Telecom
Direct Selling Offers Flexible & Accessible Pathway to Entrepreneurship – Biram Fall
Mr. Biram Fall, QNET’s Regional General Manager (RGM) for sub-Saharan Africa (SSA) has explained that direct selling offers a flexible and accessible pathway to entrepreneurship.
Mr. Biram Fall, QNET’s Regional General Manager (RGM)
He said that in the traditional retail model, shop owners buy goods from manufacturers and mark them up to pay for their business costs such as rent, before selling them on to the end consumer but in the direct selling model, distributors sell high-quality goods directly to the customers outside of the store environment, reducing business costs and eliminating the need to raise prices on their goods.
Fall argued that in addition to providing unique, life-enhancing products to consumers, the direct selling industry has had a significant impact on Sub-Saharan economies.
According to the World Federation of Direct Selling Associations annual report, the region’s direct selling market was valued at USD627 million in 2021, with over 5.4 million distributors actively participating in entrepreneurial activities that generate household income and contribute to the broader economy.
He pointed out that one of the primary reasons individuals are joining direct selling is because it allows them to start businesses with minimal upfront investment and no formal education requirements.” Not only are new distributors able to start their business efficiently, but they also have the opportunity to gain valuable skills through free training sessions, workshops, and conferences where they can improve their sales techniques, soft skills, and leadership abilities.
This opens doors for those with limited resources or who face barriers to traditional employment, such as stay-at-home parents or individuals in underserved communities. Because of the low barrier to entry and support resources many direct selling companies offer, many people can generate additional income, build social networks, and develop essential business and life skills by becoming distributors.
For instance, the flexible earning opportunities benefit the stay-at-home spouse through joining a direct selling company, choosing products to sell, and earning commissions or profits based on their sales volume. With the flexibility to manage their own schedule, they can balance household responsibilities while actively promoting and selling products. The income generated supplements household finances, helping to meet expenses, save, and achieve personal goals.”
He added that, direct selling offers training and support, enabling individuals to develop valuable sales and entrepreneurial skills.
In addition to benefiting local entrepreneurs, direct selling companies offer an extensive portfolio of goods, including innovative beauty and wellness products, eco-friendly household items, exclusive lifestyle items and accessories, nutritional supplements, and much more to customers. These products are frequently developed in-house or incorporate proprietary ingredients and formulas that are unique in the market.
Continuing, Fall stated that while the industry has improved the lives of many, it also faces legitimate criticisms – especially in emerging markets that have little or no exposure to this type of sales model. Africa has often been called the new frontier of growth for the direct selling industry with the region experiencing one of the highest three-year CAGR at 6%. Yet, in many African nations, legitimate direct selling businesses are often misunderstood as illegitimate schemes due to lack of awareness and relevant legislation.
The lack of industry regulatory bodies, such as a direct selling association whose mission is to provide education about the business model, has resulted in an insufficient legal definition of the industry and serious misunderstandings among authorities and the public.
“One common misconception is that it is a pyramid scheme or get-rich-quick fraud. Some critics point out that certain dishonest entities, many of whom masquerade as direct selling companies, have violated the laws by making exaggerated revenue promises, pressuring sales representatives to purchase products, and using unethical marketing strategies.”
Despite the challenges, many direct selling companies are determined to change the industry’s image in Sub-Saharan Africa. The largest organisation representing the global direct selling industry, the World Federation of Direct Selling Associations (WFDSA), published an official Code of Ethics governing the actions of direct selling companies and their responsibilities towards ensuring fair competition and operating according to local customer protection laws – a toolkit that direct selling companies adhere to worldwide.
For businesses such as QNET, a lifestyle and wellness-focused direct selling company, implementing more robust procedures, such as regular training and monitoring of distributors’ activities to ensure adherence to sales practices, product sales and compensation claims, and product safety regulations, is a crucial component to addressing the misconceptions about direct selling. For example, training programmes, such as QNETPro, help educate, inform, and train distributors on how direct selling works, QNET’s product portfolio, and compensation plans.
