Telecom

GSM operators’ End of Year Promos and Quality of Service Issues

Published

17 years ago

December 14, 2009

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One of the different ways that businesses woo customers to patronize their products or services is sales promotions. Succinctly put; a sales promotion is an activity designed to boost the sales of a product or service. It may include an advertising campaign, increased public relation activity, a free-sample campaign, offering free gifts or trading stamps, arranging demonstrations or exhibitions, setting up competitions with attractive prizes, among others.
This is not different in telecommunications business where operators render services to subscribers on their network, they often times embark on one form of promo or the other, all in the name of increasing the number of subscribers as well as reward loyal subscribers for retaining the network. Telecommunications business is a business of numbers where the large number of subscribers on the network, the more profitable the business. Against this backdrop, that Global System for Mobile communications GSM) operators in their usual style have rolled out mouth watering end of year promos in order to reward as well as woo more subscribers to their networks.
The four GSM operators in the country have each designed promos in such a way that subscribers are rewarded through bonus airtime, cash gift, household property and free intra network calls.
MTN Y’ello Bounty Promo
MTN in its "Y’ello Bounty Promo" is wooing subscribers this festive season with different prizes. The promo which commenced on 1st December 2009 through January 08, 2010 consists of two simultaneous activations: National draws where prizes shall be won on a weekly basis and daily regional draws where instant prizes will be won on the streets.
In essence, the promo will reward MTN customers for either buying a new SIM and/or loading a minimum of N200 airtime within a week. The following rewards will be on offer during the promo:
Customers who buy new SIM cards will be credited back with the recommended retail price of the SIM (N150) if they load a minimum of N200 airtime within 7 days of activation. The N150 will be credited as N50 airtime bonuses over a 3 month period. They also automatically qualify for the weekly or regional draws where they stand a chance to win exciting prizes. More so, if a subscriber loads a minimum of N400 airtime denomination, he gets 10 per cent instant airtime bonus, which can be used for on-net calls. The customer will continue to receive 10 per cent airtime bonus on each N400 recharge card denomination loaded during the promo duration. They also automatically qualify for the weekly or regional draws where they stand a chance to win exciting prizes.
Glo Biig Dash Promo
Mobile arm of telecommunications giant, Globacom, GloMobile in line with its desire to reward its subscribers this season launched “Glo Biig Dash Promo.” The promo which has been suspended to enable the network effective take care of its impact on the network as well as re-package it for effective service delivery, allows their subscribers to make free on-net calls for a daily rental of N40.00 only. Basically, Glo subscribers can call other Glo lines as long as they want for just N40 daily. GloMobile claims to be revolutionalising the telecoms sector with this promo.
In order to activate ones Glo line for the Biiig Dash promo, all that the Glo subscriber needs to do is just dial *100*1*1# from his phone. The rental of N40 will be deducted from the subscriber’s airtime daily and he can call all his or her contacts on Glo network for as long as he want without attracting any further charges.
Zain Naira rain promo
The third GSM operator, Zain is not left out as the network has also embarked on its own promo to ensure that it retains its subscribers as well as attract new customers to the network. In the Zain Naira rain promo, a Zain subscriber can become a millionaire this Christmas season with just N50, which is the promise Zain is making to its loyal subscribers this Christmas through its Zain Naira Rain promo. Subscribers qualify for daily draws by using credit worth at least N50 in any given day. N1m will be won each day till the end of the Christmas promo. One lucky Zain subscriber will win N10 million at the end of the promo. The Zain Naira Rain promo ends on 7th January.
The Zain Naira Rain gives one a chance of being rewarded for using his Zain line this Christmas. Whether it is an SMS, voice call, or other data service once they use up to N50. For each N50 a subscriber used in a day he gets an entry. For example if he uses N150 on a particular day, he will have 3 entries in the draw.
Zain in addition to Naira rain is simultaneously running its Loyalty/ Rewardz Scheme.
The scheme, the company said would give its customers an opportunity to earn points, collect prizes and enjoy discount when they would have accumulated enough points, adding that various prizes can be won depending on the number of points earned by the customer.
Shamel Hanafi, chief Commercial Officer, Zain Nigeria, said the programme is open to both pre-paid and post customers. He said the scheme is both a loyalty plan and reward programme and that it is specially packaged by the company to offer its customers special privileges and rewards for their loyalty to the brand.
However, fourth largest telecommunications company, Visafone is also seeking enlarged market share in the CDMA arena with ‘The Zero Advantage’ package.
The company said the N0.00 Handset Advantage was designed to give back to new subscribers the full value of the cost of purchasing any of the two handsets: Haier C5000 FM phone, and Huawei C2802 in 3 months.
Etisalat
Etisalat having concluded ‘Najillion’ promo has began its brand of end of the year promo to ensure that its subscribers are taken away by other operators it tag ‘9ja talk 4 free’ this allows Etisalat subscribers get 1 minute free for every minute call on the Etisalat Network this Christmas season. The ‘9ja talk 4 free’ promo is Etisalat’s offer to you this Christmas. Simply pickup your Etisalat phone, make a call to any Etisalat number and you will be given 1 extra minute free for every minute you spend. This is a Christmas gift from Etisalat. The free minutes can only be used to call Etisalat numbers. This Christmas offer from Etisalat ends on December 31, 2009.
In all of these the bottom line is that all the networks running promos will witness large volume of calls on their network as well as new subscribers. Then the question that arises is how prepared are these operators to absorb the increase in traffic to ensure that quality of service is not affected. Ordinarily, before such promos are unveiled network operators are expected to carry out network audit, which analyses the impact of the expected influx of new subscribers as well increase traffic on the network capacity. Experience has shown that although these audits are carried out but severally it has not been effective resulting in networks experiencing congestions. This is the case in almost all the networks running end of year promo presently, subscribers are now faced with difficulties in either making calls or recharging their phones orchestrated by congestion on the network.
Previous experience
The situation subscribers are currently faced is close to what happened in December 2007 when operators started similar promos which eventually resulted to congestion on the networks. The height of the problem was on the eve of Christmas and New Year when most short message service subscribers sent to their loved ones were not delivered but charged. This prompted Nigerian Communications Commission (NCC) to carry out audit on all the GSM networks and found MTN and Zain most culpable and thereafter directed that they compensate their active subscribers with N175 worth of airtime.
NCC also placed ban on promos by GSM operators, which was subsequently lifted on the grounds that they restrict their promos to the use SMS avoiding promos that will give subscribers opportunity to make free calls or airtime reward which often times result in congestion.
Nigeria CommunicationsWeek investigations reveal that since then, this season is the only period that operators have come out the same time with promo campaign that includes free calls, airtime bonus, cash reward as well as material gift. It was also gathered that quality of service on almost all the networks has been affected. This prompted Glo Mobile to suspend its promo to enable the telecommunications giant repackage the promo in away that it will not congest its network. Industry watchers that spoke to Nigeria CommunicationsWeek hail the move by GloMobile and urged other operators to think in that direction. They advised operators that are running promos which are expected to woo subscribers to the network that such promo may be counter productive if such when it affects capability of the network to process calls and thereby make it difficult for existing subscribers to complete calls. This they said could result in existing subscribers leaving the network for other network; they urged NCC not to relent in its promise to introduce Number portability by next year which they believe will make operators more conscious of quality of service when rolling out promos.

