Investissements soutenus
Le groupe a su maintenir et consolider sa trajectoire de rentabilité et ses positions commerciales fortes dans tous les pays grâce aux investissements importants réalisés : 334 milliards de FCFA dans l’année dont 150 milliards FCFA au titre d’achat de licences 4G et de renouvellements de concessions (au Sénégal et au Mali). Ces investissements ont fortement contribué à l’amélioration de l’expérience client, au renforcement de l’excellence opérationnelle, à la poursuite des efforts sur la qualité de service technique et au renforcement de la politique de fidélisation de nos clients.
Bonne dynamique commerciale et reprise de la croissance du parc
Le groupe a su garder son leadership sur tous ses marchés grâce au maintien de la dynamique de recrutement et à la reprise de la croissance du parc, malgré l’intensification de la concurrence et le resserrement des conditions d’identification. Le maintien de cette bonne dynamique commerciale, notamment sur le recrutement mobile (reprise de la croissance du parc à +8,7% en 2017 contre une décroissance de -1,3% en 2016), a permis une maîtrise du churn reflétée par les gains de parts de marché dans tous les pays (Guinée +4,6 points, Sénégal +2,2 points, Mali +1,7 points, Bissau +1,1 points).
Le parc clients du groupe au 31 décembre 2017 s’élève ainsi à 30,2 millions en hausse de 8,7%, dont 28,7 millions (+9,6%) sur le périmètre historique (hors Orange Sierra Léone). Cette croissance est tirée principalement par le parc mobile (29,7 millions), grâce notamment à la refonte de l’offre prépayée et la bonne dynamique de recrutement de la 4G au Sénégal et au Mali, et à l’extension de la couverture en Guinée (actions d’animations autour des nouvelles localités couvertes).
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