New services spur Sierra Leone mobile sector

Though mobile phone services were once deemed too expensive for ordinary citizens in Sierra Leone, they are on the rise, thanks to creative efforts on the part of service providers.

Attitudes toward mobile services started changing two to three years ago, though mobile operator Celtel first entered the country’s small market in early 2000, followed by Millicom (now tiGo).

Telecom is the most thriving sector, after mining, in Sierra Leone, according to a report by Maxwell Massaquoi, an expert in telecom business support and operation support systems. Mobile phone use in Sierra Leone grew by 18 percent from 2006 to 2007, reaching 110,000 users, the report said.

Deregulation and switching collocation, which facilitates network connectivity, have softened the firm grip of monopoly on the telecom industry by government-owned telecom operator Sierra Leone Telecommunications (Sierratel).

It is possible to get a SIM pack of choice for as low as 5,000 leones (US$1.65) today, compared to 150,000 leones three years ago.

Post-conflict Sierra Leone, which has a 70 percent illiteracy rate, is steadily embracing the technology-sector globalization after its economy and infrastructure were destroyed, dramatically reducing the government's revenue base.

Business people are beginning to value the usefulness of mobile services, while some working-class parents use phones to monitor the activities of their children. Other consumers purchase mobile phones to ease the stress of moving around in the congested Freetown traffic.

Mobile operators are employing various methods to achieve uptake of their services. From promotional events to improvement in customer services, Celtel, Comium, tiGo and Africell –the four telecom operators in the country -- are engaged in stiff competition.

Services such as free monthly SMSes; different tariff plans like the Moonlight Plan, which charges one unit per minute for Celtel to Celtel calls between 11 p.m. and 6 a.m.; and the recent introduction of mobile Internet access gave the pioneering mobile operator -- which has the widest coverage in the country -- an edge.

The large number of soccer-loving Sierra Leoneans spurred Africell to give out SIM packs with a leather football for 10,000 leones (US$3.40). It also offers free calls for its users from 2 a.m. to 6 a.m.

TiGo started the gift dash by offering transistor radios for a purchase of call credits up to 10,000 leones. Later it gave out torch lights and custom-made wristwatches for the same amount. TiGo also offers a free Multi Media Messaging Service (MMS), cheap international calls, live score service that provides updates of league matches via SMS, and free calls from 12 a.m. to 6 a.m. daily.

On its part, Comium allows network users to receive a 5 percent bonus on credits purchased and on calls received from other networks.

In addition, the four networks now transfer credits electronically from several points of sale.