What is in a 9mobile renowned name in T2? “The fourth Nigeria telecommunications operator, 9mobile, officially renamed T2, marking what business leaders describe as the dawn of a” daring new chapter “in its history. The unveiling took place on Friday at the EKO Convention Center in Lagos, a year after LH telecommunications acquired a participation of 95.5% in the operator. ”.
I used this brand for a case study on the minimum viable quality of the product (PMVQ). A PMVQ in the context of Tekedia refers to the idea that a product does not need to be perfect from the start, but it must have a basic quality level that meets the target market needs at a specific price. It is a practical approach to product development that recognizes the importance of price considerations and market segmentation when determining acceptable quality levels.
The parent of T2 was Etisalat who, at his peak, offered the wide -band service of the highest quality to Nigeria, but it was expensive. Then you would spend about 3x in cost for the same bandwidth compared to MTN or Airtel. But you will get the value of Etisalat. But unfortunately for Etisalat, there were not many customers who needed this level of quality at the price offered. Glo was not a category king, but his services were affordable; He then chose users.
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However, there was a overhaul on the market because Airtel and MTN have won on quality, and the quality level has largely become as a factor of industry hygiene. The prize has become the dominant differentiator and Etisalat has lost its lever effect. Then he got on and turned into 9mobile.
But today, he is reborn as T2, and he has another opportunity. For this prosperous company, it must define its segments. Do not continue the whole segment at a time, because it would be difficult in a world where MTN strikes money. Yes, pay attention to PMVQ, with a clear state of mind that quality without the consideration of the cost is an illusion.
This means that you cannot continue the quality without checking if it brings you out of your Sweet Spot with customers. No one buys the electric bulb used at airports which costs $ 10,000 and lasts 10 years for their home; We buy the cheaps which last about 18 months for less than $ 2.
T2, good luck.
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