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Enhancing Mobile Revenue through Advertising

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Mobile network operators in the country have concentrated on voice services to generate revenue without looking at other avenues that can lift their revenue without much pressure on their capacity to delivery voice service.

This scenario could be explained by the late entrance of the country into the mobile communications world where much emphasis is laid on voice communications.

Mobile network operators in Nigeria today have the required technology to deliver short message service, video and picture messages. One then wonders why they are not exploring mobile advertising option to enhance their revenue base which invariable could help in driving down voice call tariff.

Mobile Marketing refer to one of two categories of marketing, first, and relatively new, is meant to describe marketing on or with a mobile device, such as a mobile phone this is an example of horizontal telecommunication convergence. Second, and a more traditional definition, is meant to describe marketing in a moving fashion – for example – technology road shows or moving billboards. However, this analysis is concentrating on the first definition of mobile marketing which has to do with using mobile phones as vehicle for advertising.

According to a survey conducted by a mobile marketing provider, approximately 89% of major brands are planning to market their products through text and multimedia mobile messaging by 2008. One-third is planning to spend about 10% of marketing budgets through mobile marketing.

Also, in about 5 years over half of brands are expected to spend between 5% and 25% of their total marketing budget on their mobile marketing. Already, 40% of the firms that responded have implemented this feature for their audiences. Strategy Analytics is forecasting that advertisers will spend $1.4 billion on mobile media this year, with that rising to $14.4 billion in 2011. eMarketer says mobile advert spending reached $1.5 billion last year and will grow to $14 by 2011.

What will and already has given mobile marketing’s attraction are: the ability to reach a specific target audience; information about how the user responded to a marketing message; and proof that a message has been received by the user’s handset.

Nigeria CommunicationsWeek gathered that Nigeria marketing communications is worth over 4 Billion Dollars. Nigerian Marketing Association, Apcon said that the sector became vibrant with the liberalization of telecommunications sector which witness a boost as a result of operators use of the medium to reach their subscribers in one promotion or the other.

The association which is presently using television viewer ship mostly in their advertising campaigns is considering mobile marketing because television viewer ship is declining at a fast rate for some reasons, such as influx of cheap Chinese pirated movies, electricity failures, absence of prime time Tv shows and absence of national Television stations. Radio the association said has its own challenges too and outdoor is location specific.

According to a report by Apcon Mobile is the only meduim with anywhere and anytime advantage with possibilities to accommodate all array of features like video, Multi-media Messaging Service, pictures, Short Message Service , internet and among others. Mobile is more powerful personal meduim than any other. And it is time, that Nigerian Brands exploit the opportunity.Possible Channels

Marketing on a mobile phone has become increasingly popular ever since the rise of SMS (Short Message Service) in the early 2000s in Europe and some parts of Asia when businesses started to collect mobile phone numbers and send off wanted or unwanted content.

Over the past few years SMS has become a legitimate advertising channel in some parts of the world. This is because unlike email over the public internet, the carriers who police their own networks have set guidelines and best practices for the mobile media industry (including mobile advertising). The Interactive Advertising Bureau (IAB) and the Mobile Marketing Association, as well, have established guidelines and are evangelizing the use of the mobile channel for marketers. While this has been fruitful in developed regions such as North America, Western Europe and some other countries, mobile SPAM messages (SMS sent to mobile subscribers without a legitimate and explicit opt-in by the subscriber) remain an issue in many other parts or the world, partly due to the carriers selling their member databases to third parties.

Mobile Marketing via SMS has expanded rapidly in Europe and Asia as a new channel to reach the consumer. SMS initially received negative media coverage in many parts of Europe for being a new form of spam as some advertisers purchased lists and sent unsolicited content to consumer’s phones; however, as guidelines are put in place by the mobile operators, SMS has become the most popular branch of the Mobile Marketing industry with several 100 million advertising SMS sent out every month in Europe alone.

In North America the first cross-carrier SMS shortcode campaign was run by Labatt Brewing Company in 2002. Over the past few years mobile short codes have been increasingly popular as a new channel to communicate to the mobile consumer. Brands have begun to treat the mobile shortcode as a mobile domain name allowing the consumer to text message the brand at an event, in store and off any traditional media.

SMS services typically run off a short code, but sending text messages to an email address is another methodology. Short codes are 5 or 6 digit numbers that have been assigned by all the mobile operators in a given country for the use of brand campaign and other consumer services. The mobile operators vet every application before provisioning and monitor the service to make sure it does not diverge from its original service description.

Besides short codes, inbound SMS is very often based on long numbers (international number format, e.g. +44 7624 805000), which can be used in place of short codes or premium-rated short messages for SMS reception in several applications, such as product promotions and campaigns. Long numbers are internationally available, as well as enabling businesses to have their own number, rather than short codes which are usually shared across a number of brands. Additionally, long numbers are non-premium inbound numbers.

Marketing communications companies in Nigeria lately are using SMS to send advertising content to mobile subscribers evident is during governorship election campaign in Lagos state when one of the candidates used SMS to solicit for votes from Lagosians. Also so few weeks ago an Abuja base estate consultant used the same medium to advertise its property in Abuja.

One key criterion for provisioning is that the consumer opts in to the service. The mobile operators demand a double opt in from the consumer and the ability for the consumer to opt out of the service at any time by sending the word STOP via SMS. These guidelines are established in the MMA Consumer Best Practices Guidelines which are followed by all mobile marketers in the United States.

Mobile Marketing via Bluetooth

The rise of Bluetooth started around 2003 and a few companies in Europe have started establishing successful businesses. Most of these businesses offer "Hotspot-Systems" which consist of some kind of content-management system with a Bluetooth distribution function. This technology has the advantages that it is permission-based, has higher transfer speeds and is also a radio-based technology and can therefore not be billed (i.e. is free of charge). The likely earliest device built for mobile marketing via Bluetooth was the context tag of the AmbieSense project (2001-2004).

Location-based services (LBS) are offered by some cell phone networks as a way to send custom advertising and other information to cell-phone subscribers based on their current location. The cell-phone service provider gets the location from a GPS chip built into the phone, or using radiolocation and trilateration based on the signal-strength of the closest cell-phone towers (for phones without GPS features).

This has started happening in Nigeria, during Celtel rebranding to Zain, the company used Imaging Concept Limited a proximity marketing firm to send to its subscribers pictures of their new brand Zain at all the event locations organized for the rebranding.

Ugo Okoye, managing director of iConcepts Limited, said that introduction of proximity marketing into the mobile marketing industry will no doubt make a big difference in the way brands reach their consumers with tailor-made messages that suit their purpose. According to Okoye, for the first time, brands using proximity marketing technology can ensure that they reach their target audience at a time and place that puts their messages in a direct and relevant context to the consumer’s current activity.

"The ability to communicate with consumers based on their presence in a fixed time and place is one of the great features of proximity advertising technique as it makes it possible to access people at various points with tailor-made offers precisely to suit them," he said.

Although, most operators in emerging markets are primarily focused on meeting rapid subscriber growth by expanding network coverage and capacity, as markets mature and revenue growth declines, operators will broaden their business scope. Mobile advertising could well make a useful contribution to their revenues.


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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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