E-Business
The Four Models of Competitive Strategy

Austin Okere is a known voice in the Nigerian IT industry. In this piece on his LinkedIn page, the Founder of CWG Plc, shares ‘The Four Models of Competitive Strategy’.
About a week ago I had a poser on my social media that drew numerous contending views. It was regarding positioning with the lowest price as the main competitive differentiator, suggesting that it was a race to zero.
I promised to follow up with a full article on competitive strategy to address the questions raised. This is in fulfilment of that promise.
I see four clear and distinct models for competitive strategy as follows:
Technology Leadership
This strategy is mostly adopted by companies who have captured a major leadership advantage on the innovation curve. The leadership position they hold in their niche market is very significant, to the extent that competitors’ chance of replicating or catching up is very distant.
Companies such as Apple, Alphabet, Alibaba, Ant Financial, Jumia across Africa, Space X, Solar City and Tesla among others.
They typically charge a premium for their products and services, enabling them to spend more on further research and investing in the best skills, thereby reinforcing their technology leadership and sustaining their success cycle.
Service Excellence
This strategy is mostly adopted by companies who are not necessarily technology leaders but use their superior delivery and customer support ability as a means of winning customer patronage and sustaining loyalty.
Companies such as REI who will replace your boots even after three years after purchase, Amazon with their top-notch delivery and support service coupled with a wealth of products at competitive prices, Nordstrom with their lax return policy and short check-out lines, Apple with their user friendly devices and seamless in-store customer journey with the help of ‘geniuses’, and where check-out lines literally do not exist.
GTBank in Nigeria making retail banking very easy for customers through their GT World online and mobile Application.
Customer Intimacy
This strategy is mostly used by companies who make you feel like a ‘part of the family’. They cultivate a familiarity with their clientele and tend to be on first name basis with them. They tend to know when your first child has gone away to college, and when there is a new addition to the family.
They typically will be the neighbourhood corner shop. They have provided products and services to your parents and grandparents.
They tend to do grocery shopping and delivery to busy working mothers. Larger companies who use this strategy tend to have long retainer-ships with their customers, which are rarely put out for re-bids. They know and understand their customers and bear their idiosyncrasies, while the customers reciprocate with loyalty
Price Leadership
This strategy is mostly adopted by companies who have had a long early lead on a product development and launch, and have ‘deeply milked’ the gains of their investments. They then use low prices to deter competition from entering the market.
An example would be Coca-Cola. Other companies that may use this strategy are the ones who have copied the intellectual property of more advanced competitors and have not incurred the cost and pain of research.
Having inadvertently benefitted from a product development cost bonanza, are happy to price it relatively low to attract patronage.
More often than not, these copy products are of inferior quality to the original, making the very low prices possible. Companies in this category tend to be in developing markets such as China where the rule of law is not as mature as the developed world.
China and the Lesson of Cost
To be said for China, they have used this strategy to great advantage, and are beginning to develop the local intellectual property as well.
Other companies that may use low prices to attract patronage are the ones who have committed significant investment to establish elaborate infrastructure, such as telecom companies with their network infrastructure.
The infrastructure being considered sunk costs, services running on them such as data and voice are priced with very low and sometimes negative margins because any additional revenue is considered contribution margin.
They will rather take the customer at any cost rather than allow their competitor to benefit from a lost sale.
My company CWG Plc, is working with some of the telecom companies to a have an underlining valuable service such as a mobile based Accounting/Inventory system to customer segments such as SMEs to reduce churn and induce loyalty rather than just dropping prices to less than the competition.
In this regard, Safaricom in Kenya have used the MPESA mobile banking Application to great effect.
Putting All Together
While I do not begrudge any company their dominant competitive strategy, I do have deep reservations about using cheaper pricing as the sole competitive strategy.
The reason for that is not far-fetched; it does not encourage research to improve the product nor additional investment to improve service and scale.
It very quickly degenerates into a rat race because there is always ‘cheaper than cheap’. Ultimately the winner of a rat race is still a rat.
Austin Okere is the Founder of CWG Plc & Entrepreneur in Residence at CBS, New York. Austin also serves on the World Economic Forum Global Agenda Council on Innovation and Intrapreneurship and on the Advisory Board of the Global Business School Network based in Washington DC.
E-Business
NIN Enrollment Hits over 136m as New ID Law Takes Effect

National Identity Management Commission (NIMC) has said thet more than 136 million Nigerians and legal residents have been enrolled in the National Identity Database (NIDB).

