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Direct Selling Offers Flexible & Accessible Pathway to Entrepreneurship – Biram Fall

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Mr. Biram Fall, QNET’s Regional General Manager (RGM
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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

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.


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Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

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WhatsApp Unveils Major Privacy Upgrade That Lets You Hide Your Phone Number

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WhatsApp has announced the commencement of global reservations for usernames, a new privacy-focused feature designed to allow users connect without sharing their phone numbers.

WhatsApp Unveils Major Privacy Upgrade That Lets You Hide Your Phone Number

The Meta-owned messaging platform said the rollout of username reservations began on Monday, June 29, enabling users to reserve their preferred usernames ahead of the feature’s full in-app launch later this year.

According to the company, users will receive notifications within the app once the reservation option becomes available to them.

WhatsApp said the new feature is intended to strengthen user privacy by giving people an alternative way to communicate without revealing their phone numbers, particularly when interacting with new contacts or participating in group conversations.

It explained that unlike social media platforms, WhatsApp usernames are not designed for public discovery, noting that there will be no searchable directory or username suggestions.

The company said users would need to know a person’s exact username before they can initiate contact for the first time.

“Sometimes you just want to chat without handing over your digits,” WhatsApp said, adding that the feature would be useful in situations such as joining community or school groups where users may not wish to immediately disclose their phone numbers.

To enhance security, the platform is also introducing an optional username key, which will require anyone contacting a user for the first time through their username to enter an additional unique key.

WhatsApp said the extra verification layer is designed to provide greater control over who can initiate conversations.

The company noted that with more than three billion users worldwide, it decided to open username reservations ahead of the full rollout to give users an opportunity to secure their preferred usernames before the feature becomes widely available.

To assist users who may have difficulty selecting unique usernames, WhatsApp said it has developed a username generator capable of suggesting available options.

The company also disclosed that creators, small businesses and organisations would have the option of claiming the same usernames they already use on Instagram or Facebook, helping them maintain a consistent online identity across Meta platforms.

According to WhatsApp, once the feature becomes fully available, users who choose to enable usernames will no longer have their phone numbers displayed when they initiate conversations with people or businesses for the first time.

The company said reserving a username will take only a few seconds through the latest version of the application by navigating to Settings, then Account, and Username.

WhatsApp said the feature would be rolled out gradually across countries over the coming months, with users receiving notifications when it becomes available in their respective regions.


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NCC Ranked Among Nigeria’s Top 3 Best-Performing Federal Agencies

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Nigerian Communications Commission (NCC) has been ranked among the top three best-performing Ministries, Departments, and Agencies (MDAs) of the Federal Government in the 2026 Public Service Reforms Performance Assessment conducted by the Bureau of Public Service Reforms (BPSR).

NCC Ranked Among Nigeria's Top 3 Best-Performing Federal Agencies

L-R: Engr. Abraham Oshadami, Executive Commissioner, Technical Services, Nigerian Communications Commission (NCC); Dr. Abubakar Ibrahim Kana, Permanent Secretary, General Services Office, Office of the Secretary General to the Government of the Federation during the Nigerian Public Service Award and Gala Night where NCC recieved the award for 3rd Best Performing MDA at Nicon Luxury Hotel, Abuja on the 23rd June, 2026.

In the latest Public Service Reforms Performance Assessment, the Commission was ranked third overall, following a comprehensive evaluation across key reform indicators, including the Self-Assessment Tool (SAT), Freedom of Information (FOI) Compliance Score, Fiscal Transparency and Integrity Index, and official website performance metrics.

In the ranking, the Nigerian Investment Promotion Commission (NIPC) and Nigerian Export Promotion Council (NEPC) came first and second, respectively.

The institutional ranking, conducted across all MDAs of the Federal Government, recognises MDAs that have distinguished themselves in advancing public service reforms and delivering excellence in service.

Aside from the institutional awards, 20 individuals across federal, state and local levels received various distinguished public service excellence and leadership awards, for their sterling performance in public service, including the Head of Civil Service of the Federation, Mrs. Didi Walson-Jack; Senior Special Assistant to the President on Sustainable Development Goals, Mrs. Adejoke Adefulire, among others.

Representing the Executive Vice Chairman/Chief Executive Officer of the NCC, Dr. Aminu Maida, at the award ceremony on Tuesday in Abuja, the Executive Commissioner, Technical Services, Engr. Abraham Oshadami, spoke on behalf of the NCC and other awardees present, expressing appreciation to the Bureau for sustaining the annual assessment framework.

“First; on behalf of all awardees, and second, on behalf of the Board, Management, and staff of the Nigerian Communications Commission, we thank the Bureau for these recognitions. For us at NCC, this recognition acknowledges our ongoing reform efforts and underscores the need to sustain them,” he stated.

He stated that the BPSR recognition served as a motivation for MDAs to strengthen their commitment to service delivery, noting that, for the NCC, the award also served as an affirmation that its reforms aimed at improving transparency and accountability in the sector were yielding greater public acceptance and positive recognition.

“For our telecommunications consumers, this recognition reflects ongoing efforts to strengthen service quality, transparency, and responsiveness across the sector.

“The assessment outcome also reinforces the importance of maintaining standards that support improved customer experience and greater confidence in telecom services nationwide,” he said.

