Millicom International Cellular S.A. ("MIC") portfolio of assets currently comprises 17 cellular operations and licenses in 16 countries in Asia, Latin America and Africa, covering a population under license of approximately 392 million people. Millicom Ghana Limited, operators of Tigo cellular network is one (1) of six (6) mobile voice services providers licensed to operate in Ghana. It was the first mobile cellular network branded under the name “Mobitel” incorporated in Sub-Saharan Africa in March, 1990 and provision of service commenced in April, 1992. In 2002 it introduced GSM service and in 2006, it rebranded to Tigo. The brand name was launched in 2006 and the company adopted her vision and mission as follows:
Our objective is to provide people in emerging markets the freedom to access today's world. To make this happen we create 'A world where mobile services are affordable, accessible and available everywhere and to all'.
We provide services for people who want to stay in touch, to belong to communities and to be informed and entertained, enabling them to express their emotions and enhance their lives. We deliver the 3 A’s, Affordability, Accessibility and Availability; providing affordable services, good coverage and ease of purchase and use. We focus on consistently meeting and exceeding customer’s expectations and developing an inspirational brand.
The NCA as at August, 2010 compiled the total subscriber base as 16,992,460 with Tigo, MTN, Vodafone, Zain and Kassapa as the major players. However, Glo is the latest entrance into the market but yet to launch operations. The market leader MTN, controls 8,516,841 constituting 50.12% of the market share. Tigo, the organization being used as the case study arguably should have been the leader but rather they are market followers and are managing with 3,804,496 making up for 22.39% of... [continues]
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