By Austin Okere

Congratulations to Air Peace on its inaugural flight to London and for achieving full bookings for the upcoming months, thanks to attractive ticket prices. Over the past fortnight, Air Peace has been making waves on social media for various reasons.

On a positive note, the airline shared a LinkedIn post featuring a picture of former Nigerian President, Chief Olusegun Obasanjo, aboard a return flight to London.

The caption highlighted his positive experience, stating, “I went, it was pleasant. I came back, it was even more pleasant.”

However, on a different note, Nigeria Stories recently reported that the United Kingdom Civil Aviation Authority has contacted Nigeria’s Civil Aviation Authority regarding alleged violations of aviation safety regulations by Air Peace.

The significance of Air Peace’s impact on airfares along the Lagos-London route cannot be overstated. Since commencing operations on March 30, Air Peace has maintained its round-trip economy ticket price at $1,000 (₦1.2 million), a substantial reduction compared to the previous rates charged by international airlines, which could soar up to $2,500 (₦3 million).

This bold pricing approach has disrupted the established norms, prompting foreign carriers to reassess their pricing frameworks.

To uphold customer loyalty and ensure long-term viability, it is imperative for Air Peace to explore additional strategies for differentiation. I have outlined these strategies using Austin’s Four Models of Competitive Strategies below:

1. Technological Leadership

This approach is commonly embraced by firms that have secured a substantial leadership edge on the innovation spectrum. Their dominant position within their specific market niche is profound, making it exceedingly challenging for competitors to replicate or close the gap. Companies like Apple, Alphabet, Airbus, SpaceX, Netflix, and Tesla, among others, adeptly employ this strategy to significant effect.

Typically, they command premium prices for their offerings, allowing for greater investment in ongoing research and expertise, thus fortifying their technological supremacy and perpetuating their cycle of success.

2. Service Excellence

This strategy is often embraced by companies that may not necessarily lead in technology but excel in delivery and customer experience to secure patronage and foster loyalty. Airlines like Emirates, Singapore Airlines, Qatar Airways, and Japan Airlines consistently rank among the world’s top 10 airlines as voted by travelers worldwide, thereby drawing more patronage.

3. Customer Intimacy (Personalized Customer Engagement)

This approach is predominantly employed by companies that strive to create a familial bond with their customers. They foster a sense of intimacy with their clientele, exemplified by Ghana’s Africa World Airways (AWA), which has established a reputation for punctuality in West African travel.

Air Peace appears to be following suit with this strategy, offering popular Nigerian cuisine and beverages on the Lagos-London route, and outfitting their crew in vibrant Nigerian attire. Companies employing this strategy often boast prolonged customer retention rates. They possess a deep understanding of their customers, accommodating their unique preferences, while customers reciprocate with steadfast loyalty.

4. Cost Leadership

This strategy is predominantly adopted by companies that have enjoyed an early lead in product development and launch, leveraging the returns on their investments over time. They employ low pricing to dissuade competitors from entering the market. A classic example is Coca-Cola and Pepsi-Cola.

Additionally, other companies that may employ this strategy are those that have accessed the experiences and intellectual property of more advanced competitors without incurring the costs and challenges of research and development. They are content to price their products relatively lower to attract patronage.

Many established companies with mature infrastructure also aim to increase their market share through periodic sales promotions, satisfied with extracting contribution margin from fixed costs.

Airlines often utilize this strategy during low seasons to improve their load factor rather than flying with empty seats or cargo space. They prefer to capture customers at any price rather than allow competitors to benefit from lost sales.

Bringing it All Together

In the fiercely competitive landscape of the airline industry, pricing strategies serve as a cornerstone in attracting passengers and maintaining a competitive edge. Employing competitor pricing, a dynamic and data-informed approach, enables airlines to swiftly adapt to market fluctuations and consumer preferences while optimizing revenue streams.

Airlines continuously fine-tune their fares in response to market dynamics, competitive maneuvers, and various other factors, employing a seamless and automated process to uphold competitiveness, optimize load factors, and maximize revenue streams.

While competitive pricing may serve as an initial strategy to penetrate the market and garner market share, I am cautious about relying solely on it for sustained success. It’s essential to recognize that no matter how aggressively priced one may be, there’s always someone offering a lower fare.

This approach risks triggering a downward spiral in pricing, potentially leading to a race to the bottom. In such a scenario, financially robust incumbents may outlast vulnerable newcomers, only to subsequently increase prices to recoup lost revenue once the newcomers are forced out of the market. This fate should not befall Air Peace.

