N1.04 Trillion NCC Fine: MTN’s challenge is relationship not the fine

By Bamidele Adeleye-- There is no doubt that MTN Nigeria is going through a trying time following the recent N 1.04 trillion fine slammed on the telecom giant by Nigerian Communication Commission (NCC) for its failure to deactivate 5.1 million unregistered mobile lines within its network.

Interestingly, the focus in the media has been on the fine with less attention on the root cause, which is relationship.

MTN Nigeria remains the leading mobile phone operator in Nigeria with over 63 million subscribers. For many Nigerians with more than one mobile line, it has been MTN plus other networks. But are the consumers really happy with the brand?

Reactions from the consumers online and offline following the recent fine have not been in favour of MTN. For many who had been cheated by the brand in the past, in terms of air time and data see the fine as a pleasant reward for the telecom body.

The challenge facing MTN today is beyond the fine. It is a problem of relationship which has been on for years. The relationship between MTN and the consumers is not cordial which has to do with the quality of service. This is understandable with the poor power infrastructure in the country. But that may not justify the poor quality of customer service MTN is offering Nigerians. A situation where a customer is kept on hold for over 30 minutes is not a good customer experience. I have been a victim several times and I don’t think I will call the 180 or 181 again.

Customer experience, which I think is the primary challenge facing MTN today, is the key to the success of any business in this information age. Most organizations are eager to increase customer base but never have plans on how to keep them. If I may ask, what is the ratio of the MTN’s call center agents to the 63 million subscribers it has? Are the agents enough? Are they really working? These are issues they might need to address as soon as possible.

MTN’s relationship with the regulator which to me is secondary seems to be very bad which the management will also need to look into to keep the yellow brand in business.

For the first time, NCC acted as a regulator and should be commended for the step taken so far. This will send serious warning to other organizations, countries and individuals who are fond of taking our laws for granted.

Personally, I feel very sorry for MTN and its investors. However, that MTN is signatory to the regulation raises serious concern on why it refused to comply. Its sympathizers will need to understand that it will be unfair to other operators who complied with the regulation, if the telecom leader is allowed to go without serving its punishment.

Mean while a fine of N 1.04 trillion is not a joke and I am sure the stakeholders are aware of the implications.

While we continue to sympathize with the telecom body, we must not forget the supremacy of the rules of engagement, which a country like South Africa will not toy with and Nigeria must begin to do the same. The point is that MTN must pay the fine but will need a soft landing by spreading the payment over a long period of time to make it convenience for the telecom giant and more importantly, that the investors do not suffer for what was avoidable.

*Bamidele Adeleye is of Media Relations with Metro Media Communications

Email: bizarrecommunications@gmail.com