WITH approximately two months left to complete the SIM registration exercise across the six geo-political zones of the country, the turnout so far appears not to be very encouraging and this has prompted service providers to come up with new strategy to woo subscribers.
The Nigerian Communications (NCC) had given September 28 deadline for all subscribers in the country to get their SIMs registered to avoid being blocked from the mobile networks.
To this end, the commission had embarked on several enlightenment campaigns, including radio jingles, television, billboards and newspaper adverts.
Few months back, it published all the registration centres in the country in a number of national newspapers to ensure subscribers know where to go.
According to the Executive Vice Chairman of NCC, Dr. Eugene Juwah, while addressing journalists in Abuja early last month stressed that subscribers must avoid a situation whereby their SIM cards would be blocked after the September 28 deadline.
Juwah said, it was expedient for all subscribers to register their SIMs because it was symbolic, as it will give the country an enhanced database and boost security measures being canvassed by the Federal Government.
The EVC stressed that the exercise is targeted at the over 70 million unregistered SIM cards in the country, which came on the heels of a similar exercise carried out by GSM operators in Nigeria.
Besides, Juwah in February, had disclosed that the exercise, which the operators, including MTN, Glo, Airtel and Etisalat had done, registered only 11 million cards out of the existing over 90 million active SIMs in the country within the eight months period of July 2010 to February 2011.
This, according to him was abysmally low, compared to the expectations, and subsequently prompted the regulator to initiate another process of the exercise.
With the approval of the N6.1 billion budgets by the National Assembly, the NCC had on March 28, 2011, commenced the six-month nationwide registration exercise.
The commission equally contracted seven service providers to implement the registration exercise across the country’s six geo-political zones.
While Chams was contracted to register subscribers in Lagos, other six companies approved by the Commission are SW Global for South-East, PNN for North Central, JKK for South West, DataGroupIT for North East, Eagle/CBC for North West and E-Kenneth/ SageMetrics for the South-South.
For maximum coverage and supervision, the commission appointed KPMG, a leading consulting firm, to coordinate the exercise of the seven contractors. The NCC registration had engaged a total of 1,750 agents at 250 each for the nationwide exercise, with a promise to increase the number to about 4000, should the need arises.
According to the Head, Media and Public Relations, NCC, Mr. Reuben Muoka, the registration centres would continue to grow across the country and that, some of the registration agents would move around with mobile units to cover areas that might not have fixed registration centres such as markets and other similar locations.
However, despite all these efforts, there seems to be a sort of subscribers’ apathy, as most registration centres visited in Lagos and other parts of the country including, Port Harcourt, Osun, Ondo, Kebbi, Kano among others are relatively empty, with some of the agents finding nobody to register.
Besides, there are complaints by some subscribers that the registration centres are sparsely distributed, making it difficult for willingly subscribers to register.
A subscriber, Patricia Uloma, based in Onitsha, Anambra state, complained bitterly that, registration centres of both NCC and operators are tough to locate in the area. She called for more centres in the area.
But to Chams Plc, covering Lagos, there has been poor turnout of subscribers in the last five months.
The number of subscribers that have registered is not encouraging. We will need more advertisements and vigorous enlightenment campaigns for the success of the exercise. We have deployed many people for the exercise, but they are just doing one-to-one marketing and this is not encouraging
According to the Managing Director, Demola Aladekomo, “the number of subscribers that have registered is not encouraging. We will need more advertisement and vigorous enlightenment campaigns for the success of the exercise. We have deployed many people for the exercise, but they are just doing one-to-one marketing and this is not encouraging.”
The NCC had also directed GSM companies to put new SIM cards on their networks on ‘receive only’ mode to ensure that subscribers register their SIM cards. It also threatened to impose a fine of N5 million on any operator that flouted the order.
Meanwhile, as part of efforts to encourage and speed up the exercise, service providers, notably Globacom and Etisalat have put up incentives in form of promos to encourage subscribers.
According to Globacom, the new campaign was aimed at encouraging Glo subscribers to register their old and new SIM cards before the September 28 deadline, so as not to jeopardise the rationale behind the exercise.
Globacom’s Group COO, Mohamed Jameel stressed that the new campaign was targeted at expediting the pace of the ongoing Glo SIM registration exercise, which the company started last year, through special incentives, which will encourage all existing and new subscribers to register their SIMs.
He stated that those customers who complied and immediately register their SIMs would be rewarded with fantastic prizes during the three-month duration of the campaign.
In the first instance, Jameel said all subscribers, who register their SIMs get a guaranteed 30 minutes of free airtime during the three months of the promotion. 10 minutes of free airtime is given every month for three months.
The 30 minutes bonus airtime will be given immediately the person recharges N500 and above in each of the three months of the campaign and will be valid for seven days.
He added that an additional N20, 000 worth of free airtime will also be given out to 300 lucky subscribers who will be picked during special draws, which are to be held monthly, 100 lucky customers will be selected monthly and rewarded.
Jameel informed that, the highlight of the campaign is the offer of free all-expense paid pleasure trips to Manchester or Dubai for 60 lucky subscribers who register their SIMs. The winners of the free trips will be picked during special draws, which will be conducted monthly for three months.
“The campaign will, therefore, see 10 lucky subscribers traveling to each destination each month for three months. At the end of the day, 30 Glo subscribers would have made an unforgettable trip to Manchester to watch English Premier League champions, Manchester United, play at their home turf, while another 30 would have taken a memorable trip to Dubai as a reward for simply registering their SIMs.
In order to make the new SIM registration campaign a huge success, all Gloworlds, Glozones, Dealer outlets and Glo agents across the country have been sufficiently equipped with high-tech systems to ensure quick, efficient registration of customer SIMs.
The whole registration process with Glo takes less than two minutes at these points. Glo Subscribers can also text “reg” to the short code “3456” in order to confirm whether their SIMs had been registered or not on the Glo network.
To Emirate Telecommunications Corporation, also called Etisalat, subscribers, who register their SIMs in July and recharged for the next 30 days will get free credit back.
Specifically, Etisalat said any of their subscribers who registered within the stated period would get rewarded with 30 per cent of their total recharges up to N10000 free credit to call any network. For example, customers that load N1000, gets N300 back, while those who loads N5, 000 will get N1, 500 back.
According to an official of the telecommunications company, who does not want his name in print, this measure was taken to encourage subscribers, both existing and new members to register their SIMs.
On possible surge on the network, the official said, “if your fear is about network congestion, we have put up serious measures to curb that. In fact, we just invested some amount on infrastructure and network upgrade. Though, of late, the services have been bad truly, but I can tell operators are really striving to get things back to normal and one is just what I have told you about Etisalat.”
Also, the former Chief Executive Officer of Starcomms Plc, Maher Qubain at a news briefing recently, informed that the telecommunications provider, has engaged more hands to boost its subscribers registration, stressing that, it has become necessary to ensure that everybody on the Starcomms network are registered duly before the expiration date.
The President of the Association of Telecommunications Companies of Nigeria, Mr. Titi Omo-Ettu, believes that the registration exercise is very important.
According to him, the exercise will reveal the real number of telephone subscribers in the country.
Asserting that current statistics of subscribers are out of proportion, Omo-Ettu added that knowing the true situation would enable the industry and the country to establish the addressable market.