Côte d'Ivoire: Moov exceeds one million subscribers with low-price strategy
Formerly Telecel, now branded Moov, its low price strategy has taken Côte d'Ivoire by storm and it now has over 1 million subscribers. It plans to cover the whole of the country by the end of 2007. Perhaps the newly branded Moov will come from outside to challenge the established players in other territories. Watch what happens next in Togo as it begins to take apart the incumbent’s Togo Cellulaire previous monopoly.
Speaking to Notre Voie last week, Ahmed Cissé, D-G of Moov said he was satisfied that its business gave enormous social benefits to Ivorians:”Our balance sheet shows that we have more than 1 million subscribers, have invested more than FCFA100 billion and have 450 direct employees and 2,500 indirect employees. We cover more than 80 localities with the unique features of our service, which covers both pricing and services.” He said that the take-off in the mobile market could be dated to Moov’s point of entry into the market when it drastically lowered prices. It plans to cover the whole of the country by the end of 2007 and will open over a dozen new agencies to sell its services.
He said that all this had been obtained by a range of innovations including supporting its corporate social responsibility work, particularly with the youngwhich included backing campaigns against street medicines and malaria, the Oissu Caravan 2006 and partnerships with secondary education.