MTN Ivory Coast: Abbad Reda appointed CEO from September 1st
June 8th 2026
MTN, the largest telecoms group in Africa, is seeking to strengthen its position on the continent in the face of strong demand and increased competition. In Côte d’Ivoire, the operator competes directly with Orange and Moov Africa.
South African telecommunications group MTN has appointed Abbad Reda (pictured) to head its Ivorian subsidiary. He will take up his post on September 1st, replacing Mitwa Ng’ambi.
Announced on Tuesday, June 2nd, this appointment is part of a reorganization of the group’s leadership teams. Mitwa Ng’ambi will join MTN headquarters as Chief People and Culture Officer, replacing Paul Norman, who is retiring. Abbad Reda will be replaced as head of MTN Zambia by Larry Annetts.
At the helm of MTN Côte d’Ivoire, Abbad Reda will primarily focus on implementing the group’s strategic ambition, dubbed “Ambition 2030.” Within this strategy, the operator seeks to capitalize on growth opportunities linked to digital and financial inclusion in Africa.
Digital and financial inclusion at the heart of the strategy
The digital inclusion outlined in the strategy involves expanding telecommunications networks to connect more people, particularly in underserved areas, and to reduce disparities in access to digital services. Financial inclusion, meanwhile, aims to broaden access to basic financial services, such as mobile payments, money transfers, savings, and credit, through digital solutions.
It is in this context that MTN Côte d’Ivoire announced last April an investment plan of 200 billion CFA francs (approximately USD 355 million) by 2028. This plan covers the widespread rollout of 4G, the use of satellite technology to accelerate coverage, and the strengthening of home connectivity via fiber and satellite. In the area of mobile money, the operator is also introducing an overdraft solution that allows users to complete a transaction when their balance is insufficient.
These efforts aim to strengthen the operator’s position in a telecoms market where mobile phone penetration is 65.3% and internet penetration is 41.4%, according to the International Telecommunication Union (ITU). Competition is also fierce, driven primarily by Orange.
According to data from the Telecommunications/ICT Regulatory Authority of Côte d’Ivoire (ARTCI), Orange held a 51% market share at the end of March 2026, compared to 28% for MTN and 21% for Moov Africa. However, in the mobile internet segment, MTN is neck and neck with its main competitor, with a 37% market share, compared to 38% for Orange and 25% for Moov Africa.
To carry out his mission, Abbad Reda, according to MTN Group, has experience gained through several management positions, notably in Afghanistan, Liberia, Ghana, and most recently Zambia. “He is recognized for his ability to turn around operations, drive innovation, and exceed targets, with a strong customer focus and solid experience in growing market share, revenue, and profits ,” the company statement reads.
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