MTN Marketing Strategy 2024: A Case Study

MTN, one of Africa’s leading telecommunications companies, is gearing up to implement an innovative marketing strategy in 2024. With a focus on digital marketing campaigns, customer segmentation, and brand positioning, MTN aims to stay ahead in the competitive telecom industry and cater to the evolving needs of its customer base.

MTN recognizes the power of digital platforms in reaching and engaging customers effectively. By leveraging data analytics and market insights, the company intends to create personalized marketing campaigns that resonate with target audiences. This data-driven approach allows MTN to understand customer preferences, behaviors, and purchase patterns, enabling them to tailor their marketing efforts for maximum impact.

Customer segmentation plays a vital role in MTN’s marketing strategy. By dividing their customer base into distinct groups based on demographics, buying behaviors, and preferences, MTN can develop targeted marketing campaigns that address the specific needs and interests of each segment. This approach ensures that customers receive relevant and personalized communication, improving engagement and customer satisfaction.

Brand positioning is another key component of MTN’s marketing strategy. With a strong focus on enhancing brand perception and reputation, MTN aims to differentiate itself from the competition and establish a unique identity in the market. By communicating the value proposition, reliability, and innovation associated with the MTN brand, the company strives to build trust and loyalty among its customer base.

Overall, MTN’s marketing strategy for 2024 is centered around delivering compelling digital marketing campaigns, implementing effective customer segmentation, and strengthening brand positioning. By adopting these strategies, MTN aims to maintain its position as a market leader in the telecommunications industry and continue serving the diverse needs of its customers.

Key Takeaways:

  • MTN’s marketing strategy for 2024 focuses on digital marketing campaigns, customer segmentation, and brand positioning.
  • Data analytics and market insights play a crucial role in shaping MTN’s personalized marketing efforts.
  • Customer segmentation allows MTN to target specific audience groups with tailored marketing campaigns.
  • Brand positioning helps MTN differentiate itself and build trust and loyalty among customers.
  • The 2024 marketing strategy aims to maintain MTN’s market leadership and meet evolving customer needs.

Importance of SMEs in Africa’s Economy

SMEs, or small and medium-sized enterprises, play a significant role in driving economic growth, employment, and development in Africa. Across the entire Sub-Saharan Africa region, SMEs account for approximately 80% of jobs, making them a crucial contributor to livelihoods and income generation.

In countries like Ethiopia, Kenya, and Uganda, SMEs employ an impressive 90% of the population, highlighting their essential role in providing livelihood opportunities for individuals and communities. These businesses create jobs, foster entrepreneurship, and contribute to poverty reduction and social stability.

Notably, SMEs are not only an important source of employment but also key drivers of economic growth. In full-year 2022, SMEs with less than 200 employees accounted for 52% of MTN’s enterprise revenue, demonstrating their significant contribution to the company’s financial success. Conversely, large enterprises and multinational corporations accounted for the remaining 48%.

MTN, Africa’s largest telecoms company, recognizes the potential of SMEs and aims to support their growth and success. With over 40 million SMEs in its target markets, MTN plans to reach approximately 10% of these businesses to provide them with the necessary tools and resources for expansion.

However, despite their immense potential, SMEs often face challenges such as limited access to finance, markets, skills, technology, and infrastructure. Addressing these obstacles and providing support to SMEs is crucial not only for their advancement but also for driving overall economic growth in Africa. As such, MTN is committed to providing a suite of services, including MoMo, Digital, Ayoba, and Chenosis, to empower African SMEs and enhance connectivity within the region.

MTN’s Commitment to Empowering SMEs

MTN, a leader in the telecommunications industry, has a strong commitment to empowering small and medium enterprises (SMEs). As one of Africa’s largest mobile network operators, MTN recognizes the important role that SMEs play in driving economic growth and job creation across the continent.

With more than 5,000 MTN volunteers participating in the 2023 Y’ello Care Awards, the company’s dedication to supporting SMEs is evident. Small and medium enterprises contribute up to 45% of employment and 33% of GDP in Africa, making them a vital part of the continent’s economy.

