Broadcasting
Maximising Mobile App Engagement with Push Notifications

By Olatayo Ladipo-Ajai, Regional Manager: West Africa at Infobip
Mobile apps have become an integral part of our daily lives, offering businesses an incredible opportunity to engage with customers and boost revenue. Among the various strategies available, push notifications have emerged as a powerful means to captivate users throughout their app experience. By aligning your push notification strategy with key business metrics, you can maximise its impact. One effective framework for achieving this alignment is the ‘pirate metrics’ framework, which encompasses acquisition, activation, retention, referral, and revenue.
Acquisition: Grabbing Attention from the Start
Acquisition refers to the phase before a user installs your mobile app. Although there is no direct communication with the user during this phase, it’s crucial to collect data about them for future use. This data might include the source that led the user to the app and advertising content, which can be employed for personalised communication. For example, you can send tailored onboarding messages to new users, guiding them through the app’s features, enhancing user engagement, reducing churn, and setting the stage for long-term retention.
Activation: Turning Users into Active Participants
Activation involves motivating users to complete specific actions, such as creating an account or making their first purchase. Push notifications can be instrumental in achieving this by showcasing the app’s value and providing guidance. Here, you can engage with users by setting up triggered notifications based on user behaviour, nudging them at critical points, and driving higher activation rates.
Retention: Keeping Users Coming Back
Retention is a critical metric, with around 90% of new users churning within the first month after installation. To combat this, mobile developers should track all users who launch the app and reach out to those who don’t. Personalised re-engagement push notifications play an important role in this as by sending messages to dormant users, reminding them of the app’s value, and offering incentives can improve retention rates.
Referral: Amplifying Growth Through Advocacy
Referral is essential for customer acquisition, especially for mobile apps. Well-designed scenarios involving push notifications can encourage users to share information about the app on social media, write reviews, or rate it in stores. Implementing referral programs through targeted push notifications that offer rewards or incentives for user referrals can turn satisfied users into brand advocates, driving organic growth.
Revenue: Monetising User Engagement
Revenue is the ultimate goal, and push notifications can play a crucial role in achieving it. By encouraging users to take actions related to payments or promoting products, you can boost revenue. Sending targeted promotional offers and upsell notifications to users based on their preferences and previous interactions can drive conversions, boost sales, and increase revenue.
Overcoming Data Challenges with a Customer Data Platform
Without a sound central Customer Data Platform (CDP), organisations may encounter significant challenges, including struggling to manage multiple vendors and handling siloed data, resulting in increased costs and a disjointed customer experience. Without a central CDP, businesses may lack the ability to communicate intelligently with their customers, leading to redundant or irrelevant messages. This challenge can easily be resolved by consolidating data and utilising a unified CDP.
Embracing Technological Advancements in West Africa
The technology landscape in West Africa continues to evolve rapidly, with a particular focus on the expansion of mobile apps and social media chat platforms. According to the GSMA Mobile Economy Sub-Saharan Africa Report 2022, West Africa ranked among the top African countries in terms of growth in the technology landscape. This emerging trend highlights the increasing adoption of these types of technologies in the region. The growth in this sector also creates a wealth of opportunities for businesses, highlighting the importance of investing wisely in technology.
The Right Technology Investments for Success
Mobile engagement is now a vital component of any business strategy. With the rise of mobile apps, a well-thought-out mobile engagement strategy is essential to keep customers engaged and loyal to your brand.
To achieve this, businesses need a robust customer engagement solution that includes mobile app messaging capabilities and analytics. Mobile app messaging allows real-time communication with customers, while analytics help track user behaviour and trends to optimise the engagement strategy.
Additionally, a customer data platform (CDP) is essential. A CDP consolidates customer data from various sources, providing a unified view of the customer. This understanding helps businesses personalise their communication and deliver a seamless customer experience across all touchpoints.
A successful mobile engagement strategy requires a comprehensive customer engagement solution with mobile app messaging capabilities, analytics, and a customer data platform. By leveraging these tools, businesses can create a personalised and engaging experience for their customers, driving loyalty and, ultimately, revenue. So, it’s time to harness the power of push notifications and watch your mobile app’s engagement and revenue grow.
Broadcasting
CKay’s “Love Nwantiti” crosses the billion-stream mark on Spotify: A global icon, rooted in Africa

Nigerian singer, songwriter, and producer CKay has officially surpassed one billion streams on Spotify with his breakout hit Love Nwantiti, making him one of the few African artists to reach this milestone and the first Nigerian solo act to do so.

