Orange Ivory Coast exploits FTTH as a means of diversifying its innovative services and content offering. To differentiate from its rivals, it has matched its offers to residential and enterprise customer usages. Their commercial success is assured by advertising campaigns during launch, personnel training and close proximity to customers.
We aim to diversify our cellular, fixed and mobile banking businesses through new content offers and services. Very High Speed Broadband (VHSB) will leverage this diversification and boost our revenues by enhancing enterprise and residential customer satisfaction.
FTTH is a means of consolidating the loyalty of enterprise customers by giving them better connectivity and services such as video monitoring, videoconference and cloud. On the residential market, FTTH is an opportunity to impress consumers and develop our business with innovative services and content such as IPTV, VoD and online gaming. I might say that FTTH deployment serves Orange’s goal of becoming the benchmark partner for digital transformation in Africa and of participating in the continent’s economic and social development.
Today 90% of Ivory Coast businesses are on ADSL, but this is subject to connectivity instability – often due to weather conditions – which disrupts business operations. Further, the use of copper is an invitation to theft. In this context, fiber brings the bandwidth and guaranteed stability that businesses need to use big data. It will also drive residential usages such as online games and video streaming by providing the totally fluid experience.
Our approach was to propose offers based on usages rather than technologies. On the professional and SME segment, we launched two offers with differentiated services and speeds adapted to the customer’s need.
For the residential segment, we coincided the fiber roll-out with the launch of our triple and quadruple play offers in order to promote Orange services and content. As an example, a customer can buy (using Orange Money) on TV d’Orange a video that he can watch on his TV set or on a tablet or smartphone. Structuring our portfolio according to consumer expectations and needs was essential to differentiate us from other operators. We are the very first operator to propose these services. To develop the offering, our marketing people worked closely with the technical experts to make the customer path as fluid as possible, from the act of purchase to delivery.
We chose several zones simultaneously, mixing businesses and residential villas. Our priority targets are:
• Professional districts: Le Plateau, Biétry and some parts of Cocody, Abidjan. Professionals and SMEs are the prime targets for high-speed services which are invaluable for their activities.
• High-income residences. Although the entire population would like broadband, low purchasing power holds back subscriptions.
We aim to give users a dazzling first experience to satisfy their demand for innovation and to drive our profitability and growth.
We systematically run advertising campaigns to inform customers and prospects of the arrival of fiber in their district. We exploit all available media to reach residential subscribers, something never seen before in Ivory Coast: outside advertising, weekend events and even door-to-door visits by salespeople.
We are also counting on two other very positive factors:
• Proximity and pedagogy to inform customers. We explain to them individually the advantages of fiber and we keep them informed at every stage from subscription contact signing to installation.
• The skills and know-how of our technical and commercial staff who all receive special training to ensure they fully understand the features of the offer and its installation process.
To continue to develop fiber and drive wider adoption, we need to roll out fiber in new districts and propose even more affordable equipment.