GSM operators have suddenly gone stormy with all manner of value proposition introduced recently into the telecom market to the delight of their customers.

Although most subscribers, who are beneficiaries of the new value propositions seem to enjoy what looks like a price war among telecom operators, but the bottom-line is that operators are either eager to win more subscribers to their networks and increase their subscriber number, or they simply want to increase revenue, since the more the subscriber number on a network, the more money the network makes.

MTN, for instance, believes it is the largest network in the country with a subscriber base of 40 million out of the over 80 million subscribers across networks. The telecom company had not been too aggressive with new value proposition that will further increase subscriber number, but recently, it suddenly came out of its shell with earth-shaking value proposition that has brought so much delight among its teeming subscribers.

Popular among them is the MTN Magic Number (MMN), which allows subscribers to make unlimited monthly free calls 24/7, with a registered MTN number. According to MTN, all that the MTN subscriber need do is to register a particular MTN number and the subscriber automatically have access to free calls to and from the registered number any time any day. For registration, the subscriber will simply dial *563* number#. It however comes with a monthly charge of N250. Every month, the network deducts only N250 from the subscribers’ mobile phone and such subscriber is given access to free calls to and from the registered number. Waooo, as most people have tagged, and it is really making MTN subscribers go crazy, when compared to buying airtime and calling for N20 per minute or 35kobo per second.

Although subscribers still see it as MTN magic, majority of them are sceptical if MTN has the robust network to absorb the sudden surge from subscribers that are already showing interest to benefit from the MTN magic. Past experience from across networks have shown that opportunities like this will attract more and sudden subscribers to the network, and in the process, cause congestion on the network, if there was no network expansion to absorb the rate at which calls will hit the network in per second time.

Feelers from some quarters however show that it is pretty difficult to register magic numbers on the MTN network, owing to congestion that is already building up.

Another value proposition from MTN is the ‘family and friends,’ which allow MTN customer to register five local numbers and one international number. Four of the five local numbers must be MTN numbers. With it, MTN subscribers could make calls at 20 kobo per second, beginning from the very first second. To be register, subscribers will dial *560*1 number#.

Aitel, which re-branded recently, is not left out as the telecom company recently introduced a new and easy way to recharge mobile phones from the comfort of customers’ homes, offices, places of worship, recreational centres and even while travelling on the road courtesy of an innovative recharge solution called Airtel Wazobia Recharge. It is a denomination-less electronic recharge service which offers customers an opportunity to refill their phones and those of their friends and family members without having to scratch cards or buy physical recharge cards and vouchers. With the recharge solution, customers can refill their mobile lines via a registered electronic airtime vendor just as they can also perform the same service themselves either through an ATM/POS Terminal or by logging on to the company’s corporate website, for as low as N50.

According to Rajan Swaroop, managing director of Airtel Nigeria, “the initiative is consistent with the company’s mission to redefine freedom in telecommunications experience in Nigeria, delivering relevant, reliable and innovative solutions that empower their customers to overcome challenges in their daily life. Mobile telephony is a key component of our daily lives; therefore we can equate airtime to the fuel that drives our communication.” Swaroop said Wazobia Recharge will further empower existing and potential Airtel customers across the country, offering them more convenience, flexibility, freedom, and ease in recharging their phones with airtime.

Etisalat, the fourth entrant in the GSM circle has formally unveiled a repackaged and reloaded Easy Cliq that is designed to address the needs and lifestyle of youth market segment.

First launched in May 2009, the product impacted greatly on Nigerian youths, a situation that prompted its re-launch with additional features.

The new Easy Cliq comes with two new features; Cliq For The Week and Cliq For The Day, offer exciting experience and benefits on weekly and daily basis.

Cliq for the week comes with free data browsing for subscribers when they recharge with N200 or more weekly, but the Cliq for the day offers discounted call rate of 25 kobo per second to other Easy Cliq subscribers at a daily fee of N5.

The upgraded Easy Cliq also comes with features like unlimited SMS, free midnight calls, Talk ‘n’ share, Bonus on incoming calls and one cliq one tune, which endeared the product to the youth and young at heart.

Chief Commercial Officer for Etisalat, Mr Wael Ammar said the product was being packaged to meet the ever-increasing demand of the youth market for unique service offerings and data services.

Globacom on its part commenced the season 2 text4million promo, following huge success it recorded in the season one promo last year,

The season two promo produces two millionaires daily for the 100 days duration of the promo, with each receiving N1million daily.

Also in the loaded package, one subscriber will smile home with the monthly prize of N10 million, while the winner of the grand prize will go home with N30 million.

Other exciting prizes to be won in the promo include one brand new Toyota Venza car for three months, one HP laptop daily for 100 days, one motorbike daily for 100 days and 1000 subscribers will win N500 recharge card every week.

To participate, subscribers are required to text ‘WIN’ to 555 and stand a chance of winning fantastic prizes being offered in the promo.

The promo has started yielding results as lots of winners emerge weekly.

Tears of joy flowed down the chicks of Mrs Adebola Olugbenga, wife of a motor mechanic as she narrated their live struggles, while receiving a cheque of N10 million won by her husband, Olugbenga in the ongoing Season 2 Text4Million promo.

Short of words to express her gratitude to God and the management of Globacom, she said God has used the promo to move them out of poverty.

The several value propositions from telecom operators are no doubt exciting and they already creating fun and excitement in subscribers. But the truth remains that these value propositions are driving down cost of GSM services and making the telecom market more competitive, a situation that has been applauded by GSM subscribers.