The three operators that share the telecoms market in Côte d'Ivoire—Orange, MTN, and MOOV—rank in the top three in the 2019 brand rankings published by Strat'marques based on Brand Media monitoring data.
This market, which consists mainly of these three brands, accounts for 12.6% of the total advertising market. Orange accounts for 42% of total spending, MTN 30%, and MOOV 28%.
Furthermore, the media investment strategies of Orange and MOOV are very similar: 75% of the budget is divided almost equally between billboards and TV for Orange and MTN, which devote 20% of their budgets to radio and the rest to print media.
MTN, for its part, devotes more than 85% of its budget to TV (48%) and billboards (39%), neglecting radio and print media, which are only used occasionally.
According to ARTCI, at the end of September, these three operators had a combined total of more than 38 million mobile phone subscriptions among the Ivorian population of 25 million.
In this highly competitive market, Orange accounts for 40% of the market in terms of number of subscriptions, MTN for 35% and MOOV for 25%.
In terms of revenue, however, Orange accounts for 50% of the market, while MTN and MOOV account for 28% and 22% respectively.
Orange is also the leader in the mobile internet market, with a 49% market share, compared to 31% for MTN and 20% for MOOV.
