MTN, Africa’s largest telecom provider with over 270 million customers across 19 countries, is transforming its operations through advanced data analytics. The introduction of its in 2023 has enabled MTN to process 4 trillion data records monthly, improving network performance, customer experience, and financial inclusion efforts. By leveraging tools like Google Cloud and AI, MTN optimizes network reliability, predicts maintenance needs, and personalizes services, reducing customer churn by 15%.

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This data-driven approach positions MTN as a leader in Africa’s growing digital economy, addressing challenges like infrastructure gaps, regulatory hurdles, and skills shortages. With investments in AI, 5G, and cloud technology, MTN is setting new standards for telecom services across the continent.

MTN’s transformation in data analytics hinges on a robust technology stack capable of handling massive data volumes across 19 African markets. The company has centered its analytics capabilities on three core technological pillars, working seamlessly to deliver real-time insights and enhance customer experiences. Here’s a closer look at how MTN leverages technology to reshape its operations.

The is the cornerstone of MTN’s data analytics framework, designed to unify data from various markets. At its core lies , supported by Google Cloud tools such as . This setup enables MTN to process trillions of records every month across its operations.

The platform was developed through collaboration with data scientists from 11 African countries, ensuring it addressed the unique challenges of each market while maintaining a consistent approach across the continent. Deloitte played a key role in this initiative, bringing their expertise in Google Cloud solutions and their deep experience in Africa’s diverse markets.

"Deloitte brought the skills to make this project work at scale, helping us to cover everything from change management and decision-making to the actual platform tooling."
– Mohanoe Mokhitli

ADAM’s impact is already evident. For instance, sales teams now rely on insights from the platform to create customized service bundles for different customer segments. This has shifted MTN’s approach from generic offerings to highly targeted solutions. Its intuitive design has also made analytics accessible to employees across the organization, encouraging widespread adoption and turning insights into meaningful customer outcomes.

MTN uses advanced predictive modeling techniques to anticipate customer behavior and refine its service offerings. By analyzing data, the company segments its customers and predicts churn, a critical capability in Africa’s competitive telecom industry. These segments are based on factors like demographics, behavior, and preferences, allowing MTN to deliver tailored messages and services to specific groups.

This personalized approach aligns with customer expectations – 71% of customers want personalized interactions, while 76% express frustration when personalization is lacking. Additionally, MTN monitors social media and applies predictive analytics to gauge customer sentiment, enabling proactive responses to issues before they escalate. By embedding data-driven decision-making across its technical, marketing, and customer service teams, MTN ensures these predictive insights are translated into actionable strategies that improve customer satisfaction.

Cloud technology plays a vital role in supporting these advanced analytics capabilities.

MTN’s analytics infrastructure is built on , which offers powerful connectivity, scalability, and analytical tools. A key element of this setup is , which allows MTN to analyze billions of records with speed and efficiency.

"In addition to the sheer power of Vertex AI and BigQuery, we have also benefited from its ease of use. With Google Cloud, we can make sure MTN business users can take advantage of the technologies regardless of their IT experience. This has helped to drive adoption among our business units, which translates to a greater customer impact."
– Dr Quentin Williams, Associate Director at Deloitte Consulting

The cloud infrastructure gives MTN the flexibility to scale its operations across 19 markets without needing physical servers in each location. This reduces both capital and operational costs through a pay-as-you-go model. Moreover, real-time resource optimization allows MTN to adjust capacity based on regional demand, addressing the varying needs of urban and rural users. With cloud computing in Africa growing at annual rates of 25% to 30%, MTN’s early investment in this technology sets the stage for continued growth. This seamless integration not only boosts operational efficiency but also enhances service delivery across the continent.

"If you look back at our business when this project kicked off and compare it to where we are now, we have closed a significant skills gap that held us back from data-driven decision making."
– Mohanoe Mokhitli

MTN has taken a major step forward in network management across Africa, thanks to its advanced ADAM platform. By moving from a reactive approach to proactive optimization, MTN has significantly improved both performance and reliability in its operations. Using real-time data insights, the company makes informed decisions about network investments and maintenance, addressing challenges like urban congestion and rural connectivity gaps. Here’s how MTN’s strategies are driving these advancements.

In its 19 African markets, MTN uses extensive data analytics to enhance network speed, reliability, and efficiency. By examining key performance indicators (KPIs), Net Promoter Score (NPS) data, and uplink and downlink speeds from drive tests, the company identifies areas for improvement. This enables MTN to upgrade users to the best available network technologies, lowering voice and data costs while boosting service quality and overall efficiency.

