Starcomms Plc., the only telecommunication company in Nigeria quoted on the Nigerian Stock Exchange  has cut a niche for itself in the data segment of the telecom market. The company has adopted the performance competition strategy to delight the market and thus lead in the provision of internet access to telecommunications subscribers.
Starcomms is aware of the challenges that data subscribers go through and have worked hard to satisfy its own subscribers better. By providing good products and services, the company endeavours to lead the pack of telecom data providers. Marketing and making the customers aware of their products and company is also done to improve their business performance.
Companies engaging in performance competition are always aware of their competition and their position in the marketplace, so they simply try to do their best to meet their customers’ needs.
Starcomms responds swiftly to new technologies, bringing innovations to the Nigerian subscribers from time to time. From 2006 when the company introduced EvDo services to the market, it has mainly been competing with itself in the data segment having revolutionized it through the introduction of new devices from time to time.
Therefore, internet access subscribers who desire fast internet browsing resort to Starcomms iZAP, the award winning internet service of Starcomms. This has helped the company to seek every way to delight its data subscribers.
Recently, the company reinvented an old marketing strategy to relieve data subscribers who have been struggling with the internet service they had been getting from their telecommunication companies, including Starcomms, because of the fact that their data modems are getting out of step with fast moving technology.
Starcomms began to offer an exchange service in which subscribers can trade in any old internet modems for new ones on Starcomms network. With this plan, Starcomms has been receiving old modems of any kind and replacing them with Starcomms state-of-the-art iZAP modems for half its price.  Internet service subscribers who had been using lower grade or old models of modems now upgrade to Starcomms iZAP, an enhanced version of Rev. A EvDo internet USB modems at such affordable cost.
For Sakina Bello, an Abuja based subscriber who swapped her GSM based modem for Starcomms iZAP, the exchange has been a blessing. “Although I have been too busy to browse these days but I must tell you that I noticed a lot of improvement from what I used to have. iZAP is a lot  better.
The modem trade-in offer is not limited to any particular device. Subscribers exchanged PCIMCIA cards, USB modems or Express cards for the sleek new Starcomms iZAP USB Rev.A modems. These modems are compatible with any computer and are in plug-and-play mode without any need for complicated installation.
This is one of the things that thrilled Ruth Edeh, a Lagos based subscriber who changed her medem from another CDMA network. According to her, “The service I get now is better than what I used to get from my former provider, In fact I am going to change my payment plan at the expiration of this one to get more browsing experience from it than what I get now. I am subscribed to only night browsing.”
According to Tushar Maheshwari, Starcomms Chief Commercial Officer, “The incredible offer is being made so that Nigerians can experience the best of Starcomms iZAP, which is revolutionizing broadband internet connectivity in Nigeria. Data subscribers now have the opportunity to move up to the upgraded version of 3G Rev. A broadband internet facility. Starcomms has stocked state-of-the-art devices to meet the yearnings of people in the area of internet access.”
By upgrading to Starcomms iZAP, subscribers enjoys high speed internet experience as high as 3.1 mbps (in an ideal condition) and flexibility in access plan as well as in payment options. This has really endeared the service to Igboko Ochibuto, another Lagos based subscriber who migrated to iZAP from a CDMA network to Starcomms.
“I cannot compare what I used to have to what I now have. iZAP gives me a better service. I wish I had it all along.”
“We consider the data services that we offer very important and we are aware of the yearnings of people to get the most effective data service available. Starcomms prides itself in the culture of bringing excellent innovative products and services to its subscribers at affordable prices as a continuing business strategy. It has been our plan in Starcomms to make the best of broadband internet access available to everybody,” said Maher Qubain, Starcomms CEO.
The telecommunication sector of the Nigerian economy, having gone through a rebirth about a decade ago has witnessed tremendous growth. The sector suddenly became one of the most active both because of the relevance of the products and services on offer to people’s daily lives and because of its dependence on changing technology.
Gradually, companies, which have been so strong on voice communication, increased competence in data provision because of the increasing demands of subscribers for internet access. Nigerians who used to be holed up for hours on end for slow internet connection in cyber cafés are now been offered opportunity for fast internet connection which portable and personal.
Meanwhile, the data segment of the telecommunication market is still going through a lot of perfection. Telecommunication companies have been engaging in a lot of innovation in product design, customer relations and market strategies to be on top of the data game.
Some companies engage in a lot of publicity and marketing stunts to push their data products and services to the market. But the experience of consumers in the use of these products and services different from what is touted by them. Frustration overwhelms many a data subscriber either as a result of dissatisfaction in what they get in return for their money or as a result of difficulty they go through to get the services.