E-Business
Nigeria Leads Mobile App Market Growth for Africa, says AppsFlyer & Google Report
AppsFlyer, the global marketing measurement leader, has launched a report with Google that reveals a booming African mobile app market, propelled by a growing fintech space, a rise in ‘super apps’, and the COVID-19 pandemic amongst other factors.
Having analysed over 6,000 apps and 2 billion installs across South Africa, Nigeria, and Kenya, between Q1 2020 and Q1 2021, the report found that the African mobile app market showed strong growth, with overall installs increasing by 41%. Nigeria showed the highest growth, with a 43% uplift, followed by 37% in South Africa, and 29% in Kenya.
33% of 2020’s in-app purchasing revenue was generated in Q3, as consumer spending grows
Showing perhaps the biggest trend, in-app purchasing revenue numbers soared between July and September, with a 136% increase compared to the previous three months.
This accounted for a third of the year’s total revenue, highlighting just how much African consumers were spending within apps, from retail purchases to gaming upgrades.
South Africa’s in-app purchasing revenue surged by a massive 213%, with Nigeria and Kenya also showing significant increases of 141% and 74% in the same time frame.
COVID’s impact on app installs in Africa
With people spending more time at home, the report found overall app installs increased by 20% in Q2 2020 compared to the previous quarter. On a country level, South Africans were quick to take to their mobiles as the first lockdown hit, with installs of mobile apps increasing by 17%.
The situation was more muted in Nigeria and Kenya, with increases of 2% and 9% respectively. These differences are likely due to the varying levels of restrictions experienced by the three countries, with South Africa facing the strictest.
Other key findings
– South Africa and Nigeria saw year-on-year growth in finance app installs by 116% and 60% respectively, as the need to reduce social contact has led to even more users adopting digital solutions for their financial needs.
– Android’s larger market share within Sub-Saharan Africa has seen advertisers spend more budget on the platform. Non-organic installs increased by 54%, compared to 19% for iOS.
– The cost per install (CPI) on iOS also increased by 21% between Q2 and Q3 2020, which meant iOS app developers were getting fewer installs for the same budget. Towards the end of the year and into 2021, there was no uplift in non-organic installs on iOS compared to 40% on Android.
– The report found similar levels of overall growth across verticals during the year, with gaming installs increasing by 44% and non-gaming increasing by 40%.
Commenting on the trends highlighted in the report, Daniel Junowicz, RVP EMEA & Strategic Projects, AppsFlyer said:
“We’re proud to combine forces with Google to provide businesses with the insights and technology needed to succeed on mobile in Africa. The mobile app space in Africa is thriving, despite the turmoil of the last year.
Installs are growing, and consumers are spending more money than ever before, highlighting just how important mobile can be for businesses when it comes to driving revenue.
As a result, mobile marketing is becoming increasingly important for businesses across the continent. Being able to make data-driven informed decisions, and understand the ROI on marketing campaigns will be key to any app marketers success.”
Rama Afullo, Apps Lead for Africa at Google, added: “While it’s clear that mobile adoption is increasing, there’s still room for growth when it comes to app marketing, with many marketers in the nascent stage of their app maturity journey.
Taking advantage of app promotion and engagement tools like Google’s App Campaigns, using analytics and measurement tools, and working with mobile measurement partners like AppsFlyer, will be key for companies looking to grow their user base, drive customer value and continue improving the user experience.”
E-Business
Nigerians to Pay More to Obtain Multipurpose National ID Cards in 46 Hours
National Identity Management Commission (NIMC) has said that Nigerians will pay through their banks to access general multipurpose card,
Abisoye Odusote, director general/CEO, NIMC who stated this however said that NIN is free, but users will have to pay to obtain the card within 48 hours.
She said: “Just like how you pay to access your ATM cards in the banks, Nigerians will pay through the banks to access their cards within 48 hours after payment to get the digital multipurpose card.”
Applicants will get requests with their NIN via a self-service online portal or the banks, adding that they will have to pay through the banks.
