On the back of what MTN claims was “a successful launch of the R5 recharge voucher”, and with the reduction in airtime margins and prepaid tariffs, MTN has launched a new R2 airtime voucher specifically aimed at the need to further lower the denomination of its recharge option by its prepaid customers in Africa.
Serame Taukobong, Chief Marketing Officer, MTN SA explains that “Market analysis has highlighted that a large segment of MTN Pay-As-You-Go customers prefer to recharge more frequently, in smaller denominations, as a means to “œtop up“ to meet their ongoing needs for cellular connectivity.”
Originally, it was the demand from customers to lower its recharge denomiation that lead to the launch of MTN’s R5 voucher back in October 2007.
Taukobong adds that “œWe have continued to listen to our customers and realised that they require an even lower denomination. So in June 2010, we launched the R2 recharge voucher in virtual format. The availability of the R2 physical voucher today is to complement and drive what has already proven to be a product with high demand in the market.“
In a footnote to the press announcing the voucher, MTN said that it supports an RSP [recommended selling price] based on the face value of its products and discourages the practice of selling MTN products above the face value.
“œHowever the power is in the hands of the consumer to stop this practice,“ MTN said.
The physical format R2 voucher is currently only available from MTN Authorised Distributors.
Source: My Broadband