Telecom
Google Continues to Drive Africa’s Largest Number of Installs in App Marketing – AppsFlyer Report

AppsFlyer, the marketing measurement and experience platform, has released the 13th edition of its Performance Index, ranking the top media sources in mobile advertising.

smartphone with Google Ads on the screen and display notebook background. Ads is a service of contextual, basically, search advertising from Google. Moscow, Russia – August 25, 2019
Analyzing 623 media sources, 33 billion installs, and over 17,000 apps, the report shows that Google continues to drive the highest number of app installs in Africa.
Each year, app marketers globally consult the AppsFlyer Performance Index on which media sources to partner with to maximise their marketing budgets.
This year’s report also includes insights on the changing mobile media landscape, following the implementation of Apple’s Tracking Transparency (ATT).
Google continues to dominate Android, widening its lead from the rest
Google is continuing to exponentially drive the largest number of installs in app marketing, further increasing its lead over Facebook in Android devices.
The search giant ranked first in the Retention Index’s power and volume rankings in all Gaming and non-gaming categories, with the exception of racing games.
In Africa, the only area where Google did not rank top in the Retention Index’s power and volume ranking was in the simulation gaming category where Unity Ads came out top.
Google’s unrivaled reach in Android is also the main reason why it is ranked number two in the In-App Advertising (IAP) Index global power ranking with a score that was only slightly lower than Facebook’s. However, it did claim the first spot in the global power ranking in non-gaming as well as in the Casual gaming group.
The remarketing Index shows that although Facebook still dominates this category, Google is closing the gap and has even claimed the top spot among Finance apps, globally.
In fact, Google increased its share of the app remarketing conversion pie by 33% comparing H1 2021 and H2 2020.
Apple Search Ads overtakes Facebook among consented users in iOS
AppsFlyer found that among consenting users, Apple Search Ads (ASA) ranked first in both the Retention Index’s global power and volume rankings.
In fact, iOS marketers flocked to ASA following the enforcement of ATT, with ASA reaching almost 60% of its traffic from the previous index which covered the entire second half of 2020 in only seven weeks.
ASA is the only media source in iOS that functions independently of SKAdNetwork and deterministically attributes users.
While ASA is not a lateral comparison to other media sources in the rankings, AppsFlyer applied the same methodology for ASA and its competitors despite the differences in which they operate due to ASA’s volume of users with full data granularity, which is ultimately what marketers seek
“This edition of the Index comes at a fascinating time, as the industry is still in transition following the enforcement of Apple’s ATT in April of this year,” said Daniel Junowicz, RVP EMEA & Strategic Projects, AppsFlyer.
“Across Africa, while the number of users on iOS is rapidly growing, Android’s dominance means the impact of ATT has been less pronounced. App marketers in the region continue to see an increase in installs and having the latest insights and analytics is key to maximising returns on marketing spend.”
“The entire mobile marketing industry worldwide is now starting to see the initial tremors of dynamic shifts, and it is imperative that advertisers make decisions based on data.”
Adjoe is the fastest-growing media source in mobile advertising thanks to success in the Middle East and Africa
The fastest growing media source in Android was Adjoe with a 60% clients growth and a 2.5x leap in the number of attributed non-organic installs. Most of its growth was driven by success in the Middle East & Africa.
Telecom
Crypto Exchange MEXC Rolls Out P2P Support for Naira, Birr, and Rupee

In a strategic move to deepen its presence in emerging economies, global cryptocurrency exchange MEXC has launched peer-to-peer (P2P) trading support for three new fiat currencies — the Nigerian Naira (NGN), Ethiopian Birr (ETB), and Pakistani Rupee (PKR). This expansion reflects the company’s increasing focus on localising crypto access in high-growth, underbanked regions.
The addition of NGN, ETB, and PKR to MEXC’s P2P platform enables users in Nigeria, Ethiopia, and Pakistan to trade major cryptocurrencies including Bitcoin (BTC), Ethereum (ETH), Tether (USDT), and USD Coin (USDC) directly with their local currencies.
The trades come with zero transaction fees, in line with MEXC’s strategy to lower entry barriers for users and encourage grassroots participation in the digital asset economy.
The update is more than a technical expansion — it underscores MEXC’s recognition of Africa and South Asia as rising crypto frontiers. Nigeria, often cited as one of the world’s fastest-growing crypto markets, and Ethiopia, where digital finance is beginning to surge amid reforms, represent key territories for crypto adoption. Similarly, Pakistan’s growing youth population and fintech appetite offer strong potential for crypto-enabled financial inclusion.
To support the rollout, MEXC is actively onboarding new merchants to its P2P platform. Merchants benefit from zero transaction fees, dedicated customer support, a special verification badge, and invitations to exclusive community events. The goal is to nurture a local network of verified sellers and buyers who can facilitate seamless and trusted crypto trades.
P2P trading — which allows users to transact directly without third-party intermediaries — is especially relevant in markets where banking infrastructure is either insufficient or heavily regulated. By bypassing traditional systems, P2P provides a lifeline for users seeking stablecoins, alternative stores of value, or more flexible remittance solutions.
This latest expansion signals MEXC’s intent to compete aggressively for market share in underserved territories while enabling more users to access and benefit from Web3 technologies. As global exchanges race to localise their services, MEXC’s early moves into fiat integration may prove pivotal in shaping the next wave of crypto adoption across the Global South.
Telecom
MTN Nigeria Unveils CPaaS Platform to Transform Business Communication

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.
Telecom
MTN Mulls Establishment of Fintech Firm in Nigeria, Others

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.
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