Last week Thursday we attended the launch of Econet’s new “Smart Data Network” campaign which it plans to advertise across the country via an ambitious print and broadcast media drive to raise awareness of internet use over its network in Zimbabwe
The event itself was slightly obscured but its aim was clearly visible, Econet believes it has the best data network in Zimbabwe (something we already know) and it’s ready to prove it to all its doubters.
Each speaker at the event spoke highly of the steps Econet has taken to ensure it delivers the best smart data network performance and coverage in Zimbabwe with thinly veiled shots directed at its mobile network competitors NetOne and Telecel and their “not so smart” subscribers.
They boastfully spoke of its official data network partnerships with Samsung and Apple which allows them to test device and operating system performance over its network ensuring the best internet and mobile network experience to its users.
Econet also declared it has the only Apple certified 4G LTE network and is currently the data network of choice for Samsung in Zimbabwe. It is so confident of its data network it has decided to conduct its own “SpeedTest Competition” where subscribers can post their Ookla SpeedTest (mobile application) results on Econet’s social media pages to stand a chance of winning shopping vouchers and airtime, sound familiar?
It seems Econet has finally come to terms with changing subscriber trends. Voice and SMS are fast on the decline with data now being the most sought after communication commodity.
Data allows subscribers to utilise a wide range of OTT services like WhatsApp, Facebook, and Twitter which have slowly become primary modes of communication tools over voice calls and text messages. Econet itself may now be evolving into a data-focused company to match subscriber trends.
Through this statement of intent, Econet is ready to reignite the recent rivalry between its subscribers and fans of NetOne’s economic OneFusion data product. Through our own SpeedTests, Econet has proven to have the better network but still remains the most expensive option.
The economic aspect of data still remains a key issue in Zimbabwe, it is simply too expensive. The only affordable day-to-day data option on Econet are its daily bundles which expire after 24hrs, besides that the majority of their data products are unaffordable to most if not all subscribers.
Econet may have the best data network but still receives heavy backlash from the public for its pricing, which also adds to the number of complaints it receives for alleged “theft” of data. It’s difficult to explain to a subscriber how their data finished when they paid so much for it, which puts Econet in a tough position because of the better the network the higher the chances of data being consumed faster.
What was interesting to notice is that Econet is setting out on a “Smart Data Network” campaign without a signature product? NetOne has OneFusion, which at the moment is the most popular data product. We have noticed the growing number of subscribers abandoning Econet for better data options on NetOne, in our social media groups at least up to 5 people a week concede defeat to Econet’s pricing and move to OneFusion, and that’s just in one WhatsApp group!
To make sense of their campaign, we would think Econet would have come up with a product similar to and ready to compete with OneFusion. Sadly this was not the case as this seems like Econet trying to revive a known dead horse, the people need something new and affordable, not the same thing packaged differently.
From the feedback, we have received we have noticed that unless the subscribers are utilising the data network for business-related activities they are willing to forego better performance for a cheaper product.
Most internet related activities are more than capable of being enjoyed at 10mbps speeds which NetOnes’s OneFusion averages out to, so the extra 15Mbps Econet’s LTE network is offering isn’t what subscribers are will pay more for. 10Mbps is generally able to stream 1080p video, offer fast web browsing and since it’s a single user on a mobile device should do this comfortably.
Our point is, it’s great that Econet has an amazingly fast, reliable and efficient data network but at its pricing, very few people can afford to experience it. Their network, which they are clearly building for the future of data based communication, is the best in Zimbabwe, but at the wrong pricing may continue to be overshadowed by a second-rate product.
Yes, it then becomes an issue of the regulator, POTRAZ, adjusting pricing or approving promotions, but why then market a product you may receive heavy backlash with. Can the public even afford to take part in the SpeedTests which average 30-40mb per test on LTE and 20-30 per test on 3G? who is willing to do it on a budget of 250mb for the day?-BH
