Welcome to Orange Senegal
With a population of 15.4 million, Senegal is West Africa’s third-largest economy.
The mobile market reached 15.2 million SIM cards in 2016, a slight growth of 1.5%, which means 227,000 more customers than in 2015, despite the implementation of compliance measures for subscribers bases, resulting in the termination of customers who did not fulfill the identification criteria as defined by regulating authorities. At the same time, the mobile penetration rate decreased from 100.0% in 2015 to 98.7% at the end of 2016.
The regulated mobile call termination rates dropped again in 2016 along with the reintroduction of asymmetry (from 12 to 9 CFA francs per minute for Orange and from 12 to 11 CFA francs for competitors).
Sonatel, an entity through which Orange operated in the country, secured in 2016 the renewal of its concession to operate its networks in Senegal for 17 years, and acquired spectrum to operate the 4G network.
The number of Orange mobile customers almost entirely comprises prepaid options. After a growth of 3.9% in 2015, Orange’s subscribers base decreased by 6.1% in 2016 following the implementation of compliance measures for subscribers bases, resulting in the termination of more than customers who did not fulfill the new identification criteria.
Despite the decrease in the mobile subscribers base and the reduced average price for voice services following the increase in the level of free abundance offers, the ARPU remained fully stable compared with 2015 in view of, on the one hand, an enhanced monetization of mobile data applications and value-added services, and, on the other hand, the development of Orange Money. This relative stability for the ARPU is all the more notable in that it is part of contracting mobile call termination revenues impacted by the asymmetrical decrease of mobile interconnection rates.
The development of the mobile Internet offer continued in 2016 with the 3G and 4G Pass Internet options sold by retailers from 100 CFA francs. As for the Orange Money mobile payment offer, which had close to 1.1 million active customers at the end of 2016, or 14% of the mobile customer base, it fully benefited from the expansion of the partnership with new players in merchant payment and invoice payment as well as the launch of new offers, which led to significant growth in the volume of transactions (+73%) compared with 2015.
Orange’s distribution network is made up of:
- one center bringing together the direct distribution network’s commercial activities around seven regional sales departments and managing 37 directly owned stores, 11 of which are in Dakar;
- and one branch dedicated to the development of sales by indirect networks, which notably comprise 116 Orange stores and 60,360 indirect partners (wholesalers – semi-wholesalers – retail vendors).
More information on the 2016 Registration Document: 126.96.36.199 Senegal