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The Changing Dynamics of the Telecommunications Indust

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tolu akinluyi, Senior Manager, Accenture Nigeria
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They say the only constant in life, is change. In no other industry is this statement more relevant than in the telecommunications industry.

Over the last two centuries, mankind has taken gigantic leaps in technology, and these leaps have in turn enabled equally gigantic leaps in telecommunications.

When the telephone was invented in 1876 by Alexander Graham Bell, it was probably difficult to envision a world of mobile phones, video calls and instant messaging.

However, the development of enabling technologies such as the integrated circuit and more recently the internet, have continued to help push the boundaries of possibility in the telecoms industry.

Early telecommunications operators were setup to provide basic voice telephony services to subscribers, by ensuring that physical cables and exchanges were setup to connect various locations across the globe.

For these operators, growth simply meant investing in equipment to connect more and more people so as to provide basic telephony services.

This connectivity served as a catalyst for technological advances which in turn led to advances in the telecoms industry. This cycle of change continues to redefine the dynamics of the industry.

We are now more connected than ever before. In some countries (for example Finland and Japan), there are now more mobile subscriptions than there are people (IDG).

More people across the globe have access to a mobile phone, than have access to a toothbrush or working toilets (UN). It now takes 26 hours for the average person to report a lost wallet, but only 68 minutes for them to report a lost phone (Unisys).

A recent market analysis by Accenture has identified the six key trends which summarize the dynamics shaping the global telecoms industry today. The first of these trends is the commoditisation of core products.

The initial products and services which built up the industry continue to decline and will continue to contribute less to telecoms operators’ profits. In other words, there will be a continued migration from wire-line to wireless telecommunications. Between 2011 and 2016, the projected compounded annual growth rate (CAGR) globally of fixed line revenues is projected to be only 2% (Ovum).

The second trend is the replacement of voice traffic with data. Data usage continues to drive growth in network traffic, and this trend will only continue as technological advances help improve the quality of voice over internet protocol (VoIP) telephony. In the near future, Cisco predicts that voice will make up less than 10% of total mobile traffic.

The third trend is the evolving demands of “always-connected” customers.

Telecoms subscribers now have much higher expectations from their providers, and telecoms operators will have to provide differentiated customer service to address the needs of their subscribers, or risk losing them to rivals especially now that technology has reduced the hurdles of switching between telecoms providers.

The fourth trend shaping the industry is disruptive competition. Telecoms operators are currently facing rapid changes in the competitive landscape due to new, non-traditional players entering the industry with lower entry costs and global reach.

The rise of these over the top (OTT) players such as skype, poses a significant challenge to existing telecoms operators. For example, the total number of mobile VoIP minutes is expected to grow from 15 billion in 2010 to 471 billion in 2015 (Juniper Research). Operators will therefore need to find other revenue streams to survive.

Now that mankind has made great strides in connecting people, the next challenge is connecting “things”. The fifth trend is the creation of new services as a result of the internet of things (IoT).

A thing in IoT, is any object that can be provided with the ability to transfer data over a network. For example, a car can be provided with connectivity to alert the owner about its location and systems status.

The worldwide market for IoT solutions is expected to grow from $1.9 trillion in 2013 to $7.1 trillion in 2020 (IDC).  This trend is expected to drive growth in the telecoms industry over the next few years.

By 2027, it is estimated that emerging markets will generate two-thirds of all global telecommunications revenues. The continued explosion of demand for telecoms services in emerging markets is the sixth trend.

These six trends are just as relevant in the Nigerian context as they are globally. Over the last decade, the Nigerian telecoms industry has experienced tremendous growth.

The contribution of this industry to Nigeria’s GDP has risen from 0.3% in 2001 to 8.53% today.

However as the industry has matured, average revenue per user (ARPU) has dropped significantly, subscribers have become more demanding, and Nigerian telecoms operators have started to face the same challenges as other global operators. They must also make changes to ensure that they survive.

The changing dynamics of the telecoms industry will continue to present both challenges and opportunities to telecoms operators.

Thriving in the face of these ever changing dynamics will require operators to take a number of proactive steps.

Firstly operators must transform their businesses to become truly digital organisations, and take advantage of this to create agile and efficient operations. For example they must use real-time, predictive analytics on top of digital processes in sales, operations and decision making.

Secondly, operators must create the required partnerships and collaborations required to take advantage of existing opportunities and create efficiencies (for example active and passive network sharing could help reduce operating expenditure).

Thirdly, operators must also evaluate areas of the business (often hidden), where there exists the potential to generate additional customer value or revenue from information gathered across customer touch points.

