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Pricing, Network Quality & Marketing are Key to 4G Success‎- Ovum

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Ovum’s latest study shows that operators need to align 4G network rollouts and upgrades with clear marketing that highlights the advantages of 4G technology over 3G.

Furthermore, 4G pricing must add more value to end users to put operators in the best position to maintain ARPU levels through higher levels of mobile broadband usage.

According to the research, Ovum found that pricing 4G at a premium or offering unlimited data is not an effective strategy to profitably increase LTE subscription uptake.

The most successful 4G operators by subscriptions either launched 4G at no premium to 3G or quickly moved to price 4G at the same level as 3G.

Faster download and upload speeds were found to be insufficient to justify a premium for 4G over 3G for all but the highest-spending mobile users – and only at the initial stages of 4G rollout.

Paul Lambert, senior analyst and author of the report, said “Rather than this meaning operators can’t increase revenues from 4G services, there is evidence from leading 4G operators in the US, Korea and the UK that not charging a premium for 4G will increase data revenues. This is because the enhanced quality of the 4G user experience stimulates usage.”

The report finds that in order to stay competitive, successful 4G operators have evolved their pricing by bundling more value with 4G subscriptions.

By doing this, they have been able to differentiate around content and also migrate subscribers to higher-cost monthly plans by offering incrementally more data and content at higher prices.

Being able to communicate what difference 4G will make to mobile users is crucial, especially at the time of launch.

To maximize the value of 4G investments, the technology must be used as a platform to reinvigorate operators’ brands by focusing on how it offers a new and enhanced network experience. “EE in the UK is a great example of how an operator used its 4G launch to focus its market positioning around offering a premium mobile broadband experience, largely based on speed,” said Lambert.

The experience of the world’s leading 4G operators by subscriptions shows the importance of maintaining a 4G network advantage.

Because the network has a direct impact on the quality of the network experience, operators that lead on network quality can differentiate from rivals.

“Operators have to effectively communicate the enhanced network experience to end users. The most successful 4G marketing messages to date have communicated the speed advantages of 4G over 3G without highlighting actual download speeds, which is neither understood by all consumers nor is necessarily an accurate reflection of real-life network speeds,” concluded Lambert.


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NCC Speaks of Plans to Secure Telecom Infrastructure Nationwide

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Nigerian Communications Commission (NCC) has reiterated its commitment to safeguarding telecommunications infrastructure across the country, in line with President Bola Tinubu’s Executive Order, which criminalises the vandalism, theft or obstruction of critical national infrastructure.

NCC Speaks of Plans to Secure Telecom Infrastructure Nationwide

The Commission noted that the enforcement drive is aimed at curbing the growing incidence of sabotage at telecom sites, which continues to degrade the quality of network services nationwide.

Speaking during a courtesy visit by the Executive of the Nigeria Union of Journalists (NUJ), Federal Capital Territory (FCT) Council to the Commission’s headquarters in Abuja, Mrs Nnenna Ukoha, head of Public Affairs at the NCC, reaffirmed the Commission’s resolve to act.

She stated, “President Tinubu signed the Executive Order on 24th June 2024, declaring telecom infrastructure as Critical National Information Infrastructure (CNII). The NCC is now mandated to implement this order fully, and anyone found tampering with these facilities will face the full weight of the law.”

Mrs Ukoha, who represented  Dr Aminu Maida, executive vice chairman and chief executive officer, added that the NCC has launched a nationwide awareness campaign to sensitise the public about the significance of protecting critical national infrastructure, including telecom, energy and transport facilities.

Expressing concern over rampant damage, she said, “The destruction of fibre cables, theft of generators and fuel, and removal of key components from telecom base stations have become all too common. These acts directly affect the quality of service that millions of Nigerians depend on.”

She identified three major challenges undermining telecom service delivery:

Vandalism and Theft: “We are witnessing frequent attacks on telecom sites. These lead to service outages and cost operators billions in repairs.”

Restricted Site Access: “Operators face obstruction from local communities, touts and even some government officials who demand levies, making it difficult to access sites for maintenance and refuelling.”

Road Construction Damage: “Ongoing road projects often result in accidental damage to underground fibre cables, further compounding the situation.”

Responding to public complaints about fast-depleting data, Mrs Ukoha clarified that “mobile network operators do not steal users’ data. What many people experience is due to automatic app updates, background processes, and hotspots being shared unknowingly.”

She advised users to be proactive: “We encourage consumers to review their phone settings, limit background data, turn off auto-play videos, and regularly change hotspot passwords.”

Commending the media, she added, “Journalists play a vital role in educating the public. We appreciate your efforts and urge continued partnership in disseminating accurate, impactful information.”

