MTN Côte d’Ivoire: Abbad Reda Appointed CEO Starting September 1

MTN Group, Africa’s largest telecommunications operator, continues to strengthen its leadership structure as it seeks to consolidate its position across the continent amid rising demand and increasing competition. In Côte d’Ivoire, the company competes directly with Orange and Moov Africa.

The South African telecoms group has appointed Abbad Reda as the new CEO of its Ivorian subsidiary. He will officially assume office on September 1, replacing Mitwa Ng’ambi.

Announced on Tuesday, June 2, the appointment is part of a broader leadership reshuffle within the Group. Mitwa Ng’ambi has been appointed Group Chief People and Culture Officer at MTN headquarters, replacing Paul Norman, who is set to retire. Abbad Reda will, in turn, be succeeded at MTN Zambia by Larry Annetts.

As CEO of MTN Côte d’Ivoire, Abbad Reda will be responsible for implementing the Group’s long-term strategic vision known as “Ambition 2030.” This strategy focuses on leveraging growth opportunities linked to digital and financial inclusion across Africa.

Digital and financial inclusion lie at the heart of MTN’s strategy. Digital inclusion involves expanding telecommunications networks to connect more people, particularly in underserved areas, and reducing the digital divide. Financial inclusion aims to broaden access to basic financial services such as mobile payments, money transfers, savings, and credit through digital solutions.

In this context, MTN Côte d’Ivoire announced in April a major investment plan of 200 billion CFA francs (approximately $355 million) by 2028. The plan includes the expansion of 4G coverage, the use of satellite technology to improve network reach, and the strengthening of home connectivity through fiber and satellite solutions. In the mobile money segment, the operator is also introducing an overdraft feature allowing users to complete transactions even when their account balance is insufficient.

These initiatives aim to reinforce MTN’s position in a highly competitive telecom market, where mobile penetration stands at 65.3% and internet penetration at 41.4%, according to the International Telecommunication Union (ITU). Competition remains strong, particularly from Orange.

According to data from the Telecommunications/ICT Regulatory Authority of Côte d’Ivoire (ARTCI), Orange held 51% of the market share as of March 2026, compared to 28% for MTN and 21% for Moov Africa. In the mobile internet segment, MTN remains closely competitive with Orange, holding 37% of the market against 38% for Orange and 25% for Moov Africa.

To carry out his mission, Abbad Reda brings extensive leadership experience across several markets, including Afghanistan, Liberia, Ghana, and most recently Zambia. According to MTN Group, he is recognized for his ability to turn around operations, drive innovation, and exceed targets, with a strong customer focus and a proven track record in delivering growth in market share, revenue, and profitability.