Uganda: Telecommunications Advertising Wars, a Dissatisfied Client

Kampala — On September 23, 2010, after cutting call rates across networks by half to five shillings per second, Warid Telecom did not only declare a price war on its competition, but an advertising war as well. Warid Telecom bought space in the dailies where it ran adverts that displayed how aggressive and heated the battle to woo clients can become.

On pages five and seven of The Monitor, Warid questioned the quality and rates of its competitors. Highlighting each of their competitors with a different colour stripe, Warid asked a separate question to each operator. In Zain's dark pink shade, it asked: Do you hate getting discounts only in remote areas? In MTN's yellow stripe it questioned: Do you feel cheated to paying more to other networks? In UTL's blue strip it asked: Do you dislike getting lower rates only at midnight? And in Orange's orange strip: Do your call rates upset you? At the bottom of the page Warid wrote: Now you can stop worrying about prices. And on page seven it wrote: The biggest permanent price drop Shs 5. Switch to Warid, no terms, no condition.

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