Telecom
Leveraging Digital Marketing Tactics to Drive e-commerce Sales

By Tintin Imevbore, Regional West Africa Manager, Ad Dynamo by Aleph
The rapid advancement of digital technologies hasn’t just dramatically changed the way businesses operate, but has also allowed for real time communication between businesses and their customers.

Although digital marketing is no different from any other type of marketing, it has become increasingly important because of the sheer scale of internet users globally and the potential to reach much bigger audiences. As of January 2023, there were 5.16 billion internet users globally.
And in Africa, where innovation in digital technology and cell phone applications have given millions of users access to products and services they never had access to before, digital marketing can help e-commerce platforms tap into the continent’s potential.
While the percentage of internet users in Africa is still well below the global average, the rising numbers show the potential. Countries such as South Africa, Kenya, Ghana and Nigeria are not only some of the countries with the highest number of internet users in Africa, but are also among the countries with the highest potential because of thriving tech sectors.
In order to take advantage of that growth potential, there are small steps any e-commerce business can take to leverage digital marketing strategies to widen its digital footprint and increase its sales. One of the best digital marketing strategies an e-commerce business can lean on is personalising the customer experience and delivering personalised experiences to customers throughout their e-commerce journey.
In the US, about 90% of consumers said they find personalisation either “very” or “somewhat” appealing, while more than 80% of consumers said they wanted brands they engaged with to understand them better. By providing a personalised touch, a business can create a sense of value and build long-term customer loyalty.
Optimising for mobile should be a priority for any e-commerce business wanting to increase their sales. Mobile devices play a dominant role in internet usage across Nigeria and Ghana. In Nigeria, where 52.4% of users buy something online each week using a mobile device, it is almost level with the global average of 57.6%. About a quarter of users in Ghana use a mobile device to make purchases online.
Investing in and implementing search engine optimisation (SEO) is also an essential digital marketing strategy that can help e-commerce businesses increase sales. The most important elements to consider when optimising a web page for search engines include the quality of the content, the level of user engagement, mobile-friendliness, and the number and quality of inbound links. The key is to develop engaging and informative content that resonates with the customers’ interests and needs.
Being on the right platform is vital for any of those strategies to work effectively, and partnering with a media buying agency that knows how to maximise presence. Being present on the right platforms seems obvious, but with the ever evolving competition and evolution of algorithms, it’s simply not enough to have a presence on the likes of Facebook, TikTok, Twitter, Spotify, or Snapchat because they’re the most popular platforms. You also have to ensure that you’re reaching your target audience with the right messaging to match their expectations of those platforms.
This is where the importance of selecting the right digital marketing and e-commerce experts come in. Finding the right agency that knows your business and industry like the back of their hand will set you up for further success and peace of mind.
The right advisors would not only help with better content, but they would be able to provide you with technical expertise and solutions appropriate for your needs, while offering confident guidance.
E-commerce consultants can help your business reach new heights with the rapidly changing and evolving industries. They can help you and your business bridge the gaps in e-commerce strategy and technology, while improving the performance of your business. If you want to ensure your investment in the right advisors and consultants is effective, you should search for the kind of advisors who match your business’s needs and requirements.
Ultimately, with the right mix of creative digital marketing strategies, resilience, adaptability, and partnering with the right digital media buying partner, any e-commerce business can succeed on the continent despite the mix of physical and digital infrastructure constraints which many African countries face
Telecom
Airtel Africa Records $586m Rise in Profit on FX Gains, Tariff Hike

Airtel Africa’s profit after tax grew to $586 million in the nine months ended December 31, 2025, up from $248 million in the corresponding period of 2024.

