Marketing Support Consultancy Ltd
Case Study

MSC's Telecommunication Market Sizing

Research Context

As the global telecommunications industry rapidly expands through continuous innovations, a telecommunications service provider in Ghana commissioned MSC to conduct research aimed at gathering market insights for accurate revenue forecasts. This research sought to understand the addressable market, analyze market share, identify spending in vertical markets, assess enterprise customer needs, and evaluate the client’s competitive position in the business landscape.

Research Methodology

The study targeted both individual and enterprise customers, utilizing a multi-method research design:

Research Methodology

The study focused on enterprise telecommunication service customers and employed a multi-method research design, which included:
  • Desk research/Market Intelligence
  • In-Depth Interviews (IDIs) with 40 enterprises
  • Face-to-Face Surveys (F2F) involving 1,000 enterprises
The research was conducted across 10 key regions in Ghana:
  • Greater Accra
  • Ashanti
  • Western
  • Northern
  • Central
  • Eastern
  • Volta
  • Brong Ahafo
  • Upper West
  • Upper East

Key Findings & Impact

The research provided valuable insights into enterprise needs, which were instrumental in developing tailored strategies and fostering partnerships to enhance the client’s position within the telecommunications and digital landscape. The findings enabled the client to:

Identify the leading telecommunications operators in Ghana by revenue across various sectors, highlighting the key players dominating the market.

Analyze the current market distribution among telecom operators, offering insights into their market presence and the overall industry size.

Assess business telecom usage and emerging needs, noting varying levels of adoption across sectors.


Evaluate enterprise awareness of telecommunications service providers and their offerings, assessing retention rates while examining brand positioning and perception among enterprise customers.

Identify growth trajectories in the adoption of enterprise telecommunications and digital services, with a focus on sector-specific emerging services.

Pinpoint market gaps and competitive white spaces, specifically regarding digital transformation, regulatory shifts, and economic growth.


Conduct a SWOT analysis of the client and its competitors within Ghana's telecommunications and digital landscape.