In recognition of its efforts, MTN Uganda was named the overall winner of the 2023 campaign focused on empowering entrepreneurs. Additionally, MTN Cameroon won the West and Central Africa (WECA) region award for empowering female entrepreneurs and people with disabilities. MTN Eswatini received the Southern and East Africa (SEA) region award for its various initiatives supporting disadvantaged youth and women farmers. Furthermore, MTN Sudan was awarded the special recognition award for maintaining connectivity in the Middle East and North Africa (MENA) region, particularly during a crisis.

To further empower SMEs, MTN has leveraged its popular mobile money platform, MoMo. Through the “Zimba Business with MoMo” campaign in Uganda, MTN aims to position MoMo as a trusted business partner, offering more than just payment processing. This comprehensive campaign addresses the diverse needs of business owners, enabling them to receive payments, make payments to suppliers, access merchant loans, and earn commissions through MoMo transactions.

Under the campaign, business owners can access quick merchant loans with higher limits through services like Wezimbe Business Loans and XtraStock. This not only fosters business growth but also promotes financial inclusion for SMEs in Uganda. MTN MoMo’s commitment to reaching SMEs across the country is evident in the regional katogo breakfast meetings held to promote MoMo services and engage with entrepreneurs.

Key figures at MTN MoMo, such as Jemima Kariuki, Chief Product Officer, and Marion Angom, Head of Legal, emphasize the importance of tailored financial solutions for SMEs and the strategic role of advancing financial inclusion. With ongoing regional meetings planned, MTN MoMo remains steadfast in its commitment to driving SME growth and facilitating economic empowerment in Uganda.

By harnessing the power of its MoMo platform and supporting various initiatives, MTN continues to provide SMEs with the necessary tools and resources to thrive in an increasingly connected world.

MTN MoMo and SME Financial Solutions

MTN’s Enterprise Business unit focuses on meeting the evolving communication and ICT needs of SMEs. Through the MoMo platform, business owners can seamlessly receive payments within their wallets, helping them streamline operations and improve cash flow management.

Moreover, MTN MoMo offers micro-merchants quick loans with higher limits through services like Wezimbe Business Loans and XtraStock. These financial solutions cater to the specific needs of SMEs, enabling them to access capital for business expansion and investment.

Business owners also have the opportunity to earn commissions by facilitating MoMo transactions for their customers. This not only encourages business growth but also provides an additional income stream for entrepreneurs. By offering a comprehensive range of financial services, MTN MoMo has established itself as a trusted business partner for SMEs in Uganda.

MoMo APIs for Secure Payments

MTN’s MoMo APIs offer a secure and efficient solution for businesses to meet their financial needs. These APIs provide seamless integration of Mobile Money functionalities into websites and applications, enabling secure transactions such as consumer-to-business payments, business-to-business payments, collections, disbursements, cash in, cash out, and refunds.

With MTN MoMo APIs, businesses can enhance their payment processes while ensuring the highest level of security. These APIs address the technical challenges associated with secure payments, including data breaches, downtime issues, and functionality hitches, ensuring a reliable and risk-free transaction environment.

To utilize the MoMo APIs, developers need to follow a straightforward process. Firstly, they initiate a POST request for API user creation by accessing the URL and including X-Reference-Id and Ocp-Apim-Subscription-Key in the request headers. A successful creation of an API user will return a 201 resource-created status code.

After creating the API user, developers can retrieve user information by executing a GET request to{X-Reference-Id} using the UUID from user creation and the subscription key for authentication.

Generating an API key involves making a POST request to the URL{X-Reference-Key}/apikey, with the X-Reference-Key being the UUID, and including the subscription key in the request headers.

A bearer token is created by initiating a POST request to and setting the username as X-Reference-Id and the API key as the password using basic authentication.

The MoMo APIs provide endpoints like “request to pay,” which operate across approval, pending, and rejection states. These endpoints require specific data in the request body for transaction details. The JSON object in the “request to pay” request body includes fields like “amount,” “currency,” “externalId,” “payer” information, and messaging for both payer and payee transaction histories. This flexibility allows businesses to customize individual transactions and facilitate smooth payment processes.

Additionally, MTN’s payment gateway, integrated with MoMo API, is available in 21 countries. This wide coverage enables businesses to expand their reach and offer secure payment options to customers across various regions.