Finally, operators must create a truly customer-centric organization – they must ensure that they understand how their customers experience their products and services (qualitatively and quantitatively), and put adequate mechanisms in place to respond accordingly.

Once thing is certain, advances in technology will continue to produce corresponding changes in the telecoms industry and vice versa.

Whilst it may be difficult to know exactly what these changes will be, it is possible for operators to identify key trends and position their businesses to benefit from them.

 


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Nigeria CommunicationsWeek believes that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. So since 2007, we have devoted our energy to independent reportage of technology and how they affect lives.

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Telecom Operators Invest Over $1Bn on 2,850 New Sites in 2025 – NCC

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Telecom operators in Nigeria invested more than $1 billion in 2025 to deploy over 2,850 new sites, boosting nationwide coverage and capacity, according to data from the Nigerian Communications Commission (NCC).

Telecom Operators Invest Over $1bn on 2,850 New Sites in 2025 – NCC

NCC

The investment details emerged in the just-released 2025 Network Performance Reports, announced by Dr. Aminu Maida, executive vice chairman (EVC), NCC.

Speaking at an engagement on the reports, Dr. Maida emphasised the regulator’s focus on transparent, data-driven oversight.

“Through our collaboration with Ookla, we are providing independent insights into real-world network performance and the lived experience of Nigerians across cities, rural communities, highways, and emerging 5G zones,” he said.

The Q4 2025 reports highlight steady gains in network quality, including improved median download speeds in urban and rural areas compared to Q3.

The video Quality of Experience gap between urban and rural zones has also narrowed, bolstered by a stronger 4G backbone.

Dr. Maida noted ongoing challenges, such as 5G service gaps and upload speed disparities. “We are actively engaging with operators to address these issues, including gaps in mobile service coverage,” he added.

Operators have committed to surpassing their 2025 investment levels in 2026, with infrastructure rollout set to intensify.

“We look forward to continued collaboration with industry stakeholders as we translate these insights into better connectivity, improved service quality, and a more inclusive digital future for all Nigerians,” the EVC concluded.


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Konga Launches “Black Valentine” to Redefine Valentine’s Celebrations

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The Valentine’s season has long been painted in hues of romantic partnership, underscored by campaigns targeting couples. This year, Konga, Nigeria’s leading composite e-commerce giant, is broadening the palette with the bold and insightful launch of its Valentine campaign, “Black Valentine: Special Love Series”. It is a strategic and empathetic shift designed to redefine how Nigerians celebrate the season of love.

Konga Launches “Black Valentine” to Redefine Valentine’s Celebrations

Konga

The campaign, which runs from February 1 to 16, 2026, delivers deep discounts of up to 60 per cent and same day delivery across high-demand categories including Home and Kitchen, Computing, Electronics, Beauty and Personal Care, enabling customers to shop affordably for personal upgrades, thoughtful gifts, and everyday essentials.

Traditionally, February’s marketing focus leans heavily on coupledom. However, demographic realities and evolving social trends present a compelling case for a more inclusive approach. Recent analyses and lifestyle surveys indicate that a substantial portion of Nigeria’s young, urban, and economically active population is single.

This group is not defined by a lack, but by independence, self-investment, and discretionary spending power. They are tech-savvy, and increasingly prioritising wellness, personal grooming, and the curation of their living spaces. Konga’s Black Valentine campaign is a direct response to this consumer insight, reframing the season as a period for self-appreciation and and create a more inclusive shopping experience that resonates with both singles and those in relationships.

“The narrative around Valentine’s Day needs expansion,” says Irfan Vayani, Senior Vice President at Konga. “Love is multifaceted, and the most foundational relationship one can nurture is the one with oneself. ‘Black Valentine’ is our way of honouring every individual’s journey. It’s a campaign built on the principle that whether you’re single, coupled, or simply focused on your own growth, you deserve to celebrate your worth. We are creating a platform for people to invest in their happiness, comfort, and aspirations on their own terms.”

Beyond price incentives, the Black Valentine campaign is supported by a comprehensive omnichannel marketing drive, spanning digital advertising, social media engagement, influencer collaborations, and on-platform promotions. This integrated approach ensures extensive reach, sustained visibility, and strong conversion across Konga’s expansive customer base, which spans millions of shoppers nationwide.

The campaign also reflects broader shifts in consumer behaviour, where shopping is increasingly tied to emotional fulfilment, lifestyle expression, and convenience. In a market where digital adoption continues to rise, Konga remains at the forefront, leveraging technology, logistics infrastructure, and customer insights to deliver seamless shopping experiences at scale.

By championing self-love alongside romantic gifting, Konga is positioning Black Valentine not just as a seasonal promotion, but as a lifestyle statement, one that encourages individuals to prioritise wellbeing, confidence, and intentional living. This approach aligns strongly with global retail trends, where self-care, personal development, and emotional wellness are becoming central drivers of consumer purchasing decisions.

