MTN Cameroon has successfully launched ‘MTN Virtual’, a service that considerably transforms the economics of individual telephony access and has enabled MTN to gain rapid entry into the vast and under-penetrated BOP (base of pyramid) consumer segment.
p>MTN Cameroon has successfully launched ‘MTN Virtual’, a service that considerably transforms the economics of individual telephony access and has enabled MTN to gain rapid entry into the vast and under-penetrated BOP (base of pyramid) consumer segment.
MTN Virtual is based on Comviva’s award-winning Virtual SIM solution. Virtual SIM requires no special handsets, SIM cards or additional client software - it works instantly on all mobile handsets.
By deploying Comviva’s Virtual SIM solution, MTN has been able to extend affordable communications to people unable to own a handset. Previously underserved segments can now make and receive calls, send and receive SMSs and make remittances, virtually, using other people's phones. These consumers currently share phones with family and friends, use street side payphones managed by agents, or community phones. With Virtual SIM they gain a unique mobile identity, with their own phone number and virtual phone account.
MTN Virtual has gained strong traction in the Cameroon market, gaining over 30,000 new subscribers in less than 8 months of operation.
Speaking about the success of MTN Virtual, Mr. Cielo Nzokiza, Consumer Segment Manager, MTN Cameroon, said, “With MTN Virtual, we have been able to reach new market segments, who were previously underserved. By extending mobile communications to both the base of pyramid segment – and to people who require an additional number, but only want one phone, we have tapped into strong, latent demand. With MTN Virtual we are introducing a whole new group of people to the power of mobile communications.”
Elaborating on the concept, Mr. Manoranjan Mohapatra, CEO, Comviva, said, “Comviva’s Virtual SIM solution helps operators drive mobile penetration to underserved segments, providing an entry level, affordable proposition for low income groups in emerging markets. It is an ideal solution to connect the unconnected 2.7 billion people, who already live in areas covered by mobile networks, but who are not yet mobile subscribers.”
“We see Virtual SIM as a critical element in enabling greater economic growth and well-being – the link between mobile penetration and economic growth being a well-established fact,” added Mohapatra.
