Winning wallet share through intelligent, personalised pricing
TNM has been using Digitata's Dynamic Tariffing System since 2012 under the product name of Yanga. TNM's Yanga is a service where subscribers enjoy intelligently priced voice calls and data bundles based on time, location and subscriber segment.
Over 70% of TNM's active prepaid subscribers are registered with Yanga — making it one of the most successful dynamic pricing deployments in Africa.
TNM operates in a duopoly with high "dual-simming" in the market. Digitata was tasked to conceptualise and execute a strategy to increase TNM's market and wallet share.
The key metrics measured for success were off-net MOU and revenue increase.
Increase market share and increase off-net subscriber activity (MOU) to make TNM the primary SIM for dual-SIM users.
Target off-net voice rates in three stages to encourage existing subscribers to make TNM their primary SIM, improving wallet share progressively.
Campaign focused on subscribers segmented by location, time, and subscriber value — with high-value customers targeted to maximise revenue impact.
Digitata's Dynamic Tariffing Solution delivered intelligently priced off-net and on-net offers on Voice Pay As You Go, driving sustained market share growth over 5 years.