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MTN's South African operating licence came with a significant responsibility: to install 7 500 community payphones within five years, a commitment that went beyond commercial interests and reflected a dedication to bridging the digital divide in a country with stark disparities in telecommunications access.
MTN embraced this obligation with enthusiasm, exceeding the requirement by a third within a decade. But the company did not take the easy route. Instead of focusing on urban areas with existing infrastructure, MTN deliberately targeted underserved communities, many of which had been historically marginalised and lacked access to basic services.
In 1994, South Africa's telecommunications landscape was deeply unequal. While affluent areas enjoyed high tele density, poorer provinces like the Eastern Cape lagged behind with only 1% penetration. MTN's community payphone initiative aimed to address this imbalance by providing access to communication in areas where it was most needed.
MTN's community payphones were more than just a means to make calls; they were a lifeline for communities. The company was the first to offer free calls to emergency services from its payphones, ensuring that even those without personal phones could access vital assistance in times of need. MTN also took the innovative step of installing payphones on pension payout vehicles that travelled to rural areas, bringing connectivity directly to those who needed it most.
The impact of MTN's community payphones extended beyond individuals. Schools, clinics, hospitals, and various community groups benefited from subsidised SIM cards, calls, and other telecommunications services. The company also fostered entrepreneurship by providing Phone Shops to agents who could sell airtime and related services, generating income and creating jobs in local communities.
Establishing community payphones in underserved areas was not without its challenges. MTN recognised the importance of community buy-in and actively engaged with local leaders to gain their support and ensure the safety of their technicians. ‘We had to approach the elders, seek their advice, and get their support,’ recalls Peter Rantloane, MTN South Africa community service manager. ‘We had to make sure our technicians would be safe. Community buy-in would also minimise vandalism.’
The company's efforts to build trust and understanding with local communities paid off. In one instance, during the volatile pre-election period in KwaZulu-Natal, Rantloane's car was stopped by activists. When he identified himself as being with MTN, they surprisingly let him go, a testament to the positive reputation MTN had built within the community.
MTN's community payphone initiative was about more than just fulfilling a license obligation; it was a testament to the company's commitment to social responsibility and its belief in the transformative power of communication. By providing access to telecommunications in underserved areas, MTN not only connected individuals but also empowered communities, fostered economic development, and contributed to the building of a more equitable and inclusive South Africa.
The legacy of MTN's community payphones lives on, serving as a reminder of the company's early commitment to bridging the digital divide and its ongoing efforts to ensure that everyone, regardless of their location or socioeconomic status, has access to the benefits of a connected world.
Today, we consider access to internet-quality network, rather than just the voice network, the more meaningful measure of our progress. At the end of 2023, our broadband network covered nearly 90% of the population in our markets, equating to some 559 million people. This is a far cry from when we started out 30 years ago.
