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Key Dimensions that Will Drive Nigeria Online Marketplace Space in 2016- Masha

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Lola Masha is the country manager, OLX Nigeria, the leading online classifieds player in the country. Masha joined OLX Nigeria in February 2014 with the goal of building a world-class, trusted and secured online classifieds business that stands out from its competition.
She holds PhD. in Engineering from the University of California, Berkeley. Masha is an outstanding individual with expertise in business development, entrepreneurship, operational transformation, strategy and product development, across numerous industries including technology and consulting. 
‎She has significant international experience and has worked with brands like Google and McKinsey Consulting. In this interview with Peter Ugwu, she swiftly reviews e-commerce space in Nigeria in 2015 while discussing OLX’s ambition for growth in the market in the new year.‎

Assessment of the Online Marketplace in Nigeria in 2015‎
It has been an exciting and rollercoaster year. If I compare our successes to the challenges, I think it has been very successful. We started the year with a team of ten (10), but today, both the contract and fulltime staff we are close to 175 people.
So, we have grown tremendously in terms of staff strength. We also look at traffic to the website, we have grown to over 65% from January till date.
We have continued to get positive responses from the users on OLX platform. Because of this, we have made improvement in terms of awareness among the Nigerian online community.

Increased Partnerships‎
Our partnership over the year were fantastic. One thing we believe in at OLX is that we can’t do it alone. We have a culture of collaborations, partnerships and learnings.
So, we actually, actively, seek other organisations to work with; grow the brand and be able to contribute towards the industry’s growth here in Nigeria.
We have been very pleased with the results from our various partners and tend to do more in 2016 and moving forward.

Nigeria Online Marketplace Market Maturity‎
The Nigerian online market place has definitely improved, but still quite young. If I look at the percent of Nigerians currently using online classified, irrespective of platform, I think the percentage is still low and needs to improve.
As an industry, we still have a lot of work ahead of us, but we should be able to celebrate how far we have gone in educating the Nigerian users on how to trade safely and successfully on OLX.

Competition‎
Absolutely, competition has pushed us to be innovative to stay ahead of the game. When OLX started three years ago in Nigeria, the platform wasn’t the first (in the country), and we know how hard we had to work to get to the number one position; if possible to overtake the current players.
So, constantly, we are on our toes, innovative and definitely not relaxing in anyway. We are confident that with the team, ideas and products we have we are positioned to meet the demands of our users and succeed in Nigeria.

Winning and Maintaining Users’ Confidence‎
It has been very positive, been the response rate from OLX users. If I think about the reactions we have been getting this year versus last year, frankly, it has been 360 degrees turn around.
We have to do that again by focusing on trust and safety. We are doing everything possible to keep the site safe for the Nigerian people, prioritizing those elements that are peculiar to us.

OLX’s View About The market‎
We are positioned for success. We are long term investors, not for quick wins. We are here to play, stay and win.‎

E-Commerce Platforms and Cybersecurity‎
During the year, OLX in collaboration with MOMO and other stakeholders’ oraganised a session where issues on e-commerce space in Nigeria and the cyber related security issues were extensively discussed.
Part of the event was to showcase some of the technology and human elements we have deployed to protect our users on the website, including physical verifications. We have close to 160 people in field in Lagos, who physically verify items.
That has worked very successfully. We have changed the OLX platform; it looks very different now. During the process of changing the platform, we integrated some security apparatuses that allow us to dictate fraud related postings.

Corporate Social Responsibility‎
We engaged in some CSR programmes during the year and they are now not a sort of one-off thing. CSR is a continuous activity for us.
We engaged in OLX-Gives-Back campaign to support the School for the Blind and other charitable organisations.
This December, we supported a campaign called ‘Fit Yaba’ and the idea was to race consciousness around health and reducing illnesses. We supported the organization in collaboration with the Co-Creation (CC-Hub) and others.

