Portability: Lessons in MTN, Etisalat’s Saka phenomenon
Hafiz Oyetoro aka Saka
If it is business, good, if it’s ambushing, not palatable, but if it is on the monetary side, good business for Saka, but yet questions would be asked why Hafiz Oyetoro otherwise known as ‘Saka’ dumped Etisalat for MTN.? What was the contractual agreement with Etisalat.? Or could it be the portability switch that prompted the move, what lesson?.
These and more questions keep popping up in the mind. However, in some quarters it is kudos for the agency and whosoever that may have pouched ‘Saka’. And knocks for any person that did not do his home work well to have tied ‘Saka’ to a contractual agreement if any existed.
Information filtering in had it that ‘Saka’ never had any contractual agreement with Etisalat, but some quarters said, there was, whatsoever, a new record has been set in the marketing communications landscape. Marketing is a game of opportunities. Find a loophole in a competitor, capitalise on it, use it to your
advantage. Snake swallows snake. That’s the case of MTN. They did try the ‘Saka’ phenomenon with Osofia, Mama Gee and others, but they knew that if it’s not ‘Saka’, who else. This is a strategic move by MTN for the portability season.
However, the power and freedom of choice rests with the subscriber, in this dispensation from what is envisaged. If a customer is dissatisfied with the service of a particular network, such person can ‘port’ to another network, Eugene Juwah, Executive Director, Nigerian Communications Commission, NCC, told Journalists at a recent function.
In retrospect, brand custodians, advertising practitioners, marketing Director watch from a distance the recent ‘Saka’ phenomenon as one can only ponder to this timeless advertising jugular.
Culled from The Vanguard
