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Zain is leaving nothing to chance in its bid to rule Africa’s mobile telecommunications market. An interview with Zain Kenya Managing Director Rene Meza
Any businessperson knows that branding is key to success. This is the inspiration for Zain’s recent renaming from Celtel. Gunning to become one of the top ten global mobile telecommunications companies globally by 2011, Zain has crossed two continents, taking an African success story to the world and establishing a global brand. The brand, which covers over 51 million people globally, is currently the 4th largest telecommunications company in the world in terms of geographic presence.
Why would any company spend so much money on acquiring a new brand? Industry trends have shown that when several companies market a similar product, it is important that the brand name be clearly seen on a package and easily recognisable. For example, competing phone manufacturers invest a lot of money and effort in making their brand names into household names. Some companies try to imitate brand name, logo, and packaging of competing companies. Such tactics are usually easy to recognise, and even if a customer is fooled once, it isn’t likely to happen a second time.
“We are inspired by our brand identity which we summarised as Radiance, Heart and Belonging; it remains constant irrespective of the different national cultures and identities,” says Mr Rene Meza, the managing director of Zain Kenya. “We are passionate about this country and Africa’s passions as a whole.”
Results from a recent Millward Brown Optimor survey, which examined 400,000 worldwide brands, interviewing about one million consumers, shows Google a relatively young company was again noted as the most valuable brand for the second year. This is the league that Zain has primed itself for. The vast investments, he says, will help it get it right from the word go. Zain featured among the top 400 names, recognised for its simplicity, memorability and ease of use.
For Kenya, the company has committed Kshs3 billion to expand and boost its services and network coverage. It recently unveiled a new look for its front office staff. Plans are also underway to increase its outlets in all major urban centres and high human traffic areas – to boost product availability and improve customer experience.
The project includes a new uniform for all shop staff in the brand colours - predominantly black with a hue of pink and aqua. Refurbishment of the existing outlets in Nairobi, Mombasa, Kisumu, Nakuru, Eldoret and Nyeri towns is underway. Mr Meza said all other staff will be dressed in a more relaxed look in line with the young spirited market that Zain intends to capture. “We are delighted to bring the new look to our customers and more importantly Zain is bringing a fresh approach to the market by offering communication solutions that fit the needs of our young spirited customers, be it corporates or individuals,” added Mr Meza.
Already, the company is advertising – part of its aggressive brand roll out through outdoor, electronic and print media. An airtime notification service to pre-paid subscribers is also a first, where customers receive a notification detailing the airtime balance every time they use their phones on voice calls, SMS or data services. Mr Meza says it’s to help customers plan adequately for their airtime.
“Zain will constantly keep on reviewing products and services in response to the needs of our customers, and the market,” said Mr Meza. The rollout strategy optimises three main business facets. “The strategy will be transformed in a very powerful value proposition for all mobile customers by offering the best value for money, relevant offers and a wonderful customer experience through service excellence and a trendy, friendly and fun brand.”
Zain was established in 1983 in Kuwait as the region’s first mobile operator. Since 2003, it has grown its footprint in 22 countries spread across the Middle East and Africa and provides mobile voice and data services to over 50.74 million active customers (as at June 30, 2008). In Kenya, Zain controls 14 percent of the market share and it is the second largest mobile operator after Safaricom, covering 80 percent of the country.
The Zain brand is owned by Mobile Telecommunications Company KSC, which is listed on the Kuwait Stock Exchange. The company had a market capitalisation of over US$27.5 billion as at June 30, 2008. “We’ve pioneered a range of education-based initiatives across the country and we are strongly involved in many public private partnerships for all communities, beyond our business to also play our role in supporting government to achieve the UN Millennium Development Goals,” said Mr Meza.
Group Chief Commercial Officer, Mr Tito Alai, is the Zain brand architect who also pioneered the Zain slogan, ‘A wonderful world.’ “A strong, distinctive brand name has always been the prerequisite for any company with global aspirations,” said Mr Meza.
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