Telecom
Exploring Mobile Advert Option to Increase ARPU
Attractions of Mobile network operators in the country have started shifting from what it used to be which is voice to now data, video and other value added services, occasioned by low average revenue per user (ARPU). Outside providing subscribers access to internet as well as rolling out enterprise solutions for corporate customers, mobile network operators are also provided with the opportunity of maximizing the use of their technology through mobile advertisement.
Mobile network operators in Nigeria today have the required technology to deliver short message service, video and picture messages. One then wonders why they are not exploring mobile advertising option to enhance their revenue base which invariable could help in driving down voice call tariff.
Mobile Marketing refer to one of the two categories of marketing refer to one of marketing, first and relatively new, it meant to describe marketing on or with a mobile device, such as a mobile phone.
This is an example of horizontal telecommunication convergence.
Second, and a more traditional definition, is meant to describe marketing in a moving fashion – for – example technology and shows or moving billboards. However, this analysis is concentrating on the first definition of mobile marketing which has to do with using mobile phones as vehicle for advertising.
According to a survey conducted by a mobile marketing provider, approximately 89% of major brands are planning to market their product through text and multimedia mobile messaging by 2008. One-third is planning to spend about 10% of marketing budgets through mobile marketing.
Also in about 5 years, over half of brands are expected to spend between 5% and 25% of their total marketing budget on their mobile marketing. Already, 40% of the firms that responded have implemented this feature for their audience. Strategy Analytics is forecasting that advertisers will spend $1.4 billion on mobile media this year, with that rising to $14.4 billion in 2011.eMarketers says mobile advert spending reached $ 1.5 billion last year and will grow to $14 by 2011.
What will and already have given mobile marketing’s attraction are: the ability to reach a specific target audience; information about how the user responded to a marketing message; and proof that a message has been received by the user’s handset.
Nigeria CommunicationsWeek gathering that Nigeria marketing communications is worth over $4 billion. Nigeria Marketing Association, Apcon said that the sector became vibrant with the liberalization of the telecommunications sector which witnessed a boost as a result of operators’ use of the medium to reach their subscribers in one promotion or the other.
The association which is presently using television viewer ship mostly in their advertising campaigns is considering mobile marketing because television viewer ship is declining at a fast rate for some reasons, such as influx of cheap Chinese pirated movies, electricity failures, absence of prime time TV shows and absence of national Television stations. Radio, the association said, has its own challenges too and outdoor is location specific.
According to a report by Apcon, mobile is the only medium with anywhere and anytime advantage with possibilities to accommodate all array of features like video, Multimedia Messaging Service, pictures, Short Message Service, internet and among others. Mobile is a more powerful personal medium than any other, and it is time that Nigeria Brands exploited the opportunity.
Possible Channels
Marketing on a mobile phone has become increasingly popular ever since the rise of SMS (Short Message Service) in the early 2000s in Europe and some parts of Asia, when businesses started to collect mobile phone numbers and send off wanted or unwanted content.
Over the past few years, SMS has become legitimate advertising channel in some parts of the world. This is because unlike email over the public internet, the carriers who police their own networks have set guidelines and best practices for the mobile media industry (including mobile and advertising).The Interactive Advertising Bureau (IAB) ad the Mobile Marketing Association as well, have established guidelines and are evangelizing the use of the mobile channel for marketers. While this has been fruitful in developed regions such as North America, Western Europe and some other countries, mobile SPAM messages (SMS send to mobile subscribers without a legitimate and explicit opt-in by the subscribers) remain an issue in many other parts of the world, partly due to the carriers selling their member databases to third parties.
Mobile Marketing via SMS has expanded rapidly in Europe and Asia as a new channel to reach the consumer. SMS initially received negative media coverage in many parts of Europe for being a new form of spam as some advertisers purchased lists and sent unsolicited content to consumer’s phones; however, as guidelines are put in place by the mobile operators, SMS has become the most popular branch of the mobile marketing industry with several 100 million advertising SMS sent out every month in Europe alone.
