Immediate past managing director of Spectranet 4G LTE, Mr. David Venn has given market entry strategies for whoever that will soon be named as the owners of embattled 9mobile, formerly Etisalat Nigeria.
In an international telephone interview with Business Hilights, the telecom tactician who shut Spectranet to its current leading position in the Internet Service providers (ISP) market segment said “Whoever that wins the bid should not try to copy or attempt to compete with MTN as the company tried it when it was Etisalat and did not succeed”.
He said “Any new buyer may think that it may make difference from what Etisalat were doing, but actually there is not much it can do as far as Nigerian telecom market is concerned, except on issues of management skills”.
“They should not attempt competing with MTN because they cannot win based on MTN’s market shares and dominance.
“The best option for 9mobile’s new buyers to remain afloat as early as possible is to acquire some other companies; may be Media Company and other industry service related firms to build up a formidable group with the aim of growing profit and not competing with MTN or any other company in the sector.
According to him, “The new owners should bear in mind that they do not need to beat MTN to become relevant. As intelligent investors, all their focus should be on delivering quality services and making good returns going forward.
“Their goal should not be to become number one in the industry but to get return on investment,” Venn averred.
However, industry observers are beginning to see the sales processes as endless considering recent developments and legal surprises following the judgement secured by Spectrum Wireless Group which declared null and void the constitution of the present board of 9moblie.
Some legal analysts who tried to interpret the ruling and the resultant caveat emptor announced by Spectrum Wireless said it is easy to see the judgement as voiding even the current sales arrangement because by the ruling all owner parties may not have been involved in the current management.
Earlier last week, there were reports that some of the five finalists shortlisted are beginning to develop cold feet due to what they saw as communication gap between the troubled firm and bidders.