As Nigeria’s leading composite e-commerce ecosystem, Konga continues to set the pace in innovation, customer-centric retail, and market leadership. The Black Valentine: Special Love Series reinforces this positioning, combining compelling discounts, inclusive messaging, and a robust digital platform to deliver a campaign that resonates emotionally while driving measurable commercial outcomes.

Customers can access the Black Valentine deals exclusively on Konga.com and across the Konga mobile app, with offers available for a limited time. With significant savings, wide product selection, and seamless delivery, the campaign presents an unmissable opportunity for Nigerians to celebrate themselves this Valentine season.

 


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Airtel Africa Records $586m Rise in Profit on FX Gains, Tariff Hike

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Airtel Africa’s profit after tax grew to $586 million in the nine months ended December 31, 2025, up from $248 million in the corresponding period of 2024.

According to the company’s nine-month financial results released on Friday, the higher profit after tax in the current period was driven by higher operating profit and derivative and foreign exchange gains of $99 million, as compared to $153 million in derivative and foreign exchange losses in the prior period.

It disclosed that the group’s revenues in reported currency increased by 28.3 percent to $4,667 million, with constant currency growth of 24.6 percent. Reported currency revenue growth at a premium to constant currency growth reflects currency appreciation in key markets. In Q3’26, constant currency revenue growth improved to 24.7 percent from 24.2 percent in the previous quarter (Q2’26).

“Constant currency revenue growth was supported by tariff adjustments driving a 50.6 percent growth in Nigeria and a strong performance in Francophone Africa, which saw revenues accelerate to 17.0 percent in the nine months.”

In Nigeria, revenue grew by 50.4 percent in constant currency, largely driven by continued strength in the demand for data services, further supported by the tariff adjustments. The constant currency revenue growth was driven by ARPU growth of 39.6 percent and customer base growth of 7.8 percent.

“In reported currency, revenue grew by 52.1 percent to $1,123 million, with Q3’26 revenue growth accelerating to 70.9 percent compared to constant currency growth of 52.9 percent.

“Significantly higher reported currency growth during the quarter compared to constant currency growth was due to the appreciation in Nigerian naira from a weighted average NGN/USD rate of 1,627 in Q3’25 to NGN/USD 1,456 in the current quarter,” it disclosed.

Insights from Airtel’s financials revealed that voice revenue in Nigeria grew by 35.8 percent in constant currency, driven by voice ARPU growth of 26.0 percent, reflecting the tariff adjustments earlier in the year.

Data revenue also grew by 65.4 percent in constant currency as a function of both data customer and data ARPU growth of 8.0 percent and 49.7 percent, respectively. Data usage per customer increased by 26.2 percent to 10.7 GB per month (from 8.4 GB in the prior period), with smartphone penetration increasing 4.6 percent to reach 54.1 percent. Smartphone data usage per customer reached 13.4 GB per month compared to 11.2 GB per month in the prior period.

Sunil Taldar, chief executive officer, said these results highlight the strength of our strategy, with strong operating and financial trends across the business.

He added that “During the quarter, we accelerated investment to enhance coverage and data capacity while also expanding our fibre network. Coupling this investment with innovative partnerships strengthens our customer proposition and positions us to capture the considerable growth opportunity across our markets.

Digitisation, technology innovation, and embedding AI in our processes will also optimise the customer experience with increased digital offerings and closer integration of GSM and Airtel Money services, allowing us to unlock the strong demand across our markets.

Smartphone adoption continues to increase with a penetration of 48.1 percent, and we are seeing solid progress in the development of our home broadband business, reflecting the need for reliable, high-speed connectivity across our markets.

“Our push to enhance financial inclusion across the continent continues to gain momentum with our Mobile Money customer base expanding to 52 million, surpassing the 50 million milestone.

Annualised total processed value of over $210 billion in Q3’26 underscores the depth of our merchants, agents, and partner ecosystem and remains a key player in driving improved access to financial services across Africa. We remain on track for the listing of Airtel Money in the first half of 2026.

“Disciplined execution on cost efficiency, alongside accelerating revenue growth, has enabled another sequential improvement in our quarterly EBITDA margin to 49.6 percent, underpinning constant currency EBITDA growth of 31 percent, and we remain focused on driving further incremental margin improvements.

“Our strategic priorities remain clear: to continue investing in best-in-class connectivity, accelerate financial inclusion through our mobile money platform, and deliver an exceptional customer experience. These results reinforce our confidence in the long-term potential of our markets and our ability to create value for all our stakeholders,” he added.


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