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Nigerian Businesses can Harness Conversational Messaging to Better Engage Customers in the Digital Era

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Olatayo Ladipo Ajai
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By Olatayo Ladipo-Ajai, Regional Manager at Infobip Nigeria

Businesses in Nigeria are currently faced with numerous challenges, including fast-changing global economic conditions, a new post-pandemic reality, as well as a fast-growing young population that is increasingly technology-savvy. These prevailing market conditions have ushered in challenging times, making it increasingly difficult for organisations to maintain and attract new business. Simultaneously, companies are finding that competition is increasing, which demands better and more creative differentiation than just better pricing to maintain a competitive edge.

Olatayo Ladipo Ajai

Olatayo Ladipo Ajai

All the while, consumer behaviour is also changing drastically, with an increase in numbers of Nigerian customers choosing to engage and transact with brands online. The country’s internet penetration rate stood at 55.4% of the total population at the start of 2023, with 122.5 million internet users recorded in January 2023. Further to this, a total of 193.9 million cellular mobile connections were active in early 2023, equivalent to 87.7% of the total population.

Consequently, this prompts Nigerian businesses to explore more universal engagement routes to connect with their customers and interact via conversational messaging. To successfully engage with customers in the digital space, businesses are increasingly making the shift towards hyper-personalisation, automation, and 24/7 availability, allowing their promotional campaigns and messaging to be directly targeted at individual customers.

Deriving more value

Brands in Nigeria are thus beginning to realise that customers do not fit into boxes but are individuals who need to be analysed to derive most value from customer engagements. At the same time, it is also becoming clear that traditional SMS messaging is inadequate where achieving this level of engagement is concerned.

While SMS has played a critical role in business communication, the new realities around customer behaviour and expectations mean that traditional SMS messaging – which provides one-way engagement – has certain limitations such as gateways, DND (Do Not Disturb) and firewalls that often prevent promotional messages from reaching the target end customer, which may result to relatively low SMS open and read rates.

Conversational messaging, in the form of Rich Communication Services (RCS), can address many of these challenges, enabling businesses and brands to communicate more effectively while reaching out, attracting and converting potential customers. RCS is an evolution of SMS, which integrates features from various chat apps into one platform.

The platform allows the exchange of group chats, PDFs, video, audio and high-resolution images, as well as read receipts and real-time viewing, providing more value than traditional SMS. One of its key benefits is that RCS sits on top of the SMS platform, which means it has the same reach and is thus also native on most smartphones.

Better metrics

RCS allows for conversational engagement with customers who can be interacted with as a group or directly on a one-on-one basis, similar to apps such as WhatsApp. A clear benefit for businesses is that RCS provides deeper metrics on whether a message has been delivered, opened and clicked, delivering better analytics for businesses to gauge how successful a promotional campaign has been.

The use cases for RCS are varied and a number of banks, retailers and hospitality businesses have started using it to send promotional and transaction messages to customers. For example, banks can send payment notifications as full colour, branded, PDF documents that can serve as payment receipts. Some restaurants already use the card carousel feature to send their menus to customers to browse through the different pages and click on their desired options, without having to use the restaurant’s website or mobile app. Other use cases include the ability to send messages with a location pin from Google Maps, movie previews or QR codes that enable mobile payments by directing users to mobile payment platforms.

Conversational message provides a customer experience that not only focuses on problem-solving, but aims to build long-term relationships with customers, leading to greater customer loyalty, improved brand image and ultimately more revenue. By being conversational, businesses can deliver the best customer experience possible with advanced technology and readily meet changing consumer demands.


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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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MultiChoice Reportedly Testing Weekly Subscriptions amid Use Decline

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MultiChoice is reportedly testing weekly subscription plans in Uganda, aiming to ease financial pressure on customers struggling with monthly payments.

MultiChoice Reportedly Testing Weekly Subscriptions amid Use Decline

If successful, the pay-TV giant may expand the model to other African markets as it fights to retain subscribers amid economic challenges, according to the Sunday Times.

The company, which operates in 16 African countries, has seen its subscriber base shrink by 1.2 million in the past year, dropping to 14.5 million.

Half of those losses came from South Africa, where high unemployment and rising living costs have forced households to cut discretionary spending, including DStv subscriptions.

Calvo Mawela, group CEO, MultiChoice, confirmed the weekly subscription trial has been running for seven weeks.

“Within three to six months, we’ll have a good idea if it’s working,” he told the Sunday Times.

“If successful, we’ll expand it to other markets. We believe this approach can help customers in the same way prepaid mobile services revolutionized telecoms.”

MultiChoice faces financial strain from currency depreciation in key markets like Nigeria, Angola, and Ghana, alongside rising inflation.

In South Africa, economic stagnation has further squeezed consumer budgets.

Despite a recent 31% price hike in Nigeria, Mawela remains optimistic, noting that the naira has stabilized and subscriber recovery may follow.

