Facing major changes in the Cameroonian mobile telephony market, the French operator Orange plans actions to contain the possible consequences for profitability through the management of its human resources.

With the arrival of new operator Vietnamese Viettel on the market, scheduled for September 18, Orange Cameroon is now concerned with its packed subscribers, which constitutes 98 per cent of prepaid customers. I.e. customers without permanent contracts, which greatly increases the risk of "churn" (departure of subscribers), in the case of a proposal for a more affordable competition.

From now on, the Cameroon subsidiary wishes to liven up and extend its existing loyalty programs to develop customer value allowing it to increase its ARPU (Average Return Per User - ARPU), make monthly plans of customer management and reduce churn rate by ten points in one year.

In order to successfully do this, reliable sources have suggested the subsidiary plans to hire a marketing manager for value retention.