MTN Flash
SIR: I have critically observed all MTN's campaign strategies and their use of what Charles Okigbo, the pioneer registrar of Advertising Practitioner Council of Nigeria, APCON , aptly describes as communicative trinity, that is, Advertising, Public Relations and Marketing, and I can say without any fear of challenge that most of them are ourtrageous, offensive and tricky in content " a negation of code of advertising practice. Be that as it may, the introduction of MTN Flash is just another slap and further exploitation of users of GSM on MTN network.
After MTN had fully recognised the truism of the high tariff being charged consumers and the inability of many subscribers to recharge their phone due to the financial strain and economic hardship in the country, MTN came up with MTN Flash, a free service that subtly tempts subscribers to make calls against their wish.
When you send MTN Flash, MTN will deliver the flash to the receiver as a SMS message, telling the person at the other end what you have not said. The MTN Flash message goes thus: "Please call this number 080... (sender's number). The question is that why can't MTN allow subscribers to 'say what you want to say' as they have always professed. Nigeria is a country of countless intellectuals and such subtle and implied exploitation will not take MTN too far.
In the light of the above, may be MTN should revisit some of what Fraser Seitel (2001) calls 'partial list of corporate social responsibility' " not producing dangerous products; maintaining standards that are environmentally friendly, responding to consumers complaints, setting fair price and maintaining fair advertising messages.
Debo Okunade,
Lagos.
