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Shifting Focus to VAS for Effective Service Delivery

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Service providers in the telecom industry have come to realize that oftentimes the ability to compete hinges on successfully deploying what are known as “value-added services.” The trick is to figure out what type of value can be added that will be truly useful and enticing to customers.
 The necessity of value-added services spills over into the newer realm of VoIP, where technology exists to offer more at a competitive price, but providers don’t always know just what to add or how.
There is more to telecommunication than voice service which has dominated the Nigeria’s telecom industry since the introduction of Global system for Mobile communication (GSM). The long years of suffering by Nigerians for basic communication has almost made it unnecessary for Nigerian subscribers to avail themselves of other value added services that telecom operators offer.
Investigations revealed that many Nigerian GSM and Code Division Multiple Access (CDMA) users feel their phones are only for voice call and nothing else. This partly accounts for network congestion being experienced on networks. It would be recalled that GSM operators have faced sanctions from Nigerian Communications Commission on poor service delivery, though there are issues of capacity on the networks, but if subscribers avail themselves of other means of communication on the technology the frequent hiccups on networks will be reduced.
A Value-Added Service (VAS) is a telecommunication term for non-core-services or, in short, all services beyond standard voice calls. On a conceptual level, value-added services add value to the standard services offering, spurring the subscribers to use their phones more and allowing the operators to drive up their Average Revenue Per User (ARPU).
For mobile phones, apart from short message service (SMS), there are also services such as multi-media service (MMS) that enables subscribers to send pictures via General Package Radio Service (GPRS) which gives them access to internet from their mobile phones among others.
Value-added services are supplied either in-house by the mobile network operators themselves or by a third party, known as value added service provider (VASP). VASPs typically connect to the operator using protocols like Short Message Peer-to-peer Protocol (SMPP), connecting either directly to the Short Message Service Centre (SMSC) otherwise known as ‘short code’ or, increasingly, to a messaging gate way that allows the operator to control and charge for the content better.
The aforementioned situation seem to be changing as virtually all the operators in the country’s telecom industry have come to market with one value-added service or the other, as well following it up with advertisement.
MTN is currently advertising most of its value added service as against mass market promos. Some of its VAS includes MTN Google SMS, a mini version of Google search via SMS, where no internet connectivity is required. In this case, the search is keyword-based. Google SMS can give definition of words, News headlines, Sports information; and so on via SMS. Google SMS is also available through MTN Sim Plus.
MTN 3.5G Video Calling is an exciting VAS service which gives subscribers clear visual communication on their 3G enabled handsets which are enablers for video telephony.
Video calling is as simple as voice calling. However, the only difference is that the user will have to press the video call button instead of the voice call button. Then, hold the phone in front of you to watch the screen. It is possible for you to turn off the camera if you prefer not to be seen.
C-Track: this is a unique vehicle tracking and stolen vehicle recovery service that allows subscribers keep track of the location of their vehicles from the comfort of their mobile phones. By simply sending a text message, subscribers can ensure they are immediately alerted if their vehicle is moved – regardless of whether the ignition is on or off.
MTN C-track uses proven GPS/GSM technology in conjunction with an on-board computerized system to easily locate vehicles, measure vehicle performance and driver productivity, thus providing effective operational control and peace of mind to vehicle owners. Other VAS from MTN are SaveMyContacts, MTN Flash, Callertunez which enables subscriber to choose any ringtone of choice and mobile television.
Globacom has as well rolled out several value added services to the delight of its subscribers among them is Magic Plus, an SMS based service that gives the subscriber access to a host of information, commerce and entertainment content (ICE) directly on his Glo Mobile handset at the touch of a button. It is simple, quick and easy to use.
There is also Glo m-banking which is available exclusively on the Glo magic plus menu. This unique service provides all Glo mobile customers swift and easy access to their bank accounts from their mobile phones anywhere within Glo coverage area.
For the first time in Nigeria, one single application provides one with a uniform interface to a multitude of Banks. This is the result of Globacom’s collaboration with Interswitch Limited and its member banks.
Zain has also introduced unique value added service for its subscribers; they include fax services, Zain mobile office, GPRS services, callertunez among others.
Interestingly, there has been an increased attention by operators to launch and marketing of VAS as against what use to be the case two years ago when such services are not considered for advertisement.
This change of focus from voice to VAS industry watchers said could be attributed to competition. They said, there are a lot of telecom operators delivering voice which makes it not attractive to a subscriber, but rather they need service that will enhance their work or living standard, which is what VAS seek to achieve.
PTOs are not left behind in the craze to launch value-added services. Many PTOs are reported to have launched internet service, made possible by there upgrade to EV-DO Rev A. This technology afford operators the opportunity of competing with operators using 3G in the GSM space in terms of value added services.
Unlike voice calls, network operators find it difficult to disclose the cost of most value added services such as GPRS. Fola Odufunwa, managing director, eShekels, said billing clarity is crucial for success of VAS adding that subscribers need to know precisely what the cost benefits are, otherwise, such situation will constitute a barrier to adoption of these services by many people.
Moreover, Nigeria CommunicationsWeek investigations revealed that Glo mobile charges 60 kobo per kilo byte while MTN chargesN75 per kilo byte download. Both networks charge 10k per second for accessing GPRS services.
Odufunwa said value added services is still very much sub-optimized in Nigeria, which means that subscribers are getting much less value than is potentially derivable. This, he blamed on Nigeria’s peculiar situation that emphasizes more on voice.
But according to him, most Nigeria telecom operators are short sighted as far as VAS is concerned. For instance, in the Philippines, VAS contributes as much as 40 percent to telecom operators’ revenue. Telecom operators in that country actually put deliberate measures in place to help popularize VAS and today, they are reaping the benefits.
Gbenga Adebayo, chief executive officer, CNSS, commended the new development which according to him is designed to grow the network as well as a sign that the market is beginning to mature.
He emphasized the need for operators to have the required technical support for such services while stressing that there is need for operators offering GPRS to advertise the tariff they charge for such services to encourage the subscribers.
Operators can also learn to be more tactical with their pricing. In the Philippines, for example, SMS was free for up to one year after telecos launched the service. This helped to make SMS in the Philippines popular, people send more SMS in that country than anywhere else in the world. Also, operators should not just launch a service for the ego benefits.
In Nigeria, it seems that operators are keener on launching VAS as prestige projects which are not necessarily followed through with the right level of customer education and marketing to make them outstanding successes in the market place.
Industry analysts while applauding the current shift to VAS, believed that operators could make far more revenues and profits from VAS than they are currently doing despite the dominance of voice, if only they would accord VAS the right level of attention and support.
Now that the major GSM and CDMA operators have upgraded their networks to 3G capability, it is the hope of subscribers that more VAS be launched by operators in the market.

