Telecoms World Africa _ Nomalanga Nkosi 2

8/7/2019 Telecoms World Africa _ Nomalanga Nkosi 2

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2008 Mobile Telephone Networks. All rights reserved.

Corporate Video

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1


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Yello


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Content

1. Our history

2. Truly Glocal

3. Our Market Philosophy

4. The challenges & opportunities

5. In Conclusion

6


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1. Our History


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MTN..The Journey begins at home

Voice

Data

ISP

Fixed

Wireless

Converged

1973 1994 2009

LO C AL

ConsumerBusiness

Government

ContentServices


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and goes abroad..

1994 1995 1996 1997 1998 1999 2000 2001 2002 2003 2004 2005 2006

SA RwandaSwazilan

dUganda

CameroonNigeria CotedIvoireCongoZambia

IranBotswana

Investcom Acquisition
http://en.wikipedia.org/wiki/Image:Flag_of_Guinea.svghttp://images.google.co.za/imgres?imgurl=http://unimaps.com/ghana/flag.gif&imgrefurl=http://unimaps.com/ghana/index.html&h=165&w=250&sz=2&tbnid=9GnECtd_Ceft-M:&tbnh=73&tbnw=111&prev=/images?q=ghana+flag&um=1&start=3&sa=X&oi=images&ct=image&cd=3http://images.google.co.za/imgres?imgurl=http://unimaps.com/benin/flag.gif&imgrefurl=http://unimaps.com/benin/index.html&h=165&w=250&sz=2&tbnid=4TDsB-xwKMHKhM:&tbnh=73&tbnw=111&prev=/images?q=benin+flag&um=1&start=3&sa=X&oi=images&ct=image&cd=3http://images.google.co.za/imgres?imgurl=http://www.essex.ac.uk/armedcon/images/country/headings/flags/liberia_flag_large.bmp&imgrefurl=http://www.essex.ac.uk/armedcon/world/africa/west_africa/liberia/default.htm&h=302&w=577&sz=511&tbnid=9lnYLgV4PZAVnM:&tbnh=70&tbnw=134&prev=/images?q=liberia+flag&um=1&start=1&sa=X&oi=images&ct=image&cd=1http://images.google.co.za/imgres?imgurl=http://unimaps.com/yemen/flag.gif&imgrefurl=http://unimaps.com/yemen/index.html&h=165&w=250&sz=2&tbnid=yozt0SBk0qbWnM:&tbnh=73&tbnw=111&prev=/images?q=yemen+flag&um=1&start=2&sa=X&oi=images&ct=image&cd=2http://images.google.co.za/imgres?imgurl=http://www.essex.ac.uk/armedcon/images/country/headings/flags/sudan_flag_large.bmp&imgrefurl=http://www.essex.ac.uk/armedcon/world/africa/east_africa/sudan/default.htm&h=302&w=602&sz=534&tbnid=vWhzKqpZ0uS1_M:&tbnh=68&tbnw=135&prev=/images?q=sudan+flag&um=1&start=1&sa=X&oi=images&ct=image&cd=1http://images.google.co.za/imgres?imgurl=http://www.33ff.com/flags/XL_flags_embossed/Cyprus_flag.gif&imgrefurl=http://www.33ff.com/flags/banderasmundo/bandera_Chipre.html&h=240&w=360&sz=8&tbnid=oZtbs1aJ7V9C_M:&tbnh=81&tbnw=121&prev=/images?q=cyprus+flag&um=1&start=3&sa=X&oi=images&ct=image&cd=3http://images.google.co.za/imgres?imgurl=http://unimaps.com/flags-africa/botswana-flag.gif&imgrefurl=http://unimaps.com/flags-africa/botswana-print2.html&h=598&w=900&sz=4&tbnid=TfBLoJMX4v90uM:&tbnh=97&tbnw=146&prev=/images?q=botswana+flag&um=1&start=3&sa=X&oi=images&ct=image&cd=3http://images.google.co.za/imgres?imgurl=http://www.33ff.com/flags/XL_flags/Afghanistan_flag.gif&imgrefurl=http://www.33ff.com/flags/worldflags/Afghanistan_flag.html&h=240&w=360&sz=13&tbnid=y9x5BwlVRW394M:&tbnh=81&tbnw=121&prev=/images?q=afghanistan+flag&um=1&start=2&sa=X&oi=images&ct=image&cd=2http://images.google.co.za/imgres?imgurl=http://www.iranologie.com/iran/Iran-flag.gif&imgrefurl=http://www.iranologie.com/iran/iran2.html&h=303&w=538&sz=7&tbnid=ysDkcOg6bXWo_M:&tbnh=74&tbnw=132&prev=/images?q=iran+flag&um=1&start=3&sa=X&oi=images&ct=image&cd=3http://www.cia.gov/cia/publications/factbook/flags/ni-flag.htmlhttp://www.cia.gov/cia/publications/factbook/flags/cm-flag.htmlhttp://www.cia.gov/cia/publications/factbook/flags/ug-flag.htmlhttp://www.cia.gov/cia/publications/factbook/flags/wz-flag.htmlhttp://www.cia.gov/cia/publications/factbook/flags/rw-flag.htmlhttp://www.cia.gov/cia/publications/factbook/flags/sf-flag.html


