Vodacom CEO Shameel Joosub has been heading the mobile operator for just over a year, and his biggest challenge to date has been their continuing pricing transformation, and ensuring that their network keeps pace with traffic growth.
Joosub took over from Pieter Uys as Vodacom CEO in September 2012 after serving as Vodafone Spain CEO for just over a year.
According to Joosub, his biggest challenges in his first 12 months as Vodacom CEO included the company’s pricing transformation and network upgrades.
“We’ve put a lot of effort into pricing transformation with differentiated offerings in pre-paid, post-paid and data. We’ve simplified our product offerings and have found ways to give better value to our customers,” said Joosub.
He said that they have also worked hard on network investment to make sure that capacity keeps pace with sky-rocketing traffic, and that they continue to improve quality.
Biggest Vodacom achievements over the last year
Joosub said that a key achievement for him over the last 12 months was the company’s improvement in market share.
“We’ve consistently gained market share since September last year, driven by transforming the company to focus on three simple goals: best network, best value, and best service,” said Joosub.
He added that Vodacom has also seen significant improvement in customer service with a 25% year on year reduction in calls to customer care, and a big uplift in customer net promoter score.
“I’m also really proud of the speed at which the team got LTE up and running in South Africa and the strong growth in our international operations,” said Joosub.
The Vodacom CEO said that, overall, the decision to bring in new skills from both inside and outside the industry is paying off.
“Our consumer business is being revitalised with new FMCG experience, and the other growth areas of data, enterprise, and financial services have all benefited from an injection of new talent and ideas,” he said.
What consumers can expect from Vodacom
Joosub said that they will continue to focus on growing and improving their network in future.
“We’re spending in the region of R7 billion per year on the network in South Africa and it’s showing in terms of network performance,” said Joosub.
“There’s always more that we can and will do in this area, but I’m pleased at the progress so far.”
However, to continue to accommodate higher speeds and more customers, spectrum is desperately needed.
“Access to additional spectrum to cope with the over 60% year on year increase in data traffic is crucial,” said Joosub.