How MTN Keeps Acquiring New Users in a Saturated Telecom Market

Nigeria’s telecom market is one of the most saturated in Africa, with over 220 million active lines competing across four major players: MTN, Airtel, Glo, and 9mobile. In such a mature market, you’d expect acquisitions to plateau. Yet, MTN Nigeria keeps adding millions of new subscribers every year.

This article explores the MTN acquisition strategy in Nigeria and how the company continues to dominate, attract switchers, and stay ahead in a highly competitive space.

Why Acquisition Still Matters in a Saturated Market

Once a market matures, growth is no longer about first-time SIM buyers. Instead, it’s about winning switchers (customers porting in) and holding on to loyal users.

MTN has mastered this. In January 2025 alone, 5,551 subscribers ported into MTN—the highest in the industry. On average, MTN attracts 62% of all port-in customers annually, far ahead of Airtel, Glo, and 9mobile.

• Airtel tries to win with aggressive pricing.

• Glo trails with inconsistent service quality.

• MTN wins on a mix of trust, quality, and relevance.

This is why MTN customer acquisition in Nigeria continues to lead despite market saturation.

Service Quality as the Core Advantage

Reliability Over Cheapness

A cross-country study of MTN Uganda showed that service quality beats pricing and promotions when it comes to loyalty. The same applies in Nigeria.

In H1 2025, MTN invested ₦565.7 billion into expanding capacity and strengthening its network. This long-term investment ensures reliability, and reliability is what drives users to port into MTN.

Trust = Acquisition Magnet

When users are frustrated with dropped calls, poor data speeds, or unreliable service, they look for better alternatives. MTN has positioned itself as that alternative.

• In 2021, MTN attracted only 616 port-in users.

• By January 2025, that figure had jumped to 5,551 port-ins.

That’s not luck, it’s the reward of consistent service quality in a tough market.

Smart Pricing and Value Management

Bundled Offers That Stick

MTN balances affordability with value. Instead of racing to the bottom on price, MTN uses bundled voice and data offers to keep customers engaged.

This strategy paid off: in H1 2025, MTN recorded a net addition of 3.8 million subscribers, even with regulatory limits on tariff adjustments.

Competing With Airtel Without Going Cheap

Airtel is known for aggressive low pricing. MTN doesn’t directly copy that model. Instead, it ensures its pricing feels fair while maintaining quality perception.

For many users, MTN is “worth paying slightly more” because of its reliable network and added value services.

Targeted Promotions and Digital Engagement

Youth, Business, and Rural Segments

MTN runs personalized promotions for different audience groups:

• Youth: campus data bundles and social packs.

• SMEs: affordable business solutions and bulk SMS tools.

• Rural communities: tailored voice plans and extended network reach.

This mirrors findings from Uganda, where tailored promotions drove loyalty. Nigeria is no different—MTN wins because it doesn’t use a one-size-fits-all approach.

Seasonal and Referral Campaigns

Promotions like “Double Data”, seasonal giveaways, and referral incentives keep MTN users active while attracting new ones. These campaigns make acquisition continuous, not seasonal.

Data Demand as the Growth Engine

Data is MTN’s biggest driver of acquisition.

• In H1 2025, active data users grew by 11.8% to 51 million.

• Data traffic surged 41.2% year-on-year, showing deeper user engagement.

In a country where the average person is spending more time online, MTN has positioned itself not just as a telecom provider but as a digital lifestyle brand, according to Techeconomy

Infrastructure Investment = Competitive Moat

MTN doesn’t just market better; it builds stronger. In six months of 2025 alone, it spent ₦565.7 billion in capex, representing a 288% growth in infrastructure spend.

This expansion allows MTN to reach underserved regions, tap into new pockets of growth, and secure long-term dominance.

Lessons from MTN’s Playbook

From this telecom market Nigeria case study, MTN’s acquisition strategy offers four key takeaways:

• Service quality wins switchers.

• Smart pricing and personalisation deepen loyalty.

• Infrastructure investment secures the future.

• Trust beats cheapness in the long run.

Final Word

In a saturated telecom market, acquisition is no longer about flooding the streets with SIM cards. It’s about earning trust, delivering reliable service, and staying relevant to user needs.

That’s why millions still choose MTN every year and why the MTN acquisition strategy in Nigeria remains the benchmark for the industry.

For growing businesses, the same rule applies: acquisition is not about numbers but about trust and relevance. With Yournotify’s tools for referral systems, SMS/email marketing, and customer engagement, brands can apply these same principles to attract new customers, keep them loyal, and grow sustainably.

Read more related article: How to Build an Acquisition Funnel That Actually Converts in Nigeria’s Market