 

 


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Digital Encode Sponsors PAFON 3.0 as CVO Prof. Adewale Set to Deliver Keynote on Cybersecurity and Trust

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Digital Encode Limited has emerged the lead sponsor of the upcoming third edition of the forum (PAFON 3.0), the organisers have announced.

Digital Encode Sponsors PAFON 3.0 as CVO Prof. Adewale Set to Deliver Keynote on Cybersecurity and Trust

PAFON 3.0

PAFON 3.0 is scheduled to take place on Friday, April 24, 2026, at the Oriental Hotel, Lekki Road, Lagos, from 9:00 AM to 1:00 PM.

Themed “Fair Digital Payments as a Catalyst for Deepening Financial Inclusion in Nigeria,” PAFON 3.0 serves as a strategic platform for senior executives from banks, fintechs, regulatory agencies, and technology innovators to address the evolving digital payment landscape.

As Nigeria transitions toward a cash-light economy, the forum will focus on critical pillars of sustainability, including transparency, pricing integrity, and system resilience.

Bridging Cybersecurity and Financial Inclusion

Professor Adewale Peter Obadare, the Founder/chief visionary officer of Digital Encode will deliver a cybersecurity-focused keynote address that connects trust, resilience, fraud prevention, and consumer protection to financial inclusion.

His session will provide a specialized perspective on how information security serves as the bedrock of financial inclusion; exploring the vital links between building infrastructure that consumers can rely on, protecting the ecosystem to allow inclusion to scale, and ensuring equitable and secure access for all Nigerians.

Prof. Obadare is arguably the most Credentialed PAN-African Digital Trust Leader, CyberSecurity Strategist, GRC Thought Leader & Global Technopreneur.