Program Launch Countries Registered Users Partners API Calls (January 2020) API Calls (August 2021)
November 2018 12 African countries Over 15,600 Over 900 3 million Over 50 million

Since its launch in November 2018, MTN MoMo’s open API program has witnessed remarkable growth. It has expanded to 12 African countries, with over 15,600 registered users experimenting with the APIs in MTN’s sandbox environment. Moreover, more than 900 partners have gone live in production with new services, leveraging the capabilities offered by MoMo APIs.

The increasing number of successful API calls, from 3 million in January 2020 to over 50 million by August 2021, is a testament to the popularity and effectiveness of the MoMo APIs. These API calls mainly revolve around collecting payments and facilitating disbursements and remittances, showcasing the wide range of financial transactions supported by the platform.

MTN’s lean startup approach, combined with strategic partnerships and revenue-sharing deals, has ensured efficient deployment of MoMo APIs while minimizing upfront investment. As the API program continues to evolve, MTN remains committed to enhancing user experience and sharing more capabilities with third parties through APIs.

Success Stories with MoMo APIs

Entrepreneurs across Africa are reaping the benefits of MTN’s MoMo APIs, experiencing remarkable success and fueling their business growth. These success stories serve as inspiring examples of how leveraging the power of MoMo APIs can transform businesses and drive economic progress.

Medhi Matovu: Streamlining Payments for E-commerce

Medhi Matovu, the founder of an e-commerce platform in Uganda, discovered the potential of MoMo APIs to revolutionize his business operations. By integrating MoMo APIs into his platform, Medhi enhanced the payment process, ensuring seamless transactions for his customers. The efficient and secure payment system built on MoMo APIs not only improved accuracy and speed but also instilled trust and confidence among his customers.

The scalability and flexibility of MoMo APIs have been instrumental in Medhi’s business growth. With the growing popularity of his e-commerce platform, the number of successful API calls has skyrocketed. In just a few years, Medhi went from processing thousands of API calls to millions, facilitating a substantial increase in revenue for his business.

Samira Ndlovu: Empowering Agricultural Technology

Samira Ndlovu, an agricultural technology innovator from Zimbabwe, harnessed the power of MoMo APIs to address the challenges faced by smallholder farmers. By leveraging MoMo APIs, Samira developed a groundbreaking mobile platform that enabled farmers to access vital agricultural information, receive real-time weather updates, and make secure and convenient payments for inputs and services.

The user-friendly interface provided by MoMo APIs allowed Samira to reach out to a vast network of farmers across the country. The success of her platform led to partnerships with major agricultural stakeholders, further expanding her reach and impact. Today, Samira’s platform has transformed the agricultural landscape, empowering farmers and contributing to the growth of the sector.

Emmanuel Bwire: Enhancing Insurance Services

Emmanuel Bwire, an insurance entrepreneur in Kenya, recognized the potential of MoMo APIs to revolutionize the insurance industry. By integrating MoMo APIs into his insurance service platform, Emmanuel streamlined the process of premium payments, claims settlements, and policy renewals. This automation brought immense convenience to his customers, ensuring a seamless experience throughout their insurance journey.

The success of Emmanuel’s venture with MoMo APIs goes beyond customer satisfaction. The automation provided by MoMo APIs enabled Emmanuel to optimize operational efficiency, reducing manual errors and saving valuable time and resources. This efficiency translated into significant cost reductions, contributing to the overall growth and profitability of his business.

These success stories are just a glimpse into the transformative power of MoMo APIs. Across Africa, businesses in various sectors, including e-commerce, insurance, and agricultural technology, are leveraging MoMo APIs to drive growth, efficiency, and innovation. As more entrepreneurs and organizations realize the potential of MoMo APIs, we can expect to witness a thriving digital ecosystem and a prosperous future for businesses across the continent.

MTN Women in Digital Business Challenge

The MTN Women in Digital Business Challenge is a transformative initiative that aims to empower women in the digital economy and address the gender gap in the tech industry. With women making up just 23% of tech jobs in South Africa, out of 236,000 available ICT & Tech roles, it’s clear that there is a considerable lack of gender representation in this sector. The challenge seeks to change that by providing opportunities for women to thrive and succeed.

