Business Hilights
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Target marketing, QoS gave us edge over competitors—Venn, Spectranet boss

The chief executive officer of leading Internet Services Provider (ISP), Spectranet Limited, Mr. David Venn has given more insights into the reasons behind the growth in its subscriber base beating others in just two years of operations.

In an exclusive interview in his office, Venn revealed that target marketing and the sustained stability of Spectranet’s Quality of Service using 4G LTE played a major in drawing loyalty to the company.

Apart from target marketing and QoS, he said relying on collocation and leasing to rollout services gave Spectranet the needed mileage to deepen rollout with ease.

Explaining more on why Spectranet has continued to lead the sub sector, Venn said the source of the comparative advantage over others remains our ability to identify the particular sets of segments that are in need of our services and g after them with quality services.

“When we started rebranding, we were able to take strategic decision to narrow our drive to target marketing and we chose our targets to include homes and, small and medium enterprises. We do not really do corporate and voice, but we have been serving our target market with the best broadband quality.

“We have been very focused on what we give out to our customers and the best is only what we give out and our subscribers have been testifying the quality of our offerings.

He explained further that another game changer in growing Spectranet’s subscriber base is focusing on middle class Nigerian families who are in need of reliable broadband services.

“We provide the best fixed wireless broadband service for homes and growing businesses in Nigeria and that is one of our marketing advantages,” Venn disclosed.

Business Hilights recalls that amongst 14 leading Internet Service Providers (ISPs) in Nigeria, fresh statistics from the Nigerian Communications Commission (NCC) has shown that Spectranet and Smile Communications are controlling the market with a combined total subscriber base of 350,135.

Only recently, Spectranet 4G LTE introduced a new promotional offer tagged full speed unlimited gold plan into its range of data plans for subscribers to enjoy.

The new product expectedly boosted the company’s lead in ISP services provision as the

Chief Executive Officer, David Venn said the introduction of the unlimited plan is aimed at meeting the ever growing demand by subscribers for more data to consume as they continue to experience the great service of Spectranet.

According to him, “The unlimited data plan, according to him, at a price of N18,000 for a one-month subscription provides users with unlimited upload and download without worries or fear of poor connection”.

In no particular order, other popular ISPs include Internet Solutions, Vodacom, Spectranet, ipNX, VDT, Smile Communications, Cobranet, Layer 3, NetAccess Communications Nigeria, e-Stream, Zinox, Coscharis Tech, Atlantic Geodynamics, MainOne Cables and Content Oasis with just one subscriber

The service providers, by the provision of the Nigerian Communications Act, (NCA 2003) are licensed for a period of five years before they are renewed in Nigeria.

Currently Spectranet is cruising on a leading subscribers base of 193, 892 among the ISPs segment.

Additional data released by the regulator show that a total of 37 Internet Service Providers (ISPs) in the country provide services for 390, 794 subscribers. But the calculation does not include majority who are riding on the services of Mobile Network Operators (MNOs) including Globacom, MTN, Airtel and Etisalat, which also provide Internet services.

Whereas the ISPs care for 390,794 subscribers, the MNOs provide Internet services to over 93 million users based on their Universal Access Service Licence (UASL) which enables them to service their customers via the narrowband and lately broadband.

Besides, out of the 390, 794 ISPs’ customers, only about 286,046 subscribers are currently active and serviced through fibre connectivity (broadband).

Analysts say with the speed of expansion and quality of service delivery by Spectranet, it will continue to lead the market for long.

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