The general multipurpose card will be launched in partnership with the NIMC and the Central Bank of Nigeria (CBN) and powered by the Nigeria Inter-bank Settlement System (NIBBS) and AfriGo.
Kayode Adegoke, head of Corporate Communications, NIMC, said the National ID card, which is embedded with verifiable national identity features, is backed by NIMC Act No 23 of 2007, mandating it to enroll and issue a general multipurpose card to Nigerians and legal residents.
According to Adegoke, the card will address the demand for physical identification, allowing holders to prove their identity, give them access to government and private social services, facilitate financial inclusion for Nigerians, empower citizens, and encourage increased participation in nation-building.
Credit: Legit
E-Business
Collaborative Action Needed to Boost Digitalisation in Nigeria and Support Economic Growth
In the face of serious economic and developmental challenges, the Nigerian Government through the Strategic Blueprint of the Federal Ministry of Communications, Innovation, and Digital Economy has identified digitalisation as a key enabler to stabilise and strengthen the macroeconomic environment.
It is pursuing structural reforms, creating an environment conducive to private and public sector growth and job creation, while concurrently recognising the need to diversify away from the reliance on the oil and extractives sector. This shift towards diversification underscores the digital sector’s significant role in steering Nigeria towards a more resilient and dynamic economic future.
The largest contribution of the digital sector to Nigeria’s overall GDP is through the impact digitalisation has on the productivity of other sectors. For example, in the short-term, measures such as cash transfers to citizens can be done more quickly and efficiently using mobile money payment platforms. Digital technologies also boost productivity in the agricultural sector through increased use of agricultural inputs, better storage facilities and more coordinated support across agencies with the use of digital technologies to communicate and support small-scale farmers.
It is estimated that, in 2023, the telecoms sector was contributing 13.5% to the GDP of Nigeria. Considering the direct and indirect contribution of the mobile ecosystem, as well as the productivity impact throughout the economy, the telecom sector’s contribution to Nigeria’s overall economic activity is much greater, estimated at 33 trillion NGN in 2023, with 2.4 trillion NGN in tax revenue contributions.
The GSMA today published its latest report ‘The role of mobile technology in driving the digital economy in Nigeria’ which addresses the challenges hindering the growth and development of the telecommunications industry and the crucial role of the mobile sector in Nigeria’s economic development. Connectivity to mobile services, including Mobile Money is the foundation on which digitalisation is built. The Mobile Network Operators (MNOs) are committed to investing to support the realisation of the digitalisation ambitions that will unlock economic growth and development in the country.
Navigating a complex operating environment
To unlock these economic opportunities, connectivity and mobile financial services are crucial foundations. The GSMA’s report emphasises that while 29% of Nigerians are regularly using mobile internet, there remains untapped potential, as 71% are not accessing these services on a regular basis. An improved policy environment has the potential to help the industry boost coverage and adoption, resulting in 15 million additional internet users by 2028. However, the sector faces challenges to infrastructure deployment.
These include:
- Complex and costly process of securing Rights of Way (RoW) significantly increases the time and costs associated with rolling out infrastructure.
- The complex tax environment in Nigeria, providing for high and increasing costs of tax compliance because of the complex and overlapping tax structure within the country.
- Increasing costs are making it difficult for the industry to maintain sustainable levels of investment. The primary driver of this has been increases in the cost of power for sites due to the rapid increases in the price of fuel, increased government fees and levies, and increased demand for forex, in an import-dependent environment, due to contractual obligations for network infrastructure and services that are denominated in USD.
Transforming Nigeria into a digital economy
An enabling policy and regulatory framework will be critical to realising the full potential of Nigeria’s digital transformation, as recognised in Nigeria’s Strategic Plan 2023 – 2027 as well as the Federal Ministry’s National Broadband Alliance for Nigeria (NBAN). Without universal access to digital connectivity, a broader digital transformation of the Nigerian economy is not possible.
It is clear that the mobile industry is a key partner for the government in achieving its objectives and can contribute to some of the key elements of the government’s plan. The value of this contribution can significantly increase with the necessary support from government required to overcome the obstacles outlined above.
