Network transformation
Network modernisation
- U900 and long-term evolution (LTE): We began extending the U900 and LTE launches in 10 Airtel Africa operating companies (OpCos) to expand and strengthen data coverage and throughput.
- Evolved Packet Core (EPC) and Charging: One common packet core network for 3GPP radio access (LTE, 3G, and 2G) was rolled out across Africa. This enabled higher throughput, lower latency and seamless mobility between networks, enhanced service control and efficient use of network resources. Moreover, simplified charging platform allows differentiated and personalised service offerings to customers.
- Circuit Switched (CS) Core: We modernised the circuit switched (CS) core network and created a simplified and more efficient CS network. This will enhance service efficiency for 2G/3G and VoLTE and wifi calling among others; and also support emerging technologies.
Node Virtualization (NFV)
First ever Virtual SBC Node was deployed in Airtel Africa in Madagascar and the Republic of the Congo. Network Virtualization will enable Airtel to add more services on the same platform, which will help reduce the hardware footprint, resulting into better Opex productivity and faster go to market.
Expanding global connectivity with new point-of-presence (POP) in Singapore and Paris
We introduced additional international gateways (in Singapore and Paris) for Africa, providing resilience to earlier single gateway in London, ensuring seamless data connectivity. This enables us to offer customers better network experience, with reduced data latencies and improved voice quality.
Content Localisation
We enhanced customer experience and higher data speed realisation through local content distribution network (CDN) peering and caching improvements in all OpCos across Africa by partnering with Google and Facebook.
True Smartphone Network
- We are driving data through exciting bundles, with the key result of having the most relevant and best value offer for high-data consuming smartphone users.
- Driving customer growth through the launch of social media bundles, targeting the youth segment and campaigns across the base, targeting non-users to convert.
- Increase digital presence through tie ups with online platforms to increase and maintain associations with all key smartphone brands both at entry as well as premium category – by way of reverse bundling.
- Improve data experience, supported by the launch of U900 and 4G in key markets.
- Content based propositions will be key focus in the coming year – TV on mobile offering exclusive content and thereby driving higher usage.
- Going forward, our focus would be to retain and convert all smartphones users to stay as customer for increased number of days than their average, backed by redesigning and simplifying the various bundled offerings.
Airtel Money
Airtel Money Product Launches: We augmented the Airtel Money product in six OpCos to introduce microloans and international money transfer services to make the product offerings more relevant and attractive to our subscribers. The improvement of products in these markets will also be one of the key enablers for driving Airtel Money acquisitions and revenue, moving forward.
Airtel Money Reach: We have introduced Airtel Franchise shops to improve our distribution network and provide subscribers with convenient access to our financial products and services.
Customer engagement
- Brand Positioning: We developed an emotionally engaging campaign that positions Airtel as The Smartphone Network across Africa and highlights the brand’s attributes as we showcase the various ways in which our brand touches the lives of our subscribers across Africa. Reinforcement of the brand’s position as The Smartphone Network is conveyed through three key pan-African products i.e. Airtel Money, Data and Network products.
- Brand Bonding Score: Overall brand bonding across Africa improved by 3 points as a result of introducing a master brand thematic communication strategy that empowers youth and links their potential to succeed to the brand’s ability to enable their success. Due to this, OpCos communication shifted away from a series of tactical campaigns to more engaging product communications in line with the pan-African brand thematic campaign.
- Airtel Rising Stars: Airtel Rising Stars (ARS) is Africa’s 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 2017 edition (7th edition) of the competition that has produced many successful soccer stars in the continent. We have had over 1.8 million boys and girls participate in ARS in the preceding six years. ARS has also provided a platform for us to engage with local communities as they experience the brand as well as our offerings.
