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Market-leading investment into DRCâ€™s future www.vodacom.cd

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Connecting People and

Vodacom has been creating opportunities in Congo for more than a decade; leveraging its influence as one of the world’s most renowned telecoms giants to enrich lives nationwide Writer: Matthew Staff Project Manager: Donovan Smith

ince launching its activities in Congo 13 years ago, Vodacom has gradually and increasingly realised its promise of saturating the entire country with its market-leading telecoms services, combining its unparalleled technological expertise with an arguably even more significant social influence on a national scale. Following its inception in May, 2002 the Vodacom Pty subsidiary has invested hundreds of millions of dollars in order to fulfil its aim of galvanising the levels of communication in the country, with the primary goal of making its full range of internationallyacclaimed products accessible to the entire Congolese population. Built upon its “connecting people, creating opportunities and changing lives” ethos, Vodacom’s network in the country now envelops 1,000 cities and 500 villages, comprising a total of more than 12 million subscribers. The person entrusted with overseeing such an extensive

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influence is the newly appointed Managing Director (MD), Murielle Lorilloux, who has already signalled her intent to expand the Company’s network infrastructure on a business level, while continuing the positive influence that has been established nationwide. “Vodacom has heavily invested in telecommunication infrastructures and has positioned itself as a data-leading company by providing to all Congolese the possibility to communicate and experiment the great power of 3G internet via the undersea cable,” the new MD explains. “Vodacom Congo is a socially responsible corporate that is involved in social welfare, health and

education throughout Congo. It also has a privileged partnership with the Congolese Government. “That’s why the company is committed to assisting the government to achieve its objectives.” Currently employing more than 1,500 permanent staff, and a further 25,000 indirectly, Vodacom’s position as market leader is firmly cemented, paving the way for the Company to focus on the ongoing marketing, education and unveiling of its trademark consumer services; comprising voice services, SMS messaging, 2G and 3G mobile internet, and its continent-famous M-Pesa mobile money solution.

Continuous network expansions

Bridging its three core customer segments across the mass market, youth, and high value consumers, the need to remain diverse and proactive in regards to technological innovation still remains significant despite the country’s relative immaturity surrounding some of the more niche offerings. The responsibility placed on Vodacom to therefore complement its products with a general enhancement of the national network has been paramount, and is something that Lorilloux is especially focused on improving further during her tenure. “Vodacom DRC has been investing

systematically in infrastructure and equipment of the latest generation to improve our customer experience,” she says. “From a voice quality, data speed and coverage perspective, our network has been deployed in such a way that it reaches the most remote areas of the country in a way worthy for DRC’s telecoms market leader.” Prior to the Company’s 2014 unveiling of its ‘rural coverage system’ - a new, flexible technology which promises to bring improved coverage to the most remote areas of Congo - Vodacom had already invested $484 million into the country’s infrastructure. The result: more than 7,000

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i-JETNET

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Network expansion promises total network coverage across the nation by the end of 2015

kilometres of fibre optic network laying the groundwork for an endof-2015 goal to achieve total network coverage across the nation. Lorilloux says: “Continuous network expansions are improving our geographical footprint far into the rural areas of our country as well improving our network deep inside the buildings of urban and suburban areas. “Vodacom uses, to the maximum, all technologies covered by its different licenses; such as 2G+ (gsm, gprs, edge), 3G+ (hspda, umts), WiMax and WiMax Evolution, Point-to-Multi-Point solutions, fibre optic and satellite connectivity, and dedicated customtailored solutions for VIP and high-end corporate customers. “We have also successfully tested 4G technology (mobile LTE) and prepared our network through a single RAN solution to be 4G ready.” Keeping ahead of the industry curve, not just in Congo but on a continental scale, is something which Vodacom as a brand has always prided itself on, and currently fits within a wider twoyear modernisation campaign being undertaken in the country. “During the campaign, all network elements have been upgraded to the latest generation of telecoms equipment available on the international markets,” Lorilloux continues. “This modernisation covered our access, transmission, core, signalling, billing, IT and back office equipment. We effectively put,

at the service of our customers, one of the most modern networks globally available.”

