Africa’s MTN reinvents itself via music
I an attempt to stave off declining revenues from traditional sources, MTN Africa is looking towards services for growth.
MTN Nigeria launched “Music +”, a streaming service for local music, where it uses partnerships with Nigerian artists to enable subscribers to stream their songs from 120 Naira ($ 0.73). Music + is essentially a localized version of Apple’s iTunes, with a local flavor.
MTN is taking an aggressive approach in the region (some would say high risk). MTN is also focusing on eCommerce and other areas:
- Last December, it reached a deal with Millicom and Rocket Internet that gave the telecoms group a 33 per cent share in African Internet Holding, which it hopes will help it develop eCommerce services across Africa.
- Among MTN’s more popular digital offerings are religious scripts, both Christian and Muslim, with more than 39m subscribers to the service across 10 countries. They have been particularly successful in Nigeria, Africa’s largest economy and home to a quarter of the company’s subscribers, which is a testing ground for a number of MTN’s plans.