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SMS and CSC Effective Mobile Marketing Tools

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Technology continues to improve the way mankind does business in the 21st century and one of the best tools that have enhanced our living standards is mobile device which continues to astound even the innovators to push beyond limits
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Before the turn of the century, analogue fixed wired telephone ruled but all that seem gone with the advent of digital mobile phone. Now, other mobile devices like the android, iPhone and tablet makes the famed George Orwells’ 1984 stone age.

The prediction earlier this year according to the Cisco’s ‘visual networking index’ on global mobile data traffic forecast is that the number of connected mobile devices will exceed total human population.

Over the past two years, connected global mobile data continue to double in growth. In 2011 for example, the traffic grew above Cisco’s prediction of 131 per cent – it grew at 133 per cent. “In 2011, mobile data traffic was 8 times the size of the entire global Internet in 2000 (597 petabytes vs. 75 petabytes).”

By 2016, we are told there will be about 1.4 mobile devices per capita, with over 10 billion connected mobile devices worldwide. The world population is projected to reach 7.3 billion by that year.

“By 2012, over 100 million smartphone users will be using over 1 gigabytes-per-month of data. And by 2016, the monthly global smartphone data traffic will pass 10 exabytes-per-months, with the average smartphone generating 2.6 gigabytes-per-month, a 17-fold increase from 2011’s average.”

Businesses find these figures quite attractive bate to invest in new line of operation. In North America, where connectivity is significantly high compared to emerging markets as in Africa, companies and organization now find the mobile platform as medium to reach out to potential and existing clients.

“Specifically, SMS is the most effective channel for marketers because of its simplicity, adoption (or) familiarity, and unbiased reach.

 Virtually all phones are SMS capable, which means the channel can reach five billion subscribers worldwide.

The International Association for the Wireless Telecommunications Industry (CTIA) reported U.S. annualized yearly text messaging at 2.12 trillion in June 2011, indicating a huge opportunity for marketers.

And, according to Nielsen Mobile, the average consumer sends 600 messages per month compared to using less than 200 voice minutes,” according to a neustar report recently released.

Interestingly, unlike in Africa where the majority of the populations rely on mobile phones to transact businesses and engage in other forms of social-activities, only about 31.6 per cent of the American households are wireless-only (suggesting that they rely solely on their mobile phones as opposed to fixed-landlines).

In over 95 per cent of post-paid mobile contracts, text messages is built into the contract with about 90 per cent of SMS opened and read, this contrast sharply to less than 40 per cent of all email solicitations.

In essence, text message or SMS with its universal accessibility and usage, combined with the ability to provide information in real-time and creates opportunities is making it increasingly more attractive medium of communication than the email options.

More and more companies in the most advanced economies are relying on a ‘common shot code’ mobile marketing platform to “deliver personal, immediate and actionable contents to a target audience.”

“A Common Short Code (CSC) is a 5 or 6 digit carrier-approved number that mobile phone subscribers use to send SMS messages in order to receive information, promotions, alerts and branded content directly to their device.”

Radio stations operating in the frequency modulation (FM), band in Nigeria find the CSC attractive to interact with their target audience – this is affected through a binding contract between the station(s) and a mobile operator, with revenue sharing formula built into the contract. The CSC gateway proves a mutual benefit to both consumers and brands in establishing a two-way communication channel.

“The CSC gateway enables wireless subscribers to access mobile applications and participate in voting and polling, customer feedback, database enrollment, news and offer alerts, contests, surveys, chat, games, direct marketing and mobile commerce. Short code campaigns are rapidly growing in popularity because of their inherent simplicity, ubiquitous outreach, societal trendiness, and perpetual accessibility,” said neustar.

Radio listeners turn to SMS and the CSC platforms to reach their preferred stations during social protests to vent their frustrations over the airwaves. This is even more attractive because of the low broadband penetration in Nigeria and the lack of access to Internet facility to send email or interact on social media platforms. Its cost effectiveness is also an added attraction that pulls listeners to use this medium.

Increasingly, as in the most advanced economies, more businesses would find this medium more profitable to reach their customers for a more cheaper, faster and sure advertising platform.

