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MTN Launches “See Naija” to Showcase Nigeria’s Rich Cultural Heritage

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MTN Nigeria, a leading telecommunications company in Africa, has set an adventurous mission of changing the perceptions and narratives surrounding Nigerians and Nigeria through a thoughtfully curated, culturally sensational, and socio-economically intentional platform and campaign called “See Naija.”

“See Naija” aims to harness the rich diversity, culture, resilience, uniqueness, and “can-do-it” spirit of Nigerians worldwide through an individual lens while also positioning Nigeria as a viable tourism hub among the community of nations.

According to available data, Nigeria’s tourism sector could be losing between $5 billion to $10 billion annually, while the contribution of tourism to GDP is only around 1.2% to 1.5%, compared to 7-10% in other African nations. Furthermore, a significant drop in international arrivals and the potential to create over 2 million jobs remain unfulfilled. Experts estimate that investments of $1 billion to $3 billion are needed to improve travel conditions.

Speaking about the idea that birthed the “See Naija” campaign and platform, Emamoke Ogoro, General Manager, Brand and Communication, MTN Nigeria, noted that although there are many positive things Nigerians are known for, most of the information available on the internet is largely negative, thereby setting the tone for wrong perceptions about what Nigeria and Nigerians represent.

“The essence of ‘See Naija’ today is to erase all the negativity Nigeria is known for as a country. We are our brand; every Nigerian is unique. When you travel anywhere, you can spot a Nigerian easily, by the way we talk, dress, and express ourselves,” she explained.

“This platform will showcase to the world, not only to Nigerians, what we are made of: our food, our fashion sense. Even as a Nigerian, there are so many waterfalls I have never been to. We want Nigeria to be a place people search for when they want to explore tourism—where to go in Nigeria, and we want travel agencies and hotels to be part of this clarion call. At the end of the day, we aim for organized tours, with guides who can talk about Nigeria and our uniqueness.”

She recounted a personal experience: “I attended a program abroad, and we had about eight nationalities in the group. We were supposed to talk about our countries—the things that make them the best, the investment opportunities, and more. One evening, someone from Poland gave me a sneering look, likely due to the negative information about Nigeria, like corruption and so on.”

“When it was my turn to showcase Nigeria and discuss opportunities such as agriculture and oil, which is our economic stronghold, he asked where I lived. I replied I lived in Lagos, the commercial hub of Nigeria.

“He pressed further and asked me to show him Lagos on Google. Of course, I typed ‘Lagos,’ and you can guess what popped up: Oshodi, with dustbins and yellow buses—almost everything negative.”

“This was highly embarrassing to me and all the other people from Saudi Arabia and other countries who were staring at me. However, there was someone else who could relate to the better sides of Nigeria as a beautiful place. Immediately I got back home, I told my team we needed to put a program together to show what Nigeria is really about to the world because I had a very awkward experience.”

“I realized that typing my country into Google yields too much negativity. I know there are algorithms, but by flooding the internet with our good things—our resilience, our outspoken nature, and many positive attributes that distinguish us—we can change this narrative.”

Ayham Moussa, the Chief Operating Officer at MTN Nigeria, noted that MTN is leveraging its trailblazing, path-finding, and audacious approach in Africa to celebrate the “World Tourism Day” and honor the Nigerian fighting spirit, winning spirit, and progressive spirit.

“Today, the whole world celebrates tourism, and at MTN Nigeria, we cannot let that pass without recognition. We are known for making noise, for making progress, and tourism allows people to see the beauty and culture in places,” he said.

While reminiscing about his heartwarming experience joining MTN Nigeria, he stated, “When I joined MTN Nigeria a few weeks ago, the first thing I noticed was the warm welcome and acceptance. I see Nigerians as fighters, winners, and people willing to do everything it takes to progress. We at MTN Nigeria stand for Africa, but Africa is Nigeria. We stand for progress and for showcasing the amazing things about Nigeria. I am excited about what the team has put together today; they have done a lot to promote and make people ‘See Naija.’”

“See Naija” also registered a colorful display of Nigeria’s top-notch cultural elegance and artistic brilliance, offering Nigerians the opportunity to showcase beautiful and notable places in Nigeria.

