THE MARKET Business in a bid to reposition itself as a total provide Public Land Mobile Network Services For over 10 years now communications solutions provider. (PLMN) in the United Republic of Tanzania Limited has been the country’s number one Vodacom was the first to introduce solar- and formed the subsidiary company Vodacom offering state-of-the-art GSM power phones in Tanzania, mobile cameras, Tanzania. communication services to more than 9 million special phones for the elderly with impaired By July 2000, Vodacom customers across the country. vision and more devices that ease communication. Tanzania completed its state As mainly a service provider, product retail Vodacom continues with converged of the art GSM has a minimal role. But the demand for products solutions for new and went live August 14, 2000. remains huge in the market and since customers generations of Within the first four months of expect to spend less and receive more capacity c o n s u m e r s operations 50,000 subscribers were and quality, Vodacom Tanzania has repositioned who use connected. itself to meet customers’ needs. their cell In September 2004 Vodacom With a share of slightly more than half the phones for connected its one millionth customer and market, Vodacom is set m u c h the company continued to grow rapidly. for future growth, after introducing changes In September 2005 the Government of in its brand as well as adding to its product Tanzania introduced the converged licensing and services portfolio. The new brand framework, which enhanced communication aligns Vodacom with one of the services and brought in the new concept of world’s leading telecom neutrality. operators in terms As leader in the telecom market, in February of technology and 2006, Vodacom took the bold decision to research, negotiate converting its PLMN license into the Group (UK). new licensing framework. In March 2006, Vodacom recorded its ACHIEVEMENTS two millionth customer. In July 2006, it was The list of Vodacom granted three major service licenses in the Tanzania’s products and services is infinite, Communications Sector, namely Network carving a real niche for itself as a first-to- more than just calls; for Facilities License, Network Services License & market company while adding true value to our entertainment, information Application Services License, with the authority customers’ experience. and social networking. to provide a range of services, voice & data Over the years it has invested heavily in world In 2011 Vodacom, in a combined both nationally & internationally. class technology. It was the first mobile network collaboration with Multichoice, This opened a new era for increased in , except for , to introduce also launched DStv Mobile giving investment and a more focused provision of /HSDPA which has enabled Internet services access to five Dstv Mobile Channels via quality communication services. In January of the highest speed ever. Currently we have the 3G enabled phones, first in Tanzania. 2007, Vodacom reached another milestone with widest 3G network in the country. three million subscribers. In 2008, Vodacom Tanzania introduced HISTORY Today, over 10 years later it has over 9 million Vodafone M-Pesa, an electronic money transfer In December 1999, Vodacom Group (Pty) Ltd. subscribers and counting. service. Then in 2009, it introduced Vodacom won a bid to operate a GSM cellular network and

128 129 beauty pageants such as Miss Universe Tanzania and Vodacom Miss Tanzania, Vodacom Premier League and the Mwanza Cycle Challenge which takes place in Mwanza annually, and many more.

BRAND VALUES Vodacom’s brand value is to maintain the provision of quality services and products while remaining affordable. It works on the principles of simplicity, trust and speed. Vodacom is also noted for being a caring company by giving back to the community that defines its presence in Tanzania. Vodacom Foundation was launched in 28th July 2006. Through the Foundation, Vodacom Tanzania performs its corporate social responsibility function by doing charitable work and supporting the needy in society. Vodacom Foundation implements its projects through a four pillar strategy of Education, Health, Economic Empowerment and Social welfare. Most recently, and in partnership with Vodafone, Vodacom introduced Red Alert, an THE PRODUCT i10) through Shinda Mkoko promotion and as initiative aimed at providing support to relief Vodacom is more than a mobile telecom provider; part of its rebrand campaign 10 subscribers won efforts for victims of disasters. Through Red it is a total telecommunications solutions provider. 10 million Tanzanian shillings each in the Siku Alert, Vodacom was able to collect funds for Its range of products makes it possible for all ya Uwezo (Day of Empowerment) Promotion. victims of floods in 2010 (50 million Tanzanian market segments to get the services and solutions In 2011, Vodacom also introduced a 70 shillings) and to support the victims of the bomb they want, be it internet, voice, data, as well as day promotional draw where a winner walked blasts that occurred in in 2011 with financial services through Vodacom M-Pesa. away with an incredible 3 million Tanzanian over 58 million Tanzanian shillings. As such, it is shillings every day. All of the promotional only right that Vodacom has established itself as RECENT DEVELOPMENTS events come along with catchy slogans as well a truly local brand. Vodacom Tanzania recently rebranded, signifying as promotional materials such as television a bigger transformation of the company’s future and commercials, posters, billboards and operations. Among the benefits of the introduced flyers. Vodacom also has its advertising presence changes include access to much sought-after in both the mainstream media as well as social devices and truly innovative products and access media networks. THINGS YOU DIDN’T KNOW ABOUT to world-class research brought to Tanzania after Vodacom is known for sponsorship of various VODACOM TANZANIA merging with Vodafone (UK). events. Through the sponsorships, Vodacom Vodacom will empower Tanzanians, making empowers people, especially the youth as the connectivity to every Tanzanian possible and events sponsored mainly target young people.  Vodacom was the first to introduce solar high quality communication affordable to people Among areas of sponsorship include great power phones in Tanzania and mobile from all walks of life. cameras for elderly users with impaired Through innovative financial services, vision. Vodacom customers can now pay bills, make contributions, pay tuition fees and make other  Vodacom Tanzania was the first mobile payments as well as receive money with so much network in Africa except for South ease. Africa, to introduce 3G/HSDPA which In 2010 Vodacom Tanzania received the MMT enables internet services of the highest award after Vodacom M-Pesa was recognized seep ever. Currently Vodacom Tanzania as the best financial service in the world. The has the widest 3G network in the company has also entered an agreement with country. Government Employees Pension’s Fund (GEPF) for its members to remit their contributions  In 2010 Vodacom Tanzania received the through Vodacom M-Pesa. MMT award after Vodacom m-pesa was To ease operations Vodacom has also recognized as the best financial service franchised Vodacom Shops in many parts of the in the world. country and opened more others in Sumbawanga, Rukwa region and in Tabora region.  In partnership with Vodafone, the company introduced Red Alert, an PROMOTION initiative that aims at providing support As market leader, Vodacom Tanzania runs more to relief efforts for victims of disasters. than just promotional activities. It empowers Through Red Alert, Vodacom was able people. Vodacom subscribers stand a chance to collect funds for victims of floods in to win 100 million Tz shillings through Tuzo 2010 and supported victims of bomb Millionaire Draw. In 2010, an unprecedented 100 blasts that occurred in Dar es Salaam in customers each walked away with a car (Hyundai 2011

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