In 2016, just 6% of Rwandans owned smartphones. By 2024, that number had risen to almost 35%, but the Rwandan government had set its sights on a considerably higher goal: 85% smartphone penetration. Recognising that cost can be a barrier to ownership, it partnered with MTN to make this a reality and ensure that everyone, regardless of their economic circumstances, is digitally included.

This ambition resonated with MTN Rwanda, a company driven by the belief that "everyone deserves the benefits of a modern connected life". With its extensive network and commitment to innovation, MTN was a natural partner for this collaborative effort to bridge the digital divide.

In 2021, MTN launched Connect Rwanda, a nationwide initiative encouraging smartphone donations. The President himself donated 1,500 devices, and his example was followed by various institutions and individuals, resulting in the distribution of 26,599 smartphones to those in need.

Connect Rwanda 2.0 followed in 2022, introducing "Macye Macye," an innovative financing programme that allows customers to pay for their devices in manageable instalments over 12 months. This "little by little" approach has opened doors for many Rwandans, enabling them to access the benefits of smartphone technology without the burden of a large upfront cost. As of September 2024, the programme had resulted in 120,000 new devices entering the market.

However, the true catalyst for change has been MTN's smartphone subsidy programme. By bundling devices with affordable packages, MTN has made smartphones accessible to a broader population, distributing over 100,000 devices in just three months. This strategy has proven instrumental in driving smartphone penetration and bridging the digital divide.

Rene Nzabakira, MTN Rwanda Senior Manager of Devices & Digital, acknowledges the ambitious nature of the 85% target but remains optimistic, recognising their crucial role in making smartphones accessible to all.

With MTN's ongoing commitment and innovative strategies, the dream of a truly connected Rwanda, where the benefits of the digital age are accessible to everyone, could, Rene says, become a reality sooner rather than later.