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Leading in targeted segments
We have made good progress this year in building and
monetising the base through our segmented
propositions in the following areas:
g
g
Youth (Vodacom NXT LVL):
Over the last year, we
grew our Youth customer market share significantly,
doubling the number of customers on NXT LVL to
three million, with stronger ARPU uplift and more
data usage. Customer appreciation remains healthy
as we maintain our top position on Youth NPS
with a healthy margin. Our affinity building
communications, mostly delivered through the
NXT LVL TV show – which sought to enable youth to
their NXT LVL through a music show format – was a
number one trend on social media through the
10-week duration of the show.
g
g
Emerging Segment (Vodacom Siyakha):
Focused
on low-income customers in the emerging prepaid
segment, our Siyakha platform facilitates digital
inclusion through affordable price packages,
entry-level smartphones, and targeted offers and
content. Siyakha has been focusing on four pillars:
social connectivity, health, education and jobs. Our
Mum and Baby service, launched in March 2017, has
shown particularly encouraging uptake with more
than one million customers benefiting in the year;
paving the way to build on this success and deepen
our focus on women as a segment. We celebrated
Siyakha’s first year anniversary at the beginning of
February 2018, having improved over 7 million lives
through technology and free services under these
four pillars.
g
g
High Value (Vodacom Red):
Our aim is to drive
multiple data device penetration and extend the
content portfolio, while excelling in service
recognition. Our efforts to live up to our ‘Expect
More’ promise with Red has yielded positive results
in the past year, significantly growing our customer
market share by 2ppts. This was achieved in a highly
competitive environment. The focus on customer
CARE initiatives, coupled with various exclusive
services and rewards for Red customers, has led to
much higher NPS scores from our Red customers.
VodacomVision 2020
We deepen our understanding of customers’
needs, and provide compelling propositions to
meet these needs. We:
Lead in targeted segments by using Big Data
analytics.
Monetise mobile data through targeted Consumer
digital offerings.
Drive Enterprise growth through digital and
solution sales, and IoT.
Segmented Propositions
We develop a
deep insight of our
customers’ needs,
wants and
behaviours, and
provide propositions
to lead in chosen
segments.
20
Vodacom Group Limited
Integrated report for the year ended 31 March 2018