Austin Okere is a thought leader, and business mentor. An Entrepreneur-in-Residence at Columbia Business School, New York.

Young girls have been charged to prepare themselves for future careers that will be premised on ICT knowledge and expertise.

L-R: Head of Contact Center, Globacom Limited, Kemi Fadipe; Manager, South-West Zonal office, National Information Technology Development Agency (NITDA), Mrs. Jumoke Alaka, who represented the Director General of the Agency, Dr. Inuwa Abdulahi; Convener, Girls-In-ICT/CEO, e-Business Life Communication Limited, Mrs. Ufuoma Emuophedaro; and Deputy Director, Head Corporate Communication, NCC, Nnenna Ukoha, who represented the Executive Vice Chairman/CEO of the Nigerian Communications Commission (NCC), Dr. Aminu Maida at the just-concluded eBusiness Life Int’l Girls in ICT Day Celebration held in Lagos

Speaking at the International Girls in ICT event organised by eBusiness Life Communications Limited last Thursday, corporate organisations that gathered for the 12th edition of the year long campaign spoke on diverse expectations from the young girls, and how to position them to bridge the gender gap in the ICT career field.

In his keynote address at the event, the Executive Vice Chairman/CEO of the Nigerian Communications Commission (NCC), Dr. Aminu Maida, who was represented by the Deputy Director, Head Corporate Communication, NCC, Nnenna Ukoha, noted that there is a need to provide girls with quality STEM education as a means of bridging the gender divide, while also challenging the gender stereotype; and provide positive role models for young girls to look up to.

Quoting the Global Gender Gap Report (2023), which states that women comprise only 29.2% of STEM workforce in 146 nations evaluated, compared to nearly 50% on non-STEM occupations, Dr. Maida lamented the “underrepresentation of women in STEM (Science, Technology, Engineering and Mathematics).

“As we look around us, we witness the impactful influence of technology in all facets of our existence. Technology, from communications to healthcare, education to entertainment, has emerged as the primary catalyst for advancement and growth. Nonetheless, despite the significant progress we have achieved, there is a noticeable gender gap in the ICT sector.”

Referencing the 2024 theme, Leadership’’, Convener, Girls-In-ICT/CEO, e-Business Life Communication Limited, Mrs. Ufuoma Emuophedaro, noted: “While there is a leadership gender gap in every industry, the largest gaps are found in the STEM fields. Women in ICT often find themselves in junior or support roles rather than in managerial roles, with little opportunity for advancement. They are also less likely to hold an executive position, become ICT entrepreneurs, or be represented among science and technology policymakers.

She noted that ICT holds limitless possibilities, especially for women. “It is a realm where creativity knows no bounds, innovation thrives, and dreams are transformed into reality through lines of code and digital solutions. Yet, despite its vast potential, the representation of women in this field remains disproportionately low.

Today, we challenge that narrative. We stand united to break down barriers, defy stereotypes, and pave the way for a future where every girl, regardless of background or circumstance, feels empowered to pursue her passion for technology.”

Young women and girls need to see themselves as change-makers in the field, and they need to be able to see clear routes to become leaders in the field.”

In a virtual message from the International Telecommunications Union (ITU), the Secretary General, Doreen Bogdan-Martin explained that the 2024 theme, “Leadership”, speaks to more than holding a job title or position of power, but about harnessing the power of ideas and innovation, and the ability to navigate change with confidence even as a student.

She said that as the world continues to experience tremendous unprecedented digital transformation with the rise of Artificial Intelligence and other emerging technologies, it cannot afford to leave girls and women, which represent 50%, behind.

“It is high time to turn all this around. To all the young girls out there, the tech sector needs you. Your ideas, creativity, and perspectives are essential if gender equality will become a reality. We need you to step into leading roles to challenge the stereotypes, and to contribute to building a better future that benefits everyone.”

Head of Contact Center, Globacom Limited, Kemi Fadipe noted that the event not only pursues individual development, but also crucial for fostering gender equality and societal progress. She charged the students to get more serious with excellence in STEM subjects to excel in male dominated fields. She encouraged them on critical thinking and problem solving, which is essential in addressing complex challenges and driving innovation, among other things that make up good leadership, including truthfulness, resilience, objectivity, inspiring, sense of purpose, strategic thinking, integrity, honesty and ethical behavior.

Deputy Managing Director/COO, VDT Communications, Bimbo Ikumariegbe, while charging the girls to be focused in their choice, as making the wrong choice of online may ruin them and foil their chances of becoming great leaders. “Look to the future and ask yourself ‘can I get there?’”