The result of a recent survey by U.S based firm showed that CSC campaign generated 325 percent more entries than the Web-based call-to-action. While it only ran in 25 percent of the adverts, the short code campaign generated to 52 percent of the total entries. The results demonstrate how short code campaigns make it easy for the consumer to respond to the calls to action while it is still top of mind.


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General News

Haleon Introduces New Corporate Identity in Nigeria

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Haleon, a global consumer health company with a purpose to deliver better everyday health, is introducing its corporate identity across Nigeria in a phased transition. Trusted brands such as Panadol, Sensodyne, Macleans, Otrivin, Voltaren, Cac 1000 and Andrews Liver Salts remain unchanged in formulation, quality, and effectiveness.

Following the formal demerger from GSK, Haleon was launched on July 18, 2022, as an independent company 100% focused on consumer health. Haleon is the new home for brands like Sensodyne, Panadol, Centrum and others, trusted by millions worldwide for their proven effectiveness in improving everyday health.

From relieving tooth sensitivity or pain to providing essential vitamins and nutrients, our products are designed to fulfil Haleon’s purpose: to deliver better everyday health with humanity.

This revised corporate identity is a branding change only and does not affect the safety, quality, or efficacy of the products. Haleon is sharing this update as part of its commitment to transparency and consumer confidence, helping consumers continue to choose the brands they know and trust.

Haleon’s collaboration with Fidson Healthcare forms part of this approach, reinforcing the value of local production in supporting trusted everyday health brands in Nigeria.

Panadol Extra 100s and Panadol Pain & Fever 100s are currently being produced and supplied to the market under the Haleon identity. Sensodyne Rapid Action will bear the Haleon corporate identity from mid-June, followed by Andrews Liver Salts later this year.

In due course, additional brands—including Otrivin, Voltaren, Cac 1000, Macleans, and the wider Sensodyne portfolio—will also transition to the Haleon identity.

Haleon remains committed to ensuring consumers can continue to access the same high-quality brands at pharmacies, supermarkets and other retail outlets across Nigeria.

“As Haleon introduces its identity in Nigeria, we want consumers to feel informed and reassured. The trusted products they rely on remain the same in quality, formulation and effectiveness.

“At the same time, our local production approach in partnership with Fidson Healthcare supports reliable access to high-quality everyday health products in Nigeria,” said Himanshu Raj, Haleon General Manager for Sub-Saharan Africa.

 


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Elon Musk Makes History as the World’s First Trillionaire

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Tech entrepreneur and SpaceX founder, Elon Musk, has become the world’s first trillionaire after the successful public listing of SpaceX pushed his net worth beyond the $1 trillion mark.

Elon Musk Makes History as the World’s First Trillionaire

Elon Musk

According to multiple financial reports, Musk’s fortune surged to approximately $1.1 trillion following SpaceX’s historic stock market debut on June 12, making him the first individual in history to achieve the milestone.

The sharp increase in wealth was driven primarily by SpaceX’s initial public offering (IPO), which valued the company at more than $1.7 trillion at listing before rising above $2 trillion during its first day of trading. Musk’s holdings in SpaceX, combined with his stakes in Tesla and other ventures, significantly boosted his net worth.

Musk, 54, is also the founder or co-founder of companies including Tesla, SpaceX, Neuralink and The Boring Company. He acquired social media platform X, formerly Twitter, in a $44 billion deal and has remained one of the most influential figures in technology and business.

Financial analysts noted that Musk’s wealth now far exceeds that of any other billionaire.

Matt Durot, deputy editor at Forbes Wealth, said the gap between Musk and the world’s second-richest individual had widened significantly, with no other person currently close to the trillion-dollar threshold.

Despite the historic achievement, Musk’s vast wealth has reignited debates over global inequality and the responsibilities of ultra-wealthy individuals in addressing humanitarian challenges.

Advocacy groups have frequently pointed to issues such as hunger, disease eradication and access to education as areas where large-scale private philanthropy could make a significant impact.

In 2021, Musk publicly challenged the United Nations to provide a detailed plan showing how billions of dollars could help combat world hunger. Although a proposal was later presented, no donation followed.

Analysts note that much of Musk’s wealth remains tied to company shares rather than liquid cash, meaning his net worth can fluctuate significantly with market movements.

