By John Paul Okwi.
On a day when love birds were getting spell bound, the CEO of MTN Uganda turned a few heads! Clad in Red (a once-a-year privilege, do not ask!) she was seen at the Airtel Uganda Headquarters complete with flowers and a splendid red velvet cake with cream cheese frosting to welcome the new Airtel Uganda CEO, Soumendra Sahu. It was a Valentine’s day meet-and-greet to say, “Welcome to the battlefield!”
And oh, did the internet light up! “Hoo we’re finished. You guys are not supposed to even be in position of mentioning one’s name” wrote @ORIFRESHFOODS on X. @Nockson Twesige further lamented, “This is a bad relationship for consumers! You guys stopped competing! Infact, it seems you sit and agree on prices over tea”
Let us be honest, they raised valid points – what is the purpose of competition if not to crush them?…and yet this traditional gospel of “crush the competition” though resonates with many, fails to consider the evolving nature of business dynamics today.
Anyone remembers the fierce rivalries of the past, such as those witnessed in 2008 among Uganda Telecom, WARID and MTN which ultimately led to unsustainable price wars? Customers got short-term price cuts and businesses got long-term consequences.
Today, a more collaborative mindset is essential as the battlefield has been redefined. For example, Netflix competes with Amazon while simultaneously being a customer of theirs. Closer to home… do you remember Africell’s partnership with MTN Uganda in 2019 to facilitate airtime & data purchases for Africell’s customers through MTN’s extensive mobile money platform? This illustrates the power of strategic collaboration even among competitors. The common thread in all these relationships is a singular focus on the CUSTOMER. Satisfying customers should be the ultimate goal and not out-slaying the competition in a tomato-throwing contest.
In today’s marketplace, true competition lies in enhancing competences & capabilities that foster a Customer-First approach. Leading innovators, like MTN, are not solely focused on their competitors; rather, they are driven by a clear vision and passion for serving their customers. MTN’s competition is not a red office located somewhere on Plot 16A, Clement Hill Road but rather, the high standards they set for themselves that they must go out every day and live up to.
So, let us raise our glasses to healthy competition – where the stakes are high and the brands are bold. Cheers to the game of business, where we do not just aim to win, but to keep things lively and maybe share a laugh or 2 along the way.
Disclaimer: Please note that the views expressed here do not officially represent MTN Uganda or Airtel Uganda. They are merely the musings of a love-struck individual who is still a bit too caught up in the Valentine madness!
John Paul Okwi is a Chartered Marketer and a Marketing Strategist.