LIVE FROM TELEMEDIA JOHANNESBURG 2026 Oreratile ‘Ray’ Itumeleng, senior specialist: digital strategy, integration & GTM at MTN talks to Telemedia Magazine’s editor-in-chief Paul Skeldon about the evolution of the telecoms market in South Africa and the sub-Saharan region. Ray discusses the shift from SMS-based services to integrated digital services, emphasising the need for competitive value propositions and highlights the challenges posed by new virtual network operators (MVNOs) and banks, and the importance of connecting, capturing attention, and securing customer wallets.
KEY TAKEAWAYS
- Ray discusses the evolution of the telecoms market in South Africa and the wider sub-Saharan region
- She highlights the commoditisation of data and airtime, noting that young people often don’t know their network due to the ubiquity of connectivity
- Ray explains the shift from incidental digital services to embedded offerings that create meaningful value for customers and identifies three main areas of competition: connection, attention and wallet – emphasising the need to compete effectively in these domains
- Ray elaborates on the competitive landscape, mentioning NVNOs, banks, and global OTTs as key competitors, describing the importance of creating value that attracts and retains customers, emphasising the need for meaningful and repeatable value
- Ray discusses the role of digital services in enhancing customer experience and creating long-term value and highlights the challenges of maintaining customer attention and ensuring smooth payment methods to complete transactions
- Ray explains the importance of airtime as a payment method and the challenges of declining airtime availability and mentions different payment methods like Momo, Etsy, and M-Pesa, which enable mobile access and commerce
- Looking to the future, Ray suggests reimagining the four Ps of marketing (product, place, promotion, price) for the digitally connected customer, adding personalisation as a key element
- Ray highlights the need for smooth and frictionless customer experiences, including payment methods, refunds, and opt-out processes and emphasises the importance of building trust with customers through seamless digital products and services
- She discusses the competitive landscape and the need for MTN to enhance customer digital lifestyles by offering connectivity, products, and experiences
- Ray highlights the role of digital products in unlocking long-term customer value and retention and concludes by noting the fundamental changes expected in the market due to the evolving competitive landscape and customer expectations.
