A leader in South Africa’s telecommunications sector, Telkom has redefined the role of mobile telecommunication companies by driving economic growth and community empowerment in the country.
“Our focus has always been to deliver the best value to our customers through various innovations.”
The growth of telecommunications has revamped how we interact on the continent, and this ease of communication is an aspect of the industry that Gugu Mthembu, Telkom’s Chief Marketing Officer, appreciates.
The volume of data circulating correlates with the growth of the telecommunications industry. Telecoms has cemented itself as one of the main pillars of South Africa’s economy and, along with pay-TV service revenue, generated $9.4 billion in 2023, as stated by Global Data.
Introduced to the mobile telecommunications industry through her interest in information technology and problem-solving, Mthembu quickly developed a passion for marketing, viewing it as a pivotal aspect of a company’s success.
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With over a decade of experience in marketing leadership, primarily within the telecommunications sector, Mthembu has identified marketing as a strategic function to deliver value to customers, the business, and shareholders.
She’s found that Telkom provides an ideal environment for her to effectively execute these strategies.
The power of connectivity
In a saturated and price-sensitive market, it becomes a company’s top priority to both build and maintain a resilient brand that will not only contribute to the telecommunications market but also lead it.
“Competitiveness for Telkom is driven by the well-differentiated and disruptive products we have launched in the market,” explains Mthembu.
“Our focus has always been to deliver the best value to our customers through various innovations.”
With this, Telkom’s main investments include fibre optic networks, mobile networks, data centers and technological advancements, to ensure reliable and high-speed connectivity.
In addition to its innovative prowess is the brand’s strong adaptiveness, particuarly with market changes and customer preferences, which Mthembu identifies as one of the traits needed to build a sustainable and resilient business.
That said, there’s another aspect that sets Telkom apart from its competitors.
“Establishing a strong brand purpose that resonates with customers and maintaining a positive reputation is vital,” she says.
For instance, the consumer brand’s latest campaign slogan, “Possible begins here”, speaks to the company’s values of driving transformation to unlock progress in the lives of its customers.
“Our new brand expression is a representation of how the power of being connected through Telkom helps consumers push the boundaries and move beyond good, to great,” comments Mthembu.
Consistently on call
For many mobile network companies, their innovations often involve advancements in technology generation, such as the introduction of 5G. Telkom has gone beyond that by using its innovative competence to improve customer satisfaction.
“By addressing changing consumer behaviors, we ensure continued relevance and enhance customer satisfaction and loyalty,” says Mthembu.
For instance, Telkom’s investment and continuous improvement of its marketing technology (MarTech) suite has led to an improvement in responsiveness.
Mthembu adds that the brand’s quest to improve its customer relations now also includes in-store experiences, thanks to the introduction of the ‘Store of the Future’.
“It has revolutionized the retail landscape, offering our customers a unique, unforgettable and immersive experience that combines cutting-edge technology with unparalleled convenience and entertainment.”
Telkom also works to enhance entertainment options for customers, offering access to streaming platforms and online gaming.
“We partner with various organizations, such as Amazon, to give our customers more value so they can benefit from being connected,” she says.
“We also understand the ability of gaming to develop cognitive, critical thinking and problem-solving skills, and its contribution to relaxation and leisure, hence our continuous
investment in the Telkom vs Gaming platform.”
Beyond communication
Despite being a telecommunications company, Telkom does more than improve communication lines.
The company also leverages connectivity to significantly enhance customer experiences and improve their quality of life.
As we know, information is the biggest commodity that we possess and access to it can improve our lives.
With that understanding, Telkom allows customers to access a wealth of information and online services, which includes the TelkomLearn platform – an educational resource where Telkom accelerates digital inclusion and improves access to quality education.
“One of the few initiatives we have embarked on that brings collaborative partnerships to life for the broader benefit of society, is the Innovation Labs we have with higher education institutions in South Africa,” explains Mthembu, who adds that innovation that benefits business and society is crucial.
The company understands the role that small businesses play in growing the economy, which is why they work to facilitate smooth operations, collaboration among teams, and customer interactions.
“We also enable businesses to leverage the power of online presence through digital marketing solutions and our Yep! Digital marketplace” says Mthembu, who describes Yep! As a thriving small business fraternity that contributes to economic growth and job creation, benefiting communities and the society at large.
Furthermore, according to Mthembu, the Telkom Future-makers program, which has benefited 2,500 SMEs to date, ensures that SMEs operating in the technology field are able to participate in the economy through skills development, mentorship, funding, and access to markets.
Technology, gender equality and the power of sport
With a background in the South African information and communications technology (ICT) sector, Mthembu is well aware of the gender equality imbalance that exists within the industry.
Coupled with the lack of investment identified in female sports, Telkom has chosen to address both of these important issues.
“Unless brands and investors boldly involve themselves in initiatives that redress these imbalances, nothing will change,” states Mthembu.
Shedding light on the brand’s corporate social responsibility (CSR) goals, Mthembu explains that the purpose is to contribute to the transformation of disenfranchised communities through meaningful and sustainable development programs, one of which is focused on netball.
“We believe that we need to throw our weight behind this sport which gives young girls and women the possibility of a career in sports, and at a global scale,” says Mthembu.
Telkom also sponsors the Wired4Women Awards, an act that reflects the company’s commitment to diversity in the technology sector.
“By supporting these awards, we aim to champion female excellence and promote gender diversity, ensuring that women’s contributions are celebrated and acknowledged,” explains Mthembu, who views the awards as a holistic approach to ensuring a sustainable pipeline for women in technology fields and a platform to provide role models for future generations.
With their commitment to innovation, customer satisfaction, and societal improvement, Telkom has set a new standard for telecommunications and paved the way for a more connected and empowered future.
As the world continues to find new ways to communicate, Telkom is working to ensure that no words are left unsaid and that no one is left behind.
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DISCLAIMER: Brand Voice is a paid program. Articles appearing in this section have been commercially supported.