Some months Back, we were awaken by the sound of a familiar face switching sides and wearing the colours of MTN . The Porting war had begun and many hailed the ad as a media coup. Some even called it the best ad ever in Nigeria. I was one of the very few who thought the ad was a cheap and childish form of advertising that had more effect on comedy than on commerce. Soon after it became obvious the ad may not have produced the results it so desired when Etisalat claimed 50% lead in porting. Well, the initial numbers are out and guess who is tops?
As you can see from above MTN Nigeria Gained 10%, 9% numbers from porting and lost 49% and 47%in May and June respectively. Etisalat on the other hand gained 44%, 50% and lost 11% each for May and June respectively. Even Airtel and Globacom faired better. These are not my numbers, they are numbers from Technology Times, an Intelligence Units in collaboration with NCC. According to Tony Ojobo, Director of Public Affairs of NCC
Ojobo said that within the first month after the April launch of MNP in the country, among an overall number of subscribers that switched service providers in the telecoms market, MTN Nigeria topped the losers’ table when it recorded 49 per cent of overall switch in May, this year.
Globacom followed MTN Nigeria by recording losses of 23 per cent; Airtel Nigeria was number three with overall loss of 17 per cent while Etisalat Nigeria came last on the losers’ table with 11 per cent, within the first month.
So next time you plan to make an Ad…make an Ad that creates commercial value and not a comedy. You also need to back up your ads with quality service and product delivery. I don’t need entertainment I need service.