beMobile started the revolution of weekend specials where if you purchased a certain minimum amount of airtime credit it guarantees free calls on weekends. Then Mascom followed suit but you had to buy a sim card and load it with P20 airtime. Now Orange has joined bandwagon and with them you register for P10 and also need to recharge P20 minimum airtime.
Delving a bit into these strategies I ask myself: is there no other strategy that at least one of the mobile carries could have employed to leverage on the competitive advantage? My answer: plenty. I have a brief proposal that outline a simple, cost-effective strategy that could benefit the enforcer. However due to the pending request for protection of intellectual property I cannot divulge it here.
However looking at Mascom strategy it is bent on increasing a perceived market shares since sim card registration is mandatory. So if one had to conduct a market study, Mascom would emerge as leading due to the number of simcard purchased. The results however will be biased since a valid and reliable reference will be the 'number of active users'.
beMobile has a competitive and strategic advantage of being a subsidiary of BTC, the telecommunication monopoly.(It posted impressive results this last fiscal year paying a dividend of ~P55million to the government. BTC essentially owns most of the physical telecommunication infrastructure. Instead of this being a barrier to entry to Mascom & Orange they utilized it to their advantage.
Orange weakness herein lies in its frequent network outages and congestion. There are case studies that suggest why these occur but as for now they are mere speculations when one doe not possess the internal workings of the organization.
Disclaimer: This post is no way meant to discredit, denounce, defame or create bad publicity for the mentioned organizations.
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