Orange to hold on to subscribers ahead of Viettel’s arrival

Facing significant changes in the pipeline for the Cameroonian mobile phone market, the French cellular service provider, Orange, has plans afoot to mitigate the potential impact of these developments on its profitability based on what is apparent in its human resource management.

With the arrival of the new provider (Vietnamese provider, Viettel), and portable numbers coming into effect, Orange Cameroon is worried about its subscriber base, 98% of which are prepaid consumers who are therefore customers who have no permanent contract.

Moving forward, the Cameroonian subsidiary hopes to invigorate and advance its current fidelity programmes and increase customer value, to increase its per subscriber income, create monthly client management plans and reduce the rate of turnover.

To do this, the subsidiary plans to hire a marketing value and customer fidelity manager.