MTN upgrades network, goes into fierce marketing mode

"We have spent the last three years preparing ourselves for this event and now we can confidently say that we are ready," MTN's Sameer Dave told journalists at the Wanderers Club in Illovo, Johannesburg.

Enhanced coverage

Coverage in the aforementioned 'hot spots' has been enhanced to ensure that huge mobile traffic levels during the world's biggest soccer event do not pose any problem come the 11 June kick off, Dave announced. In addition, MTN has ring-fenced capacity for each stadium to ensure that increased traffic does not affect subscribers in neighbouring communities.

Furthermore, Dave said MTN has upgraded broadband capacity at the various media centres set up in all stadiums in host cities. A total of eight mobile units have also been set up to provide much-needed back-up in case of an emergency situation.

MTN said it is not only focusing on the world cup, but also looking beyond the event, to leave a legacy which it believes will be felt long after the world cup is over. The company said the data capacity reserved for 2010 core will be redeployed to future-proof its data network.

MTN, which announced that it has invested in four submarine cable systems, said its fibre network in Gauteng has been 'lit', fulfilling its promise made a few years ago. "We want to assure the local public and foreign visitors of the readiness of our network capacity to handle almost anything," Dave said.

Promote the Ayoba Experience

Meanwhile, MTN chief marketing officer Serame Taukobong said his company is unleashing a fierce 360 degrees marketing campaign (TV, billboards, print and radio) to promote the Ayoba Experience in order to ensure that the 2010 sponsorship allows MTN to be integrally part of the largest event in Africa's history.

The campaign includes partnering with Adidas, Coca-Cola, Checkers and McDonalds to offer jointly bundled products and services. Other aspects include MTN Play (news, wallpapers, games and downloads) to go live on 1 June.

MTN officials will be deployed at help desks at Fan Parks and eKasi TV watching points to support provide services related to mobile voice, data and rental services requirements, whereby 20 000 starter packs (DMA SIM 64K) with introductory airtime and RICA provision will be made available.

Exclusive partnership

Taukobong also said MTN has distributed 600 starter packs globally to over 60 countries around the world in an exclusive partnership with Visa match ticketing.

He said: "We intend to raise MTN's brand profile and presence across the globe with emphasis in developing markets and build a strong association with our customers' core passions [football and music]. We also aim to grow the brand affinity and pride among all relevant stakeholders and grow the overall subscriber revenue and data revenue contribution."

MTN paid R60 million to FIFA to secure the 2010 FIFA World Cup sponsorship rights, thus scoring a 'sudden death' victory over its 'eternal' rival Vodacom during this important period of the country's history.