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Why is Localisation Crucial for Breaking into New Markets?

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By Hyther Nizam, President – MEA, Zoho Corp.

Nigeria has the largest market in Africa with a GDP standing at $514.05 billion in 2021 and a population of over 200 million people. The business scene in Nigeria is faced with many challenges and the survival of any business in this market is dependent on the adoption of successful strategies.

One successful strategy for businesses entering the Nigerian market is localisation. A strong long-term localisation strategy will help in establishing a presence among locals, earning their trust and eventually building brand loyalty.

It is equally critical, however, for businesses to understand that localisation entails more than just providing pricing in local currencies. Instead, it has to be a holistic approach that involves customers, employees, and other relevant stakeholders.

Understanding localisation

Before digging into why localisation is so important and how to undertake it successfully, let’s discuss what it actually means. Localisation refers to the adaptation of a product or a marketing strategy to meet the needs of a specific locale through language, culture, or other relevant factors.

Localisation can be achieved in a number of ways. For example, a product company can offer a local language user experience (UX) and provide vernacular customer support. However, if a company simply uses a translation tool that doesn’t take into account local nuances, such a localisation attempt will create a negative brand perception.

On the other hand, a holistic approach can have major benefits for a business, including easier entry into new markets, increased customer satisfaction and brand loyalty, and ultimately improved revenue.

Beyond translation

Making your product or service available in the local language and providing support are the first few steps towards localisation. There are other considerations you should make too.

For example, if you have an online offering, when you localise it to right-to-left (RTL) languages such as Hebrew, Persian, and Arabic, you should also enable a right-to-left oriented UX layout for better user experience.

Even something as simple as automatically detecting which date format to use in a specific territory (dd/mm/yyyy vs mm/dd/yyyy, for example), or using a comma or dot when writing a large number, can go a long way in building brand affinity.

Local pricing is also important as it allows customers to avoid currency fluctuations. Furthermore, you can integrate your product with local payment gateways and other locally-popular third-party apps in order to increase adoption.

A culture of localisation

Real localisation, however, goes beyond localised offerings. It should be inculcated into your business’s culture. That means taking local cultures and ways of working into consideration when you enter new territories.

At Zoho, we have adopted an approach called “transnational localism”. It brings together the best features of global connectivity with local knowledge and insights. We hire locally in the new territories and train the new employees so that they intimately understand our various offerings and brand values. They, in turn, bring with them a deep understanding of the local markets, and help adapt the offerings.

Ultimately, if your employees buy into this attitude, they’re also more likely to feel empowered to cater to the needs of local customers. This will enable smoother entry into new markets.

Taking advantage of the moment

It’s also worth pointing out that there’s never been a better time to take this kind of holistic

approach to localisation. The past two years have accelerated digital transformation, and customers are more willing to adopt new products and offerings. Thanks to the rise of remote work, meanwhile, there are a whole host of workers who are ideally suited to working for global businesses and who can offer their expertise when it comes to localisation.

The businesses that take advantage of this unique set of circumstances to build fully localised offerings and an open culture of localisation will put themselves in the best possible position to succeed in their expansion plans.


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Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

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How to Use the Correlation of Gold with Other Trading Assets in the Forex Market

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Gold remains one of the most powerful commodities in the global financial architecture. It is widely recognized that, for traders in Nigeria, specifically, currency pressures, inflation expectations, and shifts in global liquidity make up the macro environment more often than not; hence, understanding the correlation of gold with key Forex assets is more of an economic insight than a trading tactic.

The correlation between gold and currencies, equities, bonds, and even energy markets provides a broader framework for interpreting global risk sentiment. A growing number of Nigerian investors use this correlation to hedge against inflation, read capital-flow trends, and adjust trading strategies across major currency pairs.

Why Gold Matters in Today’s Macro Environment

This can be explained by looking at the larger picture and how global factors either positively or negatively impact the price of gold: spiraling inflation, geopolitical tension, tightening by central banks, and the flight-to-safety dynamic that heightens in moments of market stress. African traders, especially those active with international brokers such as JustMarkets, are very sensitive to how gold performs not only as a commodity but also as a macro indicator.

Indeed, the strongest correlations of gold are more often found with the US dollar, major bond markets, equity indices, and energy instruments in periods of high geopolitical risk. Each one of these offers a different angle for Nigerian traders to approach macroeconomic changes.

Gold and US Dollar: The Most Watched Correlation

The inverse correlation between XAU and the USD remains one of the bedrock relationships in global finance. It usually weighs on gold because a stronger dollar raises the opportunity cost of holding the metal. Conversely, the opposite has occurred when the market has priced in rate cuts, rising inflation, or policy uncertainty.

This relationship provides Forex traders in Nigeria with a macro perspective:

  • USD strength; pressure on gold; bullish signals for USD-pairs like USD/JPY or USD/CHF

  • USD weakness; appreciation of gold; potential strengthening of the non-USD majors

This dynamic is often emphasized by platforms such as JustMarkets in their markets analytics, allowing traders to match the technical setup with real policy shifts from the Federal Reserve.

Gold and Bond Yields: A Window into Global Risk Appetite

Gold is highly sensitive to real interest rates. When US real yields fell, it sent gold higher because investors saw it as a hedge against inflation and thus a haven. Yet higher yields tend to dampen demand for precious metals.

To traders, this correlation is a reason for short-run volatility around announcements like:

  • US CPI

  • FOMC decisions

  • Results of Treasury auctions

In countries like Nigeria, when domestic inflation is high and Naira pressure amplifies sensitivity to global risk, the movement of gold often proves an early indicator of how capital might rotate between safe havens and risk assets worldwide.