Predictions for 2016‎
We expect to have our best year ever in the country in 2016. Every year has been interesting and exciting, and we have learnt a lot, but believe 2016 is our year of new growths, developments, and more successes.
On general perspective, there are three different dimensions to consider. First, change of perception around trust and safety of the classified e-commerce model. Secondly, there will be more players in the field, which will help to educate users, so that an average Nigerian will be educated on how to trade safely. We also expect growth to happen in a very big way. Once users are aware on how to simply use OLX, we expect the adoption to increase.
We have seen this trend in verity of technology platforms. When the mobile phone was introduced in Nigeria, it was from a very small base.
The Phones, SIM cards were very expensive, but currently, we have about 155 million mobile subscribers. That is phenomenal growth and due to the power of perception.
Once Nigerians understand how technology works, see the real value and how it impacts their lives, Nigerians are fast adapters. We expect the same with online classified ad as well. We have seen this happen with the messaging platforms like WhatsApp and Facebook. The rate at which they have grown and successful in Nigeria, again, speaks to the fact that once a products creates value, Nigerians will definitely come on board.
I must say that 2015 has been a great and fantastic year. We appreciate our numerous users for their continuous support and feedbacks and we look forward to a more exciting year in 2016


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Dufil Prima Foods Brings Relief to Indigent Families in Abeokuta

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Dufil Prima Foods, makers of Indomie instant noodles, in partnership with the Human Rights and Grassroots Development Society, extended its goodwill to the shores of Abeokuta, Ogun state, at a product distribution event on Tuesday 24 April, where cartons of Indomie noodles were distributed to the underprivileged, as part of its ongoing efforts to support families worst hit by the ongoing economic hardship.

The event which saw a thousand vulnerable families go home with a carton of Indomie each, individuals present were also provided with cooked noodles to help relieve their immediate hunger.

The outreach had in attendance members of the disabled community, orphans, widows, the elderly, pregnant women, and vulnerable families.

The outreach is in alignment with the brand’s goal to feed two million consumers across various cities and communities in Nigeria, by collaborating closely with recognized NGOs to ensure that only the most vulnerable persons in the various cities and communities are invited and given a carton of Indomie and a fresh bowl of the nourishing tasty noodles.

The event was graced with the presence of notable dignitaries including the representative of the Commissioner for Women Affairs and Social Development in Ogun State, Mrs. Wonuola Kassim; the Ogun State Chapter Chairman of the Nigeria Labour Congress, Comrade Hammeed-Bello Aderinola; a representative of the Sector Commander of the Federal Road Safety Corps (FRSC), Superintendent Adeoye Adejoke Asake; the Chairman of the Ogun State Police Community Relations Committee (PCRC), Venerable (Dr.) Samson Kunle Popoola, Chairman of the Peace Initiative Network, Dr. Femi Sodipo , and Trace PRO, CDR. Babatunde Akinbiyi, amongst others.

Mrs. Wonuola Kassim in her keynote address, commended the efforts of Dufil Prima Foods Ltd, and acknowledged that this was not the company’s first CSR initiative as she recalled that it had embarked on a similar venture in 2020.

“This program cannot be more timely than a time like this, when to feed becomes very difficult for most people. This is the kind of gesture which would linger for ages in the hearts of the beneficiaries. The objective of the palliative distribution is to alleviate the hardship faced by the citizens due to the recent removal of fuel subsidy by the Federal Government”, she said.

Speaking in the same vein, Popoola of the PCRC said: “We believe in PCRC that food security and eradication of hunger will go a long way in reducing the level of criminality in our society. What we have seen today is a conscious effort on the part of the organisers to see to the eradication of poverty, eradication of hunger and to support the food security initiative of the Government”.

Other dignitaries present also expressed their gratitude for Indomie and the organisers of the event, the Human Rights and Grassroots Development Society. They commended their efforts for taking the right steps to ensure that families across the country are catered for in these challenging times.

Indomie Instant Noodles remains steadfast in its quest to provide satisfaction and put smiles on the faces of families across Nigeria.


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Defending the foundations for connectivity

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By Engr. Gbenga Adebayo

In 2001, when the first GSM call was made in Nigeria how many of us would have envisaged the digital world that we live in today? The pace of growth and the rate of adoption of telecoms solutions in Nigeria has been revolutionary. It is a globally acknowledged case study that we should be proud of and a clear demonstration of what can be achieved.

Almost all of us today are reliant on the network connectivity that it has enabled in different shapes and forms. From the simple need to communicate with loved ones, to the digital platforms that enable our access to and consumption of entertainment, financial products and other critical services. Our reliance on these systems is becoming more and more acute, whether it is citizens, governments, or corporations. System downtime is increasingly disruptive and offline manual redundancies are often in the advanced stages of being phased out. The pace of this transition is not slowing down. With the core infrastructure in place, innovation is driving the exponential growth of services that ride on it. From the fully adopted social media that has changed the way we interact, to the emerging Artificial Intelligence (AI) revolution.

