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Should I Stay or Go: 5 Emerging Reasons Mobile Customers Churn

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As network quality improves, mobile subscribers globally are placing more importance on customer service and value when choosing an operator, Nokia’s 2016 Acquisition and Retention study shows.

The latest Nokia study, released today, is a mobile industry barometer for consumer behavior. It finds five factors that have changed notably in the last two years.

Global mobile subscribers, particularly in mature markets, want more transparency when it comes to contract terms, rate structures and data fees.

While price is still the most important factor when it comes to customer acquisition and retention, the study shows calling plans and rate structures are 14 percent more important to respondents than they were in 2014.

The report finds customers, confused by different packages, will often choose easy-to-understand terms and conditions over price.

Respondents say customer care has 60% more impact on their loyalty than it did in 2014.

This is the biggest change in our study. Respondents say better general services, self-service capabilities and effective complaint handling are increasingly important to them. Customer care is now basically on par with network quality as a deciding factor to stay with a mobile provider.

Networks are getting better in mature markets, but there is work to do in transition markets.  Consumers in mature markets report a 13 percentage-point improvement in their satisfaction with Internet connection quality vs 2014, while transition markets report a slight decline.

Mobile security is a growing issue: 90% of customers in mature markets and 94% in transition markets worry about mobile security.

Globally, 47% of respondents would change operators if they suffered a security breach – that’s a 7-percentage-point increase from 2014.

Consumer expectations about IoT are growing. 56% of respondents in mature markets and 82% in transition markets would like to control at least one device via their mobile phone or tablet.

Bhaskar Gorti, Applications & Analytics president at Nokia, said: “We can see the marketing battles to acquire mobile subscribers are fierce. What we don’t see as well is the work operators do every day to retain customers. Our study shows how important that work is – and also how challenging it is as customers, attached to their phones, demand higher levels of service.”

The study also reveals notable trends in the areas of valued-added services, connected devices, voice and messaging, bundled services and more. For example:

The importance of a mobile provider’s service and device portfolio has a 10% impact on customer acquisition, up from 6% in 2014.

4G services could play a bigger role in customer acquisition and retention. Respondents using 4G are 38% more likely to be satisfied with their data speed and 24% more likely to be satisfied with data consistency than earlier-generation technology.

Yet in the past year, only 38% of respondents signed up for 4G. Almost a third of the respondents do not know if their operator offers the technology.

The study reports different uses of applications in mature and transition markets: 87% of consumers in transition markets use messaging applications compared to 46% in mature markets.

38% of respondents say they would be willing to receive advertisements on their mobile devices in exchange for rewards.

68% of respondents say they would leave an operator over network quality issues. In particular, the speed and consistency of Internet connection matters more for keeping customers loyal than either voice quality or network coverage.

 


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Airtel Africa Records $586m Rise in Profit on FX Gains, Tariff Hike

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Airtel Africa’s profit after tax grew to $586 million in the nine months ended December 31, 2025, up from $248 million in the corresponding period of 2024.

According to the company’s nine-month financial results released on Friday, the higher profit after tax in the current period was driven by higher operating profit and derivative and foreign exchange gains of $99 million, as compared to $153 million in derivative and foreign exchange losses in the prior period.

It disclosed that the group’s revenues in reported currency increased by 28.3 percent to $4,667 million, with constant currency growth of 24.6 percent. Reported currency revenue growth at a premium to constant currency growth reflects currency appreciation in key markets. In Q3’26, constant currency revenue growth improved to 24.7 percent from 24.2 percent in the previous quarter (Q2’26).

“Constant currency revenue growth was supported by tariff adjustments driving a 50.6 percent growth in Nigeria and a strong performance in Francophone Africa, which saw revenues accelerate to 17.0 percent in the nine months.”

In Nigeria, revenue grew by 50.4 percent in constant currency, largely driven by continued strength in the demand for data services, further supported by the tariff adjustments. The constant currency revenue growth was driven by ARPU growth of 39.6 percent and customer base growth of 7.8 percent.

“In reported currency, revenue grew by 52.1 percent to $1,123 million, with Q3’26 revenue growth accelerating to 70.9 percent compared to constant currency growth of 52.9 percent.

“Significantly higher reported currency growth during the quarter compared to constant currency growth was due to the appreciation in Nigerian naira from a weighted average NGN/USD rate of 1,627 in Q3’25 to NGN/USD 1,456 in the current quarter,” it disclosed.