Direct selling companies can improve transparency by providing clear and accurate compensation plans and product pricing information to governments, legislative bodies, distributors, and customers to combat misinformation regarding the industry. Creating and maintaining freely accessible resources, such as the WFDSA website and the Direct Selling Disinformation Centre, are positive steps towards shifting the public’s perspective on direct selling, and help local communities benefit from this industry.
speaking on the way forward, Fall argued direct selling in Sub-Saharan Africa has emerged as a significant driver of alternative employment opportunities and economic empowerment, while also providing customers with unique and diverse products. “The industry has successfully enabled individuals, including those with limited resources, to start their own businesses and generate income, fostering entrepreneurship and skill development.
However, direct selling faces challenges in the region, including misconceptions, regulatory gaps, and fraudulent entities. To overcome these obstacles, direct selling companies are taking proactive measures, such as adhering to codes of ethics, implementing training programs, and enhancing transparency.
By educating the public, engaging with regulatory bodies, and providing accessible resources, the industry aims to transform the narrative and highlight the positive impact of direct selling in Sub-Saharan Africa, empowering individuals and contributing to local economies”, he said.
Nigeria, through the Nigerian Communications Commission (NCC), has won the 2025 World Summit on the Information Society (WSIS) prize for its project, the Digital Awareness Programme (DAP), under Category C3, which is on Access to Information and Knowledge.
L–R: Executive Vice Chairman/CEO of the Nigerian Communications Commission (NCC), Dr. Aminu Maida, receives the WSIS 2025 Prize (Category C3: Access to Information and Knowledge) from the Secretary-General of the International Telecommunication Union (ITU), Doreen Bogdan-Martin, following the selection of the Commission’s Digital Awareness Programme (DAP) as winner of the category.
The DAP, one of hundreds of projects submitted for the WSIS Prizes competition 2025, received the highest number of votes in its category, earning it the top honour. The programme equips secondary schools across the country with Information and Communication Technology (ICT) resources and provide internet connectivity to support teaching, learning, and research. Since inception in 2006, over 300 schools across Nigeria’s six geopolitical zones have benefitted from the programme.
The Executive Vice Chairman of the NCC, Dr. Aminu Maida, received the award during the WSIS Prizes Winners 2025 Ceremony held on Monday in Geneva, Switzerland.
In his acceptance remarks, Dr. Maida thanked the hosts, the International Telecommunications Union (ITU) and WSIS, for recognising Nigeria’s efforts in promoting inclusive digital access across Nigeria, noting that the award would serve as further motivation for the Commission.
“This recognition is more than a celebration of past efforts—it is an encouragement to press forward. It affirms that investing in digital inclusion is investing in national development, and that Nigeria’s work is being seen and valued on the global stage,” Dr. Maida said.
Four other Nigerian projects—the Women Techsters and the Advanced Digital Empowerment Programme for Tertiary Institutions (ADEPTI) under Capacity Building, the Telecom-Based Research Grant Initiative under Enabling Environment, and the Digital Learning Initiative under e-Learning—were also celebrated for their nomination for the Champions Category of Projects at the WSIS Prizes Ceremony. Although they were not among the top-voted entries, they were acknowledged for their significant merit and impact.
The WSIS Prizes competition recognises and promotes projects that effectively leverage ICTs to advance sustainable development. The competition showcases how technology can serve as a powerful tool for addressing global challenges and achieving the SDGs. Projects from around the world are recognised annually, highlighting diverse approaches to building an inclusive information society.
The World Summit on the Information Society (WSIS) is a United Nations (UN) initiative aimed at building a people-centred, inclusive, and development-oriented information society. It provides a multi-stakeholder platform to address issues related to Information and Communication Technologies (ICTs) and their role in achieving sustainable development.
The Forum is an annual event that brings together high-level representatives from governments, the private sector, civil society, academia, the technical community, and international organisations. It serves as a global platform for implementing the WSIS Action Lines, which are aligned with the UN Sustainable Development Goals (SDGs).
Nigerian Communications Commission (NCC) has given telecom tower operators in the country August 2025 deadline to fix persistent network hitches in their facilities or face regulatory sanctions.