Oshadami restated the Commission’s commitment to applying regulatory tools and innovative approaches towards supporting measurable improvements in service quality and consumer protection across Nigeria’s telecommunications sector.

The Commission has, over the past two years, introduced far-reaching reforms to promote transparency and accountability in the telecommunications sector.

These include the introduction of the National Coverage Map, which provides near real-time information on the performance and availability of operators’ networks across the country, as well as the publication of Quarterly Network Performance Reports, which provide detailed assessments of network performance nationwide.

Mobile Network Operators (MNOs) have also been directed to simplify the communication of their tariffs in a manner that is clear and easy for consumers to understand.

In addition, operators are required to comply with the updated Corporate Governance Guidelines, which emphasise stronger corporate accountability and improved operational performance.

The Commission has also placed significant emphasis on the proactive publication of clear, comprehensive, and timely data on industry activities to keep the public well informed and enhance accountability across the telecommunications sector.

In his remarks, the Director-General of BPSR, Mr. Dasuki Arabi, commended all participating MDAs – particularly the top performers for 2026 broader assessment- for their efforts toward transparency, accountability, and open governance. He noted that these values reflect consistency with established public service standards.

“This annual event, which begins with a public lecture and concludes with an award ceremony, marks the commemoration of the United Nations Public Service Day.

“It also highlights the role of the Nigeria Public Service Lecture Series and Awards as a platform for recognising MDAs that have demonstrated strong performance in reform implementation and service delivery,” he said.

The NCC was ranked the second-best-performing Federal Government agency in the 2025 website performance assessment by the BPSR.

This year’s evaluation was an expanded one, touching not only on official website performance metrics, but also on other parameters such as SAT, FOI Compliance Score, Fiscal Transparency and Integrity Index.


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Womenovate, MTN Foundation Lead Charge for Inclusive Tech at Women in Technology and Engineering Summit

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MTN Foundation, in a strategic partnership with Womenovate, officially kicked off the fifth edition of the Women in Technology and Engineering Summit (WITESA) at the MUSON Centre, Lagos, on June 23, 2026.

Womenovate, MTN Foundation Lead Charge for Inclusive Tech at Women in Technology and Engineering Summit

The summit, themed, “Engineering Africa’s future: Innovation, Infrastructure, and inclusive technology”, was designed to dismantle barriers for women in Science, Technology, Engineering, Agriculture, and Mathematics (STEAM) fields.

The summit serves as a call to action for corporate stakeholders, policymakers, and industry leaders to cultivate a more equitable digital ecosystem for female-led innovations. As a key sponsor, the MTN Foundation reinforced its commitment to nurturing future talent by integrating female students into the summit where they engaged directly with industry experts and gained exposure to emerging technologies.

The Lagos State Government, recognising the importance of initiatives like WITESA, highlighted the need for inclusive policy frameworks. Representing the Executive Governor of Lagos State, His Excellency Babajide Olusola Sanwo-Olu, the Honourable Commissioner for Innovation, Science, and Technology, Olatunbosun Alake, noted that the summit aligns perfectly with the state’s vision for growth. “Innovation and infrastructure alone are not enough; they must be inclusive,” Hon. Alake remarked.

“Initiatives such as WITESA are important. They provide the visibility, mentorship, and recognition that inspire young women to pursue careers in engineering, technology, artificial intelligence, data science, renewable energy, advanced manufacturing and other emerging sectors.”

Speaking on the company’s commitment to gender equity, the General Manager of Enterprise Marketing at MTN Nigeria, Njideka Jack, highlighted the telecom giant’s data-driven approach to social impact. “MTN is intentional in closing the digital gender gap. With a 41.4% female workforce and 46.4% female representation in executive positions, alongside our matching fund and the empowerment of 5,754 Y’ellopreneurs, we are proud of our journey in empowering women,” she stated.

Jack emphasised that MTN’s focus remains firm, adding, “We are represented at the intersection of innovation, infrastructure, and inclusive technology, and our presence here today reflects our dedication to creating sustainable pathways for women in tech.”

The event concluded on June 24 with an award ceremony celebrating trailblazers who have made significant contributions to scientific and technological advancement in Nigeria.

The ceremony honoured distinguished leaders, including Bukola Ajayi, Chief Information Officer of MTN Nigeria; Aigboje Aig-Imoukhuede, Chairman of Access Holdings Plc and Coronation Group; Nkemdilim Uwaje Begho, CEO of Future Software Resources Limited; and Ude Enebeli, Acting Chief Information Officer of MTN Cameroon, among other industry luminaries.

Motunrayo Opayinka, CEO of Womenovate and the convener of the summit, expressed that these awards are critical to normalising women’s contributions in high-impact technical fields. “This award is a celebration of those whose vision and dedication are rewriting the narrative of African technology,” Opayinka said.

“By recognising these leaders, we are inspiring a new generation to see themselves as the architects of Africa’s future.”

The summit marked a significant step forward in the conversation around digital inclusion, translating high-level dialogue into a concrete roadmap for policy and practice. By leveraging the combined strengths of its sponsors and adopting a community-driven approach, Womenovate established a new benchmark for corporate responsibility within Nigeria’s tech ecosystem.

The event concluded with an award ceremony celebrating industry leaders and trailblazers, reinforcing a shared vision where innovation, infrastructure, and inclusivity serve as key drivers of Africa’s technological future.


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