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MTN wants you to share the data love

Cape Town - Smartphone users worried about losing unused, expired data now have an alternative as MTN rolls out what it calls a 'sharing package'.

On Tuesday, the mobile operator announced 'Data Share', which enables subscribers to send any unused data bundles to up to 20 MTN numbers.

While unused data typically expires, this strategy allows consumers to use the bundle for SIM-enabled devices such as 3G modems, tablets or dongles.

"MTN has realised that many customers do not consume all of the data that MTN provides in their packages," explained Larry Annetts, chief marketing officer at MTN South Africa.

However, sharing the data does change the expiry date of the bundle.

Ideal for teens

"It is important to note that the expiration of the purchased Data Bundles will not be altered by the activation of the MTN Data Share," said Annetts.

The programme might be suited to consumers who have multiple MTN-linked devices and want to share data from smartphone to tablet or modem.

For parents, it is also useful to share data with teens who are generally notorious for using copious amounts of data.

"Data Share offers control and flexibility to manage your accounts and the fulfilment and satisfaction of sharing the benefits of your package with your loved ones. It enables our customers to share data that would otherwise have been lost without incurring any expenses," Annetts said.

Modern smartphones require more data than feature phones. (Duncan Alfreds, Fin24)

The operator has structured the package so that data can be shifted among multiple devices albeit within the limitation period of the bundle.

"MTN Data Share owners may re-share and de-link or remove all Linked subscribers from their shared data by deactivating MTN Data Share from their subscription profiles," Annetts explained.

He added that where a price plan excluded top-up features, data could not be shared with that subscriber.

Unlike airtime, data bundles are specifically designed to be used within a specific period.

Data appetite

MTN, though, has changed its approach to expired data.

Previously, MTN Group President Sifiso Dabengwa provided the following answer when asked about why mobile networks don't allow expired and unused data to be carried over to the following month or months:

"When you buy a Coke, don't you finish it? You don't buy a coke and hold on to it forever right? You buy a Coke and you finish it," MTN Group President Sifiso Dabengwa recently told Fin24.

Nevertheless, data demand is growing.

According to data from Ericsson's Mobile Data Traffic Growth report for 2013 to 2019, the Sub-Saharan Africa region's data consumption in 2013 was 37 500 terabytes (TB) and was expected to reach 76 000TB in 2014.

The appetite in the region is huge and expected to grow at 65% to 2019 and beyond.

Put into perspective, mobile data in the region will jump to 380 000TB by the end of 2017, on its way to a mammoth 764 000TB by the end of 2019.

Operators find it difficult to plan effectively for truly unlimited data because they have to predict usage patterns and typically have to buy from wholesale providers.

It is likely that data restrictions will be rescinded once there is sufficient spectrum to reduce the stress on mobile networks and further reductions in the cost of mobile data.

However, regulator Icasa has declined to make key spectrum available for mobile networks, despite government policy going back to at least 2008 that indicates the 800MHz band should be assigned for high speed networks.

A key reason for the regulator having been unable or unwilling to award spectrum may lie in the fact that the SABC, which broadcasts in the key band, has not migrated to digital terrestrial television.

Watch MTN Group President Sifiso Dabengwa explain why mobile data expires in this video.

- Follow Duncan on Twitter

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