Speaking, Ololade Otusanya, Manager, Digital Marketing, MTN Nigeria, said the “See Naija” campaign and platform provides opportunities for Nigerians to upload 2-minute videos on their social media handles and on [www.mtnng/see-naija](http://www.mtnng/see-naija).

“Now that you have seen Naija—the culture and the beauty in our diversity—we are calling on everyone to come together and join us in this narrative to change the story positively. There is the ‘See Naija’ challenge today, and we all need to be part of it.

All you need to do is upload a 2-minute video on any of your social media platforms and the MTN website. Don’t forget to tag #Naija. We can’t wait to see your lovely submissions.”

In his closing remarks, Friday Okuwe, Senior Manager, Brand, Media and Sponsorships, MTN Nigeria , reiterated that the “See Naija” campaign and platform aim to showcase the good features of Nigeria to the world.

“We are the brand Naija, and as we go from here, let us begin to carry the message forward because this program already showed us that Nigeria is a beautiful place—a place to excel and where dreams and aspirations can be achieved. It is the beginning of a great journey; when it will end is not feasible or in sight, as it is like an onion that one would begin to peel and peel.”

“And if you listen to the poem’s rendition, you will discover the different dimensions of who we are, both as a people in terms of culture and everything we represent. ‘See Naija’ is both a campaign and a platform. It is a campaign because we are telling the true story of Naija, and we are going to showcase it to the world.”

“It is also a platform because we have created a digital space where everybody can not just ‘See Naija’ and what is good in Naija, but also bring their content there. It is a platform where you can showcase the best of Naija. In a way, we are all part of this project. So whatever you know about Naija, capture it and bring it to that platform and encourage others to do the same. As we do this, we begin to change our narratives.”

“One step at a time, one day at a time, and in years to come, we shall see people paying money to come on holiday in Naija because there is so much to Naija. This is not just MTN’s project; it’s your project and our project because we are the Naija that people see. So let’s take it upon ourselves and begin to showcase everything good about Nigeria.”


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Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

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Moody Says MTN, LIT Exposed to Currency Volatility, Inflation Risks in Nigeria, Others

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MTN and Liquid Intelligent Technologies (LIT) are exposed to inflation and currency depreciation in their South Africa, Zimbabwe and Nigerian markets, said Moody’s Ratings, adding though that regional telecoms operators stood to benefit from booming population and increased uptake of mobile services.

Moody Says MTN, LIT Exposed to Currency Volatility, Inflation Risks in Nigeria, Others

South African telecoms groups have forayed into regional markets, including MTN and Vodacom, where they are also running broadband and setting up mobile money services to broaden revenues and earnings.

However, for operators like MTN, exposure to exchange rates mainly comes from translating results into its rand reporting currency and from the dollar indexation element on its tower leases, especially in Nigeria, said Moody’s senior analyst, Lisa Jaeger.

It is less exposed to a currency mismatch between earnings and debt because it has shifted debt from dollars into rand and naira over the past two to three years and continues to raise debt in local currency at its subsidiaries,” noted Jaeger and other analysts in a new report by Moody’s on the Sub Saharan African telecommunications sector.

On the other hand, LIT – the independent fibre network operator – earns around 75% of its revenue in local currencies such as the Zimbabwe Gold South African rand. Most of LIT’s customer contracts “do not include any price escalation mechanisms, exposing LIT to inflation and currency depreciation” risks.

LIT’s contracts, however, leaves some room for price increases to cover for this as they can be renegotiated periodically, usually on an annual basis while in some countries these have to be approved by the local regulator, adding some regulatory risks and volatility to earnings.

In the case of MTN, in the 18 months to June 2024, the operator’s financial performance suffered significantly from depreciation in Nigeria’s naira.

MTN’s “naira earnings became worth less” when translated into rand, significantly contributing to its 20% drop in group revenue over the half-year period to the end of June.

To offset currency depreciation, mobile network operators operating in volatile markets such as in the case of MTN are resorting to raising tariffs in line with inflation, which is usually correlated to depreciation.

LIT’s strategy to reduce exposure to currency depreciation comes in the form of matching its rand earnings with rand-denominated debt.