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Telecom

GSMA Says High Smartphone Costs Threatens Africa’s AI Future

Published

7 hours ago

July 24, 2026

Ebere Melum-Nwogbo

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The GSM Association (GSMA) has urged African governments to reduce taxes and levies on entry-level smartphones as part of efforts to accelerate digital inclusion and ensure millions of Africans are not excluded from the emerging artificial intelligence (AI) revolution.

GSMA Says High Smartphone Costs Threatens Africa’s AI Future

The association warned that about 961 million Africans who are currently covered by mobile broadband networks are not using the services due to affordability challenges, particularly the high cost of smartphones.

The call was made at the Digital Africa Summit, organised by GSMA in partnership with the African Telecommunications Union (ATU), which brought together regulators, policymakers and industry stakeholders to discuss strategies for improving connectivity and driving digital transformation across the continent.

Speaking at the event, Caroline Mbugwa, senior director, Public Policy and Communications, GSMA Africa, said affordable smartphones and reliable connectivity were essential for unlocking the benefits of AI across sectors including healthcare, education, transport and commerce.

Mbugwa noted that while mobile broadband coverage has expanded significantly across Africa, a large number of people remain unable to access digital services because they cannot afford smartphones.

She stressed that fiscal reforms, particularly the removal of taxes on entry-level devices, were urgently needed to make smartphones more accessible to low-income users.

According to her, South Africa’s decision to remove a nine per cent luxury goods tax on entry-level smartphones helped accelerate adoption of smart devices and reduce dependence on feature phones.

