The telecommunication industry in Tanzania has undergone remarkable growth over the years. Vodacom specifically has seen massive growth in creating relevant and affordable solutions for its customers.

Along with other innovations Vodacom introduced bundle offerings, where customers have been choosing bundles from a list of pre-defined Data, SMS, and Minutes combinations created by the company driven mainly by pricing and commercial reasons.

This has been the norm for over 5 years, compelling customers to adapt their lifestyle around the set offerings. E.g. “A customer has to use only 15mins of calls in a day, and won’t like to spend a penny more till the next day, or vice versa where a customer has to make sure s/he finishes his allocated minutes before they expire.

This new offering would democratise this and for the first time in Tanzania, customers are the ones who will make their own bundle combinations to cater for their unique needs.

Our team was tasked to come up with a go to market strategy, naming the product and bringing it to life.