Nairobi Star (Nairobi)
Winfred Kagwe
2 April 2011
The long awaited Mobile Number Portability was finally rolled out yesterday meeting mixed reactions from both operators and users. The Communication Commission of Kenya confirmed that the four mobile operators had complied with the regulatory requirements to enable mobile phone subscribers retain their numbers whenever they wanted to change service providers.
Competition is already heating up among the telecoms with Airtel in the lead. In the last few weeks it has been running its hama campaign. Besides waiving the porting fee for those moving to the network, it will also give reward points through its loyalty program and a 25per cent bonus on airtime top for three months.”The launch of MNP is a clear demonstration of the development and maturity of the telecoms industry in Kenya and its readiness to make the consumer king,” said Rene Meza, Airtel Kenya managing director.
Safaricom yesterday also put out its first ad relating to portability, promising potential users free airtime, bonga points and data bundles. It will also be riding M-Pesa popularity to retain customers.”We are not afraid to lose customers, other networks have always been after Safaricom subscribers anyway,” Bob Collymore, the Safaricom CEO said.
On Airtel waiving the porting fee he said, “It is good that consumers now have a choice, I think each network should be left to deal with MNP in its own way.”
Orange, on the other hand, feel customers are not properly informed on portability, hence choosing not to bombard them with advertisements.”As we technically roll out ,we are more focused on enlightening our customer care staff so that by the time we communicate to the customers, we can be able to deliver what we promise,” said Angela Nganga Mumo, Orange head of corporate communications.
However, she said, the networks’ MNP target will not be the mass market like its competitors.”Our studies show users who would find value of MNP are the postpaid clients, including our corporates clients, it would be hard to penetrate the pre-paid market where multi-SIMming is widespread, “said Mumo.
On social networks, subscribers expressed their views on portability with a majority unaware or wrongly informed on the process. Others felt the service was irrelevant, tedious and feared being taken off-air.
A short qualitative study conducted by TNS RMS to investigate what ordinary Kenyans think about the move indicated that while press speculation and advertising by the likes of Airtel has meant that awareness of the plans are quite high, consumer comprehension remains generally low, and the benefits are not considered clear or compelling.
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