7/39 2008 Mobile Telephone Networks. All rights reserved.

Not just GSM..but ISPs as well

21 Countries acrossAfrica and Middle East

ISP presence in at least11 Countries

GPRS, EDGE and 3G,HSPA & beyond

International and fibreconnectivity

EIG, EASSy


8/39 2008 Mobile Telephone Networks. All rights reserved.

Where is the power to influence theworld stage?

Percentage

Ref: Henley 2008


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The Key : Emerging Markets

Global mobile consumers will increase to 4.7 billion by2012. Emerging markets will account for 87 percent of the

increase.

4.7

Ref: Pyramid Research07


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Unlimited Potential

The exponential growth of mobile phones has defiedpredictions that the technology was too expensive to beviable in Africa.

African subscriber numbers grew by 5,000% between 1998

and 2003.

In 2000, South Africa accounted for 50% of Africas mobilesubscribers. By 2007, almost 85% of Africas 250 millionsubscribers were in other countries.

African countries with greater mobile use have seen ahigher rate of economic growth.


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Think Big

Think Fast

Think Ahead

Ideas are no-ones

Monopoly

Defining ourselves as a marketleader


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2. TRULY GLOCAL


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A Single Global Brand Directive

everywhere you go

Functional

Coverage Availability

Service

Product

Emotional

Life Path Partnership

Support

Empowering

GLOBAL


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One Group. One Brand. One Future.

In 2004, MTN aligned the 6 markets under one global vision/general strategic guideline

MTN Global Vision

To be the leading provider of telecommunicationsin emerging markets

MTN Strategic Guideline

A two-fold expansion strategy of leveraging existing business and

growing into new markets


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MTN Group Vision

To be the leader in telecommunications in emerging markets

Consolidation anddiversification

Leverage existingfootprint and

intellectual capacity

Convergence andoperational evolution

Increased competitiveness

Bestpractice

Hub andcluster Diversification

Procurement synergies

Skillsoptimisation Brand

Value

proposition

Execution excellence


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Our Global Brand Values

Relationships Can Do

Leadership

Integrity

Innovation

Commitment,Guidance,Courage

Teamwork,Personal, Caring

Optimism, FutureFocus,

Passionate

Simplicity, Imagination,Insight, Creativity

Trusted, SolidPrinciples,

Togetherness


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The Global Brand Mantra

1. The Ultimate responsibility of delivering the brand rests onthe whole company the Leadership, HR, Sales,Marketing etc.

2. All actions must submit to our unifying purpose and brandvalues as being on-brand.

3. We need to differentiate the Brand in ways which makes itdifficult to copy.4. The Consumer Insight must drive all our actions-i.e. new

products, call centres & sales channels.

5. We need to pay greater attention to Community & Careissues.


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MTN Brand Philosophy


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From Local + Global to Glocal

Local

Teaching

One way of doingthings

Its possible

Global

Learning

Many different ways

The World is youroyster

Glocal

Teaching & learningMost appropriate

Always aspirational, anything is possible


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MTN Growth end 2008

National player African player Emerging marketplayer


1993 1997 1998 2005 2006 2008

ZAR203bn (31 Dec

2008)

520m

2006-2008


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MTN Global Footprint

22

MTN Subscribers (Mar-09)

South and East West and CentralMiddle East andAfrica Region Africa Region Africa Region

