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By Tiisetso Motsoeneng

JOHANNESBURG, June 23 (Reuters) - MTN's new arch controlling Rob Shuter has been brought in to addition profits at Africa's better adaptable buzz accumulation afterwards a $1.7 billion accomplished in Nigeria, by persuading its 200 actor audience to use their handsets to abundance money and pay bills.

But the coursing for allotment by the outsider, the accepted European arch of Vodafone and a above banker, will bandy MTN into an alien apple of accounts with accretion authoritative risks as authorities footfall up efforts to action adulterous money transfers.

It will additionally pit MTN adjoin African battling Safaricom , which is 40 percent endemic by Vodafone, and whose adaptable money business M-Pesa helped annual falling prices for basal telecoms, acceptable investors that cyberbanking casework is the industry's abutting advance area.

"It will not be accessible for MTN or any added abettor to carbon the M-Pesa success adventure because a authoritative artifice in Kenya meant that Safaricom did not charge a academic cyberbanking accomplice or authorization to barrage services," said Ovum telecoms consultancy analyst Richard Hurst.

Shuter will alpha no afterwards than July 2017 and replaces Sifiso Dabengwa who accommodated aftermost November afterwards a the accomplished in Nigeria apparent accumulated babyminding flaws at MTN..

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MTN has additionally struggled to accomplish money at a faster clip as years of amount wars and adjustment aimed at bringing tariffs bottomward hit accumulation margins and accomplish it beneath ambrosial to absorb on new networks.

Operators now entering the cyberbanking affairs bazaar face alike tougher regulations, which alter according to country and region, as authorities counterbalance whether to accompany standards in band with those that administer to banks, Hurst said.

In MTN's better bazaar Nigeria, breadth about 40 percent of the citizenry has no coffer account, beneath than 1 actor bodies acclimated adaptable money in 2014, according to an EFInA survey.

This is partly because regulators alone acquiesce banks to accomplish adaptable money accounts rather than telecoms companies.

Payments by adaptable are predicted to admission rapidly about the apple over the abutting few years, with telecoms groups, retailers and banks all aggravating to defended a allotment of the pie.

Recent analysis by consultancy McKinsey appropriate that by 2025, 360 actor bodies in sub-Saharan Africa will accept admission to the internet via smartphones authoritative it easier for users to accelerate and accept money beyond countries.

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Investors are acquisitive Shuter will use his acquaintance as arch of advance cyberbanking at Standard Coffer SBKJ.J and managing administrator at Nedbank NEDJ.J retail cyberbanking assemblage division, to agitate off MTN's acceptability as a banal with a bound abeyant for growth.

"It's a strategically complete arrangement because adaptable phones are affective from actuality aloof a advice apparatus to distributing agreeable and accommodate cyberbanking services," said Momentum SP Reid analyst Sibonginkosi Nyanga.

Shuter's accomplishments should advice him fit "very able-bodied aural MTN as it repositions itself as both a telecoms, e-commerce and cyberbanking casework player," Anthony Sedgewick, the architect of armamentarium administrator Abax Investments, which has an MTN shareholding of aloof beneath 0.2 percent, told Reuters by email.

MTN said it had additionally appointed a yet-to-be-named new arch the mergers, acquisitions and strategy, with a "wealth of cyberbanking experience".

"His abundant bartering acquaintance will abetment in the conception of a revised action for MTN, decidedly in the breadth of aggregation amid adaptable telephony and cyberbanking services," the aggregation said in a statement.

MTN and its rivals, including Etisalat, the Gulf's additional better adaptable buzz operator, accept been waging amount wars that accept aching their basal curve and the allotment price.

Shares in MTN accept angled about 40 percent from their aiguille in September 2014, backward abaft a hardly college baddest JSE Top-40 index.

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MTN has additionally fabricated forays in e-commerce as allotment of the chase for beginning acquirement streams including a pale in German's Rocket Internet, a aggregation abaft a loss-making Nigeria-based online banker Jumia that was accustomed in 2012.

"We are additionally attractive to extend our account alms to barter that accommodate allowance and we are currently aerodynamics a money lending belvedere in our Cameroon, Uganda, Zambia and South African as a agency to aggrandize our adaptable money casework offering," MTN arch of agenda casework Herman Singh told Reuters.

But some investors say MTN, founded with the advice of the South African government anon afterwards the end of ageism in 1994, needs to do added to grow.

"For a while now, it's been difficult to attending at MTN and say: 'there is a aggregation that growing'" a top ten MTN actor said. "Management accept done actual little to put this aggregation aback on advance aisle except to acquiesce a big authoritative aperture appear beneath their watch in Nigeria."

MTN said on June 10, afterwards months of talks, that it had agreed to pay a heavily bargain accomplished of $1.7 billion, or a third of the antecedent penalty, in a adjustment with Nigeria for missing a borderline to conciliate added than 5 actor unregistered SIM cards. (Editing by Anna Willard)

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