MyMuze

Telecom services are increasingly commoditized, making customer engagement and retention a strategic priority. Music emerged as one of the few interests shared across virtually every customer segment.

At the same time, global streaming providers were unable to offer partnership models that were commercially viable for the Mozambican market.

Rather than relying on traditional global partnerships, I led the development of a locally relevant streaming proposition built around strategic partnerships, carrier billing, local content promotion and market-specific pricing.

Following strong adoption, customer behaviour revealed a second challenge: customers valued the service but were not yet accustomed to paying for music.

To address this, I led the transition from a premium-only model to a Free, Lite and Premium ecosystem.