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
PAT Taps Osi as CEO

Pan African Towers (PAT), a Nigerian infrastructure provider serving 9mobile and Spectranet, has appointed Echezona Osi as chief executive officer.

Echezona Osi
Adefolarin Ogunsanya, company’s, board chairman, explained in a statement that Osi would succeed Oladipo Badru, whose tenure lasted nine months in acting CEO position. Osi has more than 28 years of experience in the telecommunications sector across various regions of Africa.
Prior to his appointment as CEO, he had served as the head of network deployment at Airtel Nigeria, operations director and chief technical information officer at MIC Tanzania, chief technology officer roles at IPT PowerTech Nigeria, Rhino Niger Networks and Biswal Nigeria.
He obtained a degree in electrical/ electronic engineering from the University of Benin and a postgraduate diploma in data science and business analytics from the University of Texas.
Telecom
NCC Introduces N10m Licence Fee for Bulk SMS Service

Companies sending bulk international text messages, also known as Application-to-Person (A2P) messages, will now have apply for a licence that costs N10 million.
This is part of new rules introduced by the Nigerian Communications Commission (NCC) aimed at cleaning up the system, fighting fraud, blocking spam messages and stopping money from leaving the country unchecked.
These A2P messages are the kind customers get from banks, online stores, hospitals and political campaigns, automated texts sent from apps to their phones.
According to the commission, the bulk international text message system has been poorly regulated, allowing misuse and invasion of privacy.
“The International SMS Service Ecosystem in Nigeria has not been fully brought under regulatory control. It has been observed that the excessive use of the Short Message Service has led to fraud, spam and illegal activities,” the NCC said.
The regulator warned that without action, the problem would worsen as more people use mobile phones and digital services.
To solve this, the NCC is creating a central platform, or gateway, through which all international bulk text messages must pass through.
The agency said this would help to monitor messages in real time, ensure proper fees are paid, and make sure the money stays in Nigeria where it can contribute to the economy.
As part of the incoming change, service providers must follow strict rules, including strong data protection, spam filters, and message encryption.
Also, they must also work with local mobile networks and make sure all messages come from a verified sender
The NCC warned that any message without a proper sender ID will be blocked and not delivered to users.
To protect users from unwanted texts, the new rules say companies must get clear permission before sending any promotional content.
The rule also says people must also be able to choose whether they want to receive such messages or not.
Companies are now required to keep records of all messages for at least six months and must clearly state all charges involved.
The NCC said fees for help requests, cancellations, or service info must be transparent and not include hidden charges.
The commission will issue licences to several providers to encourage healthy competition but may limit new licences if needed.
Only companies that show they can stop fraud and safely deliver messages will be allowed to operate. They must also regularly report their message traffic and finances to the NCC.
It warned that any company that breaks the rules risks getting fined, suspended, or having its licence revoked.
Offences like charging illegal tariffs, ignoring security rules, or avoiding taxes will be punished, the NCC said.
The commission added that the new rules follow the Nigerian Data Protection Act 2023 and support the federal government’s goal of strengthening cybersecurity and controlling Nigeria’s digital space.
The framework will also be reviewed from time to time to keep up with new technology and market trends.
Telecom
MTN Nigeria Targets $1Bn Cloud Market with Largest Modular Data Centre

MTN Nigeria has launched what it claims is the country’s largest prefabricated modular data centre, marking a bold push into the country’s fast-growing cloud market and taking aim at global giants such as Amazon Web Services, Microsoft Azure and Google Cloud.

Karl Toriola, CEO, MTN Nigeria.
The shift comes as demand for cloud services in Nigeria soars — driven by the uptake of mobile apps, fintech tools and e-learning platforms — while foreign providers have become costlier in the wake of the naira’s sharp devaluation.
“This is one of the biggest data centres in West Africa and probably one of the biggest in Africa,” said Karl Toriola, CEO, MTN Nigeria.
He described the new Tier III-certified facility, with locally hosted cloud services, as “transformative for the technology ecosystem in Nigeria and very supportive of the federal government’s agenda”.
MTN Nigeria, the country’s largest telecoms provider, has so far invested $120m in the first phase, delivering an IT load of 4.5MW. A second phase, set to double capacity to 9MW, is budgeted at $135m.
“We already have data centres that are running our existing capacities,” Toriola said.
“We will go to 9MW in short order, possibly 14MW, and we can expand even further.”
He said the facility would allow local hosting for tech developers, large enterprises including banks and oil companies, and government agencies — markets long dominated by foreign cloud providers.
“Multinational companies such as Netflix, Facebook and Instagram can also host a lot of their data here. That improves the quality of service and reduces the cost of storage,” he added.
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