She also revealed the Commission’s drive to improve digital inclusion: “The NCC is committed to supporting underserved communities with affordable internet access and has commenced specialised training for journalists, particularly senior editors in Lagos and Abuja.”

Mrs Ukoha emphasised collaboration with government agencies to reduce infrastructure damage: “As construction projects expand nationwide, we must work together to prevent unnecessary damage to telecom assets.”

Also speaking, Mallam Yakubu Musa, head, Corporate Communications, NCC,  reinforced the importance of the media in the telecom ecosystem.

He said, “Our partnership with the press is key to promoting transparency, building consumer trust, and supporting regulatory compliance.”

In her remarks, Comrade Grace Ike, chairman, NUJ FCT, commended the NCC’s regulatory efforts and expressed interest in deeper collaboration.

She stated, “We look forward to partnering with the NCC on media training, expanding internet access for journalists, and enhancing public awareness. We also seek your support for our forthcoming Press Week and capacity-building programmes.”

She continued, “The NUJ recognises the importance of digital tools in journalism. Equipping media professionals with access and knowledge will strengthen democratic engagement and promote good governance.”

The NUJ delegation, comprising key executives and media team members, reiterated its commitment to working closely with the NCC to promote national development.

This enforcement initiative—anchored on President Tinubu’s July 2024 Executive Order—provides a solid legal framework for protecting vital telecom infrastructure and ensuring uninterrupted communication services.


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Africa’s Lawmakers Commit to Strengthening AI, Digital Health and Smart Manufacturing Frameworks

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The Pan-African Parliament (PAP) and the African Population Health Research Center (APHRC), in collaboration with the GSMA, have concluded the first Africa Digital Parliamentary Summit focused on building legislative capacity in Artificial Intelligence (AI), data protection, digital health and smart manufacturing, in a bid to promote evidence-based policy-making for Africa’s digital future.

The three-day Summit, held from 9-11 July in Lusaka, convened over 20 Members of Parliament from the Pan-African Parliament Committees on Transport, Industry, Communications, Energy, Science and Technology, and Health, Labour and Social Affairs and was opened by the Zambian Minister of Technology and Science, Honourable Felix Mutati. Strategic partners in attendance included AUDA-NEPAD, Africa CDC, ECOSOCC, and the African Peer Review Mechanism (APRM).

This concluded with the publication of the Lusaka Declaration outlining shared priorities and next steps for ensuring Africa’s digital transformation is inclusive, responsible and grounded in evidence-based policy.

The Lusaka Declaration recognised the vital role of Members of Parliament in shaping laws and policies that drive the continent’s development. The Digital Parliamentary Summit offered a timely platform to enhance the knowledge and capacity of Parliamentarians on critical aspects of digital transformation.

A key highlight of the Summit was the consideration and discussion with Parliamentarians on the draft Africa Digital Health and Smart Manufacturing reports developed by APHRC and the GSMA.

Both reports will be submitted to the Plenary of the PAP when Parliamentarians of the 55 member states of the African Union meet in Midrand later this month on the occasion of the 5th Ordinary Session of the 6th Legislature of the Pan-African Parliament.

Honourable Behdja Mokrani, Chairperson of the Pan-African Parliament Committee on Transport, Industry, Communications, Energy, Science and Technology said “Against the backdrop of global economic uncertainties and the accelerating pace of technological disruption, this Summit has highlighted the critical need to equip African legislators with the foresight and capabilities required to navigate the Fourth Industrial Revolution.

The capacity-building component of the Summit, along with the presentation of the Africa Digital Health and Smart Manufacturing Reports by APHRC and GSMA, reinforced the importance of African policymakers acquiring the relevant skills to address policy issues related to digital transformation – particularly in the areas of Digital Health and Smart Manufacturing – in alignment with the African Union’s Agenda 2063.

Anthony Mveyange, Director of Programs, Synergy, African Population Health Research Center adds “At APHRC, we firmly believe that digital health is a transformative force, holding immense potential for Africa to ‘leapfrog’ traditional development pathways.

This Summit powerfully demonstrates how, by leveraging AI alongside advancements in digital health and smart manufacturing, we can accelerate socio-economic progress and foster deeper continental integration, directly aligning with the ambitious goals of the African Union’s Agenda.”

Key themes explored during the Summit included:

  • The potential of AI-driven digital health to accelerate universal health coverage through better data integration and cross-border information exchange
  • The role of smart manufacturing in enhancing industrial resilience and job creation through automation and IoT
  • The need for harmonised, Africa-led data governance frameworks to ensure responsible AI development and protect privacy and human rights

“AI, digital health, and smart manufacturing have the potential to transform Africa’s economies and improve lives – but unlocking that potential requires the right policy environment.