He is a seasoned Multi-Award Cybersecurity & GRC expert with over 58 (Fifty-Eight) international professional certifications to his credit, Master of Science in Cybersecurity, Liverpool Unversity, UK, was awarded Honorarary Doctorate Degree in Cybersecurity from Trinity International University of Ambassadors Atlanta Georgia, United State of America and First Professor of Practice – Cybersecurity at Miva Open University, Abuja, Nigeria.

Prof. Obadare is a well-recognized subject matter expert with numerous successful engagements to his credit in Africa and the world. His skills and experience spans Data Privacy, Data Protection, CyberSecurity, Information Security, Vulnerability Management, Penetration Testing, Computer Forensics, Business Continuity, I T Governance, Risk Management and Compliance.

He is a Cybersecurity Advisory Board Member for Lagos State Government, a Platinum Team Member of Open-Source Security Testing Methodology Manual (OSSTMM), as well as a lifetime member of  the Open Worldwide Application Security Project (OWASP). He is an alumnus of  FATE Foundation and US Department of State Exchange program.

He is also a distinguished alumnus of executive education at Harvard Business School, Harvard School of Government, MIT Sloan School of Management, MIT Professional Education and Oxford University – Said Business School.

“Without trust in the security of digital payments, inclusion cannot scale. And we are happy to welcome Digital Encode as our Lead Sponsor this year. With what the company stands for and the personality of the CVO on a global scale, we have no doubt that attendees at this year’s PAFON will go home with lots of insights.”

“The theme for PAFON 3.0 was carefully selected because if digital payments are affordable, transparent, accessible, and trustworthy, more Nigerians, especially the underserved, will participate in the financial system”, Mr. Chike Onwuegbuchi, the co-convener of Payments Forum Nigeria, noted, highlighting Digital Encode distinguished leadership in Nigeria’s cybersecurity ecosystem.

Other Confirmed speakers: Dr. Jameelah Sharrieff-Ayedun, Vice President, Fintech Association of Nigeria (FintechNGR) & CEO, Credit Registry; Uche Uzoebo, MD/CEO, Shared Agent Network Expansion Facilities (SANEF Limited): Special Guest of Honour; Mojeed Abayomi Agboola, National President, Financial Inclusion Agents Multipurpose Cooperative Society (FIAMCS); Dr. Obioha Otti, National President, Association of Mobile Money and Bank Agents in Nigeria (AMMBAN); Chukwuemeka Enoch, Founder, Lagos Blockchain Week, and Sarafadeen Fasasi, National President, Association of Financial Inclusion Agents of Nigeria (AFiAN), amongst others.

The forum will feature speakers from across the financial spectrum, including mobile money operators, payment processors, and development institutions, to shape policy dialogue and industry standards.

PAFON is a premier industry gathering that aligns brand positioning with trust and innovation in Nigeria’s digital payments ecosystem. It provides a unique space for thought leadership, regulatory engagement, and market expansion within the payment infrastructure sector.


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NITDA Boss Warns of AI Threat Shift @ GITEX Africa

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The era of treating cybersecurity as a mere IT problem is over. As AI-powered digital threats become more elusive and destructive, Nigeria is shifting its strategy toward “Total Resilience”—a multi-dimensional defense involving every level of society.

NITDA Boss Warns of AI Threat Shift @GITEX Africa

NITDA

At the 2026 GITEX Africa summit, NITDA DG, Kashifu Inuwa sounded the alarm on the changing nature of digital warfare, asserting that technology alone is no longer enough. Instead, Nigeria’s survival in the digital age now hinges on a strategic blend of policy, people, and proactive defense.

Speaking during a panel session on Cyber Resilience, Inuwa described the current global digital environment as being at a “critical turning point.”

He warned that emerging technologies are not only transforming industries and economies but are also reshaping the nature of cyber threats, demanding a proactive and multi-dimensional response from governments, institutions, and citizens alike.

“Cybersecurity is no longer just a technical issue. It is a strategic imperative for national development,” Inuwa stated. “We must think beyond technology alone and build resilience through people, processes, regulations, and infrastructure.”

Inuwa revealed that the focus of Nigeria’s cyber strategy is shifting from high-tech software to the people behind the screens. Pointing to data showing that 95% of all digital breaches stem from simple human mistakes, Inuwa argued that the world’s most advanced encryption is useless if the user is compromised.