In North America, the first cross-carrier SMS shortcode campaign was run by Labatt Brewing Company in 2002. Over the past few years, mobile short codes have been increasing popular as a new channel to communicate to the mobile consumer. Brands have begun to treat the mobile shortcode as a mobile domain name allowing the consumer to text messages to the brand at an event, in stores and on any traditional media.
SMS service typically run off a short code, but sending text messages to an email address is another methodology. Short codes are 5 or 6 digit numbers that have been assigned by all the mobile operators in a giving country for the use of brand campaign and other consumer services. The mobile vet every application before provisioning and monitor the service to make sure it does not diverge from its original service description.
Besides short codes, inbound SMS is very often based on long numbers (international number format, e.g. +44 7624 805000), which can be use in place of short codes or premium-rated short messages for SMS reception in several applications, such as product promotions and campaigns. Long numbers are internationally available, as well as enabling business to have their own number, rather than short codes which are usually shared across a number of brands. Additionally, long numbers are non-premium inbound numbers.
Marketing communications companies in Nigeria lately are using SMS to send advertising content to mobile subscribers. It has become a common experience for one to receive SMS from companies on the prices of their product.
One key criterion for provisioning is that the consumer opts in to the service. The mobile operators demand a double opt in from and the ability for the consumer opt out of the service at any time by sending the word STOP via SMS. These guidelines are established in the MMA Consumer Best Practices Guidelines which are followed by all mobile marketers in the United States. This has not started working in the country.
Mobile Marketing via other applications
The rise of Bluetooth started around 2003 and a few companies in Europe started establishing successful businesses. Most of these businesses offer “Hotspot-Systems” which consist of some kind of content-management system with a Bluetooth distribution function. This technology has the advantage that it is permission-based, and has higher transfer speeds and is also a radio-based technology and can therefore not be billed (i.e. is free of charge). The likely earliest device built for mobile marketing via Bluetooth was the context tag of the AmbieSence project (2001-2004)
Location-based services (LBS) are offered by some cell phone networks as a way to send custom advertising and other information to cell-phone subscribers based on their current location. The cell-phone service provider gets the location from a GPS chip built into the phone or using radiolocation and trilaterationbased on the signal-strength of the closest cell-phone towers (for phones without GPS features).
This has started happening in Nigeria, during Celtel rebranding to Zain, the company used Imaging Concept Limited, a proximity marketing firm to send to its subscribers pictures of their new brand Zain at all the event locations organized for the rebranding.
Ugo Okoye, managing director of Iconcepts Limited, said that introduction of proximity marketing into the mobile marketing industry will no doubt make a big difference in the way brands reach their consumers with tailor-made messages that suit their purpose. According to Okoye, ‘for the first time, brands using proximity marketing technology can ensure that they reach their target audience at a time and place that put their messages in a direct and relevant context to the consumer’s current activity.
“The ability to communicate with consumers bases on their presence in a fixed time and place is one of the great features of proximity advertising technique as it makes it possible to access people at various points with tailor-made offers precisely to suit them,” he said.
Advertisement through mobile phones offers operators another avenue of revenue source to complement that of voice and data service. In this time of drop in revenue from voice service as a result of harsh economic condition, operators need to create awareness on the use to be able to maximize the benefit.
Telecom
ALTON Seeks Enhanced Investment Reporting Framework in Telecoms Sector

The Association of Licensed Telecommunications Operators of Nigeria (ALTON) has urged for the development of a more comprehensive framework for tracking investments in the telecommunications sector, saying current capital importation data does not fully reflect the level of investment being made by operators.

The association made the call while reacting to the National Bureau of Statistics (NBS) Q1 2026 Capital Importation Report, which showed a decline in foreign capital inflows into the telecommunications sector from $80.78 million in 2025 to $7.24 million in the first quarter of 2026.
