MTN Uganda targets youngsters

The MTN Pulse bundle will, among others, allow young Ugandans to watch and create short video content. The development was announced yesterday by MTN Uganda CEO Wim Vanhelleputte at a launch party in Kampala.

“The MTN Uganda brand is 20 years old today. That is as old as most of the young population,” Vanhelleputte said at the event. “The future in the country in terms of technology will be driven by data. We are all about affordable data that will enable young Ugandan’s to express themselves.”

A 2017 study conducted by researchers Madsen, Daumerie and Hardee said at least 77% of Ugandans were below the age of 30. For MTN Uganda, this presents an opportunity to meet the growing demands of younger demographics in the country.

“Young people want to be creative. We have decided through MTN Pulse to customise products and solutions that appeal to them and that they can identify with,” MTV Uganda chief marketing officer Olivier Prentout said at yesterday’s launch.

Last year, MTN Uganda launched unlimited data bundles at high-speed connectivity. The company follows in the footsteps of South Africa’s Telkom, which last year launched a service that lets its clients access online music and video streaming services for free. MTN South Africa also has similar deals that decrease the burden of extensive data expenses for the user.

In 2017, Internet World Stats placed Uganda’s Internet usage at 31.3% compared to 9.6% in 2010. This meansthat about 13 million Ugandans are connected to the Internet and that their number is bound to grow further.

Last year, PricewaterhouseCoopers (PwC) released a report on the entertainment and media (E&M) industry in Kenya, Nigeria, South African, Ghana and Tanzania. The report said an increase in Internet usage would see consumers shift from purchasing and owning recorded music to subscription-based, music-rental services. Adding to that, music streaming platforms would continue to grow, with much of the activity driven by younger demographics.

Visit the MTN Pulse website to find out more.