Take Nigeria, for example. In Q2 2024, MTN achieved a median download speed of 95.62 Mbps and a median upload speed of 17.01 Mbps. The company also allocated $120 million to expand 5G coverage from 3% to 11%, bringing high-speed services to key cities across all six regions.

In Rwanda, MTN introduced UTMS 900MHz technology, which greatly enhanced internet coverage and data speeds. This move resulted in a rise in network NPS from 2% to 18% between Q2 2018 and Q2 2019. Market share grew by 11 percentage points to 54%, while subscribers increased by 23%. Revenue and EBITDA also saw impressive growth, climbing 27% and 24%, respectively. Similarly, in Ghana, investments in 3G and 4G network expansion improved NPS from 8% to 17%. Voice revenue grew by 13%, data revenue by 26%, and overall revenues and EBITDA rose by 19% and 24%, respectively, during the same period.

To ensure resources are used effectively, MTN employs a "smart capex" strategy. This approach prioritizes upgrades to radio sites where they will have the most impact on customer satisfaction and network performance.

While these efforts enhance network capabilities, MTN’s use of analytics also helps prevent issues before they arise.

MTN has transitioned from reactive repairs to proactive maintenance, using machine learning algorithms to analyze network data and spot early warning signs of potential problems. This shift allows the company to address issues before they impact customers. For instance, in Nigeria, MTN is testing predictive analytics to identify faults in high-density areas like Lagos and Abuja. Real-time systems detect anomalies such as signal drops, power outages, or overheating, enabling swift intervention by technical teams.

In Sudan, MTN has taken predictive maintenance a step further by deploying LigaData‘s analytics and AI platform. This tool consolidates subscriber data into a unified, real-time view, enabling faster and more informed decision-making. As Ahmed Mustafa, MTN Sudan’s Chief Information Officer, explained, this approach supports the company’s broader digital transformation goals.

Energy efficiency is another area where predictive analytics shine. In South Africa, MTN uses Huawei‘s PowerStar solution, an AI-driven system that optimizes energy use based on site traffic demand. Trials show that a network with 1,000 sites can save 1.46 million kWh of power annually, reducing carbon emissions by 1.37 kilotons. Additionally, AI-powered mobile tools assist engineers by diagnosing site issues in real time and recommending fixes even before they arrive, cutting down on repair times significantly.

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Building on its network optimization achievements, MTN has embraced data analytics to reshape how it engages with customers across its 19 African markets. By focusing on customer behavior patterns, the company transforms insights into practical improvements. This shift from one-size-fits-all solutions to real-time, tailored personalization allows MTN to better meet individual customer needs, setting a new standard for service delivery.

At the heart of MTN’s personalization efforts is its Advanced Data Analytics Management (ADAM) Platform. This platform empowers sales teams to craft service bundles that align with specific customer usage patterns, moving away from generic promotions to offers that genuinely resonate with individual preferences.

One standout example of this strategy is MTN Nigeria’s collaboration with Meta Platforms to enhance WhatsApp communication. By analyzing data and conducting real-time testing, the partnership identified areas for network improvement and optimized both the app and supporting infrastructure. The results were impressive – a 50% boost in key performance indicators for real-time communication services. Moreover, in South Africa, WhatsApp voice calls using 1GB of MTN data are over 95% cheaper than traditional voice bundles.

MTN also uses location-based services to connect with customers through micro-targeted campaigns. These initiatives deliver personalized promotions to specific geographic areas, with MTN Nigeria alone processing vast amounts of data daily to drive these efforts.

Beyond personalization, MTN leverages segmentation to strengthen customer loyalty by addressing individual concerns proactively.

MTN employs advanced customer segmentation strategies to identify and retain at-risk customers. By analyzing why customers might leave – whether due to network issues, poor service, or high data costs – the company develops targeted solutions for each scenario.

Reason for Churn	Prevention Strategies
Network Issues	Address network problems and improve service quality, offering incentives to affected users
Poor Customer Service	Launch initiatives to enhance service quality and provide specialized support
High Cost of Data	Offer loyalty programs and discounts tailored to customers’ cost concerns

This focus on retention has delivered tangible results. For example, MTN has adopted the Genesys Cloud CX platform in South Africa, Nigeria, and Uganda to enhance customer care. This cloud-native solution, combined with advanced AI tools, has significantly improved operational efficiency. In South Africa, call volumes dropped by 40% year-over-year, reflecting better customer satisfaction.