As part of the challenge, successful candidates are awarded R100,000 each to support their various business needs. This significant financial commitment from MTN demonstrates their dedication to empowering women and fostering entrepreneurship. The funding, combined with mentorship, business development resources, and access to technology and software, enables the participants to grow their businesses and create new job opportunities.

Mamello Mofokeng, Khathu Maphari, Aasiyah Adams, and Elizabeth Booi are just a few of the success stories that have emerged from the Women in Digital Business Challenge. These women have made tangible impacts in their respective fields, showcasing the transformative power of the initiative.

For example, Aasiyah Adams, one of the challenge’s participants, plans to teach 4,000 students in various courses, demonstrating the scalability and impact of the challenge’s support. Elizabeth Booi’s business expanded its reach to over 1,000 individuals after being selected as a top 10 finalist in the 2023 MTN Women in Digital Business Challenge, highlighting the positive outcomes of participating in the initiative.

In addition to providing financial support, the Women in Digital Business Challenge creates a supportive ecosystem that nurtures talent and fosters innovation among women in the digital space. The emphasis on comprehensive training and mentorship ensures that these women have the necessary skills and knowledge to navigate the digital landscape successfully. This holistic approach is crucial in promoting entrepreneurship and job creation in the digital economy.

Total prize money offered to finalists R1 million
Number of Top 10 finalists 10
Prize money awarded to each of the top 10 finalists R100,000
Number of students planned to be taught by Abaguquli4IR in various courses 4,000
Number of youths assisted by skills development projects Over 600
Number of skills registered on major gig databases Not specified
Number of offices and drone schools planned by Abaguquli4IR Not specified
Number of new African markets targeted for expansion by Abaguquli4IR Not specified
Number of digital business conferences offered by Abaguquli4IR Not specified
Number of entrepreneurship matchmaking sessions offered by Abaguquli4IR Not specified
Number of years taken by Aasiyah Adams to transition to CEO of Abaguquli4IR Not specified

MTN’s Response to Customer Feedback on Twitter

As a leading telecommunications provider in Nigeria, MTN understands the importance of actively listening to its customers and addressing their concerns. With a significant market share of about 40% in the Nigerian telecommunications industry, MTN strives to provide exceptional customer service and engagement.

One platform where MTN actively listens and responds to its customers is Twitter. With over 131,000 followers, MTN has the largest number of Twitter followers among mobile network providers in Nigeria. This strong presence on Twitter allows MTN to connect with its customers, receive valuable feedback, and address any issues they may face.

Despite the significant number of followers on Twitter, customer feedback on MTN’s Twitter threads is reported to be 80% negative. However, MTN has implemented a robust response strategy to address these concerns and continuously improve its services.

One key aspect of MTN’s response strategy is its proactive engagement with customers. MTN responds promptly and almost instantly to customer feedback on Twitter, showing its commitment to customer satisfaction and resolving issues in a timely manner.

MTN also employs sentiment analysis techniques to understand the emotions behind customer feedback on Twitter threads. By analyzing the sentiment, MTN gains insights into customers’ experiences, pain points, and expectations, allowing them to make data-driven improvements to their services.

In addition to addressing negative feedback, MTN also embraces positive feedback and uses it to enhance brand perception and foster a supportive ecosystem on Twitter. By responding to positive feedback, MTN establishes valuable relationships with customers, reinforcing its commitment to customer satisfaction and building brand loyalty.

Overall, MTN’s response to customer feedback on Twitter is a testament to its dedication to providing exceptional customer experiences. By actively listening, promptly responding, and continuously improving based on customer feedback, MTN aims to exceed customer expectations and maintain its position as a leader in the Nigerian telecommunications industry.

MTN’s Commitment to Sustainable Procurement

MTN, as a leading global telecom company with over 280 million subscribers, recognizes the significance of sustainable procurement in today’s business landscape. The company is committed to aligning its supply chain with environmental and ethical standards, ensuring the protection of human rights, labor practices, and employee health.