While the new payment option could improve affordability, Mawela dismissed the idea of letting users customize channel bundles, stating, “We still don’t think it works.”

However, MultiChoice is researching tiered packages, including separate sports and entertainment offerings, to boost revenue.

The company is also streamlining costs, targeting R2 billion in savings by 2026 through reduced satellite expenses, better content deals, and fewer decoder subsidies.

As broadband penetration grows, MultiChoice reports a 38% surge in DStv Stream users.

However, its standalone streaming platform, Showmax, has underperformed initial expectations despite a 44% increase in paying subscribers. Mawela admitted the venture’s high costs are unsustainable, prompting talks with partner Comcast NBCUniversal to adjust funding.

“Streaming is the future, but data prices must improve for it to thrive in Africa,” MultiChoice stated.

For now, the company hopes flexible subscriptions and cost controls will stabilize its business as it navigates a tough economic climate.

 

 

 

 

 


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Multichoice Nigeria Faces Revenue Decline Amid Economic Challenges

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MultiChoice Nigeria’s subscription revenue declined by 44 per cent to $197.74m in the financial year ended March 2025, down from $355.93m recorded in the same period a year earlier, as rising inflation and a worsening economic climate triggered a mass exit of subscribers.

The sharp revenue drop was driven by “sizeable customer losses in Nigeria as high inflation adds more pressure on consumers,” the company said in its latest financial report. Inflation stood at 23.71 per cent in April 2025, according to the National Bureau of Statistics.

The pay-TV provider has lost 1.4 million subscribers in Nigeria since its financial year ended in March 2023.

Nigeria alone accounted for 77 per cent of the 1.8 million subscribers lost across MultiChoice’s Rest of Africa segment, which includes markets such as Kenya, Zambia, and Angola.

Between April and September 2024, the company lost 243,000 subscribers in Nigeria, as macroeconomic and consumer conditions deteriorated further.

At the close of its 2025 fiscal year, MultiChoice reported 14.5 million total subscribers, with 7.5 million of them in RoA. The group attributed part of the overall decline in performance to foreign exchange losses resulting from a 44 per cent depreciation of the naira against the US dollar.

MultiChoice said it incurred foreign exchange losses of $158.19m and managed to remit only $133m from Nigeria at an average exchange rate of N1,589 per dollar, compared to $184m at N1,044 per dollar in the previous year.

“Nigeria’s economic challenges had a significant impact on our Rest of Africa operations, contributing to a 23 per cent drop in RoA subscription revenue to $779.66m,” said Chief Executive Officer, MultiChoice Group, Calvo Mawela.

Total subscription revenue, including South Africa, declined by 11 per cent year-on-year to $2.27bn. Overall group revenue fell nine per cent to $2.87bn, while operating profit declined by 34 per cent to $263.50m. Trading profit dropped by nearly half to $228.14m.

“Our performance reflects both the challenges we’ve faced and the resilience of our teams,” said Mawela. “While macroeconomic pressures and currency volatility have weighed on our results, our disciplined execution, cost management, and investment in new long-term growth opportunities position us well for the future.”

In spite of its declining linear subscriber base, down 2.8 million across two financial years, MultiChoice reported notable growth in its digital and streaming businesses.

DStv Internet revenue rose 85 per cent, KingMakers grew by 76 per cent in constant currency, DStv Stream increased 48 per cent, and Showmax saw a 44 per cent year-on-year rise in active paying customers.

“Our strategy is shaped by developments in our industry, such as changes in technology which are driving shifts in consumer behaviour, as well as the impact of a rise in piracy, streaming services, and social media,” Mawela said.


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LASERC Takes Full Control of Electricity Regulation in Lagos

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Lagos State Electricity Regulatory Commission (LASERC) has issued a new directive establishing a formal regulatory framework for electricity market operations within Lagos.

With the release of Order No. LASERC ORDER/001/2025, the commission finalizes the shift of oversight from the Nigerian Electricity Regulatory Commission (NERC) to LASERC, aligning with the Electricity Act 2023 and Lagos State Electricity Law 2024.

Under the new regulations, individuals or entities involved in electricity-related activities in Lagos must obtain a license or permit from LASERC. Licenses issued by other regulatory bodies will no longer be recognized. Unlicensed operators must immediately halt operations and apply for proper authorization to avoid penalties, which include a fine of ₦20 million and additional daily fines of ₦20,000 for continued violations.

LASERC has encouraged entities unsure of their regulatory status to seek clarification to prevent sanctions. Despite the transition, existing national guidelines, including tariff structures, grid codes, and safety regulations, will remain in effect unless amended.

Dr. Fouad Animashaun, CEO and Executive Commissioner of LASERC, emphasized that the order is designed to ensure a secure, efficient, and reliable electricity market in Lagos.

He reiterated the commission’s commitment to global standards and safeguarding the interests of electricity consumers and investors.

This policy marks a significant shift in the state’s power sector and aims to enhance regulatory compliance while ensuring a more structured and effective electricity market.


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