General News
SMS and CSC Effective Mobile Marketing Tools
Technology continues to improve the way mankind does business in the 21st century and one of the best tools that have enhanced our living standards is mobile device which continues to astound even the innovators to push beyond limits
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Before the turn of the century, analogue fixed wired telephone ruled but all that seem gone with the advent of digital mobile phone. Now, other mobile devices like the android, iPhone and tablet makes the famed George Orwells’ 1984 stone age.
The prediction earlier this year according to the Cisco’s ‘visual networking index’ on global mobile data traffic forecast is that the number of connected mobile devices will exceed total human population.
Over the past two years, connected global mobile data continue to double in growth. In 2011 for example, the traffic grew above Cisco’s prediction of 131 per cent – it grew at 133 per cent. “In 2011, mobile data traffic was 8 times the size of the entire global Internet in 2000 (597 petabytes vs. 75 petabytes).”
By 2016, we are told there will be about 1.4 mobile devices per capita, with over 10 billion connected mobile devices worldwide. The world population is projected to reach 7.3 billion by that year.
“By 2012, over 100 million smartphone users will be using over 1 gigabytes-per-month of data. And by 2016, the monthly global smartphone data traffic will pass 10 exabytes-per-months, with the average smartphone generating 2.6 gigabytes-per-month, a 17-fold increase from 2011’s average.”
Businesses find these figures quite attractive bate to invest in new line of operation. In North America, where connectivity is significantly high compared to emerging markets as in Africa, companies and organization now find the mobile platform as medium to reach out to potential and existing clients.
“Specifically, SMS is the most effective channel for marketers because of its simplicity, adoption (or) familiarity, and unbiased reach.
Virtually all phones are SMS capable, which means the channel can reach five billion subscribers worldwide.
The International Association for the Wireless Telecommunications Industry (CTIA) reported U.S. annualized yearly text messaging at 2.12 trillion in June 2011, indicating a huge opportunity for marketers.
And, according to Nielsen Mobile, the average consumer sends 600 messages per month compared to using less than 200 voice minutes,” according to a neustar report recently released.
Interestingly, unlike in Africa where the majority of the populations rely on mobile phones to transact businesses and engage in other forms of social-activities, only about 31.6 per cent of the American households are wireless-only (suggesting that they rely solely on their mobile phones as opposed to fixed-landlines).
In over 95 per cent of post-paid mobile contracts, text messages is built into the contract with about 90 per cent of SMS opened and read, this contrast sharply to less than 40 per cent of all email solicitations.
In essence, text message or SMS with its universal accessibility and usage, combined with the ability to provide information in real-time and creates opportunities is making it increasingly more attractive medium of communication than the email options.
More and more companies in the most advanced economies are relying on a ‘common shot code’ mobile marketing platform to “deliver personal, immediate and actionable contents to a target audience.”
“A Common Short Code (CSC) is a 5 or 6 digit carrier-approved number that mobile phone subscribers use to send SMS messages in order to receive information, promotions, alerts and branded content directly to their device.”
Radio stations operating in the frequency modulation (FM), band in Nigeria find the CSC attractive to interact with their target audience – this is affected through a binding contract between the station(s) and a mobile operator, with revenue sharing formula built into the contract. The CSC gateway proves a mutual benefit to both consumers and brands in establishing a two-way communication channel.
“The CSC gateway enables wireless subscribers to access mobile applications and participate in voting and polling, customer feedback, database enrollment, news and offer alerts, contests, surveys, chat, games, direct marketing and mobile commerce. Short code campaigns are rapidly growing in popularity because of their inherent simplicity, ubiquitous outreach, societal trendiness, and perpetual accessibility,” said neustar.
Radio listeners turn to SMS and the CSC platforms to reach their preferred stations during social protests to vent their frustrations over the airwaves. This is even more attractive because of the low broadband penetration in Nigeria and the lack of access to Internet facility to send email or interact on social media platforms. Its cost effectiveness is also an added attraction that pulls listeners to use this medium.
Increasingly, as in the most advanced economies, more businesses would find this medium more profitable to reach their customers for a more cheaper, faster and sure advertising platform.
The result of a recent survey by U.S based firm showed that CSC campaign generated 325 percent more entries than the Web-based call-to-action. While it only ran in 25 percent of the adverts, the short code campaign generated to 52 percent of the total entries. The results demonstrate how short code campaigns make it easy for the consumer to respond to the calls to action while it is still top of mind.
Femi Otedola, chairman, First HoldCo, has revealed that he will invest $100 million in Dangote refinery.
Aliko Dangote and Femi Otedola
This is coming ahead of news that the Dangote refinery is planning to raise $2 billion through private placement, by selling its shares to the general public on a stock exchange for the first time.
Otedola, announced his plans on Wednesday after leading top executives of First HoldCo to visit Aliko Dangote, president of the Dangote Group, at the refinery in Lagos.
“From on a personal note, I’ve appealed to him (Aliko Dangote). I’ve been here with him 25 times, so my compensation is he’s going to allocate to me shares worth $100 million in the private placement,” the billionaire said.
“That’s one of the reasons why I sold my stake in Geregu plant to come and invest my proceeds in the IPO of Dangote refinery.”
During the meeting, Dangote said, the company is targeting a private placement of about $2 billion for the refinery
Dangote, on October 22, 2025, said the refinery could sell up to 10 percent stake in the listing, which Bloomberg valued to be about $5 billion.
The billionaire is planning to make the IPO a cross-border listing to enable the refinery draw investments from domestic and international investors.
In an earlier report, Dangote said the IPO is designed to democratise wealth creation and give Africans direct access to participate in the continent’s industrial transformation.
On May 12, Bloomberg reported that the billionaire is reportedly aiming for a valuation of up to $50 billion for Dangote refinery.
