Monday , October 18 2021

Poor service: Stakeholders fault GLO, others on endorsement deals

…Demand high quality of  service

Telecom subscribers have expressed dismay over  endorsement of Globacom and other Telcos  by celebrity ambassadors for failure to improve  quality  of service  in the country despite high level of  patronage and income generation.
The subscribers also faulted the service providers heavy money spent on ambassadors and endorsement deals promoting their services rather than focusing on improved services being rendered to  customers
Telecom companies are known to spent heavily on  endorsement by celebrities rather than improving on quality of services.
A subscriber on Glo network named Remi Ogunnusi decried the mobile network nonchalant attitude towards improving subscribers’ access to internet.
According to him, “Although Glo subscription is the cheapest but it is now gradually becoming a norm for its consumers to hardly exhaust the data because access to it won’t be granted.
“The service would be so poor, one will not be able to make use of it, we get bored and let it be”, Ogunusi said.
Some Glo Ambassadors include Korede Bello, Pasuma, Reekado Banks, Olamide, Tiwa Savage, Sola Sobowale, RMD, Odunlade Adekola.
Also on Glo lists includes, Reekado Banks, Korede Bello, Hadizah Blell (Di’ja), Ayodeji Balogun (Wizkid) Ayo Makun, popularly called AY, Patience Ozokwor, Sani Danja, Helen Paul, Funke Akindele, Sunny Neji, Sammie Okposo, P square,  Ini Edo, Bezhiwa Idakula (Bez).
Further findings by also revealed Bright Okpocha (Basketmouth); Jude Abaga (MI ); Koko master, Dapo Oyebanjo (D’banj), Wande Coal, Chinedu Okolie (Flavour); Omawumi Megbele; Ego Ogbaro and veteran broadcaster, Bimbo Oloyede as the Telecom company ambassadors.
A consumer who wishes to be remain anonymous said the multimillion deal an acclaimed comedian, Bovi Ugboma once signed with Glo was about 50 million Nigeria.
Speaking on this, a contractor, Mr. Femi Akeem said, he will rather employ the service providers to channel the resources being expended on this method of advertising to projects that have a direct and positive impact on the lives of their consumers.
“Connectivity is Key. Lack of quality access to it costs a lot in business”, Akeem stated.
Recently, MTN Nigeria also signed Dakore Akande as its Brand Ambassador and its endorsement deal with Wizkid was worth N45 million.
Moreso,  an N100 million 9mobile endorsement deal was signed by Genevieve Nnaji among many others.
Reacting to this, a former President, Association of Telecommunications Companies of Nigeria (ATCON), Mr. Lanre Ajayi, said the strategies that would increase the market share of the mobile network operators include improved quality of service, clarity in tariff and offers, and ease of accessing service.
He said, “Clarity of pricing is also important. Your pricing may be cheap but may not be clear. There may be complexity around it. When there are free offers that are not clear, people get confused. It is not just a reduction in tariff that is important, clarity is equally important.
“Also, if the pricing is cheap and people cannot access the service on the network, they will move to another one. Availability of service is also key. There are some networks without coverage in certain areas of the country. Once people move to certain places, their network is not available. You can be sure that customers that travel around will not be happy with that.”
Speaking on the issue of Quality of Service, the current ATCON President, Mr. Olusola Teniola said it is considerably good when compared with the challenges telecos face.
“The quality of service rendered in the country is relatively good considering the very challenging situation that all operators are having to cope with. The level of Foreign Direct Investment (FDI) has fallen sharply over the last couple of years and in particular in the most recent quarters.
“Government has practically ignored our earlier warnings concerning the multiple FOREX regime and unpredictable regulatory environment. On top of all this we still seek that all Telco equipment is classified and protected as a Critical National Infrastructure (CNI) and await for the passing of this bill to become law to put a stop to the incessant destruction, theft and tampering of this very critical asset,” Teniola noted.
While reacting on the high spending on Celebrities, Teniola posited that “marketing of products and services is mandatory in any business and has no direct impact on whether a consumer decides to stay or leave a network.
“If the Quality of Service is poor, the consumer has the choice of other networks to port to. Until the above issues are addressed, Quality of Service issues will still remain,” he said.
The President of the National Association of Telecommunications Subscribers (NATCOMS), Chief Deolu Ogunbanjo said the quality of service delivered by telecos is yet to improve, particularly on data.
“We are aware of fierce competition in telecom market. Advertisement helps their brands by exposing consumer to their various offers.
“But, Investment in telecom must continue. More investment in telecom must justify improvement in quality of service”,Ogunbanjo pointed out.

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