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Study Shows Consumers Willing to Pay for App That Respects Privacy

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Eugene Juwah, EVC, NCC
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Ever since the iPhone came out in 2007, the going rate for many of the most popular apps has been exactly $0.00. Invariably, consumers pay nothing.

But of course, nothing is free. Instead, consumers pay with their data, that’s sold to marketers, or with screenspace, which is forked over to make room for ads.

It’s a trade consumers are happy to make, according to a report by Scott Savage and Donald Waldman reported by Reuters.

A new study from the economists at the University of Colorado shows that the average consumer would prefer to pay small fees for their apps, in exchange for keeping their information private and their screens uncluttered.

In their study, Scott J. Savage and Donald M. Waldman surveyed 1,700 smartphone users, presenting them with a set of apps they could purchase.

One of the apps was a real, free app, currently available in the iTunes and Google Play stores. Five other apps were also suggested, and were said to have exactly the same functionality as the free app.

But these five came with varying levels of privacy and advertising protections (some protected location data, others address book contents, and so on), and all had a price tag.

What Savage and Waldman found is that consumers were willing to spend a bit more to keep their data to themselves, and just how much depended on which data were at stake.

For example, on average, consumers were willing to spend $2.28 for an app that would not read their browser history; $4.05 for an app that would not have access to their contacts; $1.19 for an app that did not track their location; $1.75 for an app that did not obtain their phone’s ID number; $3.58 to prevent an app from having access to the contents of their text messages; and $2.12 for an app that had no advertising.

Because the “average” app (as determined from a sample of more than 15,000 Android apps) has both advertising and access to a person’s location and their phone’s ID, Savage and Waldman say that paid versions of such apps could rake in somewhere around $5 per download. That’s way, way more than the pocket change that most free apps bring in per download.

What’s more, Savage and Waldman use that $5 figure and to do some back-of-the-envelope figuring: Given that the average consumer in their study has 23 apps, and given how many smartphone users there are in the U.S., they calculated the total amount that consumers would spend, if only the apps were there for them to buy: $16 billion. And that’s the conservative, lower-bound estimate. Will that make it worth it for app developers to offer a paid alternative?

There are many reasons why the math might not work out so neatly in reality. Will customers search both the free and paid app categories? Will they be aware of the paid option? Will download rates suffer, if companies more overtly signal how they are using consumer data in an effort to push paid versions? But if those hurdles can be overcome, both developers and consumers stand to benefit.

Culled from Reuters


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NCC Ranked Among Top 3 MDAs for Best Website Performance in 2025

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Bureau of Public Service Reforms (BPSR) has named the Nigerian Communications Commission (NCC) among the top three Ministries, Departments and Agencies (MDAs) of the Federal Government with the Best Ranking in Website Performance for 2025.

NCC Ranked Among Top 3 MDAs for Best Website Performance in 2025

L-R: Head Special Projects, Nigerian Export Promotion Council (NEPC), Salamatu Andu; Executive Commissioner, Technical Services, Nigerian Communication Commission (NCC), Engr. Abaraham Oshadame; Director General Bureau of Public Service Reforms (BPSR), Head Customer Support Service, Galaxy Backbone, Rosemary Ehize; Secretary to the ES. Nigerian Content Development and Monitoring Board, Tahir Aminu at the BPSR award ceremony for top four MDAs in BPSR Website Performance and Ranking 2025 at the BPSR office on Tuesday, 23rd December, 2025.

This is coming barely three weeks after the telecom regulator was recognized as one of the top five best-performing Federal Government agencies for 2025 by the Presidential Enabling Business Environment Council (PEBEC) – a testament to the Commission’s consistency in investment in technology for ensuring efficient service delivery.

In the BPSR 2024/2025 scorecard ranking of agencies’ websites, the NCC came second in the ranking, trailing behind Galaxy Backbone Limited, which came first while the Nigeria Export Promotion Council (NEPC) clinched the third position, from a pool of 235 MDAs, whose website were evaluated.

BPSR deployed 14 evaluation criteria in include MDA’s website compliance with .gov.ng domain name, appearance and aesthetics (look and feel) of the website, content, relevance to MDAs mandate/government policy and the website’ structure.

Others include website’s responsiveness (device compatibility), security, load time, usability/ease of navigation, availability/uptime, functionality, interactivity, accessibility and capacity building.

The recognition was announced at the official release of Federal Government 2024/2025 Scorecard Ranking for MDAs’ Website held at the Federal Ministry of Finance Auditorium in Abuja on Monday (December 22, 2025) while the award presentation took place at BPSR’s Office on Tuesday (December 23, 2025).

The award, which is an important index metric of the National e-Government Masterplan for determining the Nigeria e-Government Status, was received by the Commission in recognition of its commitment to maintaining a world-class website that enhances service delivery to the citizens.

Receiving the award on behalf of the Executive Vice Chairman of the NCC, Dr. Aminu Maida, the NCC’s Executive Commissioner, Technical Services, Abraham Oshadami, appreciated the BPSR for the recognition, describing the award as “another encouragement for the Commission to be a better public service institution leveraging digital platforms such as our web presence to enhance public service delivery to our various stakeholders, thereby implementing the Federal Government’s Ease of Doing Business policy direction.”