To achieve these goals, MTN has implemented several initiatives and practices to promote sustainable procurement. One such initiative is Project Zero, which aims to reduce greenhouse gas emissions and eliminate e-waste from its operations. Through Project Zero, MTN focuses on energy efficiency, responsible waste management, and sustainable innovation.

Additionally, MTN adheres to a strict Supplier Code of Conduct, which requires all suppliers to comply with the company’s ethical sourcing guidelines. This ensures that conflict minerals are not included in MTN’s supply chain, as the company does not have any direct purchasing relationship with mines and smelters. Through stringent supplier assessments, audits, and due diligence, MTN maintains a high level of compliance.

MTN manages its supplier base through a structured framework, which includes identifying vendors, onboarding, due diligence, and performance management. The company maintains a zero-tolerance approach to bribery, fraud, and corruption, ensuring that all new and existing suppliers adhere to the highest ethical standards.

MTN’s Membership in Industry Initiatives

MTN actively participates in industry initiatives to further promote sustainable procurement. The company is a member of the Joint Audit Cooperation (JAC) and the Global e-Sustainability Initiative (GeSI), both of which focus on responsible sourcing and supply chain sustainability. Through these memberships, MTN’s senior management contributes to the governing bodies of JAC and GeSI, driving industry-wide improvements.

Reporting and Oversight

MTN believes in transparency and accountability. To ensure responsible supply chain actions and performance, the company’s Board oversees these efforts through the Group’s Social, Ethics, and Sustainability Committee. Any grievances or violations of the Supplier Code of Conduct can be reported through a designated phone number, email, or website, providing a clear pathway for suppliers and stakeholders to voice their concerns.

In addition, MTN expects all employees, contractors, suppliers, and business partners to uphold the company’s Human Rights Policy. Annual training on the Supplier Code of Conduct is provided to employees and partners, reinforcing the importance of ethical practices throughout the organization.

MTN’s commitment to sustainable procurement extends beyond compliance. The company integrates data analytics and automation to enhance efficiency in sourcing and procurement processes, enabling data-driven decision-making and advanced analytics. By embracing change and innovation, MTN is an early adopter of procurement transformation, working in collaboration with universities and startups to develop advanced digital procurement solutions.

As MTN operates in a challenging environment characterized by semiconductor shortages and supply chain friction, the company’s procurement functions are scrum master certified, demonstrating a commitment to agile methodologies. This agile approach allows MTN to navigate through complexities and maximize supply chain resilience.

Looking ahead, MTN aims to achieve its net-zero roadmap by 2040, focusing on reducing emissions across Scope 1 to Scope 3. By upskilling its workforce in areas like agile methodologies and intelligent automation, MTN ensures that its procurement transformation is comprehensive and sustainable.

Benefits of MTN’s Sustainable Procurement Efforts

MTN’s commitment to sustainable procurement goes beyond environmental responsibility. The company’s efforts have yielded significant financial benefits and reinforced its position as a leader in the telecommunications industry.

One of the most notable achievements resulting from MTN’s sustainable procurement initiatives is a remarkable 30% increase in EBITDA. This growth directly attributed to the company’s sustainable practices highlights the positive effect sustainability has on financial performance.

In addition to increased profitability, MTN has saved nearly US$953,805 in 2022 through the refurbishing, reusing, and reselling of network equipment. By extending the lifecycle of equipment, MTN not only reduces waste but also realizes substantial cost savings.

Furthermore, MTN’s commitment to sustainable procurement has resulted in the reduction of over 817 kg of network waste, diverting it from landfills. This proactive approach showcases MTN’s dedication to minimizing its environmental impact and promoting a circular economy.

MTN’s responsible procurement practices have also contributed to the avoidance of 2,363 tCO2e emissions. By engaging in sustainable sourcing and supplier management, the company actively works towards reducing its carbon footprint and mitigating climate change.

In recognition of its sustainability efforts, MTN has been ranked highest in the ‘sustainability perceptions value’ category in a Brand Finance survey. This accolade highlights MTN’s effective communication of its sustainability initiatives to stakeholders, further enhancing its reputation and brand value.

These achievements underscore the importance of sustainable procurement practices for businesses across industries. Sustainable procurement not only reduces environmental impact but also leads to significant financial benefits. Embracing sustainability practices can lower overall business costs by 5-10% and increase profit margins by 10-20%, showcasing the potential for long-term financial gains.