Ckay
The rise of the emotional Afrobeats anthem
Originally an early hit when it dropped in 2019, “Love Nwantiti” (released on CKay’s EP – CKay the First) began as a slow-burn masterpiece that captured a global audience. The song broke out by blending the grooving rhythm of Afrobeats with an emotional feeling and an entrancing melody, a sound CKay himself pioneered and coined as “Emo-Afrobeats,” fusing African rhythms with raw, heartfelt emotion.
The song, which translates to “sweet gentle love” in the Igbo language, communicates an intense desire for a love interest. Its journey from a homegrown Nigerian track to a cultural sensation fueled by countless dance challenges, social virality, and international remixes is proof of the widespread power of its sound. The song remains a fixture on playlists globally, with over 3.9 million playlist adds and sustained streaming momentum across continents.
A solo milestone, a global legacy
Love Nwantiti’s sustained global appeal is undeniable: in the last 28 days alone, listeners from the United States , India,, Indonesia, Brazil , and the United Kingdom continue to press play, proof of the track’s staying power well beyond its viral peak.
This achievement places CKay in an elite group of African artists with billion-stream records on Spotify, which includes hits driven by collaborations with Nigerian artists, such as Drake’s One Dance (featuring Wizkid and Kyla), Future’s Wait For U (featuring Drake and Tems), and Rema’s Calm Down (featuring Selena Gomez), and solo song Water, by Tyla.
CKay achieved this historic mark with a solo, non-collaborative lead release by a Nigerian artist. This distinction highlights his unique vision and singular impact as both a writer and performer, making him a true torchbearer for the new generation of African music talent.
“Love Nwantiti” is more than a viral hit; it is a cultural reset. Demonstrating the rich storytelling and emotional depth of his sound, CKay didn’t just break borders, he built a powerful bridge for the global crossover of authentic African music, proving its resonance on the global stage.
CKay’s success is a signal for the future of African music on the global stage. Let us know if you’d like more on CKay’s journey or the song’s global streaming story.
Broadcasting
Global South Alliance Launches $72,000 Datafication and Democracy Fund to Support 2026 Research Projects

The Global South Alliance, a coalition of 26 digital rights organizations, launched today the second edition of the “Datafication and Democracy Fund” on December 9.

Global South Alliance
The Fund will provide more US$ 72,000 to support research and advocacy projects focused on datafication and democracy to be implemented in 2026.
The Datafication and Democracy Fund was launched during the fourth edition of the Data Privacy Global Conference, organized in São Paulo, Brazil. The Global South Alliance is jointly managed by Data Privacy Brasil, Aapti Institute, and Paradigm Initiative.
The members are Asociación por los Derechos Civiles, Bolo Bhi, Center for Communication and Governance, CIPESA, Derechos Digitales, Digital Rights Foundation, Dukingire Isi Yacu, Internet Bolivia, Pollicy, Research ICT Africa, Fundación Multitudes, InternetLab, Thraets, Jokkolabs Banjul, Aláfia Lab, Centre for Policy Alternatives, KICTANET, Tech Global Institute, Freedom Forum, TEDIC, Digital Access, Center for AI and Tech Innovation for Democracy and Masaar.
The call for proposals is open to non-profit, non-governmental organizations based in the Global South working on digital rights and related public policy issues. Previously supported organizations have addressed topics such as online child protection, data governance in electoral processes, biometric technologies in stadiums and large events, mandatory biometric data collection of migrants, and discriminatory surveillance and datafication practices.
According to the launch announcement, the Datafication and Democracy Fund “aims to finance research and public policy analysis projects that address critical questions arising from the impact of datafication on democracy.” The Alliance emphasizes that “datafication is a deep and complex process of social transformation: it shapes the provision of public services mediated by information technologies, the emergence of digital public infrastructures, the data-driven nature of elections, the reconfiguration of markets and platforms, and many aspects of civic life. Beyond deliberative processes and elections, datafication exacerbates democratic challenges such as transparency, due process, and respect for citizens’ autonomy.”
Selected applicants will receive grants of up to US$ 8,000 to support their research projects. Depending on the proposals submitted, between 8 and 12 projects will be funded. All funded projects must be carried out during 2026.
Applicants are required to submit:
A one-page cover letter outlining the organization’s background, experience, and motivation for participating in the research program;
A proposal of up to five pages detailing the topic, scope, methodology, expected results, and relevance of the project to digital rights and democracy in the Global South;
A detailed budget, not exceeding US$ 8,000, specifying how resources will be allocated across the proposed project’s components.
Applications must be submitted in English by January 30th 2026, through the designated online form.
Broadcasting
End of an Era as Multichoice Delists from JSE After Canal+ Takeover

South Africa’s leading pay-TV operator, Multichoice, owner of DStv and Showmax, will officially delist from the Johannesburg Stock Exchange (JSE) this week following its acquisition by French media giant Canal+.

DStv
The delisting, scheduled to take effect on Wednesday, Dec. 10, 2025, also applies to Multichoice’s ordinary shares on the A2X Markets.
The move comes after Canal+ completed a Squeeze-Out of remaining shareholders, securing full ownership of the company after nearly two years of acquisition efforts.
According to the company, the delisting remains subject to regulatory approvals from the JSE, the A2X, and the South African Reserve Bank. Canal+ has pledged to comply with conditions set by South Africa’s competition authorities and intends to proceed with a secondary inward listing on the JSE within nine months of the delisting.
Founded in 1985 with the launch of M-Net, Multichoice has been a household name across Africa for four decades. It introduced DStv in 1995, expanded into multiple African markets, and launched its streaming platform, Showmax, in 2015.
In 2019, Multichoice was spun out of Naspers, South Africa’s most valuable company, and later began secondary trading on A2X in 2020.
The acquisition by Canal+ marks a significant shift in South Africa’s media landscape. Local investors will no longer be able to hold direct stakes in Multichoice, but will only gain indirect exposure once Canal+ completes its planned inward listing.
Industry analysts say the takeover underscores the growing consolidation in global media markets, with Canal+ strengthening its footprint across Africa through Multichoice’s extensive subscriber base and sports broadcasting rights via Supersport.
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