While presenting the award to the NCC, alongside other two agencies, BPSR’s Director-General, Mr. Dasuki Arabi, commended the top three for their proactive decisions in maintaining world-class websites, which are compliant with the Federal Government’s policy direction in effective and efficient service delivery to the citizens.

According to the DG, the 2024/2025 MDA’s websites’ ranking represents a collective effort of federal public institutions in Nigeria to be transparent, accountable and open in governance, as well as a confirmation to align with global best practices in service delivery to the citizens.

Developed about six years ago, Arabi said as a result of the annual ranking, more public institutions have indicated readiness to embrace reforms, and align with the policy direction of the current administration’s Renewed Hope agenda on improve governance for effective service delivery, as introduced by His Excellency President Bola Ahmed Tinubu.

“The ideals of harnessing and deploying technological tools for service delivery has become imperative following the COVID pandemic, and distortions of socio-economic system of nations, culminating in the evolution of competitiveness, cost effectiveness, and agile governance.

“As engine room of governance, it behoves on us in the public service to perform our statutory duties and we must put in place technological innovations and standardized websites to operate services as well as deliver service needs to citizens,” he said.

The Scorecard exercise, he said, is part of the BPSR reform broader function of conducting research on reform implementation efforts and presenting ‘best practice’ models to the entire Public Service, and to among others, improve access to government information, facilitate seamless financial transaction, eliminate corruption and cyber theft, as well as facilitate access to government services.

Speaking on the rigorous nature of the exercise that produced the top three winners, the DG said “in the past few weeks members of the Scorecard Jury drawn from inter-Ministerial Agencies, had worked tirelessly to mill websites of selected MDAs through a rigorous process of enduring criteria for the ranking and the outcome had also passed through a quality assurance mechanism to validate the outcome.”


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Oyedele Dismisses Claims Bank Accounts Without TIN Will Be Frozen

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Taiwo Oyedele, Chairman of the Presidential Committee on Fiscal Policy and Tax Reforms, has dismissed reports that bank accounts not linked to a Tax Identification Number (TIN) will be frozen or automatically debited from January 1, 2026.

Oyedele Dismisses Claims Bank Accounts Without TIN Will Be Frozen

Taiwo Oyedele

Oyedele described the claims as false and misleading, warning Nigerians against panic over misinformation surrounding recent tax and financial reforms.

In a post on his X handle Tuesday morning, he wrote: “Don’t let anyone manipulate you. Your bank account is safe. Misinformation makes you panic and fear a reform that is designed to help you.

“When they tell you that your account will be frozen or automatically debited from January 2026, ask them for the evidence in the new law. Be wise.”

He stressed that no provision in the new tax laws authorises the freezing of bank accounts, adding that the rumours are part of widespread misrepresentation of the reforms.

The committee chairman reiterated that the reforms are intended to simplify Nigeria’s tax system and ease the burden on ordinary citizens, not to impose punitive measures on bank customers.


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Amazon Blocks 1,800 North Koreans From Job Applications

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AMAZON
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US tech giant, Amazon has disclosed that it blocked more than 1,800 North Koreans from applying for jobs, amid growing concerns that Pyongyang is deploying large numbers of IT workers overseas to earn and launder funds.

Amazon Blocks 1,800 North Koreans From Job Applications

Amazon

In a LinkedIn post, Amazon’s Chief Security Officer, Stephen Schmidt, said North Korean nationals have been attempting to secure remote IT roles with companies around the world, particularly in the United States.

He noted that the company recorded nearly a one-third increase in such applications over the past year.

According to Schmidt, many of the applicants operate through so-called “laptop farms” — computers physically located in the US but remotely controlled from abroad.

He warned that the issue is not unique to Amazon and is likely occurring at scale across the tech industry.

He added that common red flags include incorrectly formatted phone numbers and questionable academic credentials.

The issue has previously drawn the attention of US authorities. In July, a woman in Arizona was sentenced to more than eight years in prison for running a laptop farm that helped North Korean IT workers obtain remote jobs at more than 300 US companies.

Officials said the scheme generated over $17 million in revenue for both the woman and North Korea.

Last year, South Korea’s intelligence agency also warned that North Korean operatives were using LinkedIn to pose as recruiters, approaching South Koreans working at defence companies in an attempt to steal sensitive technological information.

“North Korea is actively training cyber personnel and infiltrating key locations worldwide,” Hong Min, an analyst at the Korea Institute for National Unification, told AFP.

He added that, given Amazon’s business model, the motivation behind such operations is largely economic, with a high likelihood of attempts to steal financial assets.

North Korea’s cyber warfare programme dates back to at least the mid-1990s and has since expanded into a cyber unit of about 6,000 personnel known as Bureau 121, according to a 2020 US military report.

In November, Washington announced sanctions against eight individuals accused of being state-sponsored hackers, alleging their illicit activities were carried out to fund North Korea’s nuclear weapons programme.

The US Treasury has also accused North Korea-linked cybercriminals of stealing more than $3 billion over the past three years, primarily through cryptocurrency-related crimes.


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