While this innovation is enabling exciting new possibilities, there is a tendency to focus on those opportunities, to the detriment of the core infrastructure on which it rides. It is imperative that we retain a focus on the optimisation of that infrastructure and enable continued investment in its development. We have seen how the transition from 2G, through to 3G, 4G and 5G have each enabled the development of more and more sophisticated solutions.

The continued development of core infrastructure has to be sustainable, and over the last few months we have begun to see the challenges that the operators that provide it are facing. Both MTN and Airtel have declared significant foreign exchange (FX) losses in Nigeria, and the stress is not linked to them alone. The entire ecosystem is battling with a range of challenges that must be addressed. If we fail to do so, the downstream impact on innovation will be severe. Telecoms infrastructure requires a base level of investment to maintain its current capabilities, and significant additional investment to expand and grow. It is capital intensive and that capital has to be generated through sustainable business models.

At the heart of the challenge the industry faces is the issue of rising costs. Recent financial losses are directly linked to the cost of operating towers that rely on inputs like diesel, which have increased significantly as the Naira has depreciated. The provisions large telecom companies have had to make, and the consequent losses and impact on their reserves is a red flag. It tells us that business as usual is not sustainable. If we continue as we are, then those companies will struggle to continue to invest in and maintain existing services.

But those costs are not the only challenge. General cost inflation, multiple taxation, regular and damaging vandalisation of infrastructure and the costs associated with regulatory compliance all help contribute to the high cost of operations. We cannot continue to follow a path that asks those companies to simply accept those rising costs. It is no longer sustainable, and we have reached an inflection point.

This is a critical moment for the industry. How we approach and resolve it will define the future of Nigeria’s digital economy. If you want to be able to enjoy the benefits that digitisation brings. If we want the infrastructure that enables AI and helps us drive growth, then we must take action now.

Cost-reflective tariffs, like it or not, are simply non-negotiable. We have seen the impact of price controls in other segments of the economy, like power. If providers cannot operate sustainable business models, then they stop investing. When that happens, the existing infrastructure starts to crumble. For power, a consumer can choose to take ownership of the solution by buying a generator, or a solar panel. For fuel, the government can step in as the provider of last resort and manage a subsidy regime that mitigates the impact on the population. Those options are not available in the telecoms sector. There is no self-help solution.

We fully understand and appreciate the financial stress that Nigerians are experiencing today. The cost of living is the single most significant factor in most people’s daily lives. But those people are still able to enjoy the benefits that connectivity brings, at the price they paid before these challenges became so acute. Imagine a future in which the gains of the last twenty years are reversed. Nigeria, and Nigerians simply cannot afford it. The pain that we would feel under those circumstances would be exponentially worse.

We need to find a long-term, sustainable and manageable solution to this problem. Prices will need to rise, but action needs to be taken in a measured way, through sustainable conversations and partnership with the government. It is time to address this head on.

Engr. Gbenga Adebayo is the Chairman, Association of Licensed Telecoms Operators of Nigeria (ALTON)


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LCCI Urges FG to Simplify Trade Procedures to Boost Economy

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The Lagos Chamber of Commerce and Industry (LCCI) has said that the government needs to simplify and harmonize trade procedures and address bottlenecks in order to boost economic growth in the country.

President of LCCI, Mr. Gabriel Idahosa, gave the charge at a Quarterly media briefing on the State of the Economy yesterday in Lagos.

He said that the government has to create an atmosphere that promotes export growth and competitiveness, which is projected to boost export earnings, raise domestic revenue, improve citizens’ welfare, and increase business productivity.

“We recommend that reforms must include simplifying and harmonizing trade procedures as well as addressing bottlenecks such as port logistics, congestion, and transportation costs. This is expected to position the country as the commercial centre of the region and a springboard into regional value chains,” he stated.

On managing the persistent high inflation, the LCCI president said both monetary and fiscal authorities should focus on the factors driving the inflation rates by tackling the supply-side deficiencies instead of focusing too much attention on the demand-side management.

“We urge the Central Bank of Nigeria (CBN) to continue with its foreign exchange (forex) market reforms with intense discipline, as the high exchange rate against the naira is a major driver of the skyrocketing inflation rates.”

Idahosa acknowledged the improvement in the naira exchange rate in the last few days, moving towards the level of N1000 per dollar or lower.

“CBN needs to sustain its policy and regulatory reforms in the FX market, adopt policies that would attract more FX inflow into the economy as well as build market confidence in the performance of the FX market,” he added.

 


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