Mobile Strategy

Jan 22, 2008 (LBO) - Sri Lanka's mobile service provider Tigo plans to rely on giving better value to increase market share and revenue and not wage a price war with rival local mobile operators, company officials said. "We do not believe that a price war will benefit anybody including the customer. There has to be a balance between price and the profitability of the company," says Dumindra Ratnayaka, chief executive of Celltel Lanka which operates under the Tigo brand.
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"It is not a price war that we have in us, that is why we introduced per second billing rather than cutting headline prices," Ratnayaka told reporters at the opening of Tigo's new service centre called Tigo Zone.

The company, owned by Millicom International Cellular, offered per-second billing last year following its re-branding as Tigo and later unveiled post paid packages, becoming the first company in Sri Lanka to do so.
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The newly established 'Tigo Zone' service centre in Colombo is a part of Millicom strategy to add value to its mobile services in a different way, Ratnayaka says.
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The zone located in Colombo is equipped with a lounge and cafÃ©, a web surfing and gaming area and facilities for its corporate customers to conduct cours