"As we navigate the complexities of a digital world, this transition to a leading-edge cloud-native Contact Centre as a Service (CCaaS) solution serves as a cornerstone for reimagining customer care", explains Nikos Angelopoulos, MTN’s group chief information officer.

Additionally, MTN uses predictive analytics to anticipate which customers might consider leaving, enabling timely interventions with personalized offers or service enhancements.

Through these data-driven strategies, MTN has evolved from a traditional telecom provider into a customer-focused organization, capable of anticipating and meeting the unique needs of its diverse customer base across Africa.

MTN’s use of data analytics goes far beyond improving its network and customer service. The company’s vast reach has made it a driving force for economic progress across Africa, pushing forward financial access, digital change, and solutions to key developmental challenges.

MTN’s mobile money platform, , is a game-changer for financial access in Africa. With over 60 million active users across multiple markets, it rivals some of the world’s leading FinTech companies in terms of monthly activity. This is especially impactful in a region where more than 500 million people remain outside formal financial systems.

By leveraging data analytics, MTN has introduced innovative financial services. For example, in October 2023, MTN partnered with Experian through its subsidiary Chenosis to use mobile phone call data records (CDRs) for credit scoring in South Africa. This collaboration enables Experian to access consented data from MTN users, such as airtime and data purchase patterns, to create alternative credit scores for populations traditionally excluded from financial services.

"Access to financial services is fundamental. Without it, people are excluded from the global economy. Our services are the equaliser allowing individuals in frontier markets to participate in trade, store value, and ultimately improve their quality of life", says Hermann Tischendorf, Chief Information & Technology Officer at MTN MoMo.

The potential impact of financial inclusion is massive. TransUnion Africa estimates that integrating excluded individuals into the economy could add around $173 billion to South Africa’s GDP alone. MTN’s venture into banking services in South Africa further highlights its dedication to reaching underserved communities that traditional banks have often overlooked.

But MTN’s data-driven efforts aren’t limited to finance – they also focus on broader development and connectivity.

MTN uses its data analytics platform to support a wide range of development programs that extend beyond telecommunications. These initiatives include efforts in education, entrepreneurship, and digital literacy. By analyzing data, MTN identifies areas most in need and measures the effectiveness of its programs.

One major area of focus is . Research shows that closing gender gaps in workforce participation and digital access could boost Africa’s GDP by over $300 billion by 2025. MTN has implemented gender-focused programs in Liberia, South Africa, and Cameroon, helping women gain technical skills and fostering local entrepreneurship.

MTN’s partnership with Huawei to establish innovation labs across Africa underscores its commitment to creating solutions tailored to the continent’s needs. Ralph Mupita, President and CEO of MTN Group, emphasizes:

"This lab further demonstrates our commitment to developing relevant, sustainable, and transformative solutions designed specifically for the African context and signifies a strategic investment in Africa’s future – It’s about solutions born in Africa, for Africa. It will catalyse the growth of the digital economy, fostering innovation and generating long‐lasting opportunities to empower communities and advance the continent’s development."

Despite its progress, MTN faces significant challenges in using data analytics to drive economic impact. These hurdles include navigating complex regulations, addressing infrastructure gaps, and overcoming economic instability across its 19 markets.

are a major issue. Africa has only about 85 data centers – less than 1% of the global total – making cloud adoption and advanced technologies like artificial intelligence harder to implement. MTN tackles these issues through strategic partnerships and investments in infrastructure.

Another challenge is the . The global data science platform market, valued at $95 billion in 2021, is expected to grow by over 27% annually through 2030, but Africa lacks the specialized talent to meet this demand. To address this, MTN has teamed up with SAS Training to provide data analytics education for young people.

"For Africa to realise its full potential, we need to address the lack of skills funding", explains Ebenezer Asante, MTN Group Senior Vice President for Markets.

Regulatory complexity across different countries adds another layer of difficulty. MTN works closely with regulators to ensure compliance while advocating for policies that promote digital transformation. Selorm Adadevoh, MTN Group’s Chief Commercial Officer, highlights the company’s commitment:

"We are committed to ensuring that data is used responsibly, with the customer’s interests at the forefront. This is a model of what responsible innovation can look like."

Political and economic instability in some regions also poses risks. MTN mitigates these challenges by diversifying its investments, focusing on stable markets while maintaining a presence in developing areas where its services can make a meaningful difference.

