Orange claims ‘cheapest prepaid’ crown
Orange Kenya reports that it has the cheapest prepaid product among the country's four mobile operators.
A study by Research ICT Africa, commissioned by the Organisation of Economic Co-operation and Development (OECD) shows that in the second quarter of 2013, the company’s retail basket was KSh 242.00
The study reviewed Orange's four flagship prepaid tariffs including Holla, Pay As You Go (PAYG), Usinyamaze and Tujuane. Airtel Kenya is ranked second with a price basket of KSh 290.64 followed by yuKenya at KSh 313.01 while Safaricom, the industry’s dominant operator, has the most expensive price basket at KSh 363.60.
Last year, Orange launched the Holla tariff, a 24-hour daily bundled tariff targeting the youth. Rechargeable via a daily KSh 10 subscription, Holla allows Orange pre-paid customers to enjoy round-the-clock, free on-net calls, free on-net SMSs, 20 free off-net SMSs and 10 free MB of mobile data daily. It also allows free and complete access to social networking site, Facebook and online encyclopaedia, Wikipedia.
Since January this year, Orange has revamped its data and voice offerings through the launch of a new flag ship voice tariff and Internet on Mobile bonus offers.
The company launched the Tujuane tariff, earlier in the year, based on cheaper mobile calling and SMS rates. Tujuane enables subscribers to make on-net calls at KSh2 per minute and off net calls at KSh3 per minute as well as send SMSs across all networks at KSh1.
Orange believes increased usage of its pay-as-you-go tariff will give subscribers more opportunity to experience the benefits of its integrated offering on voice services.
“On our network, a call from an Orange mobile line to an Orange fixed line is an on-net call charged at KSh. 2 per minute. In a price sensitive market, many users hesitate to make a call from their mobile number to a fixed line, when the need arises. This is just one example of the value that we believe our subscribers will experience better with this new, attractive permanent tariff,” says company CEO Mickael Ghossein.
The company launched its Internet on Mobile campaign 'Opportunity changes with Orange' in April this year. The first phase was personified by Julius Yego, Kenya’s Olmpic Javelin thrower, whose story depicts the unlimited possibilities that access to the Internet portends for data users. The second phase of this campaign has been embodied in the form of dance - the Orange Beat Ya Street dance competition - giving the company the strategic opportunity of effectively engaging with a key segment of its target market, the youth.
“Through this latest campaign, Orange is making mobile data much more affordable for its customers. We remain focused on our growth strategy, with the long-term focus being to increase market share,” says Ghossein.