Nevertheless, the SpaceX IPO marks a historic moment in global finance, placing Musk in a wealth category previously considered unimaginable.

Commenting on Musk’s business achievements, Jamie Dimon, chief executive officer of JPMorgan Chase, described him as “the Edison of our time.”

Musk’s rise from co-founding internet startup Zip2 in the 1990s to becoming the world’s first trillionaire is regarded by many analysts as one of the most remarkable wealth creation stories in modern history.


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Kaspersky Warns of “Grey” Scam Websites Exploiting User Trust

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Recent research by Kaspersky has shown that the so-called “grey” websites repeatedly target all world regions, and this may be driving both financial loss and large-scale data harvesting.

Grey websites are deceptive online platforms that fall outside traditional phishing definitions but still manipulate users into voluntarily handing over money and personal data. Kaspersky’s new report provides detailed insights into the threats posed by the grey websites on global and regional levels.

Unlike classic phishing attacks, which aim to steal credentials outright, grey websites rely on persuasion, misleading interfaces, and hidden terms to exploit users. They often impersonate legitimate services such as e-commerce platforms, financial tools, AI services, or subscription-based content, making them significantly harder to detect.

Kaspersky analysis shows that the majority of suspicious resources globally fall into several recurring categories:

  • Fake browser extensions and “security tools” that actually harvest browsing data and track user activity.
  • Fraudulent financial platforms including crypto exchanges, trading tools, and investment schemes promising unrealistic returns.
  • Intermediary services (e.g., legal or real estate), charging for low-value or nonexistent services while harvesting sensitive personal data.
  • Subscription traps offering low-cost trials that convert into costly recurring payments hidden in fine print.
  • Fake online shops that either deliver counterfeit goods or nothing at all.

Example of a grey website.

A notable trend is the emergence of tools disguised as AI services or image-processing platforms, reflecting attackers’ ability to adapt to current digital trends and target younger audiences.

There are proven security solutions that help users to detect grey websites across different types of devices – those running on Windows, Linux, Android and iOS. The detection model is based on many factors, including domain name and age, IP reputation, stability of the infrastructure used, DNS configurations, HTTP security headers, digital identity and popularity of the web resource and other criteria.

Regional specifics

Regional variations in grey websites demonstrate how threat actors localise scams based on user behaviour and trending technologies.

In Europe, the threat landscape is dominated by links to suspicious browser extensions and fake “privacy-enhancing” tools.

These resources often present themselves as security solutions, promising safer browsing or anonymous search capabilities. In reality, they function as browser hijackers – intercepting traffic, collecting cookies, tracking user behaviour, and injecting advertisements.

The popularity of these threats reflects a high level of user concern around privacy and security, which attackers actively exploit. Additionally, these regions show a steady presence of phishing intermediaries and crypto-related scams, indicating a blend of technical and financially motivated attacks.

Across African markets, financial scams are the most prominent category of suspicious resources. Fraudulent trading platforms, fake brokers, and investment schemes frequently mimic legitimate financial services, often accompanied by fabricated licenses or endorsements.

These platforms typically prevent users from withdrawing funds, instead introducing additional “fees” or taxes to prolong the scam. The concentration of these threats highlights how attackers leverage growing interest in online investing while exploiting gaps in regulatory enforcement and financial literacy.

In the Middle East and North Africa region, suspicious resources frequently mimic communication (Internet telephony) tools, financial platforms, or betting services. Additionally, Ponzi-style investment schemes and crypto scams are widespread, often presented through polished interfaces that mimic legitimate platforms.

Web browser-based threats also play a significant role, with malicious extensions targeting user data and browsing activity. The regional threat profile reflects a convergence of financial fraud and technical compromise, where users risk both data exposure and monetary loss.

“Suspicious websites don’t look harmful at first glance. But they exploit trust, urgency, and familiarity, and a single click on what looks like a harmless AI image tool, a “secure” browser extension, or a heavily discounted online shop could be all it takes to lose money or expose sensitive data.

Instead of direct credential theft, attackers turn to behavioural manipulation – whether that’s subscribing, investing, or installing software,” comments Anna Larkina, Web Content and Privacy Analysis Expert at Kaspersky.

 


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