Orange is one of three operators that hold multi-service licenses with Mascom (an MTN subsidiary) and BTC, the incumbent operator. In 2014, Orange cemented its number two ranking in the mobile market, with 900,000 active customers at year-end (source: Orange Botswana) and a market share of 32% (source: Botswana Telecommunication Authority). Mobile voice and SMS represented 67% of revenues, and new data services (data and content) grew strongly (up 57% compared with 2013). 2014 also saw the launch of innovative services such as International Airtime Transfer (service to purchase credit for friends and family abroad), for example. Furthermore, Orange continued to develop the Orange Money solution and ranked number one with 63% of market share (source: Botswana Telecommunication Authority). The Orange mobile network covers nearly the entire population of Botswana, including more than 50% for 3G services (with 21-42 Mbits/s). At the end of 2014, the regulatory authority authorized Orange Botswana to launch 4G, and the first sites have been deployed. Orange has a distribution network of 19 stores around the country, plus an indirect distribution network made up of retail chains and wholesalers.
Orange Botswana’s priorities for 2015 will be as follows:
continued growth in the number of customers; the launch of 4G convergence offers; growth in mobile data usages and content; growth in revenue in the Enterprise segment; continued excellence in the customer experience.