In 2022, the Vodafone Group successfully completed the sale of its 70% stake in Vodafone Ghana to the Telecel Group. This significant transaction received official approval from the Ghanaian government in 2023.
Looking ahead, Telecel Group has outlined ambitious plans for a complete rebranding of Vodafone Ghana, set to unveil the new identity as “Telecel” by the conclusion of February 2024. This strategic move signifies a transformative shift in the telecommunications landscape, marking Telecel’s commitment to shaping the industry’s future in Ghana.
Telecel Group, a prominent player in the telecommunications industry, has just unveiled an exciting development that is set to reshape the landscape of telecom services in Ghana. In a bold move, the telecommunications operator has declared that Vodafone Ghana will undergo a comprehensive rebranding, fully adopting the Telecel identity by the close of February 2024.
This strategic decision follows Telecel Group’s acquisition of an impressive 70% stake in Vodafone Ghana, marking a significant milestone in February 2023. It’s noteworthy that the government of Ghana will retain a substantial 30% shareholding in Vodafone Ghana’s local holding company, GTCL.
CEO of Telecel Group, Moh Damush, shared insights into this transformative initiative, stating, “In February 2023, Telecel successfully concluded the acquisition of Vodafone Ghana, paving the way for an extensive rebranding initiative.” Emphasizing the broader implications, Damush highlighted, “This evolution goes beyond a mere name change; it symbolizes our unwavering dedication to advancing telecommunications in Ghana. Our renewed focus is geared towards meeting the dynamic needs of our valued customers.”
Expressing enthusiasm about the rebranding, Damush framed it as a decisive step into a future where innovation, quality, and customer satisfaction take center stage for the company. This announcement positions Telecel as a key player shaping the telecommunications landscape in Ghana, with a commitment to staying ahead in an ever-evolving industry. The move signifies not just a change in name but a strategic commitment to propel telecommunications in Ghana into a new era of excellence and customer-centric innovation.
In its continuous efforts to solidify its position in the Ghanaian market, Telecel recently took significant steps towards expansion. In October 2023, the telecommunications company successfully enhanced its network infrastructure by incorporating 300 additional 4G sites. Moreover, Telecel also introduced 4G+ technology, enabling users to experience even faster internet speeds.
Telecel Group’s CEO expressed the company’s commitment to delivering exceptional services to the Ghanaian population that surpass their expectations.
Reasons why Vodafone rebranding as Telecel
The ownership structure of Vodafone Ghana Telecom sees the Government of Ghana retaining a 30% stake, while Vodafone holds the majority at 70%. Despite this, Vodafone has faced challenges, experiencing a decline in market share compared to its major competitor, MTN.
- As of 2022, Vodafone only commanded an 18% share in the voice subscription market. Notably, Vodafone Ghana lagged behind in the 4G race, with MTN launching its 4G service in 2017, two years ahead of Vodafone’s 2019 entry into the 4G space. This delayed entry impacted Vodafone’s ability to compete effectively in the rapidly evolving landscape of 4G services, allowing its rival MTN to establish a considerable lead.
- Vodafone Ghana faces additional challenges impacting its performance, notably in the realm of customer service and complaint resolution. Numerous customers have expressed dissatisfaction with encounters involving what they describe as rude, unprofessional, and unhelpful staff when reaching out to Vodafone Ghana’s customer care center or visiting its retail outlets.
- Furthermore, there is a recurring theme of complaints not being addressed promptly or to the satisfaction of customers. This frustration has led some patrons to turn to social media platforms to vent their grievances and communicate their dissatisfaction with the service delivery of Vodafone Ghana. The apparent lapses in customer service contribute to the overall challenges faced by the telecommunications provider, highlighting the need for improvements in this crucial aspect of customer experience.
Therefore, Vodafone is departing from Ghana.
Ghana voice subscription Marketshare
