Multinational mobile telecommunications company, MTN Group has signed a deal with Flytxt, customer engagement technology providers, to automate both inbound and outbound marketing across its entire network of more than 217 million subscribers.

The three-year licensing deal means that all of MTN’s operations across Africa and the Middle East will be utilising Flytxt’s flagship product NEON-dX to provide artificial intelligence-based software to be used for inbound and outbound marketing.

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Dr Vinod Vasudevan, CEO of Flytxt, said: “NEON-dX will provide MTN Group with a unique competitive edge across its markets by allowing the firm to personalize engagement for each of their customers, resulting in an uplift in net revenue.”

“MTN is a hugely respected global player, operating in one of the world’s fastest-growing regions for mobile telecommunications, so we are delighted that they will be using NEON-dX across its footprint.”

“Our relationship with the Group goes back to 2014 and this new agreement illustrates the value that our products and services have already brought to their business as well as the potential to boost revenue and cut churn even further.”

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According to Flytxt’s press release, their insights from advanced analytics will allow MTN to personalise offers and services to reflect the customer’s contextual needs and interests in real-time.

MTN Group, which has its headquarters in South Africa, is a leading telecoms operator which connects subscribers in 22 countries in Africa and the Middle East.

Albert Fernandez, the Head of Group Consumer at MTN, said: “Our vision is to deliver a bold, new digital world to our customers and we believe Flytxt can help us achieve that goal.”

He added: “Our strategy includes providing the best customer experience and harnessing the potential of the market-leading technology. In NEON-dX, we believe we have chosen a product that meets both of those objectives.”

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