Marketing Mix of Vodacom Lesotho

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JENNIFER RECKBRAD WOODAugust 2003What Works Case StudyWORLDRESOURCESINSTITUTEWHAT WORKS:VODACOM'SCOMMUNITYSERVICESPHONE SHOPSProviding telecommunicationsto poor communites in South Africa

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SUPPORT FOR THIS DIGITAL DIVIDEND “WHAT WORKS”CASE STUDY PROVIDED BY:THE MICROENTERPRISE DEVELOPMENT DIVISION OF THE UNITED STATESAGENCY FOR INTERNATIONAL DEVELOPMENT (USAID), THROUGH THE SEEPNETWORK'S PRACTITIONER LEARNING PROGRAMTHE DIGITAL DIVIDEND “WHAT WORKS” CASE STUDY SERIES IS MADEPOSSIBLE THROUGH SUPPORT FROM:THE INFORMATION FOR DEVELOPMENT PROGRAM (INFODEV)MICROSOFTIN PARTNERSHIP WITH:COLUMBIA BUSINESS SCHOOLUNIVERSITY OF MICHIGAN BUSINESS SCHOOLUNIVERSITY OF NORTH CAROLINA KENAN-FLAGLER BUSINESS SCHOOL

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WHAT WORKS CASE STUDYVODACOM’S COMMUNITY SERVICES PHONE SHOPS1EXECUTIVE SUMMARYVodacom Community Services, a program of Vodacom, South Africa’s largest cellular phone company,is a successful example of how business and government can work together to achieve significant socialand economic goals. Community Services began under a 1994 government mandate to providetelecommunications services in under-serviced, disadvantaged communities. Vodacom’s development ofan innovative way to meet this mandate, via entrepreneur-owned and operated phone shops, has bothprovided affordable communication services to millions of South Africans and empowered thousands ofpreviously disadvantaged individuals with income-generating opportunities and lasting business skills. The Community Services program now provides over 23,000 cellular lines at over 4,400 locationsthroughout South Africa.BUSINESS MODELVodacom Community Services provides...