Through these strategies, MTN continues to harness data analytics to drive economic progress across Africa, even as it navigates a complex and challenging landscape.

MTN’s embrace of data analytics has reshaped the African telecom landscape. From managing basic network data to processing an astonishing 4 trillion data records every month across 19 countries, the company exemplifies the depth of digital transformation taking place on the continent. This evolution highlights immediate successes while opening doors to future possibilities.

The success of the ADAM Platform, which enables near real-time insights into customer preferences for over 270 million subscribers, has driven measurable improvements across MTN’s operations. For instance, predictive analytics has significantly enhanced network performance. A collaboration between MTN Nigeria and Meta in 2025 resulted in a 50% boost in key performance metrics for voice and video calls on widely used digital platforms. Similarly, MTN Sudan’s application of AI for real-time decision-making underscores the effectiveness of this data-driven approach .

In South Africa, MTN’s adoption of Huawei’s PowerStar solution demonstrates how smart analytics can deliver environmental benefits. The initiative has led to annual energy savings of 1.46 million kWh for a typical 1,000-site network, cutting carbon emissions by 1.37 kilotons. Additionally, the transition to the Genesys Cloud CX platform slashed call volumes by 40% year-over-year.

The economic impact of MTN’s efforts is equally striking. In Nigeria, MTN contributes 7% to the nation’s GDP, while its MTN MoMo platform now supports over 60 million active users, enabling financial services for underserved populations . Africa’s growing digital financial ecosystem is further reflected in the $100 billion in remittances received by the continent in 2023, representing about 6% of its GDP.

Looking ahead, MTN’s strong foundation in data analytics positions it to take advantage of Africa’s rapidly growing digital economy. The continent’s data center market is forecast to nearly double, reaching $6.81 billion by 2030, while the storage market is expected to generate $1.20 billion in revenue by 2025, growing at an annual rate of 10.63% through 2029.

The rollout of 5G networks represents another significant opportunity. As MTN Nigeria CEO Karl Toriola explains:

"We see 5G as a transformative platform enabling new services and applications, particularly in IoT, smart cities, and Industry 4.0".

To fully realize these advancements, ongoing investment in AI-ready infrastructure and edge computing will be essential.

Sustainability initiatives also hold promise. The push for green data centers in Sub-Saharan Africa aligns with MTN’s energy optimization successes, offering the potential to lower operational costs while unlocking new revenue streams.

A critical challenge remains in addressing the skills gap. Reflecting on MTN’s progress, Mohanoe Mokhitli, General Manager of Data and Analytics at MTN Group, remarked:

"If you look back at our business when this project kicked off and compare it to where we are now, we have closed a significant skills gap that held us back from data-driven decision making".

Investing in workforce training and fostering strategic partnerships will be key to maintaining momentum.

With Africa’s digital payments economy projected to reach $1.5 trillion by 2030, MTN’s existing infrastructure and customer relationships give it a strong foothold in this expanding market.

MTN’s journey in data analytics shows how African telecom companies can thrive on a global stage while driving local development. By balancing technological progress with a commitment to social impact, MTN offers a roadmap for sustainable growth in Africa’s evolving digital economy. Its achievements not only elevate its own operations but also set a benchmark for how data can drive progress across the telecom sector.

MTN’s ADAM Platform combines , , and to enhance network performance and improve the customer experience. By processing real-time data, the platform pinpoints customer preferences, allowing MTN to deliver tailored services and address potential issues before they escalate.

This strategy boosts service reliability while streamlining the management of telecom networks, providing a smooth and uninterrupted experience for millions of users across Africa.

MTN uses to gain insights into unbanked and underbanked communities, helping them create solutions specifically designed for these groups. By studying customer data, MTN improves credit scoring and risk evaluation, which opens the door for more people in underserved populations to access financial services.

Beyond this, MTN applies analytics to grow its digital financial services, partner with financial institutions, and develop products tailored to unique needs. These initiatives are key to lowering barriers to financial access and boosting economic inclusion throughout Africa.

MTN faces a number of hurdles when it comes to using advanced data analytics effectively. Key challenges include , , regulatory requirements, and a lack of skilled professionals. These barriers can make it tough to fully leverage analytics in their operations.

To tackle these problems, MTN has implemented several measures. They’ve invested in training programs to upskill their workforce and address the talent shortage. Additionally, they’ve introduced cutting-edge data platforms to improve how data is managed. These initiatives aim to boost efficiency, stay compliant with regulations, and enhance the customer experience by making smarter use of data analytics.