Zain launched a promotion "Zain Unlimited" at the beginning of this month where subscribers make free calls for a whole day after loading sh2,000 airtime.Wambui Oyulu talked to Verena Rugumire, the Zain marketing executive for corporate & SME, about the promotion:

Take us through the promotion and who is entitled to join.

The Zain Unlimited service was launched over a week ago now and will be running until the end of this month. Customers are able to make unlimited Zain to Zain calls from 6:00am to 6:00pm for only sh2,000. However, one would be charged their usual tariff to call across networks. To enjoy the service, customers can type *127# OK/YES, daily to qualify. The promotion will end on November 27, but that is subject to customers' demands and reaction.

How has been the customer's reaction so far?

The response has been overwhelming with almost every eligible customer participating. Businesspeople are particularly participating in larger numbers because it helps them to reduce operating costs.

How does Zain benefit from the promotion?

We respond to our customers' needs. Being able to deliver services that meet our customers' needs and lifestyle gives us great satisfaction.

All the on-going telecom promotions seem to be similar. Is the "Zain Unlimited" promotion a reaction to what your competitors are doing?

No! This promotion is part of our brand promise to create "a wonderful world" for customers. We re-branded recently and promised customers the best of Zain as a global brand. This promotion is just one of the ways of doing it.

Has the promotion had any impact on sales?

There has been a tremendous increase in the number of customers and volume of calls, which is what Zain was aiming at. Customers are enjoying making calls for longer periods without constraints.

Should we expect new promotions before the end of the year?

I can not comment on that now. But we shall always be there to give customers our brand promise "A Wonderful World."