HR Talent

While network optimisation and world-class telecoms services are the bread and butter of Vodacom and Vodafone subsidiaries the world over, the Company’s notoriety in Congo and most prominent feather in its cap stems from its role in the communities and its commitment to enriching the lives of the wider population. While this evidently comprises vast levels of corporate social responsibility initiatives outside of its technological domain, the enrichment process begins within the industry itself; addressing a core challenge engrained into the country. Skills shortages have long been a bane of telecoms operators looking to reach international standards of working, but the Company has countered this through the development of its own HR Talent project. “HR Talent is part of the Human Resources Department at Vodacom Congo and is mainly in charge of talent acquisition, talent integration in the company and their development throughout their professional lifecycle,” Lorilloux says. “In regards to talent acquisition, in order to ensure that Vodacom Congo always attracts the best talent, HR Talent oversees the implementation of different

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...in order to ensure that Vodacom Congo always attracts the best talent, HR Talent oversees the implementation of different recruitment programmes

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recruitment programmes. “Those programmes are mainly designed to maintain a healthy talent pipeline and readily available pool.” The two programmes subsequently introduced are the Motomolo Bursary Programme and its tailored Graduate Programme to ensure that the most talented individuals available are not only being identified but are being honed and refined over the course of their academic development to gear them up for the working world. The next stage addresses talent integration, as Lorilloux explains: “HR Talent activities around integration are summed into the orientation or induction programme for new staff in the company. This programme is currently organised once a month (HR induction) and once every six months (overall company induction) where possible.” The delivery of learning and training programmes across the education element of development is then carried out in two formats; a structured basis as per the Company’s approved training plan, and an ad-hoc basis which is conducted more in line with dynamic industry demands. In regards to the former, the “training plan is compiled as per needs received from various departments yearly and delivered through a three-year period as per priorities determined by the Executive Committee”, Lorilloux notes. “The training needs are identified in each function according to performance dialogue principles and agreed upon with line management and staff. “An ad-hoc basis includes demands which rise outside training plans during the year. Those requests are dealt with through the formal submission of a duly approved training application form.”

specific initiatives designed to develop tailored skills for individual departments within the Company. Incorporating facets such as leadership programmes, finance education, managerial and supervisory skills development, and universitysupporting bursary schemes, it is this dedication to formulating bespoke solutions to industry challenges which makes Vodacom an employer of choice within the sector and country. “We launched our Employer of Choice campaign last August in order to reinforce the image of Vodacom as such in the Congolese market,” Lorilloux says. “The campaign has an overall external objective to strengthen the image of Vodacom as the best employer in the local market and attract the best talent to work for our organisation.” “We cannot achieve this objective without our own employees being ambassadors of that message externally.” The campaign has consequently begun internally across two main focuses; improving efficiencies of key internal employee practices, and reinforcing the benefits attached to

Employer of choice

Complementing Vodacom’s established talent development programmes are a series of more

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NAFI NETWORKS NAFI is a communication service provider, with over 20 years experience providing multi-layered services in the GSM, satellite and telecom industries. This has allowed us to grow into one of the largest distributors in the DRC. With excellent customer service and open all year round, we are always on call to provide the best pricing and offers, partnering with the biggest industry providers to sell original devices. Our range of products is as diversified and flexible as our customers. Everyone’s communication needs are different; hence we customize our products and services to suit the individual need of our clients, whether for home or office. Our superior service is maintained by a highly professional and dedicated staff, outstanding engineering skills and excellent organization. T +243 817 007732 E farhad@nafidrc.com

• Airtime sales • Mobile handsets and devices • Office computers and printers • PABX • LAN installation and cabling • Repairs of mobile handsets • Customised internet service solutions • Installation of telecommunication and GSM equipment • Managed services for large telecom operators such as Vodacom

NAFI Networks Mobile: +243 817 007732 Mobile: +243 814 440001 Email: farhad@nafidrc.com Skype: farhada5

We customize your

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THE COMMUNICATION GROUP

eet CMCT TCG; a full service communication agency that has witnessed rapid growth in The DRC’s emerging advertising market since its inception in 1994, originally under the name of CMCT Marketing & Communication. After joining Foote, Cone & Belding (FCB), one of the largest global advertising agency networks, we were able to combine our 21 years of experience and brand presence with international thinking and apply this to the local market.

the “status of the employee”. By creating this positive atmosphere and development culture within the Company, the knock-on effect that has subsequently been seen in its influence externally across the DRC has been made all the more concerted, consistent and sustainable.