Environmental Responsibility and Financial Benefits

The environmental responsibility of sustainable procurement practices is undeniable. Approximately 80% of emissions across a company’s supply chain highlight the significant environmental impact of supply chain operations. By managing the supply chain sustainably, companies can reduce their overall environmental impact by up to 90% and decrease emissions by 80%.

However, the benefits of sustainable procurement extend beyond environmental stewardship. The financial advantages are equally compelling. Sustainable procurement practices can significantly reduce costs and boost profitability. Companies that adopt sustainable practices can realize cost savings of 5-10%, primarily through resource efficiency and waste reduction.

Moreover, embracing sustainability practices can also lead to increased profit margins. Studies show that businesses that prioritize sustainability initiatives tend to experience profit margins 10-20% higher than their counterparts.

Consumer Demand and Reputation

Consumer behavior is increasingly driving the demand for sustainability. In the Middle East and North Africa (MENA) region, 66% of consumers are willing to pay more for sustainable products, demonstrating the strong market potential for sustainable offerings.

MTN’s focus on sustainable procurement not only addresses consumer demand but also enhances its reputation as a responsible corporate citizen. As sustainability becomes a key consideration for consumers, companies that prioritize sustainable practices are positioned as leaders and preferred brands in the market.

MTN’s dedication to sustainable procurement aligns with global sustainability reporting standards. With approximately 600 sustainability reporting standards globally, navigating the complexity and diversity of these frameworks requires a consistent commitment to sustainability.

Brand Brand Value (USD) Change in Brand Value (%)
MTN 3.6 billion -18%
Vodacom 2.3 billion -2% (USD terms), increase in ZAR
Standard Bank 2 billion +12%
Nando’s 1.5 billion New entry
Equity Bank 450 million No change
Egyptalum 33 million +100%
Misr Fertilizers Production 24.9 million +100%

In conclusion, MTN’s sustainable procurement efforts have proven to deliver substantial financial benefits while upholding environmental responsibility. By proactively addressing sustainability challenges, MTN sets an example for businesses in various industries to embrace sustainable procurement practices, reduce environmental impact, and reap the rewards of enhanced profitability and reputation.+

MTN’s Vision for Connectivity in Rural Africa

In today’s digital age, access to reliable connectivity is crucial for economic growth, social inclusion, and individual empowerment. Unfortunately, rural areas in Africa still face significant challenges in terms of mobile network coverage. Sub-Saharan Africa, in particular, has a large population without access to mobile networks, leaving millions of people disconnected from the digital world.

Recognizing the importance of connectivity in transforming lives, MTN has set ambitious goals to bridge the digital divide and extend mobile network coverage to rural areas in Africa. In 2021 alone, MTN rolled out 912 new rural towers, compared to 684 in the previous year, extending rural broadband coverage to over 23 million people across their markets. This significant expansion has contributed to socio-economic development, enabling individuals to access information, educational resources, and financial services through their smartphones.

As of 2021, MTN’s total rural broadband coverage reached 83%, with a target set at 95% by 2025. Through their rural connectivity program, MTN has empowered 23 million people with smartphones, aiding financial inclusion and enabling previously ‘unbanked’ individuals to conduct financial transactions easily. The impact of connectivity in rural Africa cannot be underestimated, as it creates opportunities for economic growth and social empowerment.

One of the key technologies driving MTN’s connectivity efforts is OpenRAN (Open Radio Access Network). This innovative technology allows MTN to cost-effectively develop and install 2G to 5G networks in previously unconnected areas. With OpenRAN, MTN can bring connectivity to remote and rural communities, overcoming geographical and logistical challenges.

MTN’s commitment to sustainability is also evident in their circular economy practices. By reusing 3G equipment in rural areas, MTN not only reduces the cost of technologies but also minimizes emissions associated with manufacturing, supporting their goal of reaching Net Zero by 2040. This sustainable approach aligns with MTN’s vision of creating a better future for rural communities while mitigating environmental impact.

