Telecom
Connecting the Unconnected: GSMA Case Study Celebrates Digital Smart Success
The GSMA, the association representing mobile operators worldwide, has singled out MTN Digital Smart for a case study on how digital literacy programmes can make a real impact in promoting mobile internet usage.
The report – published by the GSMA’s Connected Society programme which focuses on underserved population groups in developing markets – evaluates MTN’s pilot Data Smart campaign in Benin and Cameroon.
“Analysis of MTN transactional data showed a significant increase in data usage among customers who received the digital skills training…Customers started to apply the knowledge and skills they learned to use mobile internet,” it says, noting that in both countries, Digital Smart resulted in trainees’ average revenue per user (ARPU) more than doubling for all user categories. Among smartphone users trained, ARPU and mobile data usage more than tripled.
Describing how MTN has “made digital inclusion a core part of their growth strategy and embedded this commitment in their CHASE framework”, the GSMA reports that Digital Smart drew on materials from the Mobile Internet Skills Training Toolkit, an easy-to-use toolkit developed by the GSMA for first-time mobile users.
Launched in 2018, MTN’s CHASE framework guides us in our work to extend digital inclusion by overcoming the five key barriers to mobile internet adoption: coverage, handsets, affordability, service bundling and education and ease of access.
“An important part of the campaign is meaningful use of cases based on customers’ needs and interests, that make mobile internet relevant and applicable to their lives,” the case study says. “For example, in an area where a cinema recently opened, agents showed customers how to watch trailers for the films on their phones.”
In 2019, an MTN Digital Smart pilot reached some three million people and the many lessons learnt were used the following year to bring digital literacy to 18 million individuals in eight countries: Benin, Cameroon, Congo-Brazzaville, Côte d’Ivoire, Guinea-Conakry, Nigeria, Rwanda and Uganda.
According to the case study, “Running the Data Smart campaign required considerable resources at both the group and operating-company level. MTN’s hybrid approach, which included remote delivery methods alongside traditional face-to-face training, ensured the campaign continued to reach scale even during the COVID-19 pandemic.”
The case study features photographs of MTN brand ambassadors reaching out to the public in crowded markets, in rural areas, restaurants and offices. There is even an image of a brand ambassador climbing a ladder to access a customer’s hard-to-reach home.
The case study concludes with the key takeaways which others who are serious about digital inclusion can use. These recommendations include the importance of localising content, making it easier for individuals to remember and share what they’ve learnt, and using all available channels and media.
“The partnership between the GSMA and MTN on the Data Smart campaign has had a substantial social and commercial impact,” the report comments.
MTN Group General Manager Customer Experience and Digital, Irshaad Gouse concurs: “The education element is absolutely critical to our Dual Data strategy and overall commitment to creating shared value as part of MTN’s Ambition 2025 corporate strategy.”
“Enabling people to understand the relevant opportunities that being connected brings them and how it cannot just support, but fundamentally change their lives for the better, is key,” he adds.
Our Dual Data approach aims to provide access to customers across different segments within our markets, addressing the urban-rural divide as lower income and/or rural customers make up around 70% of market.
In 2021 Digital Smart is continuing to reach out to millions across Africa, to fundamentally change their lives through the power of mobile.
At the recently concluded NextNow Business Forum in Victoria Island, MTN Nigeria electrified the business community with a live demonstration of its forthcoming Communication Platform as a Service (CPaaS), a solution engineered to redefine how Nigerian enterprises connect with their customers.
Unlike traditional communication systems, MTN’s CPaaS is built for the realities of a mobile-first market. The platform unifies SMS, voice, WhatsApp, email, and more into a single, intuitive interface. This approach is especially significant in Nigeria, with over 107 million internet users, 45.4% of the total population, according to Data Report. This figure underscores the necessity for businesses to meet customers where they are.
During the demo, attendees witnessed how CPaaS enables two-way, real-time conversations between brands and customers. The platform’s support for rich media, instant analytics, and seamless integration with business workflows drew particular attention. These features are designed to empower businesses with data-driven insights and the agility to personalise every interaction, whether it’s a service notification, marketing campaign, or customer support exchange.