“This Summit is an important step in equipping lawmakers with the tools to shape secure, inclusive and future-ready digital economies” said Kenechi Okeleke, Senior Director, Regional, Social and Policy Research, GSMA.

Participants reaffirmed their commitment to advancing digital transformation through coordinated reforms, including:

  • Strengthening STEM education and digital literacy among policymakers
  • Embedding ICT training in public service development
  • Establishing cross-sector collaboration between the health, trade and ICT sectors
  • Creating enabling conditions for investment in advanced connectivity infrastructure

Draft findings presented during the Summit estimate that Africa’s digital health market could reach $6.5 billion by 2030 under an optimistic scenario, highlighting the urgent need for policy alignment to maximise impact and drive inclusive growth.

The Summit also set out a roadmap for ongoing engagement between the Pan-African Parliament, APHRC and the GSMA, including the establishment of ‘Evidence-to-Policy’ resource units, sustained capacity-building efforts, and regional forums to harmonise legislation on AI, digital health, and data governance across Africa.


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NITDA DG: AI Is an Ally for Innovation, Not an Enemy

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Kashifu Inuwa, director general of the National Information Technology Development Agency (NITDA) has called on business leaders to embrace artificial intelligence (AI) as a collaborative partner in driving innovation and economic growth, rather than viewing it as a threat to human jobs.

Speaking during a high-level panel session titled “Builders of the New Nigeria – Stories of Scale, Grit, and Innovation” at the BusinessDay CEO Forum Nigeria, held in Lagos, Inuwa challenged the conventional notion of AI as merely an automation tool, and encouraged CEOs and business leaders to view AI as a thought partner and a strategic ally in generating innovative ideas, discovering new business models, and creating competitive advantages in a rapidly evolving global economy.

“I see artificial intelligence not just as a tool, but as a thought partner,” he said, urging business leaders to integrate AI into their operations not as a replacement for human input, but as a collaborator that can unlock new levels of productivity and creativity.

He explained that while AI can outperform humans in certain tasks, its primary function should not be seen as replacing human workers.

Instead, it is poised to take over specific processes and skills currently relied upon to accomplish routine tasks. This shift, according to him, requires business leaders to reposition themselves at the center of this technological evolution.

“The key is to position yourself at the center of this collaboration. Yes, AI can outperform humans in many tasks, but it will not replace you or me. What AI will replace are the skills and processes we rely on today to perform our work.”

Inuwa emphasised the need for CEOs and decision-makers to proactively redefine their roles in an AI-driven world by evolving their capabilities to work effectively alongside intelligent systems.

He highlighted the importance of learning how to collaborate with AI, rather than competing against it, as the surest way to remain relevant and successful in the digital age.

To get the best out of AI, Inuwa advised that businesses should approach AI systems by assigning them specific roles or personas based on the context of their usage. Whether as a virtual lawyer, doctor, co-founder, or advisor, he said assigning a clear role to AI makes its interaction with humans more purposeful and productive.

Despite his optimism about AI’s potential, Inuwa cautioned that AI systems must be approached with vigilance. He warned business leaders not to assume AI is always accurate or ethical by default, stating that AI should always be treated as the “worst version” of itself until it proves otherwise.

“This is where government’s role becomes critical. As regulators, we need to create policy labs where we can test AI technologies in safe, controlled environments. We must evaluate them thoroughly to ensure they are safe, ethical, and reliable,” he added.

He noted that NITDA has adopted a progressive regulatory approach centered on collaboration, experimentation, and co-creation. Rather than imposing restrictive regulations out of fear or uncertainty, the agency works hand-in-hand with innovators, startups, and the private sector to experiment with emerging technologies like AI.

According to Inuwa, the insights gained from such collaborative initiatives help government agencies like NITDA establish clear, evidence-based benchmarks and policies that both support innovation and safeguard public interests.

“This is our approach to regulation. Rather than rushing to regulate based on fear, we collaborate with the private sector to experiment, learn, and build together.

“We co-create solutions, then use the lessons from these experiments to establish clear benchmarks that will inform future frameworks, guidelines, and regulations,” he added.

Inuwa said, “Nigeria is setting a precedent for balancing technological innovation with societal responsibility, enabling businesses to thrive while ensuring that new technologies benefit the broader society.”

“Our aim is to create an environment where businesses can innovate responsibly, while ensuring society as a whole benefit from these new technologies,” he concluded.

The BusinessDay CEO Forum Nigeria attracted an influential audience of business executives, entrepreneurs, policymakers, and thought leaders from across the country. The event served as a platform for high-impact conversations on scaling businesses, building resilience, and driving sustainable innovation in Nigeria’s challenging economic climate.

Throughout the session, panelists shared personal stories of perseverance, discussed strategies for business growth, and explored how technologies like AI, digital payments, and data analytics are shaping Nigeria’s future economy.


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