In a move to accommodate the browsing habits of their customers on their network, Vodafone Ghana has introduced a pay as you go data tariff that allows customers to pay less the longer they browse. Customers can see a reduction of up to 75% of the standard pay as you go charge per MB when they browse and download 10 MB of data in one session, which equates to the average length of a music video.

Tara Squire, Head of Consumer Marketing at Vodafone Ghana explains the business’ rationale for the dynamic pricing model ‘Our customers have varied browsing habits and we aim to make sure that every data user is getting the best value for their money. This pay as you go tariff targets customers who typically browse on the go …accessing the internet on their handheld devices wherever and whenever– it allows them to experience the endless possibilities of the internet at very affordable pricing.’

With an internet penetration rate of approximately 8.4% as of December 2011, Vodafone launched a data campaign at the beginning of this year to educate Ghanaians on the infinite possibilities it can offer everyone from all walks of life. In addition to educating Ghanaians, Vodafone also aims to increase access to the internet with affordable handsets and devices while giving the best value for money for internet packages. The dynamic pay as you go tariff gives the best value in the market for customers need value on the go.

Tara further explains Vodafone’s strategy to increase internet access and bring value to Ghanaians ‘We have tariffs to suit every pocket and every behaviour. For heavy browsers we have developed daily and monthly data bundles which allows the customer to experience the internet at affordable rates.’