The Executive Vice Chairman (EVC) of the commission, Dr. Aminu Maida, reportedly gave the ultimatum during a high-level meeting with key industry players, attended by representatives of IHS Towers, American Tower Corporation (ATC), and Pan-African Towers, and mobile network operators (MNOs) in Abuja
According to sources, discussions at the meeting focused on the recurring challenges in the telecoms sector, particularly power failures, equipment malfunctions, and insufficient site maintenance, that have been causing poor Internet and call services in the country
Specifically, Maida tasked the tower operators on the imperative of complying with the NCC’s updated Quality of Service (QoS) framework, which now extends performance obligations to infrastructure providers, not just telecom service providers.
According to him, the timeline given by the commission is more than enough time for all parties to align with the performance standards expected of them.
Recently, to ensure compliance with the standards, the NCC introduced a Major Incident Reporting Portal for real-time outage disclosures; developed public performance dashboards to enhance transparency; mandated that telecom tower companies meet strict Key Performance Indicators (KPIs).
Although the tower operators had previously cited delayed payments from MNOs as a reason for service lapses, the NCC had dismissed the justification, insisting that all parties must meet their obligations.
The EVC maintained: “Operators must fulfill both their technical and financial responsibilities. Poor service delivery—regardless of internal disputes—will attract consequences.”
Available data on the telecom tower infrastructure shows that IHS Towers has the largest assets with 16,000–19,000 sites, (62% market share); compared to American Tower Corp’s (ATC’s) about 8,270 towers; and Pan-African Towers’ 760–1,000 sites nationwide.
The latest NCC’s August deadline is believed to be putting pressures on the tower operators to improve the quality of their facilities for improved services as the commission had hinted of its plan to sanction defaulting operators with fines or stricter regulatory actions.
Industry experts believe that the NCC’s directive is a welcomed development as it will ensure reliable Internet connectivity and improved services quality for telecom consumers in the country.
Nigerian Communications Commission (NCC) is set to play a pivotal role at the upcoming 6th edition of the Telecom Sector Sustainability Forum (TSSF 6.0), where it will lead a critical discussion on the sustainable growth of Mobile Virtual Network Operators (MVNOs) in Nigeria.
Set against a backdrop of innovation and opportunity, this forum, organized by Business Remarks, aptly themed “Unlocking Nigeria’s MVNO Potential: Status, Trends, Investment, and Future Prospects,” is scheduled for August 26, 2025. This event reinforces the nation’s commitment to fostering a robust, competitive, and inclusive telecommunications landscape.
The forum will bring together a diverse array of key stakeholders from across the telecom ecosystem to deliberate on strategies for integrating MVNOs effectively into Nigeria’s rapidly evolving digital economy. With the recent advancements in technology and the issuance of 43 MVNO licenses to new players, MVNOs are poised to significantly enhance service delivery, drive digital transformation, penetrate underserved markets, and stimulate healthy competition across the sector.
As the global MVNO market is experiencing significant growth, with projections indicating continued expansion, experts believe that with the right regulatory environment and access to infrastructure, emerging markets like Nigeria can leverage MVNOs to unlock new value for both operators (by utilizing excess network capacity) and customers. Customers can enjoy a rich array of niche value-added services tailored to their needs.
Having been proactive in introducing a five-tier MVNO licensing classification, each with distinct services and a 10-year validity period, signaling a clear path for new entrants, the telecom regulator (NCC) will deliver a keynote address outlining the Commission’s regulatory framework, interventions, and commitment to ensuring a conducive environment for MVNO operations.
Mrs. Bukola Olanrewaju, Convener of the forum and Managing Editor of Business Remarks, emphasized the importance of collaboration. “TSSF 6.0 is designed to be a melting pot of ideas, bringing together Mobile Network Operators (MNOs), MVNOs, telecoms infrastructure providers, Internet Service Providers, industry associations, and technology experts,” she said.
“Our goal is to ignite discussions that will shape the future of MVNOs in Nigeria, ensuring their sustainable growth and their critical role in extending digital prosperity across the nation.”
The forum will feature interactive sessions, thought-provoking panel discussions, insightful paper presentations, and abundant networking opportunities. This event aims to provide a platform for stakeholders to share insights, address challenges, and explore collaborative pathways for sustainable growth.
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