#Article (Archive)

A Case Study Of Cellular Competition

Oct 14, 2009, 6:57 AM

The consistent growth in The Gambia's mobile telecommunications industry within the past three years brought with it intense competition, requiring mobile GSM companies in the country to devise workable strategies back-up by customer-focused policies that translate into flexible innovative products and services to ensure the attainment of customer loyalty.

There is no gainsaying that investment in a developing country must be seen as a way of investing in its local people and the development of their expertise. But in a situation where industries lack competition, consumers are often exploited in various ways by its service providers.

On the other hand, in a situation where one business predominates, consumers will always suffer at the hand of the sole trader.

To be precise, our discussion here is mainly concerned with the perceived competition between the existing cellular companies in the country: Africell, Gamcel, Comium and Qcell.

While Gamcel is wholly owned by the state, Africell, Comium and the newest entrant into the market, Qcell is said to be home-grown by a young Gambian entrepreneur. All these four companies seek to provide cellular phone services to the people of The Gambia.

In what has been viewed as an aggressive marketing strategy, Africell provides good services to their customers in various forms, latest among which is the 10-Hajj package, five of which have already been won.

Gamcel apparently responded to this stiff competition by embarking on a series of campaigns, latest among which is the Nopal Service.

Comium, the third GSM operator is also on its toes, innovating services such as free calls, and e-credit.

Like its competitors, the new comers, Qcell is also not resting on its laurel. The company has also embarked on its own campaign strategy by introducing Qlessons for students with a view to availing them with the opportunity to conduct research through the use of mobile phones.

Actually, both strategies have attracted an enthusiastic response from clientele.

We, therefore, hail all the four companies and urge them to keep up the momentum as the success of any business could be linked to the products and services it renders to its customers.

"The good is the beautiful".