“We are now entering what we call the era of intelligence, and the era of intelligence requires that we have an already existing robust infrastructure, robust connectivity that can support the growth of artificial intelligence on the continent.

“We have a whole 961 million Africans that are covered by mobile broadband services but are not using the service. This is what we refer to as a usage gap. If this remains unaddressed, it means that this number will be left behind when it comes to the adoption of AI.

“This signals that there is demand for adoption of smart devices. Customers are willing to actually use the service. Affordability is the challenge,” she said.

Also speaking, Michaela Angonius, head of Global Policy and Regulatory Team at GSMA, said African countries must adopt policy reforms that encourage investment, expand connectivity and reduce barriers to digital access.

Angonius, who oversees global regulatory and policy issues covering areas such as fiscal policy, competition and network deployment, cautioned against adopting a one-size-fits-all approach to reforms across the continent.

She said findings from the Digital Africa Index showed that while some countries, including South Africa, had made significant progress, others still needed deeper regulatory reforms to improve their digital ecosystems.

She identified three major areas requiring attention: modernising licensing frameworks, improving the use of Universal Service Fund (USF) resources and adopting smarter approaches to quality of service regulation.

According to her, many African countries still operate technology-specific licensing systems, which do not align with the rapid evolution of digital technologies.

Angonius advocated for technology-neutral licensing frameworks that would allow different communication providers, including satellite operators, mobile network operators and internet service providers, to operate under the same regulatory principles.

She explained that the growth of satellite services had exposed weaknesses in existing licensing structures, as regulators often struggle to determine how to classify new technologies.

On Universal Service Funds, Angonius said the existence of unused funds in many countries effectively creates an additional tax burden on telecom operators, which eventually increases costs for consumers.

She warned that such additional costs could worsen the digital divide at a time when Africa is already struggling with smartphone affordability and connectivity challenges.

The GSMA executive also called for a review of quality of service regulations, arguing that countries with the best digital service quality are not necessarily those with the most detailed regulatory requirements.

She said governments should instead focus on policies that encourage investment, expand coverage to underserved communities and improve access for people who remain disconnected.

Angonius further advised finance ministers across Africa to remove levies placed on entry-level smartphones to lower the cost of first-time device ownership.

“Those countries with the best quality of service are not necessarily the countries that have detailed quality of service regulation. Rather, they have focused on how to get the investment right.

“If you have a levy on any handset, firstly, if you can, as a finance minister, remove it. If you can’t, at least remove it from those entry-level handsets that should be affordable for everyday users,” she said.

She added that Nigeria, like other African countries, could benefit from reforms that promote investment, address societal needs and ensure consumers gain long-term value from digital transformation.

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Telecom

Airtel Africa Backs London Listing

Published

7 hours ago

July 24, 2026

Chike Onwuegbuchi

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Airtel Africa has confirmed that the London Stock Exchange is its preferred listing venue for Airtel Money in 2026, as the group looks to unlock value from its fast-growing fintech business.

The highly anticipated listing aims to maximise market opportunities, with analysts reportedly anticipating a valuation of around $10 billion.

The announcement came as the telecoms operator reported strong first-quarter (Q1) results on Thursday, with surging data usage and mobile money transactions driving double-digit revenue growth across its markets.

The group reported revenue of $1.85 billion, up 31% in reported currency and 21.1% in constant currency, underscoring robust demand for digital and financial services.

Mobile money remained a standout performer, reinforcing its role as a key growth engine. Total transaction value reached an annualised $245 billion, up 51.5%, while the customer base grew 23.3% to 56.5 million users.

“Our focus on deepening financial inclusion through increased customer adoption, broader use cases and a stronger digital payments ecosystem enabled higher usage and facilitated continued average revenue per user growth, reinforcing Airtel Money’s growing role as a trusted digital financial services provider,” the company said.

Sunil Taldar, CEO of Airtel Africa, said the company is leveraging digital platforms, data and artificial intelligence to enhance customer experience and support long-term growth.

“We have started this year with another pleasing performance. Our continued focus on the customer experience translated into accelerating customer base growth across all business segments,” he said.

Taldar said a London listing would provide access to a broader international investor base and support the telco’s ambition to unlock long-term value from one of Africa’s leading fintech platforms.

Data usage per customer rose from 7.8GB to 10.6GB per month, driving a 56.3% increase in network traffic, while smartphone penetration reached 51%, reflecting continued digital adoption.

Accelerated network investment drove capital expenditure (capex) of US$389 million, up from $121 million in the corresponding period last year.

