COMMUNICATION SERVICES

Dinah Amankwah
The importance of communication in any human endeavour can never be overemphasized; in fact, the survival of humanity could be said to be contingent upon effective communication—oral, sign, written. The ability to conceive ideas and communicate such thoughts in a language understandable by others is a highly intellectual phenomenon that elevates the human species over other living organisms. That such communication is channelled variously also adds to human ingenuity and dynamism. Additionally, that human sophistication in communication has bettered with time can be perceived by innovative channels utilized and improved upon through civilizations to present times in which human communication across the globe is possible without physical movement. Mobile phones and Internet services have played crucial roles in de-emphasizing geographical barriers in human communication, raising accessibility to very high dimensions.
Even in cash-strapped communities, “mobile phones are helping to improve communication”. It is not surprising that a country like Ghana, the economy of which gives so much cause for concern, has citizens patronizing mobile communication services at a very high rate. All classes of Ghanaians--lettered and unlettered, females and males, young and old, employed and unemployed, rural and urban dwellers—patronize mobile phone services. Having several communication service providers competing in the country has increased supply which in turn has brought mobile phones within purchasing powers of the ordinary Ghanaian. The convenience offered by mobile communication services is obvious to everyone who patronizes that channel of communication. However, mass patronage does not necessarily imply accessibility, quality and economical services.
Poor connectivity continues the mar the joys of subscribers across service providers. Jammed lines impede communication. Phrases such as “the mobile phone you have dialled is either switched off or out of coverage area; the subscriber cannot be reached; please try again in a few minutes” often assail the ears of subscribers wanting to reach others. Whilst in some countries one encounters such statements only during certain peak periods and as such can accommodate the hold-ups, in Ghana those statements hold no credibility because the dialled phone could be in your other hand or the called could be standing next to you. Those statements are simply constant reminders that service providers in Ghana cannot be relied upon. At other times, one gets a busy tone but the call goes through anyway; in such situations, if the called recognizes the caller, s/he may return the call. Sometimes my phone would not ring for days but people would meet me and ask why I have switched off my phone. Poor connectivity is the order of the day. These are a few instances of the frustrations of the Ghanaian mobile phone subscriber yet the frequency is alarming.
Everytime a new service provider announces its presence in the country, subscribers desperately hope it represents improvement in cost, connectivity and other services but alas, that hope keeps eluding us. Unreliable communication services have pushed Ghanaians into desperation; many have become multiple subscribers. They patronize the services of different providers so that they can at least, fall on one at every needy time. Another reason for multiple subscriptions is cost reduction; it is relatively cheaper to communicate to subscribers of the same provider. Many Patrons therefore subscribe to a number of services in order to avoid exorbitant charges accruing from communicating across networks. One wonders whether such multiple subscribers actually save considering that they have to acquire different phones or chips and service each with units from the respective providers.
Of course what the service providers lack in quality services, they make up for in dubious promotional package and community services. So our service providers have conveniently metamorphosed into charitable organizations; they sponsor pageants, assist the needy, offer community help, fund reality shows and organize raffles—never mind that they cheat subscribers--to mention these. And money-loving Ghanaians are so enamoured by these ‘noble’ acts that they are allowed to gloss the fact that service providers are shamefully shirking their primary responsibility of providing communication services. The National Communications Authority fails to point out to communication service providers that they provide sub-standard services, or perhaps its members are preferred customers so receive better services! The Communications Minister has obviously not noticed that Ghanaians are being cheated by these providers.
Whilst corporate bodies have social responsibilities, it is unethical for them to hide behind community services to shirk their primary responsibilities. Currently the country has Communication Marketing Entities not Communication Service Providers; while the latter balances quality communication services with social commitments; the former proffers marketing gimmicks which camouflage as communication services. Please expand the communication lines to improve connectivity! Living in a country where regulations are flouted with impunity, one gets curious as to who speaks for the Cheated Subscriber!