In a statement on Tuesday, Kayode Adegoke, head of corporate communications, NIMC, said Abisoye Coker-Odusote, chief executive officer (CEO) of the commission, announced the milestone during a courtesy visit to the ministry of budget and economic planning.
In April 2025, NIMC said over 117.36 million Nigerians had been enrolled as of February 28, 2025.
The visit was part of the commission’s ongoing stakeholder engagements with ministries, departments and agencies (MDAs) on the implementation of the NIMC Act 2026.
Presenting the new Act, Coker-Odusote said the legislation repeals and replaces the 2007 NIMC Act, modernising Nigeria’s digital identity ecosystem by positioning the national identification number (NIN) as the country’s foundational identity under the “one person, one identity” policy.
She said the law also establishes NIMC as the root certificate authority for the national digital infrastructure and introduces stronger data protection and cybersecurity measures, as well as digital credentials.
“The Federal Government remains committed to enrolling and issuing NINs to all Nigerians and legal residents within the shortest possible time,” Coker-Odusote said.
She added that NIMC is ready to collaborate with the ministry of budget and economic planning to leverage the NIN for economic planning and national development initiatives.
Speaking during the visit, Abubakar Atiku Bagudu, the minister of budget and economic planning, reaffirmed the federal government’s commitment to the implementation of the NIMC Act 2026.
Bagudu described the legislation as “a transformative milestone” that would strengthen Nigeria’s digital identity ecosystem and accelerate national planning and development.
He commended the NIMC director-general and the commission’s leadership for their efforts in securing the passage of the legislation, noting that it provides “a solid legal foundation for a trusted, secure, and inclusive national identity management system”.
The minister, however, said the true measure of the Act’s success would lie in its implementation and the benefits it delivers to Nigerians.
“The true measure of the Act’s success will lie in its effective implementation and the tangible benefits delivered to citizens,” he said.
Bagudu also called for stronger collaboration across the federal, state and local governments to build public confidence in the national identity system and eliminate the duplication of identity databases across government institutions.
He said the NIN should serve as Nigeria’s single, universally accepted identity standard, supporting efficient service delivery and good governance.
On June 26, President Bola Tinubu signed the NIMC Act 2026 into law, repealing the commission’s 2007 establishing Act.
At the time, Olubunmi Tunji-Ojo, minister of interior, said the legislation would strengthen Nigeria’s legal framework for digital identity management, cybersecurity and secure digital authentication, while reinforcing the NIN as the country’s foundational identity credential under the “one person, one identity” principle.
E-Business
Plateau PCC Collects Nigerians’ Data without Privacy Policy – FIJ

Plateau State Public Complaints Commission (PCC), an agency of the state established to investigate complaints of abuse of office, administrative injustice and other forms of official misconduct is allegedly collecting personal information from members of the public through its website with no privacy policy.

According to investigation by Foundation for Investigative Journalism (FIJ), PCC is falling short of a key transparency requirement under Nigeria’s data protection laws.
FIJ found on Tuesday that PCC collects personal information from members of the public through its website despite providing no privacy policy explaining how that information is collected, processed, stored or protected.
The commission serves as the state’s ombudsman, receiving complaints free of charge against public institutions and private organisations on issues including wrongful dismissal, victimisation and administrative negligence.
Yet, while its online complaint portal requests personal information such as names, phone numbers, email addresses, subject lines and complaint details, visitors are given no privacy notice explaining what becomes of that information after it is submitted.
The omission means visitors are not told why their information is being collected, how long it will be retained, the legal basis for processing it or the rights available to them as data subjects.
WHAT IS THE POSITION OF THE LAW?
The guidelines issued by the National Information Technology Development Agency (NITDA) are explicit: every government website is required to have a privacy policy.
Section 10.4 (i, ii) of the NITDA guidelines mandates all government websites to exercise diligence when collecting personal details or information about visitors on their websites.
The requirement is intended to ensure transparency and accountability in the handling of personal information, allowing visitors to understand why their data is collected, how it will be used and the safeguards in place to protect it.
Similarly, the Nigeria Data Protection Act (NDPA) 2023 requires data controllers to provide privacy notices to individuals before, or at the point of, collecting their personal information.
Such notices are expected to disclose, among other things, the purpose for collecting the data, the legal basis for processing it, the period for which it will be retained and the rights available to data subjects.
Section 27 of the NDPA states:
(1) Before a data controller collects personal data directly from a data subject, the data controller shall inform the data subject of the – (a) identity, residence or place of business of, and means of communication with the data controller and its representatives, where necessary;
(b) specific lawful basis of processing under section 25(1) or 30(1) of this Act, and the purposes of the processing for which the personal data are intended;
(c) recipients or categories of recipients of the personal data, if any;
(d) existence of the rights of the data subject under Part VI;
(e) retention period for the personal data;
(f) right to lodge a complaint with the Commission in accordance with section 46 (1) of this Act; and
(g) existence of automated decision-making, including profiling, the significance and envisaged consequences of such processing for the data subject, and the right to object to and challenge such processing.
Without a privacy policy, visitors have no way of knowing the commission’s data-handling practices or the safeguards, if any, in place to protect the personal information they submit through the website.
At press time, the Plateau State Public Complaints Commission’s website had no privacy policy.
E-Business
FG Suspends New Internet Regulations to Prevent Overlapping Rules

Federal government has directed key digital regulators to suspend the implementation of new rules affecting internet platforms and online intermediaries while it develops a unified national regulatory framework.

Dr Bosun Tijani, minister of Communications, Innovation and Digital Economy
The directive was issued on Tuesday by Dr Bosun Tijani, minister of Communications, Innovation and Digital Economy, after chairing a strategic meeting with the leadership of the Nigerian Communications Commission (NCC), the National Information Technology Development Agency (NITDA), and the Nigeria Data Protection Commission (NDPC).
The minister in a statement, said that the rapid growth of the digital economy has created areas where the responsibilities of the three regulators increasingly overlap, particularly in artificial intelligence, online safety, and data protection.
He said that a coordinated approach is needed to provide regulatory clarity, protect investor confidence, and support innovation.
Dr Tijani noted that as part of the directive, the agencies will temporarily halt the implementation of recently introduced guidelines in these overlapping areas.
However, the Minister said that they will continue to carry out their statutory responsibilities within their respective legal mandates.
Dr Tijani said that a Joint Technical Coordination Committee will now be established to work with industry players, academics, and civil society on a single, coherent regulatory framework.
The minister added that the move is designed to improve coordination across government, create a more predictable business environment, and strengthen Nigeria’s position as a leading destination for digital investment in Africa.
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