A Failure of Leadership & Service Quality… Orange SL’s Collapse Under Sekou Amadou Bah
Orange Sierra Leone, once considered a beacon of promise for the country’s telecommunications sector, has become a symbol of gross negligence, poor leadership, and unfulfilled commitments under the stewardship of its CEO, Sekou Amadou Bah. The latest chapter in the company’s descent into disgrace came with the National Communications Authority (NatCA) imposing a $1 million fine on the telecom giant for consistently failing to meet basic service standards. This damning penalty underscores what many Sierra Leoneans have known for years: Orange SL’s leadership is failing its customers and the nation as a whole.
The fine, announced by NatCA on January 21, 2025, serves as a direct consequence of Orange SL’s abysmal network quality and its blatant disregard for repeated customer complaints. Despite numerous ultimatums and warnings from the regulator, including a December 15, 2024, deadline for substantial improvements, the company has failed to deliver. NatCA’s decisive action highlights a systemic issue that has plagued Orange SL since Sekou Amadou Bah assumed the role of CEO.
Sekou Amadou Bah’s tenure as CEO has been marked by consistent failures, from unkept promises to a shocking lack of accountability. Under his leadership, Orange SL has repeatedly pledged to enhance infrastructure and expand network coverage, yet the results remain abysmal. Dropped calls, excruciatingly slow internet speeds, and unresponsive customer service have become the norm for millions of Sierra Leoneans.
Even more troubling is Bah’s inability to address these persistent issues or take responsibility for the company’s shortcomings. Instead of taking swift action to resolve the crises facing Orange SL, Bah’s leadership has been characterized by inertia, poor decision-making, and a lack of vision. These failures have tarnished the company’s reputation and exposed glaring deficiencies in its management structure.
The $1 million fine imposed by NatCA is both a wake-up call and a stern warning to Orange SL. The regulatory body, tasked with overseeing Sierra Leone’s ICT sector, has made it clear that the era of unchecked corporate negligence is over. In addition to the fine, NatCA has issued a strict February 2025 deadline for Orange SL to implement substantial improvements to its network. Failure to comply will result in further sanctions, including the possibility of crippling the company’s operations entirely.
NatCA’s intervention comes after years of public frustration over Orange SL’s subpar services. The regulator has repeatedly engaged with the company, offering opportunities to address the widespread complaints, but these efforts have been met with empty assurances and missed deadlines.
The saga has not gone unnoticed by Parliament, where calls for greater accountability have grown louder. Lawmakers have expressed deep dissatisfaction with Orange SL’s performance, describing the company as a liability to the country’s telecommunications sector. Questions have been raised about why Sekou Amadou Bah remains in charge despite his clear inability to lead the company effectively.
For ordinary Sierra Leoneans, the impact of Orange SL’s failures is personal and profound. Businesses are disrupted, vital communications are hindered, and efforts to digitize essential services are repeatedly stalled. In a country where connectivity is critical for economic and social progress, Orange SL’s incompetence is a betrayal of its obligation to serve the people.
Compounding the company’s woes is its woefully inept Public Relations (PR) department, which has failed to manage the growing backlash or respond effectively to citizen complaints. Instead of addressing concerns head-on, the PR team has remained silent or issued vague statements that only deepen public frustration. This failure to communicate transparently with the public has further eroded trust in Orange SL and highlighted the company’s inability to handle crises.
The disconnect between Orange SL and its customers is a direct reflection of poor leadership at the top. Sekou Amadou Bah’s failure to prioritize customer satisfaction or foster a culture of accountability within the company has left Orange SL in a state of chaos.
Orange SL’s problems did not begin overnight, but they have worsened significantly under Sekou’s leadership. From the company’s inception, issues such as poor network quality, inadequate infrastructure, and unresponsive customer service have plagued its operations. However, instead of addressing these systemic problems, Sekou has allowed them to fester, turning what was once a promising enterprise into a national embarrassment.
The company’s inability to honor its commitments to NatCA and Parliament is indicative of a leadership team that is out of its depth. Promises to improve network quality, expand coverage, and enhance customer experience have proven to be nothing more than hollow rhetoric.
NatCA’s actions have set the stage for a reckoning at Orange SL. The $1 million fine is a clear message that business as usual is no longer an option. For Sekou Amadou Bah, the writing is on the wall: his leadership has failed, and the company requires a complete overhaul to restore public trust.
Orange SL must take immediate and decisive action to address its shortcomings, starting with its leadership. Sekou should seriously consider stepping down to make way for new management capable of delivering the transformative change the company so desperately needs. Additionally, the PR department must be revamped to ensure transparent and effective communication with the public.
For Sierra Leoneans, the time for tolerating mediocrity has passed. The nation deserves a telecommunications provider that prioritizes quality, reliability, and customer satisfaction. Anything less is unacceptable.
The $1 million fine is not just a punishment; it is a call to action. Orange SL must rise to the occasion or risk further sanctions and the complete erosion of its customer base. Sekou Amadou Bah’s tenure has been a disaster, and the company’s failures under his leadership cannot be ignored. The people of Sierra Leone demand better, and it is time for Orange SL to deliver—or step aside for those who can.