Collaboration plays a vital role in MTN’s efforts to enhance rural connectivity. MTN actively collaborates with partners to overcome challenges in the supply chain, diversify partnership models, and increase the number of rollout partners. These collaborations ensure adherence to trade rules and regulations while executing equipment swaps within countries or operating companies, facilitating the seamless implementation of connectivity initiatives.

MTN’s commitment to expanding rural broadband is further reinforced by linking executive remuneration incentives to progress on ESG measures. By incentivizing the expansion of rural broadband, MTN encourages its leaders to prioritize connectivity in rural areas, emphasizing the importance of meeting targets and fostering inclusive development.

Through partnerships and innovative initiatives, MTN is working towards its vision of achieving 95% rural broadband coverage in Africa by 2025. Collaboration with technology leader Huawei has been instrumental in this endeavor. Together, MTN and Huawei have collaborated on projects such as the RuralStar, an affordable solution for providing online access to remote and rural communities. This collaboration has proven successful in countries like Ghana, demonstrating the effectiveness of joint efforts in expanding connectivity.

Overall, MTN’s vision for connectivity in rural Africa is driven by a commitment to bridging the digital divide and empowering individuals through access to reliable mobile network coverage. By leveraging technology, embracing sustainability, and fostering collaborations, MTN aims to create a more connected and inclusive future for rural communities across Africa.

Oscar Limited: Automated Sustainable Procurement Platform

Oscar Limited is a leading provider of an automated sustainable procurement platform that revolutionizes the way organizations manage their supply chain risks and ensure trustworthy supplier collaborations. Through advanced technology and cutting-edge algorithms, Oscar Limited enables businesses to streamline their procurement processes, enhance sustainability practices, and drive positive social and environmental impact.

With the increasing focus on sustainability and responsible sourcing, companies face significant challenges in identifying and selecting suppliers that meet their environmental and social criteria. Traditional procurement methods often lack the necessary level of efficiency and accuracy to effectively assess supplier sustainability and mitigate associated risks.

Oscar Limited’s platform offers a comprehensive solution to these challenges. By leveraging data analytics and machine learning capabilities, Oscar Limited enables organizations to evaluate suppliers based on their sustainability performance, ensuring that only the most reliable and environmentally conscious partners are selected.

Benefits of Oscar Limited’s Automated Sustainable Procurement Platform

  • Identification and mitigation of supply chain risks: Oscar Limited’s platform provides real-time insights into potential risks associated with suppliers, such as labor violations, environmental non-compliance, and ethical issues.
  • Efficient and accurate supplier evaluations: Oscar Limited automates the assessment process, saving significant time and effort while ensuring accurate and consistent evaluations.
  • Enhanced visibility and transparency: The platform offers a transparent view of supplier performance, allowing organizations to make informed decisions based on reliable data.
  • Promotion of sustainable practices: Oscar Limited empowers organizations to support sustainable sourcing initiatives, driving positive social and environmental impact across the supply chain.
  • Effective collaboration with trustworthy suppliers: By selecting suppliers with strong sustainability credentials, organizations can foster long-term collaborations that align with their values and goals.

With Oscar Limited’s automated sustainable procurement platform, organizations can proactively address supply chain risks, improve their sustainability practices, and contribute to a more sustainable and responsible business ecosystem. By integrating sustainability into their procurement processes, companies can position themselves as leaders in their industries and make a meaningful impact on society and the environment.


MTN’s marketing strategy has played a significant role in the company’s success and market share. Through innovative campaigns and strategic partnerships, MTN has secured its position as one of the largest mobile network operators in Africa, with millions of customers relying on its voice and data services.

In addition to its marketing efforts, MTN has demonstrated a strong commitment to empowering SMEs, driving sustainable procurement practices, and responding to customer feedback. By leveraging digital solutions and fostering partnerships, MTN is actively contributing to economic growth and social development in the regions it operates.

Furthermore, MTN’s ambition to become the leading digital solutions provider in Africa reflects its dedication to staying at the forefront of technology and innovation. The company’s focus on the youth market, ethical marketing practices, and emphasis on good governance further solidify its position as a responsible and forward-thinking organization.

