Ghana has set itself apart as one of the largest data consumers in Africa. There has been a steady rise in the demand for data in the country. The trend was noted by mobile operator Airtel Tigo who came up with a world class scheme. The move is seen to tap into the market niche of Ghanaians when it comes to data consumption. This comes after the first launch of Airtel Tigo bundle that does not come with an expiry. The new Airtel Tigo bundle will be rolled out to the new and existing prepaid customers in Ghana. So what effects does the new Tigo Airtel bundle have on customers?
During the launch of the Airtel Tigo data bundle dubbed ‘Big Time Data Bundles’, it was announced that the customers will access a lot more of the data value than anywhere else. The launch saw the data value being reduced to little as GHc1, GHc2, GHc5 and GHc10.
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The Director of Market Growth at Airtel Tigo, Pius Owusu-Tuffour, revealed that the data value that had been introduced in the market will guarantee data consumers of 1.5 GB for only GHc10. With this bundle, the data consumers can stream videos, watch online movies, browse through their favourite web pages, download all their favourite music and stay updated with the news as they happen around the world.
"With the Tigo Airtel unlimited bundle, customers will have the freedom to browse through their favourite social media platforms. Customers can now post pictures, videos and comment to posts on Facebook, Twitter and Instagram." said Mr Tuffour.
Mr. Tuffour acknowledged that there has been a rising trend and demand for data usage among the Ghanaian customers. In order to capture the market needs, the firm rolled out the ‘Big Time Data Bundles’ that comes with no expiry. The bundle also offers more data for the customers to remain connected with their family and friends. The launch of the bundles gives customers value to their money. The Director also promised of more innovation in the growing sector in the coming months in order to satisfy the demand in the market.
With the new ‘Big Time Data Bundles’ reaching the market, it is set to raise the bar when it comes to data consumption in Ghana. The market niche of the mobile operators has shifted paradigms with heavy investment in the data sector. This is drawn from the increase in the smartphones and users in the country.
The new unlimited internet bundle is available to the pre-paid customers who can purchase it by dialling *111#. Alternatively, customers can also access the data bundle by purchasing it through the Airtel Tigo Money or through purchasing the scratch cards.
A constant barrier to the data consumer’s trend has been the limit that comes with the data bundles in Ghana. The limit and expiry of the data bundles have always pushed many consumers away from purchasing the large data bundles. But this has changed with the launch of the “Big Time Bundles” that comes with no daily, weekly or monthly validity constraints. Customers can easily purchase any of the bundles without necessarily worrying about the expiry of the bundle.
It was back in March 2017 when the two multinational mobile operators announced a merger between the Milicom International Cellular S.A., ‘Milicom’ and Bharti Airtel Limited ‘Airtel’. The merger saw the improvements in the operation and increase of the mobile cover in Ghana. The Government waved a white flag in approving the merger back in October 2017. The new deal saw Airtel Ghana and their affiliate firm Tigo Ghana based on the shareholders' agreement share equal ownership and governance rights through the combined entity. The merger also saw a rebranding of the firms into “AirtelTigo”.
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This made AirtelTigo the second largest mobile network operator in the country. The merger also led to the establishment of a new customer base totalling 10 million users. The link between the two networks has done substantially well when it comes to increasing the boost of the network in both rural and urban areas and serving the consumers in the Ghanaian market.
The company has been at the forefront when it comes to offering better voice quality, high-speed data services and the reinforced network stability and resilience. With the Airtel internet Ghana combining its efforts and input with the Tigo Internet bundle, there has been an increase in the fibre footprint. Both the data centres and enterprise customers constituting of large corporations and SMEs increased and came on board to attain a diverse portfolio of the world-class solutions that were being offered.
With the entry of the Airtel Tigo Bundle in the Ghanaian market, there is set to be more good news for the data consumers in the country. Airtel Tigo is set to gain more customers with the move that cuts across the market. With the heavy demand for data in the country, more innovation is set to be introduced.