However, there remains a mismatch between revenue earned in other local African currencies and its dollar-denominated debt for around 45% of earnings before interest, taxes, depreciation, and amortization (Ebitda) including Zimbabwe and around 20% of Ebitda when excluding Zimbabwe.

“Zimbabwe continues to experience high inflation and a weakening currency, even after the introduction of the new currency Zimbabwe gold (ZiG) in April 2024. Even though dollar availability has improved, there remain limitations on converting any cash generated in Zimbabwe into dollars and on moving it out of the country,” notes the Moody’s report on the regional telecoms sector.

 


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NCC Berates Starlink for Unauthorized Data Tariff Increase

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Nigerian Communications Commission (NCC) has refuted report by an online platform that it gave approval to Starlink to hike its Data tariff.

The commission in a statement released on Tuesday by Reuben Muoka, director, Public Affairs stated that the tariff hike did not receive the blessing of the commission, noting that the decision was unilaterally taken without its consent.

The statement reads, “The decision by Starlink to unilaterally review its subscription packages upwards did not receive the approval of the Nigerian Communications Commission (NCC).

“We were surprised that the company jumped the gun by announcing price changes after filing a request to the Commission seeking approval for price adjustment for which the Commission was yet to communicate a decision.

“The action of the company appears to be a contravention of Sections 108 and 111 of the Nigerian Communications Act (NCA) 2003, and Starlink’s Licence Conditions regarding tariffs.

“The Commission will, therefore, take appropriate enforcement measures against any action by a licensee that is capable of eroding the regulatory stability of the telecommunications industry”.


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NASENI Trains Procurement Officers, Others on Global Best Practices

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National Agency for Science and Engineering Infrastructure (NASENI) is organizing a 3-day procurement in-house training for all procurement and other relevant officers in NASENI system -wide to acquaint them with best procurement operations and in line with global practices.

The training will take place at the NASENI Headquarters, beginning from Tuesday 8th  to 10th October, 2024, targeted at building the capacity of procurement officers, and other select staff from Accounts, Audit, legal, Media, Planning and other officers involved in procurement activities in NASENI System-wide.

The Executive Vice Chairman/Chief Executive Officer, NASENI, Mr. Khalil Suleiman Halilu will deliver the keynote address while Olusegun Omotola, Ag. Director General/CEO, Bureau of Public Procurement will declare the in-house training officially open.

The training amongst other things aims at ensuring that NASENI is doing the right thing and adhering to 2007 Procurement Act, Manual and other vital information that will enable the Agency to continue on the right track and to utilize the right information at every given time, as far as procurement matters are concerned.

Speaking on the upcoming training, the Director of Procurement, Dr. Mohammed A. Mohammed said that the training is based on NASENI needs and to enable officers meet up with changes in technology and practices which are global phenomenon, especially against the backdrop of on-going transformation in the NASENI system.

He said, “Things are changing, and you need to change with time, technology is changing globally, you need to build your capacity. This training is based on NASENI Needs on procurement which is slightly different from other sectors.

“Almost 75-80 per cent of NASENI activities is based on science and engineering, our method of procurement, is a little different, from the ministry of works, raw materials, etc.  Again, you must build your capacity to be able to cope, which is why we are having this training, to build capacity in line with NASENI needs and mandate.”

According to him, building capacity is a continuous exercise and procurement is all about law end to end, adding that the officers working in procurement must be trained from time to time to equip them with new trends.

He also noted that with the Standard Operation Procedure globally and the World Bank new version on procurement, NASENI cannot work differently, it must key into global practices. He stated that 95 per cent of the resource persons for this training are from the Bureau of Public Procurement (BPP) as NASENI has an agreement with it, to assist in building the capacity of procurement and relevant officers in NASENI system-wide.

Also speaking on the upcoming in-house procurement training, Mr. Adekoya Olatunji, BPP consultant, said, that “the In-house training that is coming up in NASENI is very good, it will enable the officers to adhere strictly to procurement Act. What NASENI is doing is very good, so that the officers will do what they need to do very well”.

Highlights on some of the topics of the training with the theme: “Building the Best Procurement Operations in NASENI System-Wide” includes, Effective Procurement Practices & PPA, 2007, Procurement Planning, Procurement Record Keeping Procedures, Contract Agreement and Implications amongst others.


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