As MTN continues to expand its services and operationalize its fintech and fiber assets, it is well-positioned to navigate market challenges and seize new opportunities. With its ambitious goals for user growth and commitment to operational independence, MTN is poised to drive digital transformation and remain a strong investment opportunity in the African growth story.


What is MTN’s marketing strategy for 2024?

MTN’s marketing strategy for 2024 focuses on digital marketing campaigns, customer segmentation, and brand positioning. The company aims to leverage data analytics to shape customer engagement and drive personalized marketing efforts.

What is the role of SMEs in Africa’s economy?

SMEs play a vital role in Africa’s economy, contributing to employment, income generation, and economic growth. In Africa, SMEs employ an estimated 80% of the continent’s workforce. However, these businesses often face challenges such as limited access to finance, markets, skills, technology, and infrastructure.

How does MTN empower SMEs?

MTN is committed to empowering SMEs through innovative financial solutions. The company’s MoMo platform offers a comprehensive ecosystem of services, including payments, e-commerce, personal insurance, and lending. The MoMo Business Wallet enables businesses to accept payments directly from customers, streamlining operations and increasing profitability.

What are MoMo APIs and how do they benefit SMEs?

MoMo APIs provide secure payment solutions for SMEs. These APIs facilitate consumer-to-business payments, business-to-business payments, collections, disbursements, cash in, cash out, and refunds. Businesses can integrate MoMo APIs into their websites and applications, enhancing efficiency and meeting their financial needs.

Can you provide any success stories with MoMo APIs?

Entrepreneurs like Medhi Matovu have experienced success and business growth by leveraging MoMo APIs. The integration of the API streamlined their payment process, improved accuracy and speed, and increased customer confidence. The scalability and flexibility of MoMo APIs have contributed to revenue growth and minimized losses for businesses.

What is the MTN Women in Digital Business Challenge?

The MTN Women in Digital Business Challenge aims to empower women in the digital economy. Successful candidates receive financial support, mentorship, business development resources, and access to technology and software. Participants have achieved significant growth and impact in their businesses, contributing to job creation and economic transformation.

How does MTN respond to customer feedback on Twitter?

MTN has a strategic response strategy to customer feedback on Twitter. The company uses social listening tools to pick up mentions and responds promptly to both positive and negative feedback. MTN focuses on sentiment analysis and establishes relationships with customers on Twitter, fostering a supportive ecosystem and enhancing brand perception.

What is MTN’s commitment to sustainable procurement?

MTN recognizes the importance of sustainable procurement and aligning its supply chain with environmental and ethical standards. The company has implemented initiatives like Project Zero and Ambition 2025 to reduce greenhouse gas emissions, promote ethical practices, and enhance supply chain resilience. MTN conducts rigorous supplier assessments and audits to ensure compliance.

What are the benefits of MTN’s sustainable procurement efforts?

MTN’s sustainable procurement efforts have resulted in financial benefits, including a 30% increase in EBITDA and significant cost savings. The company has also reduced network waste and avoided carbon emissions, demonstrating its commitment to environmental responsibility. MTN’s reputation and brand value have been enhanced through its sustainability initiatives.

What is MTN’s vision for connectivity in rural Africa?

MTN aims to extend mobile network coverage to rural areas in Africa, ensuring connectivity for all individuals. Sub-Saharan Africa has the largest percentage of the population without mobile coverage, leaving millions without access to communication services. MTN believes that connectivity is a lifeline that can change lives and is dedicated to bridging the digital divide.

What is Oscar Limited and how does it support sustainable procurement?

Oscar Limited offers an automated sustainable procurement platform that helps organizations mitigate supply chain risks and ensure trustworthy supplier collaborations. The platform integrates seamlessly with the workflow, delivering immediate results and comprehensive vendor sustainability assessments. Oscar enables CEOs to incorporate sustainability into their operations and drive meaningful change.
About the author

Nina Sheridan is a seasoned author at, a blog renowned for its insightful exploration of the increasingly interconnected worlds of business, technology, and lifestyle. With a keen eye for the dynamic interplay between these sectors, Nina brings a wealth of knowledge and experience to her writing. Her expertise lies in dissecting complex topics and presenting them in an accessible, engaging manner that resonates with a diverse audience.