One of Zimbabwe’s leading transnational blue chip telecommunication companies, ECONET, is once again promising the local market a miraculous transformation of the country’s Information Communication Technology [ICT]. For several years, the ambitious Strive Masiyiwa-owned enterprise has been trumpeting molten corporate lava on new 3rd Generation platform [3G], spending thousands of dollars in the process to seek attention from habitually technology-averse Zimbabweans. A massive excavation along Zimbabwe’s main trunk road is now been backed with more promises of memorable fibre optic 4G revolution.
If customer satisfaction was measured per capita of advertising and promotional ad spend, ECONET would probably be running out of space on the human utility scale! There are those who argue that a proliferation of ninety base stations in ninety days to support a two million plus subscriber base is the ultimate symbol of success, not to mention high share prices, exciting dividends and healthy bottom line. Others also insist that a company that has a hundred square metre full colour billboards at every major intersection in every major town is a symbol of marketing excellence. No doubt there are similar such experiences across the length and breadth of the African continent. Unfortunately, I am not convinced that market dominance is a precursor to customer satisfaction; rather, it evolves into irritating monopolistic behaviour.
The global corporate graveyard is littered with big spend ventures whose customer satisfaction index – for want of a term – is no higher than the intelligence quotient [IQ] of the cockroach hiding in a dark corner of your laptop case. At one time, it was impossible to send short message services [SMS] on Fridays through the ECONET network, let alone make a call. Their engineers, as expected, had a perfect explanation. Subscriber rates, they mourned, were literally controlled by business-hostile central government regulators, so much so that the use of local Zimbabwe dollar currency rendered sustainable service delivery impossible. The market accepted the explanation, and waited with abated breadth for the day when the nervous ZANU-PF government would allow use of ‘foreign’ currency in local transactions. I remember – ironically with a tinge of trepidation and amusement – that my account was arbitrarily ‘converted’ to pay-as-you-go for reasons only known to the late Egyptian Tutankhamen. My and every account holder’s protests fell on deaf, highly-paid electronic ears.
As fate would have it, we are almost two years into the multicurrency use, but I am yet to experience a ‘phenomenal rise’ in service delivery. When wireless internet provision became fashionable, competition from ‘fixed’ broadband pioneers like Zimbabwe Online ‘inspired’ ECONET to go one up by introducing the mobile 3G ‘dongle’ connect card internet browsers that were billed to take Zimbabwe business a notch up in regional ICT competitiveness. As expected, these promises were bankrolled with expensive promotions and fanfare, and those like me whose survival solely depends on mobile web-based activism, fell to our knees and showered praises to the galaxies. As it turns out, the prayers were premature.
Many months after I and perhaps thousands of other techno-freaks fell into the 3G promotional trap, we are still to experience the beauty of the ECONET ‘inspired’ ICT revolution. Compared to US1 [one United States Dollar] per thirty minutes that ‘fixed’ broadband service providers charge in public internet shops, or the US20 or so dollars levied for a miserly 100 megabytes, I quickly moved onto the USD25 per month unlimited access offered by ECONET’s miracle dongle. This was a gigantic error of judgement, on my part.
For the ten or so months I have been ‘hooked’ to this much heralded 3G system, I can access my internet only an average of two hours per week. On several occasions, I have met my colleagues-in-despair at ECONET HQ, seeking answers from arrogant, stoned-faced young technicians more interested in showing off their latest i-tuners to bamboozled school girls. I have tried to scream, but my voice chokes with anger, and I can only have just enough energy to wobble down the stairs with nothing but a bruised ego.
In the past few weeks, my misery has been incremental, as expected, compounded with a perfect explanation from ECONET that the fibre optic project is ‘interfering’ with our access and that all will be well once the cables are buried! To date, I have probably lost a couple of exciting activist deals due to my lack of communication, never mind the mental stress of dealing with a technology beyond one’s control. Sometimes, as I do now, I feel local ECONET engineers should be rounded up and thrown into an ICT dungeon filled with archaic Olympia typewriters, Moss code, telex, Gestetner machines and discarded valve-type black and white television sets where their reputation can assume a comparative semblance of respectability – that is if they survive drowning in volumes of black duplicating inks, scarlet correction fluids and used machine oils!
The question essentially is: why do ‘successful’ corporates take us customers for granted? Toyota International had a rude awakening, so did British Petroleum. I call it corporate stupor. At a certain stage, the blue chippers get drunk and choke in their own success, paralysed by exciting financial results and moribund with self praise that only immunises them from customer sensitivity. I cannot recall how many cars Toyota had to recall, or how many millions litres of oil BP has so far spilled into the Gulf of Mexico, but my wish is that companies like MTM or CellTel waltz into the Zimbabwe market to give these overzealous chip-on-the-shoulder players like ECONET a f*****g whipping. Just perhaps, perhaps I might be able to open my Yahoo without having to sing the Khoisan desert anthem 100 times over in Latin. I am a stickler for free market competition, even if I have to lose a network I have been hooked since July 1998. Thus I am agitated by market dominance that has manifestations of monopolistic behaviour. Ninety base stations in ninety days my black a**! Jeeper’s creepers, just give me only one base station in three hundred and sixty five days that WORKS and we will be lifelong pals, Mr Masiyiwa!
