Celtel floods market with cheap phones

To increase its subscriber base, Celtel last week flooded the streets of Freetown with customized ZTE C160 phones that included the network's SIM card.

The phones are being sold for just 75,000 Leones (US$25) each. Though the ZTE model, as well as its technology, is new to most of the people, the phone’s slashed price, along with an additional free 50-unit call credit and 25 free SMSes, enticed users to the promotional product.

Buyers have been saying that they appreciate the product, but are displeased that the phone can only operate with a Celtel SIM.

Despite being a market power, Celtel has been struggling to maintain its standing as the country’s leading GSM (Global System for Mobile Communications) operator due to stiff competition from Comium and lately, TiGo.

Cetel's marketing campaign has been viewed by some market observers to be part of the company's effort to shrug off the high-class tag many Sierra Leoneans have labeled it since its inception in 2000. The network is believed to be for well-to-do users because of its tariff plans, which are too high for typical Sierra Leoneans to afford.

Celtel has been the pioneer mobile provider in the country, with the widest coverage -- including coverage in provinces where other networks have yet to launch. Unofficial figures show Celtel's subscriber base to be 250,000.