MTN Rwandacell PLC (MTN Rwanda) recently entered into a cooperation agreement with data platform Bboxx, aiming to accelerate smartphone adoption in Rwanda. Under this agreement, Bboxx will offer Rwandans simplified and accessible smartphone payment plans spanning six or twelve months. In return, MTN Rwanda will provide subscribers with SIM cards.
This partnership aligns with the shared goal of the Rwandan government and MTN Rwanda to "connect Rwanda" by ensuring smartphone access for every household. In November 2022, MTN Rwanda had already introduced a smartphone and tablet financing program in collaboration with the Bank of Kigali (BK).
Moreover, this initiative addresses the challenge of affordability, as smartphones remain out of reach for many African consumers. GSMA reports that only 49% of Sub-Saharan Africa's 515 million unique mobile subscribers use smartphones, with approximately 75% of the population not owning one.
The project not only helps MTN attract new subscribers but also enhances its position in the Rwandan telecom market. Presently, MTN holds a 61.9% market share, while Airtel has 38.1%, according to Rwanda Utilities Regulatory Authority (RURA) statistics. As smartphone adoption increases, there will be a surge in demand for high-speed connectivity, contributing to MTN Rwanda's revenue growth.