The Nigeria Immigration Service, Lagos State Command, has entered into a collaborative partnership with Lasaco Assurance Plc to drive sustainable institutional growth and operational synergy.
According to a statement from the firm, the partnership is a strategic move to bridge the gap between public service efficiency and private sector innovation.
The partnership was solidified during a courtesy visit by top officials of the NIS Lagos Command to the corporate headquarters of Lasaco Assurance Plc in Lagos.
Led by the Deputy Comptroller of Immigration and Passport Control Officer, the NIS delegation engaged the insurance firm’s executive team in high-level discussions aimed at fostering knowledge exchange, strengthening risk management practices, and advancing national development goals.
A major highlight of the strategic engagement was the presentation of an award to the Managing Director of Lasaco Assurance Plc, Ademoye Shobo.
The NIS delegation honoured the insurance boss for his exemplary leadership in driving product growth, building operational resilience, and introducing innovative risk management solutions to the industry.
While commending Lasaco’s leadership, the NIS delegation noted that the company had consistently distinguished itself through a customer-focused approach and commitment to professionalism.
They emphasised that public-private partnerships were vital to creating value-driven systems that would benefit the larger Nigerian economy.
Reacting to the honour and the partnership prospects, Shobo reiterated the insurer’s readiness to support the immigration office.
“We are deeply honoured by this visit and the recognition from the Nigeria Immigration Service. At Lasaco, we believe that the future of institutional growth lies in deliberate collaboration. We are fully committed to maintaining a strong, mutually beneficial relationship with the Immigration Office to improve operational efficiency and deepen trust across both sectors,” Shobo said.
The management of Lasaco Assurance further expressed gratitude, noting that the engagement had set a new benchmark for public-private alignment.
The management stated, “This courtesy visit is not just a ceremony; it is a reinforcement of our shared commitment to institutional excellence. By combining public sector dedication with private sector innovation, we can create stronger avenues for service delivery that ultimately advance our national goals.”
The engagement underscored the growing importance of continuous dialogue between government agencies and private corporations to solve modern operational challenges.
Moving forward, both organisations expressed confidence that the partnership would unlock new opportunities for strategic growth.
Lasaco Assurance Plc reaffirmed its long-term vision to deliver value-driven insurance solutions, sustain stakeholder confidence, and champion impactful collaborations that foster national progress.
Dr. Aminu Maida, executive vice chairman and chief executive officer (EVC/CEO), Nigerian Communications Commission (NCC), has has been confirmed as a Special Guest of Honour at this year’s Africa Beacon of ICT Lectures and Awards.
Dr. Aminu Maida, executive vice chairman and chief executive officer, NCC
Africa Beacon of ICT Lectures and Awards, is widely regarded as the most prestigious annual event available in the ICT industry in Nigeria.
The event according Ken Nwogbo, editor-in-chief of Nigeria Communications Week,“is digital transformation edition” will hold on Saturday, May 30, 2026 at the Four Points by Sheraton, Lagos.
Africa’s BoICT Lecture is designed to explore efforts to put Nigeria on the global Information and Communications Technologies map.
It will also to recognise and celebrate organisations and individuals in the ICT and banking industries that have impacted in digital transformation of the economy.
Nwogbo said that Dr. Maida, oversees the regulation, development, and strategic direction of the Nigerian telecommunications industry.
His administration at the NCC, actively drives initiatives to improve telecom consumer experience, enhance infrastructure, and foster collaborations (such as with the Central Bank of Nigeria) to protect citizens from financial fraud
He holds a PhD in Electrical & Electronic Engineering from the University of Bath, UK.
Prior to joining the NCC, he served as the Executive Director, Technology and Operations at the Nigeria Inter-Bank Settlement System Plc (NIBSS).
At NIBSS, Dr. Maida was responsible for spearheading the technical and operational standardization of all devices deployed in the financial system in Nigeria for interoperability.
He led a dynamic team that ensured that all terminals used in the e-payment industry and all devices deployed in Nigeria would accept all cards issued by banks and other licensed card schemes without discrimination.
Prior to his appointment at NIBSS, Maida was the Chief Technical Officer (CTO) at the Nigerian-based FinTech Arca Payments Network and Senior Manager at Cisco Systems, United Kingdom.
As a seasoned technical professional with over 15 years of multi-functional and international experience in FinTech & Telecoms & Enterprise Technology, Dr. Maida between 2010 and 2014, worked as a Network Design Consultant at EE, part of BT Group, and one of the largest mobile communications companies in the UK.
He was also at some point (2006-2010) a System Engineer at Ubiquisys, a leading company in intelligent 3G and LTE small cells, which is now part of Cisco.
Dr. Maida will be joining will join top dignitaries who have graced the event in the past including: Dr. Ernest Ndukwe, former executive vice-chairman, Nigeria Communications Commission (NCC); Engr. Yomi Bolarinwa, former Director-General of National Broadcasting Commission (NBC); Dr. Jean Luc Fort, CEO at OR System France and a specialist in Counterparty Risk; and Professor Chris Nwagboso, Chairman, Knowledge Factory International, United Kingdom.
Others are: Chris Uwaje, chairman, Mobile Software Solutions Ltd; Uche Orji, former managing director/chief executive officer, Nigeria Sovereign Investment Authority (NSIA); Biodun Omoniyi, Managing Director/CEO, VDT Communications; and John Obaro, CEO and founder of Systemspecs; Dr. Isa Pantanmi, former DG, NITDA; Dr. Obadare Peter Adewale, co-founder and COO, Digital Encode Limited; among others.
The highpoint of the BoICT Lecture will be the conferment of awards to companies and individuals for their significant contributions to the growth of technology in Nigeria and indeed Africa.
The event is a five-star event; easily Nigeria’s ICT Oscars.
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