As at mid-2013, it had 15 million subscribers tied to its network, a
25 percent difference from its recently announced numbers. This means
that in the last 21 months, Etisalat has added an equivalent of about
240,000 subscribers every month.
“I must emphasise that the remarkable growth we have recorded is a
direct result of two factors – the commitment of our staff, who serve as
a vital link in the chain which drives our operations, and the loyalty
and warmth of our millions of subscribers. We can only respond to them
by constantly improving our products and service delivery,” said Matthew
Willsher, CEO of Etisalat Nigeria.
A novice in the Nigerian telecom space, Etisalat moved quickly to
position itself as the ideal operator for deal-seeking users, offering
an extensive array of discount call deals and mobile top-up bonuses.
This quickly earned it the trust of many, who according to World Bank
live below the poverty line, and as such scout attractive deals for
mobile calls.
It also invested heavily in improving data services to increase
speed, spread and consistency of service. The Quality of Service report
released recently in Abuja stated that Etisalat recorded the highest
call set up rate of 98.09 percent.
But its most recent break came following the launch of the Mobile
Number Portability, a service launched by the country’s industry
regulator Nigerian Communication Commission (NCC). The innovative
service allows mobile users to switch between operators without
disposing their mobile numbers.
Since its launch, Etisalat, the country’s fourth largest operator,
has topped the gainers list, attracting the most port-ins. Data from the
NCC showed that of the total 20,239 port-ins recorded during May and
June, Etisalat gained 8,775. This represents 43 percent of the total
port-ins.
Nigeria is home to the continent’s largest mobile market with over
125 million users and a mobile penetration rate surging beyond 75
percent.
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