MTN Nigeria concluded 2024 with a notable increase in its subscriber base, adding 4.2 million new mobile users to reach a total of 79.7 million subscribers. This growth is particularly significant given the broader industry context, where competitors have experienced fluctuations in their subscriber numbers.
Comparative Analysis with Competitors
To understand MTN’s position in the Nigerian telecommunications market, it’s essential to compare its performance with that of its main competitors: Airtel Nigeria, Globacom, and 9mobile.
- Airtel Nigeria: As of September 2024, Airtel maintained a subscriber base of 53.7 million.
- Globacom: In the same period, Globacom reported 19.2 million subscribers.
- 9mobile: The operator had 3.64 million subscribers as of September 2024.
These figures indicate that MTN not only leads the market but also continues to widen the gap between itself and its closest competitors.
Market Dynamics and Subscriber Shifts
The Nigerian Communications Commission (NCC) reported that in December 2024, MTN gained the most customers from other networks, with 1,856 subscribers porting into its network. In contrast, Airtel received 835 incoming ported subscribers, Globacom 290, and 9mobile only 17.
Conversely, 9mobile experienced a significant loss, with 2,188 subscribers porting out in December 2024, bringing its two-month loss to 6,079 subscribers.
These porting activities suggest a trend where subscribers favour MTN over other operators, possibly due to better service quality, network coverage, or promotional offerings.
Industry-Wide Subscriber Trends
Despite MTN’s growth, the overall industry faced challenges. The total number of active mobile subscriptions in Nigeria decreased by 64.59 million, or 29.07%, to 157.60 million in October 2024, down from 222.19 million in October 2023.
This decline could be attributed to several factors, including economic challenges, regulatory policies, or a shift in consumer behavior. However, MTN’s ability to grow its subscriber base amidst this downturn highlights its robust market strategy and strong brand loyalty.
MTN Nigeria’s addition of 4.2 million subscribers in 2024, bringing its total to 79.7 million, underscores its dominant position in the Nigerian telecommunications sector. While the industry as a whole faced a contraction in subscriber numbers, MTN’s growth trajectory suggests effective customer retention and acquisition strategies, setting it apart from its competitors.
As the telecommunications landscape continues to evolve, MTN’s focus on network expansion, service quality, and customer-centric initiatives will be crucial in maintaining and potentially increasing its market share.