In her submission, the Business Development Manager at inq Digital, Sandra Nwaigwe, encouraged the young girls to start building up themselves for the future. According to her: “As young people, you need to find your best feet in ICT so that when the time comes you will be able to raise your head so high like the women that have done great things.”

Awards were also given to deserving corporate and individuals that have distinguished themselves in grooming young girls and helping them to upskill.

The reciepients were the National Information Technology Development Agency (NITDA); Digital Strategist & Founder, MissTechy – Nigeria’s Female Tech Blog, Ayeni Oluwatobi Dorcas, also known professionally as Miss Techy; and Head of Network and Solutions at Information Connectivity Solutions Limited (ICSL), Tinuade Oguntuyi.

Receiving the corporate Award on behalf of the NITDA DG, Manager, South-West Zonal office, Mrs. Jumoke Alaka, appreciated the organisers and pledged the Agency’s commitment towards encouraging girls in the area of STEM and ICT career.

Activities at the event included STEM Quiz and Vlogging competitions; Students roundtable, which was anchored by foremost journalist, Louisa Olaniyi, random quiz and entertainments.

In the Vlogging competition, moderated by tech enthusiast, Digital Strategist and Founder, ‘MissTechy’ – Nigeria’s top Female Tech Blog, Oluwatobi Ayeni, Reagan Memorial Baptist Girls Secondary School, Yaba to the First Prize, while the Second and Third Prizes went to Chrisland College, Ikeja and The Lagoon School, Lekki.

In the STEM Quiz Competition, the top prize went to The Lagoon School, Lekki, while Baptist Girls Academy, Obanikoro and Government Senior College, Agege settled for the 2nd and 3rd positions.

Partners with eBusiness Life Communication Limited for this year’s event included the NCC, NITDA, Globacom, Digital Encode, VDT Communications, Digital Realty, Huawei Technologies, Inq Digital, and CocaCola.

Seplat Energy PLC, a leading indigenous oil and gas company in Nigeria, proudly sponsored the 5th edition of the Orodje of Okpe Golf Tournament. This prestigious annual event, which held over the weekend at the Sapele Athletic Club’s golf section, drew over 100 golfers from across the nation, showcasing not only the sport, but also the vibrant culture of the Okpe Kingdom.

The tournament was graced by His Royal Majesty, the Orodje of Okpe, Major General Felix Mujakperuo Agho (rtd.), who spoke highly of Seplat Energy’s continued support for the community. “I want to appreciate the Sapele Athletics Club and I also want to thank the sponsor, Seplat Energy for a good job. The tournament is attracting a lot of people to Sapele. We are seeing some players from Port Harcourt, Asaba, Warri and more states. It is a competition that is growing from year to year,” he remarked during the closing ceremony.

In his remarks during the tournament, Walter Egemba, Seplat Energy’s General Manager (Engineering) explained that the sponsorship underscores the company’s commitment to community development and promoting healthy lifestyles through sports. “This tournament is an important one for Seplat. The Okpe community hosts some of our infrastructure for oil and gas development, and we pride ourselves on having special relationships with the communities where we operate. We have sponsored this tournament since inception and we are committed to elevating it to an international standard. Sports enable the well-being of people and we believe that with continued support for sports in this kingdom, we will have a healthier community.” he said.

The tournament which featured various categories of competition, with participants ranging from seasoned golfers to beginners, also impacted the economy of the Okpe community, as the influx of golfers into the community led to a surge in patronage for local vendors and businesses. The competitions saw fierce but friendly rivalry among female and male golfers, with winners awarded trophies, adding to the excitement of the event.

While expressing his gratitude, Alexander Verhees Fritz, Captain of the Sapele Athletics Club, said: “This event is one of the biggest at our golf club. We are very proud to have Seplat Energy as the major sponsor. They have supported the tournament from the start, and we are pleased to see their continued support. The rationale behind this tournament is to encourage young people to play golf. The beauty of golf is that there’s no age limit. Our youngest players are 10 and 12 years old, and our veteran pro is 82, still playing 18 holes regularly.”

The Orodje of Okpe Golf Tournament is reputed as the biggest annual golf event in the South-South region of Nigeria, while the Sapele Athletic Club Golf Section is acclaimed as the oldest Golf Club in Nigeria, having been founded in 1897. The tournament, therefore, continues to serve as a platform to celebrate the rich culture of the Okpe Kingdom.