Despite massive media campaigns over the last few months, Airtel lost more than 100,000 subscribers in Nigeria between December 2019 and January 2020.
But while Airtel Nigeria’s subscriber base declined, it’s rivals –MTN Nigeria and Globacom–recorded growth in their total number of their respective active subscribers.
Based on the performance indicators for January, it appears that Airtel’s strategy of using top Nollywood actors in its numerous commercials have failed to appeal to market audiences.
(READ MORE: Airtel Africa receives NCC approval to acquire 10 MHz spectrum for $94 million)
Losers in the telco market
According to the telephone service report which was recently released by Nigerian Communications Commission (NCC), Airtel Nigeria accounted for 49.9 million subscribers in January 2020, a slight decline compared to the 50.1 million it had in December last year.
Note that Airtel and Globacom have recently been on each others’ jugulars, vying for market share in a bid to occupy the number two position in the Nigerian telecoms industry. But now that Globacom has finally pulled ahead of Airtel, the question remains about how long it can manage to maintain the number two position right behind MTN Nigeria.
In the meantime, 9mobile continues to struggle. The company, which was formerly known as Etisalat, has been losing its subscribers since a recent change in ownership led to a brand name change.
Based on the latest report by the NCC, 9mbile is now the highest loser, with its subscriber base declining by over 484,000 in January alone.
Prior to January 2020, 9mobile had 13.6 million subscribers in December. That number now stands at 13.1 million. The last time the network provider surpassed 15 million active subscribers was in May last year.
The gainers of the telco market
The NCC report showed that Globacom’s subscriber based increased by 55,509 to hit 51.75 million in January, up from 51.70 million in December 2019. It is believed that the surge in Globacom’s subscribers has been its aggressive marketing which has helped it to secure 27.85% of the market share.
Just like Airtel Nigeria, the Mike Adenuga-owned company has been using top celebrities to push for market share. Luckily for Globacom, the expensive media budget has been reflective on its subscriber base. Unfortunately, the same cannot quite be said for Airtel Nigeria which holds 26.92% of the market.
(READ MORE: Data War: MTN gains 8.18 million subscribers, as Airtel edges Glo, 9mobile in 2019)
On its part, MTN Nigeria has continued to maintain its position as the leader in the Nigerian telecoms industry. The company was the biggest gainer in the month of January, having added 1.93 million subscribers to its already existing 68.7 million subscribers as of December. This has, therefore, increased MTN’s total active subscribers to 70.6 million in January 2020.
This means the Y’ellow firm account for 38.06% of the market share. Altogether, the industry recorded an increase from 184.4 million telephone subscribers in December to 185.7 million subscribers in January 2020.
Data war changes the status quo
While Globacom is ahead of Airtel Nigeria in total subscribers, Airtel Nigeria is second highest in terms of data; right behind MTN Nigeria. Airtel Nigeria’s data subscribers increased to 35.5 million in January from 34.5 million.
Globacom was behind with 29.2 million subscribers , although this is an increase compared to the 28.9 million it recorded in December 2019.
The difference between Airtel and Globacom in the total number of data subscriber is network service for browsing.Globacom users have often complained about poor network service.
In the data war, MTN Nigeria held no punches in its bid to dominate the market. The company continues to lead in both total active subscribers and data subscribers. MTN Nigeria’s subscribers increased to 55 million in January from 54 million in. December.
But while MTN Nigeria, Airtel Nigeria, and Globacom experienced a surge in their subscriber base, 9mobile keep declining. The company’s total data subscriber base dropped from 8.06 million in December to 8.04 million in January.
Airtel declined performance is as a result of poor resolution of Customers complaints. I have a complaint on my Mifi data denial of 5G data issue pending with airtel since March 2020 with no resolution or feedback despite calling several times. Please revisit your timelines for resolution if 18 or 24 hours in your policy is not working again.
Not just that bro. Bad network services too
Airtel services are pathetic mtn is the best always.
Airtel will still continue to lose customers if their services in all areas is poor. It’s not about marketing but services.
If you sell sour soup to your customers today, will they come tomorrow?
I stop subscribing to Airtel because of their rate of data consumption, it like water running of of pipe… You can’t imagine using 4gb between the space of three days compare to Glo that will give u good data with low consumption… So, they just have to work on their network…
Airtel can consume data like tomorrow no dey.
You will call the customer care and nothing will be done on it,
I have to abandon my router mifi because of this 4Gb data within 2 days.
Airtel sucks.
One of the biggest problem you have is in your network coverage both in urban and rural settlements. Try and resolve it.
Airtel can consume data
No bonus
Yes airtel was my favorite but now I truly don’t know which way to follow..9mobile zero..glo gives out huge data but no network maybe am switching on to MTN
My sentiments exactly
Yes airtel was my favorite but now I truly don’t know which way to follow..9mobile zero..glo gives out huge data but no network maybe am switching on to MTN
Airtel network coverage is bad..that’s why I will leave them ..I can’t make clear call conversations
Nonsense.. Airtel should pack up and go.. They have not even cross and they burn their bridge…. Greedy set of company… Poor and weak ideas and management..
I dumped my sim card 7months ago…
EAT YOUR DATA… GREEDY FOOLS
I think Airtel needs to brace up to keep up. Resolving customers’ complaints is a big issue. I stopped recharging my airtel line for the purposes of making calls and sending sms because of deductions I couldn’t get explanation for despite having an active data subscription. After complaining for over a year without any correction, I stopped recharging the line but retains same for data services only.
Just recently, the data service went off between the evening of 1st April and the morning of 2nd April without any prior notice nor any apology for the lengthy disruption. This is rather rude and contemptuous! Airtel needs to shape up lest it loses more valuable customers.
Nonsense, Several complaints about data disapearing as soon as you subscribe, imagine buying data 2am and waking up 6am to 0 MB without even using your phone and all updates turned off…then you try to reach their customer care they connect you to useless self service that never solves anything…eventually you never get to talk to an agent. Why worry much when there are other service providers…simply switch…By the way who cares about using celebrities as ambassadors…what has that got to do with airtel giving people value for their money, or data I spent my hard earn money to buy that disappears…or are the celebrities paying
Anyone’s phone bills?
Airtel data suck too much
I’ve been experiencing really bad internet as of late with Airtel… I can’t even play a 20 minute battle royale match in PUBG mobile or call of duty without ping spiking as high and 968ms and 199ms respectively. Sometimes, they even refuse to go down resulting to loss of points. Even YouTube buffers at 360p resolution.
I’m sick of it. After I exhaust my data on it. I’m changing the network.
For my side Airtel don’t have network them don’t care to know. MTN busy putting network every where even inside Bush
They should at least improve their Network service in some areas like ajuwan their Network is really bad over there
Then they should have the issue fixed after all noting can stay permanent for long
Airtel has poor network coverage, data consumption is outrageous and they don’t even give bonuses. They’ll continue to fall.
It’s erroneous is my opinion to conclude that promotional campaigns are the reasons for subscriber gains or losses. I happen to prefer Airtel’s offering. However, I lost. SIM card and when I went to retrieve it, I was told that the Airtel customer centre did not have network. Imagine. I had to buy a new line. Then when that one went missing, I got the same story. I can’t be changing lines like clothes.
Airtel’s service centres need to fess up to the responsibility. Airtel’s commercials are far superior to Glo’s. As is the speed of data transfer. But poor customer service is poor for business.
Airtel losing customers? Did the corporate body say it.
When officials of NCC are denied free airtime and data, they downgrade.
For most who complained about data consumption by Airtel or MTN or whatever.
4GB in two days or in a day, Let they admit, the watch porn