Customers (51% growth from FY 2014-15) engaged through social media across Africa
Gabon went live on 4G in December 2015
We believe there is a great disconnect between dated
perceptions and rapidly changing realities on ground
in Africa. At Bharti Airtel, we are helping the continent
leverage the right network and build consensus on
critical socio-economic issues. We are fostering
development by changing the face of communications.
Africa now has a new narrative to share with the world.
Active on Social Media
During 2015-16, our social media
engagement grew across Africa. The
outcomes were encouraging:
- We engaged with 6.2 Mn
customers across the continent
(51% growth from FY 2014-15).
- Airtel Kenya became Africaís
top social media brand in
telecommunication in the latest
Africa Brand Index Rankings.
The Company was recognised
for its outstanding use of social
media platforms in customer
- Seven other regions also attained
market leadership in social media
- Launched self-service Value
Added Services (VAS) in Nigeria,
where customers can activate and
deactivate any of the VAS services.
The solution is likely to be rolled
out across Africa.
Engaging More with Customers
We launched a ĎCustomer Forumí
across 10 locations in Africa where
customers can directly engage with
Airtel and make their voice heard.
Surprise engagements on birthdays
and anniversaries and regular
publication of newsletters helped us
enhance engagement with premier
and high-value customers. Their
experience was highlighted through
partnerships with hotels, airlines,
airport lounges, among others.
Key Achievements of 2015-16
- Airtel Rwanda received the
award of best 4G Mobile
Network Operator for 2015 for
exceptional performance in 4G LTE
- Airtel Money Malawi was
commended for being the mobile
financial services leader in Malawi
by Malawi Communications
Regulatory Authority in
collaboration with the National
- Airtel signed a three-year global
agreement with World Food
Programme for cash and value
voucher distribution services in
Madagascar, Malawi, Tanzania,
DRC, Congo B and Zambia.
- Airtel Money continues to change
the financial landscape with the
launch of micro loans (Kutchova
loans) in Malawi and the launch of
NFC via NFC tags in DRC.
- Gabon went live on 4G in
December 2015, making it the
third Opco after Rwanda and
Airtel Rising Stars (ARS): Airtel
Rising Stars is Africaís largest
grassroots under 17 football
tournament, focused on providing
a platform to discover the next
generation of soccer stars. The
tournament is played in 17 countries
across Sub-Saharan Africa. ARS is
currently competing for the 2016
edition (6th edition) of the competition
that has produced many successful
footballers in the continent. We
have had over 1.8 Mn boys and
girls participate in ARS over the last
5 years. ARS has also provided a
platform for us to engage with local
communities and share our offerings.
Airtel Trace Music Stars (ATMS):
The second season of ATMS began
in February 2016, featuring the
international Superstar Keri Hilson
as the official Mentor. ATMS is the
biggest mobile phone based panAfrican
talent search competition; with
2.3 Mn calls made in season one.
Airtel Africa, Google TVC wins
Best Creative Award at 2015 MSK
Gala: Airtel Africa in partnership
with Google won the Best Creative
award for our co-produced TVC called
The Potato at the 2015 Marketing
Society of Kenya (MSK) Awards. The
TV commercial, which was created
in collaboration with Google Inc.,
sought to illustrate the potential of
mobile internet to change lives using
online resources, such as the Google
Search engine. The Award recognises
our efforts in deepening internet
penetration and making information
accessible to spur innovation and
creativity in Africa.
Network Modernisation: Airtel
initiated network modernisation drive
by refarming / introduction of U900 /
launch of LTE in Kenya, Chad, Uganda
and Gabon. The modernisation drive
will lead to improved connectivity and
better throughput for customers.
Managed Services (MS) Insourcing
/ MS Transition to other MS
partners: MS transition to insource
or transition to other MS partners has
resulted in improvement in network
KPIs, customer experience, and
Managed Capacity (MC)
Insourcing: Design and planning
activity insourced in all operating
locations provides single end-to-end
design in a multi-vendor, multitechnology
environment. We initiated
stronger alignment between AOP
and design plan, improved quality of
design and planning, optimised capex,
and enhanced responsiveness and
Tower Co-transition: We divested
tower assets in African countries,
which enabled us to focus on our
core business and customers. It also
helped us to deleverage through debt
reduction, and significantly reduced
our on-going capital expenditure on
Access Agnostic Packet Core
Network (AAPCN): It was rolled
out in all locations of Airtel Africa to
transform the legacy packet core
into end user intensive, modernised
network; supporting Airtelís journey
towards being the best data service
provider in Africa.
Interactive End of Bundle
Notification (IEOBN): It was rolled
out across nine operating locations.
This prevented data bundle users bill
shock, facilitate data bundle purchase
when customer has depleted his
bundle increasing overall customer
||Airtel Branded Music Application
||FreeBasics is a zero rated portal limited to text
content. Rich content like images, video, music
are chargeable and can be activated directly
on FreeBasics with user consent, to protect
against data revenue cannibalisation.
||Tap2Bill is a primary intermediary billing
platform, connected to multiple vendors. It
allows mobile users pay for a range of services
and digital goods through their mobile phone.
||The connected home solution offers
technology agnostic facility of data sharing, at
Home (over Wi-Fi) and outside home among
family, friends or colleagues.
|Advice of Charge (AOC)
||AOC is the page a customer is redirected to
when he / she exhausts his / her bundle or
main account balance to alert him / her. This
page can be used to purchase new bundle or
browse on PayG.
|One Touch Internet (OIT)
||Aims to bring new data users on board with
three main sectors: 1. How to Videos, 2. Free
Offers, 3. Advice of Charge.
||Removes intermediaries and facilitates
transparent payouts between artists and Airtel
with control over content distribution.