THE MARKET This is because Tigo is seen to constantly deliver use XTREME not only increase their overall Tigo started its operations in 1994 by becoming the best Value for Money; always giving the best usage but also generate higher revenue than the fi rst mobile network in Tanzania. It is part of quality and the most innovative offers at the most before. Millicom International Cellular S.A (MIC) which affordable prices. provides affordable, widely accessible and readily RING BACK TONES SERVICES available prepaid mobile telephony services to ACHIEVEMENTS • Ring Back Tones (RBT), the pre-selected more than 30 million customers in 13 emerging For Tigo, innovation means tones a caller hears when making a call markets in Africa and Latin America. giving their customers more instead of a dial tone, have been one of Tigo is a consumer centric organisation in reasons to use the brand’s their most successful value-added services. Tanzania providing products and services that services more often, and Customers need easy ways to keep updated fulfill customers’ needs. organising the business in and copy tunes that they hear on their The brand places importance on four pillars: order to deliver this successfully. friends’ phones. Affordability, Accessibility, Availability and The brand has been the • In Tanzania, Tigo introduced Affinity. leader in many services RBT Star Copy to make it easy Affordability does not just mean offering and offers to customers in to copy tunes and subscribe to competitive prices but also having prepaid Tanzania. It has led the RBT. Customers just press * on payment terms in low denominations so that the way in offering the most their keypads when they hear a services are suitable for low-income customers affordable services for Ring Back Tone they like. RBT and represent the best value for money for this communication. Star Copy is a highly effective section of the market. Many products form of viral marketing with Accessibility is defined as providing easy and services have existing RBT customers access to prepaid services. This is achieved been successfully effectively showcasing the through their mass-market distribution network, launched under service to their friends and which takes into account where their customers various promotions family. live and their daily work routines and planning • Within a year of access to the brand’s products around their THE MOST AFFORDABLE launch, RBT Star Copy was convenience. NETWORK IN TANZANIA driving over 50 percent of all Availability depends on having an extensive • Tigo recognised their song downloads for RBT and over network with sufficient capacity to make sure customers always want 75 percent of all new subscriptions that mobile services are readily available to Tigo’s to be in communication to the service. customers in as many locations as possible. and that they want to chat Affinity is the emotional bond that joins Tigo longer with friends, family HISTORY with its customers. Tigo is constantly looking for and business partners The origins of Millicom International understanding consumers’ needs which lead to • Their solution was to be the Cellular S.A. can be traced back to the provide simple, innovative and simple solutions. first to offer per second- early days of the cellular industry. In 1979 Tigo’s products have always had a great rate billing, and providing Industriförvaltnings AB Kinnevik, acquired of acceptance among the Tanzanian population. high quality services at a small mobile telephone company in Sweden the most affordable rates. which developed into Comviq GSM. Also in • This has resulted in Tigo 1979, Millicom Incorporated (“Millicom”) was being the highly preferred formed to pursue cellular telephone opportunities brand for customers in America, and in 1982 was awarded one of in Tanzania, given its three cellular development licenses by the US affordable pricing. Federal Communications Commission. In 1982, Millicom founded a joint venture in XTREME PACKAGES collaboration with Racal Electronics Plc • Many of their customers have which than evolved into Vodafone Group very little available money but Plc. From early 1983 Kinnevik and still want to make calls, send Millicom began applying for cellular SMS and get value for their licenses internationally. money. Millicom International • Tigo introduced ‘XTREME’: Cellular S.A. was formed on bundles of calls, SMS’s or 14th December 1990 when internet surfing that give Industriförvaltnings AB Kinnevik customers the potential for and Millicom combined their discounted calls for a fixed respective interests in international price within certain time periods. cellular joint ventures to form the • The brand has found that customers who Group. 114 115 always connected, serving them with a wide they become available. Special emphasis is put on range of products: direct communication to customers through events • Communication: prepaid and post-paid voice, and road shows and at the point of sale. SMS, long distance calls and roaming • Information: high-speed mobile internet in a BRAND VALUES mobile device or computer Tigo gives their customers the freedom to access • Mobile Financial Services: with ‘Tigo Pesa’ today’s world in a simple, easy and lively manner. money can be sent and received through a The brand’s personality is simple, lively and mobile phone either to friends and family or close. to make payments for services and utilities. • SIMPLE: easy to understand, straightforward • Entertainment: instant entertainment on a and there is no fine print mobile phone is available such as music and • LIVELY: energetic, agile and proactive, news high-spirited and enthusiastic, cool and • Solutions: innovative products and services trendy, real and natural, youthful and such as ‘Tigo Lends You Balance’ help their spontaneous clients to stay in touch even when they don’t • CLOSE: like a friend, Tigo is a brand that have credit. stands by their customers, understanding their needs. Helping them and easily accessible RECENT DEVELOPMENTS The brand’s visible expression is their logotype Tigo recently launched a brand new 3.5G data that smiles, blinks and has personality and network to provide the fastest and most reliable expression. internet services in Tanzania. The Tigo Internet is a user friendly service that allows customers to browse the web, access social networks, download and listen to music or watch videos at the touch of a button. In addition, Tigo Internet is offered in packages that meet the different internet needs of its customers. These packages allow all their customers to experience world class mobile services at the most affordable prices The Tigo brand is committed to offering all their customers the full range of wireless communications and Tigo Internet brings the world closer to them. By rapidly changing the way customers experience their wireless communications, Tigo continue to shape the future of mobile and broadband connectivity in the telecommunications industry in Tanzania. Tigo was the first mobile operator in The company is rapidly consolidating its Tanzania and has become the leading cellular leading position as a multiservice provider: brand, offering high value solutions at the most leading by innovation and implementing the affordable rates. latest technologies. This process is evident with the launch of a robust mobile money service THE PRODUCT Tigo Pesa’, also with the expansion of network The brand provides access to the world primarily capacity, and now the launch of the first 3.5G through mobile devices. Innovative services are network in Tanzania that will provide affordable developed that are affordable, useful and fun and and reliable internet access. that are sold on every street corner. Tigo focus on what customers need and want rather than what PROMOTION technology can achieve. Tigo is constantly communicating its products Tigo enables people to communicate how, to their customers. Through TV, national and THINGS YOU DIDN’T KNOW ABOUT when and where they want, thanks to broad, regional radio advertisements as well as signs TIGO trustworthy and innovative services. on the streets the brand makes their customers Their services help their customers to be aware of new products and changing trends as Tigo comes from the Spanish word “contigo”, which means “with you” It also includes the verb “go” which shows the energetic attitude of the brand Tigo offers wide coverage in the 26 regions of Tanzania Tigo operates in countries with a combined population of 260 million people. Tigo is present in Tanzania, Ghana, Rwanda, DRC, Senegal, Chad, El Salvador, Guatemala, Honduras, Colombia, Bolivia and Paraguay. 114 115.