“The most sophisticated technology cannot protect us if the human element is overlooked,” he noted. By prioritising human capacity and digital literacy, NITDA aims to turn every citizen into a “human firewall”, the first and most critical line of defense in a world where AI-driven attacks are the new normal.

In response, the Nigerian government has launched a comprehensive National Digital Literacy Programme aimed at achieving 95 percent digital literacy by 2030, with an interim target of 70 percent by 2027.

The programme emphasizes digital safety and cybersecurity awareness, equipping citizens with the knowledge to navigate an increasingly online world responsibly.

Inuwa highlighted initiatives such as the “3 Million Tech Talent” programme, designed to develop Nigerian expertise across key technology domains, including cybersecurity, data science, and AI.

The programme also leverages hackathons, innovation challenges, and mentorship schemes to channel young people’s skills into productive, lawful, and globally competitive ventures.

He argued that nurturing local talent is essential not just for national security but also for economic growth. “We want to create an environment where young Nigerians are innovators, not just consumers of technology,” he said.

Addressing concerns about Nigeria’s ranking in global cybercrime indices, Inuwa urged contextual understanding. “Countries with the most advanced digital economies also rank high in cybercrime because of the scale of their online activity,” he explained.

“Our focus is on redirecting talent towards innovation and solutions that protect our citizens while contributing to global digital advancement.”

On the legal and regulatory front, Nigeria continues to review and enhance the Cybercrime Act of 2015 to keep pace with the rapidly evolving threat landscape. The law underpins a structured National Cybersecurity Architecture coordinated by the Office of the National Security Adviser.

In addition, the country operates a 24-hour cybersecurity operations centre tasked with monitoring threats, issuing advisories, and providing real-time support to government institutions, businesses, and citizens. Advanced technologies, including dark web monitoring and AI-enabled threat detection, are being deployed to enhance situational awareness and improve response times.

Inuwa emphasized that effective cyber resilience requires collaboration between public and private sectors. NITDA is working closely with ministries, departments, agencies, and private sector stakeholders to secure critical infrastructure and strengthen national resilience.

“Cyber resilience is not a solo effort; it is a collective responsibility. By integrating people, technology, and regulation, we can build a secure, globally competitive digital economy,” he added.

As Nigeria navigates a digital-first future, initiatives such as the National Digital Literacy Programme, 3 Million Tech Talent, and strengthened legal frameworks underscore a commitment to turning cybersecurity challenges into opportunities for innovation and growth.

The country’s strategy reflects a broader understanding that in an era of AI-driven threats, preparedness is as much about people and processes as it is about technology.


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Truecaller Targets Global Market with Powerful New Business Chat Push

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Truecaller, the leading global communications platform, today announced the expansion of its Business Chat platform, making it accessible to global channel partners and enterprise solution providers. By “opening up” market access to its platform, Truecaller is empowering partners to transition their enterprise clients from legacy, low-trust SMS to a verified, smart, media-rich, and conversational communication experience.

Truecaller Targets Global Market with Powerful New Business Chat Push

Truecaller

Through this partner-led expansion, Truecaller empowers businesses to reclaim customer attention and establish immediate trust and credibility.

“The definition of success for modern enterprises has fundamentally evolved. It’s no longer just about delivery – it’s about earning attention, establishing credibility, and driving meaningful conversion,” said Priyam Bose, Global Head, GTM at Truecaller.

“By opening up market access to our global partners, we’ve created a powerful gateway for brands to engage with over 500 million active users where they already interact daily through communication that is contextual, trusted, free from clutter, and designed to initiate actions. For existing customers, the outreach opportunity extends to an additional high-impact channel, strengthening the overall customer experience journey.”

Truecaller Business Chat enables a clutter-free, high-trust conversational experience between businesses and consumers. The Business Chat platform equips partners with actionable insights, including real-time data and rich engagement metrics. This facilitates a more sophisticated, data-driven communication strategy that adapts at every stage of the customer journey.

Partners, including Gupshup and OneXtel, are already live in India along with Globe Teleservices, Cloudcom, and Sling Africa in other global markets, rapidly scaling the product in their respective regions. Global partners can now leverage Truecaller’s massive footprint to offer their clients a trustworthy engagement channel in an increasingly crowded digital world.


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