According to the company’s nine-month financial results released on Friday, the higher profit after tax in the current period was driven by higher operating profit and derivative and foreign exchange gains of $99 million, as compared to $153 million in derivative and foreign exchange losses in the prior period.
It disclosed that the group’s revenues in reported currency increased by 28.3 percent to $4,667 million, with constant currency growth of 24.6 percent. Reported currency revenue growth at a premium to constant currency growth reflects currency appreciation in key markets. In Q3’26, constant currency revenue growth improved to 24.7 percent from 24.2 percent in the previous quarter (Q2’26).
“Constant currency revenue growth was supported by tariff adjustments driving a 50.6 percent growth in Nigeria and a strong performance in Francophone Africa, which saw revenues accelerate to 17.0 percent in the nine months.”
In Nigeria, revenue grew by 50.4 percent in constant currency, largely driven by continued strength in the demand for data services, further supported by the tariff adjustments. The constant currency revenue growth was driven by ARPU growth of 39.6 percent and customer base growth of 7.8 percent.
“In reported currency, revenue grew by 52.1 percent to $1,123 million, with Q3’26 revenue growth accelerating to 70.9 percent compared to constant currency growth of 52.9 percent.
“Significantly higher reported currency growth during the quarter compared to constant currency growth was due to the appreciation in Nigerian naira from a weighted average NGN/USD rate of 1,627 in Q3’25 to NGN/USD 1,456 in the current quarter,” it disclosed.
Insights from Airtel’s financials revealed that voice revenue in Nigeria grew by 35.8 percent in constant currency, driven by voice ARPU growth of 26.0 percent, reflecting the tariff adjustments earlier in the year.
Data revenue also grew by 65.4 percent in constant currency as a function of both data customer and data ARPU growth of 8.0 percent and 49.7 percent, respectively. Data usage per customer increased by 26.2 percent to 10.7 GB per month (from 8.4 GB in the prior period), with smartphone penetration increasing 4.6 percent to reach 54.1 percent. Smartphone data usage per customer reached 13.4 GB per month compared to 11.2 GB per month in the prior period.
Sunil Taldar, chief executive officer, said these results highlight the strength of our strategy, with strong operating and financial trends across the business.
He added that “During the quarter, we accelerated investment to enhance coverage and data capacity while also expanding our fibre network. Coupling this investment with innovative partnerships strengthens our customer proposition and positions us to capture the considerable growth opportunity across our markets.
Digitisation, technology innovation, and embedding AI in our processes will also optimise the customer experience with increased digital offerings and closer integration of GSM and Airtel Money services, allowing us to unlock the strong demand across our markets.
Smartphone adoption continues to increase with a penetration of 48.1 percent, and we are seeing solid progress in the development of our home broadband business, reflecting the need for reliable, high-speed connectivity across our markets.
“Our push to enhance financial inclusion across the continent continues to gain momentum with our Mobile Money customer base expanding to 52 million, surpassing the 50 million milestone.
Annualised total processed value of over $210 billion in Q3’26 underscores the depth of our merchants, agents, and partner ecosystem and remains a key player in driving improved access to financial services across Africa. We remain on track for the listing of Airtel Money in the first half of 2026.
“Disciplined execution on cost efficiency, alongside accelerating revenue growth, has enabled another sequential improvement in our quarterly EBITDA margin to 49.6 percent, underpinning constant currency EBITDA growth of 31 percent, and we remain focused on driving further incremental margin improvements.
“Our strategic priorities remain clear: to continue investing in best-in-class connectivity, accelerate financial inclusion through our mobile money platform, and deliver an exceptional customer experience. These results reinforce our confidence in the long-term potential of our markets and our ability to create value for all our stakeholders,” he added.
Telecom
Africa’s AI Guru Abodunrin Charts Path to Continent’s Digital Dominance

David Adeoye Abodunrin, Africa’s foremost AI transformations coach and internationally recognised futurist, has declared that the continent’s immense potential can only be unlocked when purpose is aligned with strategic intelligence.