RSA Nigeria Iran17,428,000 25,908,000 18,252,000

Uganda Ghana Syria3,987,000 6,777,000 3,428,000

Rwanda Cameroon Sudan1,330,000 3,824,000 2,658,000

Botswana Cte dIvoire Afghanistan1,019,000 3,810,000 2,358,000

Zambia Benin Yemen778,000 1,111,000 1,972,000

Swaziland Guinea Conakry Cyprus547,000 1,003,000 170,000

Congo Brazzaville942,000Liberia

534,000

Guinea Bissau366,000

Now operating in 21 countries serving acombined population of over 520 millionpeople

Customer base = 103.2 million

Revenue 57.3 billion ZAR

Major languages covered: English (x9)French (x5), Arabic (x3) plus


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MTN Vision


Consolidation anddiversification

Leverage existingfootprint and

intellectual capacityConvergence and

operational evolution

Increased competitiveness

Bestpractice

Hub andcluster Diversification

Procurement synergies

Skillsoptimisation Brand

Value

proposition

Execution excellence


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3. Our Market Philosophy


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Our Market Philosophy

Local is Lekker.

Knowledge sharing, experience & synergies from other

markets crucial.

Careful selection of business partners, localshareholders, representation on boards, and sound

government relations to effectively manage thebusiness.


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Our Market Philosophy (cont.)

Consistent management structures in all operations -board oversight, VP structures and managementcontrol through the CEO, CFO.

Global marketing priorities and standardisation of theproduct and services portfolio across the Group.

Global best practice & speed of implementation is

crucial.

Global procurement deals and processes.


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4. The Challenges & Opportunities


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Unlimited Hopes & Aspirations

Despite a global view which sometimes shoehornsemerging markets into a single entity of hardship, theshared identity is optimistic & aspirational andgeared to collective and personal improvement andachievement .


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The Challenges & Opportunities

1. Moving up the value stack

2. Voice still the killer application today However Call charges dropping 15 20% per annum More and more competitors

3. Access to devices

Affordability of handsets and devices in emergingmarkets key

4. Convergence : Mobile e-mail, content, the internet,communities of users, M-Commerce, education

5. Speed of innovation

6. Regulatory Environment


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Success depends on...

A Big & Bold Vision.

A strategy that embraces the differences between markets aswell as recognises the strengths of individual countries.

Investment & belief in our people.

Never comfortable with the status quo.

Speed of implementation. The ability to act as a good corporate citizen and comply with

governance standards

The determination to succeed.


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In Conclusion


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Our People


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Employee Involvement

Social responsibilitymust be driven fromthe top-down, but itmust touch the lives of

each employee. 21 Days of Yello Care

provides MTNemployees in all 21markets a chance to beinvolved in giving back.


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Our Passion


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Football Soccer)

Football is the common language that people speakaround the globe.

Football is about aspiration ,hope, CAN-DO

MTN is the sponsor of:2006/2008 Africa Cup of Nations (Title)FIFA 2010 (Global 2 nd Tier)

Fits perfectly with our vision for leadership inemerging markets and global brand aspirations.

Global Aspirations Through


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Global Aspirations ThroughSponsorship


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But also, touching lives

Malaria

HIV/Aids

Cholera

Health

EducationTertiary

Education

SkillsDevelopment

Science (R&D)

CultureArt

Sports

Music

The MTN Foundation is an integral part of each operation. Up to

1% of PAT ensures that we give something back to communities.

21 Days 1 000s of Employees 1
http://europa.eu.int/comm/europeaid/projects/health/images/livre07.jpghttp://images.google.co.za/imgres?imgurl=http://www.albany.edu/history/middle-east/image/drock%20copy.jpg&imgrefurl=http://www.albany.edu/history/middle-east/&h=386&w=346&sz=54&hl=en&start=1&tbnid=hIHeIMKiP7mkuM:&tbnh=123&tbnw=110&prev=/images?q=middle+east+culture&ndsp=20&svnum=10&hl=en&lr=&sa=N


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21 Days, 1,000s of Employees, 1purpose

MTNers paint black boards in local schools in DoualaMTN Cote dIvoire took to the streets of Abidjanin great numbers to clean up the city

Tree planting in Sudan MTN Uganda staff at the Inganga Hospital maternity wa


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you

nyouThankThank you

Mercimotashakkeram

Shukran

chokrane

obrigado
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Telecoms World Africa _ Nomalanga Nkosi 2

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