlimited music, as well as six months double data package.
The company believes it is important for its customers to be able to afford smartphones that would enable them to access and enjoy its digital services.
With its plan of providing customers’ access to a range of digital services including music, Tigo continues to introduce new innovative products, invest in network and improving on quality of customer service.
Recently, the company launched an integrated welcome offer dubbed: “Tigo Big 6” for customers to do more on social media platforms such as Twitter, Facebook, and Instagram, among others.
All these campaigns, analysts believe, would help drive traffic to the Tigo brand as the months roll over and it is expected to increase its market share, especially, the data market.