David Adeoye Abodunrin
Speaking to ICT editors in Lagos, Abodunrin—renowned for nearly three decades of multidisciplinary expertise spanning artificial intelligence disruption, digital governance, behavioural intelligence, cybersecurity, and human capital transformation—said Africa must embrace AI as a transformational frontier rather than a mere tool.
“AI is not merely a tool, it is a transformational frontier that can unlock prosperity, resilience and leadership for Africans in the global digital era,” Abodunrin stated.
Abodunrin, widely sought after by C-suite executives, policymakers, founders and institutional boards, is recognised internationally as a foresight architect and strategic transformation coach. His mission, he explained, is to help individuals, governments and organisations engineer strategic advantage through anticipatory intelligence and ethically aligned innovation.
His work focuses on decoding emergent AI and intelligence systems that reshape markets, redefine competitive advantage, and enable sovereign digital ecosystems.
He is also a 14-time international bestselling author whose frameworks integrate behavioural psychology, foresight strategy and digital sovereignty to prepare leaders for future complexities. Through his organisations, including Cubed Integrated Consulting and Cyberfore Consulting, Abodunrin equips governments, boards, and enterprises with tools to build secure, future-ready institutions that thrive amid volatility.
He stressed that Africa’s transformation must be rooted in local contexts and values, not imported wholesale from global models.
“In Africa, transformation must not just follow global models, it must reflect our cultures, our challenges and our collective aspirations,” he emphasised. “This continent holds immense potential; we simply need to align purpose with strategic intelligence to unlock it.”
His coaching and advisory services emphasise strategic AI governance tailored for African economies, executive and leadership transformation for sustained institutional resilience, digital and cyber intelligence frameworks to protect sovereign infrastructure, and behavioural intelligence and insights for inclusive growth and innovation.
Despite his international recognition, Abodunrin insists that his philosophy centres on African solutions for African realities—developing local talent, embedding ethical AI adoption, and fostering foresight strategies that account for Africa’s unique socio-economic ecosystems.
Telecom
NCC Unveils Q4 2025 Network Performance Report, Pledges Transparency and Accountability

Nigerian Communications Commission (NCC) has reaffirmed its commitment to transparency, accountability, and consumer protection with the release of its Q4 2025 Network Performance Report.

NCC
Speaking at a media engagement in Abuja, the Executive Commissioner, Technical Services, Engr. Abraham Oshadami, said the Commission’s proactive disclosure of industry data is designed to strengthen public trust and ensure service providers remain accountable to consumers.
“Transparency for us has become a guiding principle that underpins our regulatory approach. Open access to information strengthens the industry, builds public trust, and reinforces accountability among operators,” Oshadami stated.
He recalled that in 2025, the NCC partnered with Ookla to develop nationwide Network Coverage Maps, giving consumers objective tools to compare network quality across locations and operators. The Commission also began publishing quarterly performance reports, with the Q3 2025 edition released in October.
Oshadami noted that the Q4 2025 report shows measurable improvements in network performance and in the quality of experience delivered to consumers. He urged the media to critically engage with the data and help amplify stories of progress, accountability, and reform.
In her remarks, the Head of Public Affairs Department, Mrs. Nnenna Ukoha, described the media as indispensable partners in shaping public understanding of the telecommunications sector.
“Your reporting shapes the national narrative around telecommunications. It affects investor confidence, consumer trust, and policy direction. It influences how Nigerians understand the technologies that power their daily lives,” she said.
Ukoha stressed that the Commission’s quarterly reports provide rich material for news coverage, investigative reporting, and sector monitoring. She encouraged journalists to adopt constructive framing in their reporting—highlighting progress alongside challenges, and reflecting the investments and innovations driving industry resilience.
The engagement session, held at the Commission’s headquarters, provided journalists with access to the Q4 2025 data and contextual insights to aid accurate reporting. Both officials reiterated that the NCC’s goal is to ensure that reforms, accountability measures, and improvements in service delivery are widely understood and properly communicated to the Nigerian public.
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