Subscriber base records from the National Communications Authority (NCA) indicate a significant increase in market share for Vodafone and Airtel and significant loss for Tigo between January and May, 2011. Vodafone was the biggest winner with an increase in subscribers from 2,810,487 in December 2010 to 3,235,366 as at May 2011. The increase has shot Vodafone’s market share to 17.54%. Head of Corporate Communications at Vodafone, Carmen Bruce-Annan believes Vodafone’s strong brand as reflected by its unique value offerings and subscriber-centred promotions such as Double Bonus and others was the winner for the period. She said Vodafone would continue to live its brand and give current and prospective subscribers more value for their money. Airtel’s subscribers also increased by 0.78 per cent from 1,583,573 to 1,818,198, raising its market share to 9.86 per cent. The market leader, MTN recorded a marginal increase from 50.86% to 50.88% market share after adding on 518,146 new subscribers over the period. Tigo was the biggest loser, dropping market share significantly from 22.53% to 20.42% due to a loss of 161,244 subscribers from a previous 3,928,908. Expresso also lost marginally by some 0.1 per cent and fell to 239,815 subscribers, which reduced its 1.40 per cent market share. Meanwhile the total number of mobile subscriptions increased, over the period, from 17,436,896 to 18,448,443. As Mobile Number Portability begins from July 1, 2011, operators have started churning out very juicy products and services to attract more customers. Telecoms experts have said when MNP takes off the subscriber will be king and dictate the pace in terms of how operators treat customers and what they give customers. Meanwhile SIM card registration is also threatening to reduce the subscriber base of the operators as millions of numbers have still not been registered six days to the deadline. Story by Samuel Nii Narku Dowuona/Adom News/ Ghana