In a statement jointly signed by Engr. Gbenga Adebayo, ALTON Chairman, the association commended the NBS for its efforts in tracking investment flows across key sectors of the economy, but stressed the need for a broader assessment of investments within the telecom industry.
According to ALTON, while foreign capital inflows have declined, telecommunications operators continue to make substantial investments in network infrastructure, technology upgrades and operational expansion through domestic funding sources and reinvested earnings.
The association also expressed appreciation to the Federal Government for the 50 per cent tariff increase approved in 2025, describing the policy as a critical intervention that helped stabilise the sector during a difficult period.
ALTON said the tariff adjustment addressed revenue sustainability challenges, restored operational viability and enabled operators to shift from financial distress to a growth-oriented model characterised by increased capital reinvestment.
“The timely intervention enabled operators to transition from financial distress to a sustainable, growth-focused model characterised by significant capital reinvestment,” the statement noted.
Providing insight into the sector’s investment profile, ALTON disclosed that Mobile Network Operators (MNOs), tower companies and other industry players invested a total of ₦2.13 trillion in capital expenditure (CAPEX) in 2025. It added that operators have earmarked another ₦1.86 trillion for capital projects in 2026.
The planned investments, according to the association, will support network expansion, technology enhancement and other critical infrastructure projects aimed at improving service quality and coverage nationwide.
ALTON argued that the disparity between reported foreign capital inflows and actual capital expenditure points to a gap in the way sectoral investments are currently measured and reported.
It noted that a significant portion of telecom sector investments now comes from domestic capital sources and reinvested operational earnings, which may not be adequately captured under existing foreign capital importation metrics.
To address this challenge, the association proposed a collaborative engagement involving the Nigerian Communications Commission (NCC), the National Bureau of Statistics (NBS) and the Central Bank of Nigeria (CBN) to develop a more inclusive investment-tracking framework.
According to ALTON, a transparent and comprehensive investment reporting system would provide a more accurate picture of the sector’s contribution to the economy, strengthen investor confidence and enhance Nigeria’s attractiveness as a destination for telecommunications investment.
The association reaffirmed its commitment to working with regulators and government agencies to ensure the sector’s contributions to national development are properly documented and recognized.
ALTON also assured Nigerians that telecommunications operators remain committed to continuous investments in network expansion, modernisation, resilience and service quality improvement.
It added that sustained collaboration among government, regulators and industry stakeholders would ensure uninterrupted access to digital services that drive economic growth, innovation, financial inclusion and national development.
Telecom
QNET Breaks Silence After NSCDC Busts Alleged Human Trafficking Ring in Lagos

QNET, a global wellness and lifestyle-focused direct selling company, has taken note of media reports regarding the recent operation by the Nigeria Security and Civil Defence Corps (NSCDC) in Lagos State, which led to the rescue of several individuals and the arrest of suspects allegedly involved in human trafficking, unlawful detention, and fraudulent activities.

QNET
QNET unequivocally condemns all forms of human trafficking, fraud, exploitation, unlawful detention, and other criminal acts. We commend the NSCDC for its swift intervention and for prioritising the safety and welfare of those affected.
While investigations are ongoing, QNET wishes to state clearly that it does not offer employment opportunities, overseas job placements, visas, migration services, or guaranteed financial returns in exchange for payment. Any individual or group making such representations is acting without the knowledge, authorization, or consent of the company.
Commenting on the incident, Biram Fall, Regional General Manager for Sub-Saharan Africa at QNET, said: “Our thoughts are with those who have been affected by this unfortunate situation.
“We wish to reiterate that QNET does not offer jobs, overseas employment opportunities, visa services, or financial guarantees in exchange for payment. These are among the most common tactics used by fraudsters to exploit vulnerable individuals.
“We encourage the public to remain vigilant, verify information through our official channels, and report suspicious activities to the relevant authorities. Protecting the public and safeguarding the integrity of our brand remain top priorities for QNET.”