To this end, the report recommends initiatives to support policymakers in creating an economic and regulatory environment that supports growth, investment, and competition.
These include implementing a legal framework for Critical National Infrastructure to address challenges in building network infrastructure; simplifying and improving the process for issuing RoW and standardising it across the country; reducing the industry’s tax burden to help cut operating costs; and creating a regulatory environment that supports sustainable investment.
Angela Wamola, Head of Sub-Saharan Africa at the GSMA, said: “High-speed connectivity is the bedrock of any digital nation, and the Nigerian government recognises the mobile industry’s role in laying key foundations on which digital transformation is built.
“Future policies should be geared towards reducing the cost and complexity of infrastructure rollout to encourage investment and boost the adoption of mobile broadband.
“The impact of such actions would go far beyond mobile, driving productivity gains across the economy and creating millions of new jobs in Nigeria.”
E-Business
Kaspersky Reports Show Every Third Cyber Incident was Due to Ransomware
Ahead of International Anti-Ransomware Day on May 12, Kaspersky’s latest research reveals a concerning trend in the global cybersecurity landscape, with ransomware attacks accounting for every third cyber incident in 2023.
The report sheds light on the escalating threat of targeted ransomware groups, which have seen a Kaspersky30% increase globally compared to 2022, along with a 71% surge in known victims.
Kaspersky’s research, covering 2022 and 2023, revealed a worrisome escalation in targeted ransomware groups. The data indicated a staggering 30% global increase in the number of these groups compared to 2022, accompanied by a 71% surge in known victims of their attacks.
Unlike random assaults, these targeted groups set their sights on government agencies, prominent organisations, and specific individuals within enterprises. As cybercriminals continue to orchestrate sophisticated and extensive attacks, the threat to cybersecurity grows ever more pronounced.
In 2023, Lockbit 3.0 emerged as the most prevalent ransomware, leveraging a builder leak in 2022 to spawn custom variants targeting organisations worldwide. BlackCat/ALPHV ranked second, until December 2023, when a collaborative effort by the FBI and other agencies disrupted its operations.
However, BlackCat quickly rebounded, underscoring the resilience of ransomware groups. Third on the list was Cl0p, which breached the managed file transfer system MOVEIt, impacting over 2.5 thousand organisations by December 2023, according to New Zealand security firm Emsisoft.
In its 2023 State of Ransomware report, Kaspersky also identified several noteworthy ransomware families, including BlackHunt, Rhysida, Akira, Mallox, and 3AM. Moreover, as the ransomware landscape evolves, smaller, more elusive groups are emerging, posing new challenges to law enforcement.
According to the research, the rise of Ransomware-as-a-Service (RaaS) platforms further complicated the cybersecurity landscape, emphasising the need for proactive measures.
Kaspersky’s incident response team noted that ransomware incidents accounted for every third cybersecurity incident in 2023. In the research, attacks via contractors and service providers emerged as prominent vectors, facilitating large-scale assaults with alarming efficiency.
Overall, ransomware groups demonstrated a sophisticated understanding of network vulnerabilities, utilising a variety of tools and techniques to achieve their objectives.
They used well-known security tools, and exploited public-facing vulnerabilities and native Windows commands to infiltrate their victims, highlighting the need for robust cybersecurity measures to defend against ransomware attacks and domain takeovers.
“As ransomware-as-a-service proliferates and cybercriminals execute increasingly sophisticated assaults, the threat to cybersecurity becomes more acute. Ransomware strikes persist as a formidable menace, infiltrating critical sectors and preying on small businesses indiscriminately.
“To combat this pervasive threat, it’s imperative for individuals and organisations to fortify their defenses with robust cybersecurity measures. Deploying solutions such as Kaspersky Endpoint Security and embracing Managed Detection and Response (MDR) capabilities are pivotal steps in safeguarding against evolving ransomware threats,” commented Dmitry Galov, head of research center, Kaspersky’s GReAT.
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