“Yesterday, 9Mobile’s new CEO Alan Sinfield visited Abuja, Nigeria’s capital city, to introduce himself to Isa Pantami, the Minister for Communications and Digital Economy. Sinfield was hired in June to lead the telco back to the heights it was at before debt troubles started in 2017 “, notes TC Daily
I am waiting for the playbook, and how it would play in this highly contested Nigerian telecoms market. Yes, any new 9Mobile playbook in the Nigerian telecoms sector should be extremely uncommon to thrive. 9Mobile’s new CEO Alan Sinfield has one of the hardest CEO jobs in Nigeria. As of June 2020, MTN had 79 million subscribers. Glo and Airtel followed at roughly 52 million each. 9Mobile had only 12 million, down more than at least 8 million from its peak.
Urgently, 9Mobile has to win customers and find ways to grow the bottomline. But in a nation dominated by MTN, how would that happen? More so, I have never seen any credible 4th national carrier in any major telecoms market in the world.
So, what do you think CEO Alan Sinfield should do?
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https://www.cnbcafrica.com/videos/2020/06/03/9mobiles-new-ceo-shares-plans-for-growth/
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Well, there’s still a pathway to glory in that industry. Aside from MTN, both of number two and three positions are still up for grabs. Those fat subscribers sizes shouldn’t scare 9Mobile, if it is actually ready to compete.
Two things are key for 9Mobile to stand a chance: innovation and financial warchest. Innovation here isn’t about something routine or pedestrian; it has be radical. We don’t know if there’s a big budget for Mr Alan to play with, the stage 9Mobile is at the moment needs plenty investment, for it to get a foothold.
That sector is very fickle, there’s always something for everyone, if you have the liver to compete…