Hugely Successful Saka ‘I don Port’ ad fails to save MTN.

It appears the hugely successful ‘I don Port’ ad by MTN that featured popular actor Hafiz Oyetoro, aka Saka has failed to work the magic for the leading telecommunications company. The latest mobile number portability (MNP) figures from the Nigerian Communications Commission (NCC) show that MTN is the first casualty of the mobile number portability scheme as it lost the highest number of subscribers among the big four operators.

MTN recorded 49 percent of porting loss in May 2013 and 47 per cent loss in June 2013. It only recorded 10 percent and 9 per cent porting gains respectively over the same period.

Etisalat recorded the least loss and had the highest gains of porting subscribers in May and June 2013. The company had 44 percent porting gain in May and 50 per cent in June 2013, the highest porting gain so far, and recorded only 11 per cent loss in May and also 11 per cent in June.

Glo followed MTN Nigeria by recording losses of 23 per cent; Airtel Nigeria was number three with overall loss of 17 per cent. Glo only gained 17 per cent in May and 29 per cent in June while Airtel made 29 per cent gain in May and 12 per cent in June.