the Company identifying the youth segment as its next target for potential growth. “Recent studies highlight youths’ preference on competing brands as they are offered tariffs which address their needs in terms of usage while clearing the key affordability barrier to staying connected with their loved Youth segment ones and preferred activities. Identifying and displaying key “Vodacom defines its youth segment differentiators in the telecoms as a group of users aged between market is something that all industry 15 and 24, and is convinced that the players must strive to achieve, and segment is a potential growth driver is something that Vodacom has since it accounts for more than half of succeeded in establishing across the country’s population.” all parameters set out for a leading The Company’s attentions have enterprise. therefore turned towards leveraging Lorilloux states: “Vodacom has done the Vodacom brand and reputation phenomenally well in DRC, maintaining to ensure it becomes the operator its positioning as the number one of choice among the youth segment telecom brand by all indicators, despite also, via its Vodacom Planete Jeune the entry of new competitors such as (Vodacom Youth Universe) initiative. Orange and Africel penetrating the Lorilloux continues: “Vodacom market with lower rate offers.” wants to provide a platform of This isn’t to say that there isn’t unlimited possibilities through this room for improvement though, with campaign where it is positioned as an

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Over the course of 20 years, CMCT TCG has retained a high level of professionalism across its staff, working across five departments including client service, media, research, field force and CREA (Creative and Production Department). Clients receive a one-stop shop service and the opportunity for a long-term business partnership formed on the basis of professionalism and trust. More than three-quarters of our clients hold a leading position in their respective sectors, and we look to support these clients throughout all their ventures. One such venture is with Vodacom Congo, who we have accompanied since the successful launch of its network in the country in 2002. Vodacom has revolutionised advertising in The DRC, investing in a whole host of iconic branding activities including quality TV productions and corporate social investments in the community. To date, we have assisted with the provision of strong communication campaigns that have helped to secure Vodacom’s position as the number one network in The DRC; always remaining one step ahead of the competition. Long may our relationship continue! T +27 (0)11 236 8600 E cmct.infos@gmail.com

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ACCESS BANK Having begun operations in 2009, Access Bank (RD Congo) has a capital base in excess of $16m and was one of the most profitable banks in the DRC in 2014. It was also listed as the best bank for civil servants payment in the DRC in 2014. It’s strong and experienced management team is focused on a retail strategy in building a sustainable business model. As a subsidiary of Access Bank Nigeria Plc, Access Bank DRC is committed to the Group’s vision of being the world’s most respected African bank and to SPEED, SERVICE and SECURITY for all its clients. T: +243 812 222123|+243 812 222160 E: infordcongo@accessbankplc.com

www.accessbankplc.com

prime position to build upon this first decade of prominence as one of the most recognisable brands, across any sector, within the country. The pressure now lies in ensuring that the Company never loses sight of the attributes that propelled Vodacom Addressing key performance indicators (KPIs) across the youth segment has been to such a commanding position in the important to company growth first place; by being the best from a technological standpoint, and the most considerate in enriching the country enabler to enhance youth experience incorporate awareness, emotion, at large. with dedicated youth propositions performance, uniqueness, value, “The next generation will be around products, tariff offers, leadership and consideration; all facets sponsorship programmes, training and which have become synonymous with living in a society dominated by technology in all aspect of their job opportunities.” Vodacom’s rise in the DRC over the daily lives. This futuristic vision has The Company’s JS8 campaign past 13 years. already started today,” Lorilloux further compounds this commitment The Company’s notoriety has concludes. “Communications, to improving offerings to this segment reached such an extent that it now telecommunications, internet and data of the population, addressing tariff breaches the entertainment domain access, etc. will all be indispensable in concerns specifically through dedicated via its Vodacom Best of the Best offers and engagement programmes. singing competition which is now one one’s daily routines. “Therefore, including such of the most successful shows in the technologies and teaching our children Best of the Best history of Congolese television. KPIs across the youth segment Demonstrating yet another string in how to deal with them is a moral and over the coming months and years the Vodacom bow, the business is in a civic obligation.”

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FOR MORE INFORMATION infordcongo@accessbankplc.com www.accessbankplc.com

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VODACOM CONGO Vodacom Corporate Park 3157, Boulevard du 30 Juin Mobil-Oil Building 2em Etage Kinshasa - Gombe Democratic Republic of Congo Tel: +243 81 313 1000 Vodacom@vodacom.cd