Akinbulejo Onabolu, Head of Enterprise Segment at MTN Nigeria, articulated the vision: “CPaaS gives enterprises the flexibility to interact with their customers on their preferred platforms; whether it’s chat, voice, or messaging, in a way that feels personal and immediate. We’re looking forward to the value this will unlock for businesses across industries once it launches.”
The fireside chat added depth to the conversation, with Omowunmi Olatunbosun, Head of SME Segment at MTN Nigeria, and Stephen Agbi of Bayobab, highlighting how digital engagement bridges the gap between businesses and audiences.
They emphasised that today’s consumers demand immediacy, relevance, and ease, qualities that CPaaS is built to deliver.
The stakes for digital transformation in Nigeria are high. In a report by Punch, the country’s enterprise tech market is projected to reach $22 billion by 2027, reflecting a surge in demand for scalable, cloud-based solutions that drive efficiency and customer loyalty.
The CPAAS Acceleration Alliance have estimated that globally, the CPaaS market is expected to grow from $14.7 billion in 2025 to $72.4 billion by 2035, at a compound annual growth rate of 18.4%, a testament to the platform’s transformative potential.
The event’s closing keynote from META’s Korhan Yunak reinforced the strategic value of digital channels like WhatsApp, which are now indispensable for business communication and engagement at scale.
As MTN Nigeria prepares for the Q3 2025 launch, the anticipation is unmistakable. With its promise of flexibility, intelligence, and seamless integration, MTN’s CPaaS platform is set to become the backbone of next-generation business-customer engagement in Nigeria, enabling enterprises to not just communicate but to connect, adapt, and grow in a digital-first era.
MTN Uganda is seeking input from stakeholders on a plan to structurally separate its mobile money service, MoMo, from its core telecoms business.
According to the company, the proposed change will be discussed at the upcoming extraordinary general meeting on July 2.
If approved, the telco’s fintech business will be run by a new company controlled by MTN Group Fintech Holdings B.V. and a trust benefiting minority shareholders following a merger.
Additionally, the restructuring also aligns with MTN Group’s ambition 2025 strategy which aims to unlock value, attract new investors, and strengthen regulatory compliance by creating standalone fintech entities in Uganda, Ghana, and Nigeria.
The company’s fintech division has over 13 million customers, with an 18.4% revenue increase in the first quarter of 2025, driven by 19.0% growth in mobile money services, 19.8% growth in transaction volumes, and a 31.4% increase in transaction value.
Reports say the decision is part of the telco’s compliance with the National Payment Systems Act 2020, which mandates mobile money businesses to operate as standalone entities, and to align with MTN Group’s regional fintech strategy.
MTN Uganda, which is led by CEO Sylvia Mulinge, highlighted that the implementation of the proposed transaction will be subjected to a number of conditions and regulatory procedures.
“The implementation of the proposed transaction shall be subject to a number of conditions, including the company and MTN MoMo receiving all required regulatory approvals and no-objections and complying with any regulatory conditions,” said MTN Uganda in notice.
Netflix has announced plans to invest more than €1 billion in Spanish film and television productions over the next four years, reinforcing its commitment to Spain as a key creative hub in Europe.
The announcement was made by co-chief executive Ted Sarandos at an event held at Netflix’s production studios near Madrid, celebrating the company’s 10-year presence in the country.
Sarandos emphasized that the investment would contribute significantly to Spain’s economy, create jobs, and enable the streaming platform to produce more local content. He was joined by Spanish Prime Minister Pedro Sánchez in unveiling the initiative.
Netflix first established its international production studios in Madrid in 2019, following the success of the Spanish-language hit series Money Heist.
Since then, its 22,000-square-meter facility has become one of Netflix’s major production centers within the European Union.
The company currently supports over 20,000 jobs in Spain, highlighting the nation’s growing influence in global entertainment.
The investment reflects Netflix’s ongoing strategy to expand its presence in European markets through original content and local talent.
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