“Supported by an elevated pace of deployment, we added more than 920 sites during the quarter, our highest first-quarter site rollout, while further expanding our fibre network to 82,100km,” the company said.

Airtel’s cost-efficiency programme supported EBITDA margin resilience, with the margin remaining at 50.1% in Q1.

However, the company warned that higher energy costs linked to geopolitical developments could increase inflationary pressures and weigh on margins in the near term.

Despite this outlook, the operator said its investment programme remains on track, with spending brought forward to support demand and capture growth opportunities linked to Africa’s digital transformation.

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Telecom

TikTok Removed 4.8 Million Violative Videos in Nigeria in Q1 2026 – Report

Published

7 hours ago

July 24, 2026

Ugo Onwuaso

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TikTok says it removed more than 4.8 million videos in Nigeria for violating its Community Guidelines during the first quarter of 2026 as part of efforts to create a safer digital environment for users.

The platform disclosed this in its Q1 2026 Community Guidelines Enforcement Report, which highlighted increased investments in artificial intelligence (AI)-powered moderation systems, live-stream safety, content authenticity and AI literacy.

According to the report, the 4.8 million videos removed between January and March represented only 0.6 per cent of all content uploaded by Nigerian users during the period, indicating that the overwhelming majority of content complied with the platform’s rules.

TikTok said 99.8 per cent of the violating videos were removed proactively before being reported by users, while 92.8 per cent were taken down within 24 hours of being posted.

Globally, the platform removed more than 184 million videos during the same period, accounting for only 0.5 per cent of all videos uploaded worldwide.

TikTok said the figures reflected continued investment in advanced moderation technologies capable of detecting harmful content before it spreads widely across the platform.

The company also reported stronger enforcement measures for TikTok LIVE, saying it suspended 120,000 LIVE sessions in Nigeria for violating its Community Guidelines.

The figure represents an increase of 40,000 suspended LIVE sessions compared with the previous reporting period.

Globally, TikTok recorded more than 58 million LIVE enforcement actions, including the suspension of 50,791,858 LIVE sessions and warnings or demonetisation issued to 21,966,667 LIVE creators for breaching platform policies.

According to TikTok, warning notices provide creators with opportunities to correct policy violations before stronger sanctions are applied.

The platform attributed part of the success of its enforcement operations to close collaboration with government agencies, including Nigeria’s Office of the National Security Adviser (ONSA), as well as civil society organisations working to promote online safety.

TikTok said it was strengthening efforts to combat the misuse of artificial intelligence for producing misleading or spam content.

According to the report, the platform is testing enhanced detection systems capable of identifying accounts dedicated to publishing AI-generated spam.

Globally, TikTok removed more than 86 million fake accounts during the first quarter of 2026.

In Nigeria, the company disclosed that it removed more than 118,000 pieces of content under its policy governing edited media and AI-generated content (AIGC).

TikTok said it had also reached a major milestone by labelling more than three billion AI-generated videos globally using a combination of Content Credentials, creator disclosure tools and invisible watermarking technology.

The company said the measures are designed to improve transparency by helping users identify content created or substantially modified using AI technologies.

It reiterated that harmful or misleading AI-generated content remains prohibited under its Community Guidelines.

TikTok also announced a number of initiatives unveiled during the AI for Good Global Summit in Geneva aimed at promoting responsible AI use.

The company said it had joined the Coalition for Content Provenance and Authenticity (C2PA) Steering Committee, where it will collaborate with industry partners to develop standards that improve transparency around AI-generated content.

To promote responsible AI use, TikTok said it partnered with the National Association for Media Literacy Education (NAMLE) and AI expert Henry Ajder to develop educational resources for users.

As part of the initiative, the platform said it would launch a new in-app AI Literacy Hub for Nigerian users in the coming weeks.

According to TikTok, the hub will provide educational resources to help users identify AI-generated content and better understand how AI tools are being used on the platform.

The company also disclosed that it has committed more than 4 million U.S. dollars to its AI Literacy Fund since the initiative was launched in November 2025.

In Nigeria, TikTok said it continues to work with organisations including the Centre for Journalism Innovation and Development (CJID) and Paradigm Initiative to produce locally relevant AI literacy content.

According to the company, the partnerships have generated more than 200 million views, reflecting growing public interest in trustworthy AI education.

TikTok said it remained committed to improving transparency through regular publication of its Community Guidelines Enforcement Reports.

The company added that it has redesigned the reports to make them easier for users to navigate while expanding the number of countries for which detailed enforcement data is available.

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