QNET maintains a strict zero-tolerance policy towards fraud, misrepresentation, and unethical conduct. The company actively enforces its Code of Ethics and Compliance Framework and takes disciplinary action against any Independent Distributor found to be in breach of its policies.
Since commencing operations in Nigeria through its local partner, Transblue Limited, in 2022, QNET has intensified its collaboration with government institutions, consumer protection agencies, law enforcement bodies, and the media to combat scams and misinformation associated with its brand.
These efforts include the launch of the “Say NO!” Anti-Fraud Campaign in November 2023, as well as strategic partnerships with the Lagos State Consumer Protection Agency (LASCOPA) and the Federal Ministry of Labour and Employment.
Beyond Nigeria, similar initiatives have been implemented in Ghana, Senegal, Burkina Faso, and Sierra Leone under the broader QNET Against Scams campaign.
These programmes are designed to educate communities on how to identify legitimate business opportunities, recognise common scam tactics, and avoid becoming victims of fraudulent schemes perpetrated in the company’s name.
QNET remains committed to working alongside governments, regulators, law enforcement agencies, media organisations, and civil society groups to combat fraud, protect consumers, and promote ethical entrepreneurship across Africa.
Members of the public are encouraged to verify information about QNET, its products, and its business model through the company’s official website, www.qnet.net.
Individuals who encounter suspicious recruitment activities, fraudulent job offers, visa schemes, or any misuse of the QNET name are urged to report such incidents through QNET’s compliance and integrity channels.
Suspected cases may be reported via WhatsApp on +233 2566 30005 or by email at [email protected]. All reports are handled confidentially and investigated in accordance with QNET’s compliance procedures.
For more information about QNET and its anti-fraud initiatives, visit www.qnet.net.
Telecom
FCCPC Refutes Airtime Market Takeover Claims

Federal Competition and Consumer Protection Commission (FCCPC) has rejected reports claiming it backed a major shake-up of Nigeria’s airtime credit market or secured presidential approval for new operators to enter the space.

In a statement at the weekend, the commission said it had no knowledge of the alleged plan and was not part of any process said to be opening the sector to nine fintech firms.
The clarification follows widespread media reports suggesting that President Bola Tinubu had approved a restructuring of the airtime credit ecosystem under the administration’s “Nigeria First” policy.
The reports also claimed the move would allow new players to compete in a market long dominated by telecom operators and their existing partners.
The companies mentioned in the reports include Technotrends Platforms Nigeria Limited, Total Tim Nigeria Limited, Fonyou Technologies Nigeria Limited, Rane Interactive Medien CLS Limited, MRS Innovation Nigeria Limited, Mode NG Applications Nigeria Limited, ERL Telecoms Service Limited, Cloud Interactive Associate Limited and Coverage Broadband Limited.
Some of the publications further suggested that the reform could unlock a market valued at about N3 trillion annually.
However, industry estimates generally place the size of Nigeria’s airtime credit and related digital lending space at between N300 billion and N400 billion.
But the FCCPC dismissed the entire narrative, insisting it was not involved in any approval process or regulatory announcement linked to the claims.
“The Commission wishes to state clearly that it is not aware of, and was not involved in, the claims attributed to it in the report,” the agency said through Ondaje Ijagwu, director of Corporate Affairs.
The commission also clarified that its Digital, Electronic, Online and Non-Traditional Consumer Lending (DEON) regulations remain suspended.
According to the FCCPC, the suspension followed an interim court order issued by the Federal High Court in Lagos on April 15, in a case filed by the Wireless Application Service Providers Association of Nigeria (WASPAN).
It stressed that as a public institution, it is fully complying with the court directive and will not enforce the regulations until the matter is fully resolved in court, with the next hearing scheduled for July 20, 2026.
The agency added that it remains committed to due process and will continue to handle the issue strictly within the boundaries of the law.
In simple terms, the FCCPC says it is not driving any airtime market overhaul, has not approved new entrants, and is currently waiting on the courts before taking any regulatory action.
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