Gold and Equity Markets: The Fear Gauge

While geopolitical tensions or recession fears tend to deflate equity markets, they strengthen gold. This negative relationship is considered helpful for traders looking to deduce spikes in volatility and risk-off flows. Examples include:

  • Sharp US30 or NAS100 declines coupled with XAU/USD rallies

  • Broad-based sell-offs driven by political uncertainty or commodity shocks

This dynamic helps explain to the Nigerian analysts focused on policy and political economy how global risk events transmit to the local market through capital-flow sentiment.

Gold and Energy: Transmission via the Inflation Channels

Although gold and oil are not directly correlated, both respond to inflation expectations. Surging oil prices can fuel inflation forecasts that support the price of gold.

This channel is particularly important in the case of Nigeria, a major oil exporter. When crude markets temporarily tighten due to supply disruptions or OPEC policy decisions, gold becomes a complement to hedge against global inflation risk.

Trading with the Use of Gold Correlations

A structured approach allows traders to put gold’s relationships into practice:

  1. Start with the macro driver.
    Identify whether inflation, geopolitics, or monetary policy is the primary force shaping markets.

  2. Translate the macro event into correlation expectations.
    Example: falling bond yields lead to a weaker USD, which in turn supports gold and could lead to upside in EUR/USD.

  3. Use correlation clusters instead of isolated signals.
    Gold + USD + bonds provide a more reliable picture than gold alone.

  4. Apply risk management aligned with volatility cycles.
    Gold’s volatility often spills over into major currency pairs.

Market platforms like JustMarkets emphasize these cross-asset links to help traders simplify complex macro interactions into actionable insights.

Why Nigerian Traders Pay Close Attention

The Nigerian economy is highly integrated into global commodity flows; inflation cycles, dollar liquidity, and geopolitical developments tend to reach the local market faster than the pace at which policy adjustments can be made.

Gold serves as a barometer of global risk, a hedge against currency depreciation, and a signal of moves in the key USD pairs that headline Nigeria’s trading activity.

In a region increasingly active in the Forex market, understanding the relationships involving gold is not just about trading but also a strategic tool for analyzing global economic behavior


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Tim Akano Recounts 20-Year Growth, Media Support at NITRA End-of-Year Meet

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Mr. Tim Akano, New Horizons Chief Executive Officer, took centre stage at the Nigerian Information Technology Reporters’ Association (NITRA) annual end-of-year meeting on Thursday, December 18, 2025, recounting the company’s remarkable growth and reaffirming free IT training for journalists.

Tim Akano Recounts 20-Year Growth, Media Support at NITRA End-of-Year Meet

Tim Akano, New Horizons Chief Executive Officer, in a group photograph with NITRA Members

Speaking directly to IT media members at the company’s training facility in Lagos, Akano acknowledged the critical role journalists played in supporting New Horizons during its formative years two decades ago.

He detailed how the firm evolved from a handful of staff to one of Africa’s leading ICT skills training organisations, now employing about 500 staff across multiple training centres nationwide.

Akano Spotlights Youth Training, University Partnerships

Akano highlighted that New Horizons has trained over 500,000 youths, particularly tertiary institution students, equipping them with practical IT skills essential for Nigeria’s digital economy.

He announced recent partnerships with universities, including a new agreement with Afe Babalola University, to scale hands-on training programmes for students.

“This growth would not have been possible without the media’s support in documenting our journey,” Akano stated, pledging continued free IT skills training for media members to remain competitive in the evolving digital landscape.

Reciprocal Support Defines Long-Standing Partnership
The venue hosting the NITRA meeting underscored Akano’s generosity; NITRA Secretary Chidiebere Nwankwo secured the free facility after contacting him—a gesture consistent with New Horizons hosting multiple association events and training IT journalists since its inception 20 years ago.

Participants shared personal testimonies of Akano’s support, including veteran journalist Aaron Ukodie, whose daughter—an Accounting graduate from the University of Johannesburg—received NYSC placement and IT scholarship at New Horizons.

The Guardian’s Yemi Adeyemi recounted Akano accommodating his editor’s child for mandatory IT training after other firms declined.

Members praised Akano’s commitment to human capital development as evidence of deep appreciation for the media community that chronicled New Horizons’ success over two decades.


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NIMC rolls out Pre-Enrolment Portal for seamless NIN registration

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National Identity Management Commission (NIMC) has launched the NIMC Pre-Enrolment Portal to revolutionise the National Identification Number (NIN) enrolment process, enabling applicants within Nigeria and in the Diaspora to capture biodata online prior to biometric verification at enrolment centres.

NIMC rolls out Pre-Enrolment Portal for seamless NIN registration

NIMC


Accessible via penrol.nimc.gov.ng, the platform allows users to fill enrolment forms, schedule appointments, upload supporting documents securely, and manage personal details directly, thereby slashing congestion, minimising wait times, boosting data accuracy and enhancing overall service efficiency at centres nationwide.

NIMC Director-General and CEO, Engr. (Dr) Abisoye Coker-Odusote, spearheaded the initiative as part of the Commission’s technology-driven strategy to fortify institutional performance, aligning with President Bola Ahmed Tinubu’s Renewed Hope Agenda that emphasises digital transformation, efficient public service delivery and inclusive national development.

Dr Kayode Adegoke, Head of Corporate Communications, highlighted key benefits including simplified biodata handling, confidential data protection through robust security measures, reduced physical centre visits and heightened operational effectiveness, urging all prospective enrollees to adopt the portal for a faster, citizen-friendly experience.[conversation_history]​

The move underscores NIMC’s mandate under the NIMC Act No. 23 of 2007 to manage the National Identity Database, issue NINs and foster a reliable digital identity ecosystem vital for national planning, with users advised to complete pre-enrolment online before heading to selected centres for biometrics.


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