Insights from Airtel’s financials revealed that voice revenue in Nigeria grew by 35.8 percent in constant currency, driven by voice ARPU growth of 26.0 percent, reflecting the tariff adjustments earlier in the year.

Data revenue also grew by 65.4 percent in constant currency as a function of both data customer and data ARPU growth of 8.0 percent and 49.7 percent, respectively. Data usage per customer increased by 26.2 percent to 10.7 GB per month (from 8.4 GB in the prior period), with smartphone penetration increasing 4.6 percent to reach 54.1 percent. Smartphone data usage per customer reached 13.4 GB per month compared to 11.2 GB per month in the prior period.

Sunil Taldar, chief executive officer, said these results highlight the strength of our strategy, with strong operating and financial trends across the business.

He added that “During the quarter, we accelerated investment to enhance coverage and data capacity while also expanding our fibre network. Coupling this investment with innovative partnerships strengthens our customer proposition and positions us to capture the considerable growth opportunity across our markets.

Digitisation, technology innovation, and embedding AI in our processes will also optimise the customer experience with increased digital offerings and closer integration of GSM and Airtel Money services, allowing us to unlock the strong demand across our markets.

Smartphone adoption continues to increase with a penetration of 48.1 percent, and we are seeing solid progress in the development of our home broadband business, reflecting the need for reliable, high-speed connectivity across our markets.

“Our push to enhance financial inclusion across the continent continues to gain momentum with our Mobile Money customer base expanding to 52 million, surpassing the 50 million milestone.

Annualised total processed value of over $210 billion in Q3’26 underscores the depth of our merchants, agents, and partner ecosystem and remains a key player in driving improved access to financial services across Africa. We remain on track for the listing of Airtel Money in the first half of 2026.

“Disciplined execution on cost efficiency, alongside accelerating revenue growth, has enabled another sequential improvement in our quarterly EBITDA margin to 49.6 percent, underpinning constant currency EBITDA growth of 31 percent, and we remain focused on driving further incremental margin improvements.

“Our strategic priorities remain clear: to continue investing in best-in-class connectivity, accelerate financial inclusion through our mobile money platform, and deliver an exceptional customer experience. These results reinforce our confidence in the long-term potential of our markets and our ability to create value for all our stakeholders,” he added.


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Africa’s AI Guru Abodunrin Charts Path to Continent’s Digital Dominance

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David Adeoye Abodunrin, Africa’s foremost AI transformations coach and internationally recognised futurist, has declared that the continent’s immense potential can only be unlocked when purpose is aligned with strategic intelligence.

Africa's AI Guru Abodunrin Charts Path to Continent's Digital Dominance

David Adeoye Abodunrin

Speaking to ICT editors in Lagos, Abodunrin—renowned for nearly three decades of multidisciplinary expertise spanning artificial intelligence disruption, digital governance, behavioural intelligence, cybersecurity, and human capital transformation—said Africa must embrace AI as a transformational frontier rather than a mere tool.

“AI is not merely a tool, it is a transformational frontier that can unlock prosperity, resilience and leadership for Africans in the global digital era,” Abodunrin stated.

Abodunrin, widely sought after by C-suite executives, policymakers, founders and institutional boards, is recognised internationally as a foresight architect and strategic transformation coach. His mission, he explained, is to help individuals, governments and organisations engineer strategic advantage through anticipatory intelligence and ethically aligned innovation.

His work focuses on decoding emergent AI and intelligence systems that reshape markets, redefine competitive advantage, and enable sovereign digital ecosystems.

He is also a 14-time international bestselling author whose frameworks integrate behavioural psychology, foresight strategy and digital sovereignty to prepare leaders for future complexities. Through his organisations, including Cubed Integrated Consulting and Cyberfore Consulting, Abodunrin equips governments, boards, and enterprises with tools to build secure, future-ready institutions that thrive amid volatility.

He stressed that Africa’s transformation must be rooted in local contexts and values, not imported wholesale from global models.

“In Africa, transformation must not just follow global models, it must reflect our cultures, our challenges and our collective aspirations,” he emphasised. “This continent holds immense potential; we simply need to align purpose with strategic intelligence to unlock it.”

His coaching and advisory services emphasise strategic AI governance tailored for African economies, executive and leadership transformation for sustained institutional resilience, digital and cyber intelligence frameworks to protect sovereign infrastructure, and behavioural intelligence and insights for inclusive growth and innovation.

Despite his international recognition, Abodunrin insists that his philosophy centres on African solutions for African realities—developing local talent, embedding ethical AI adoption, and fostering foresight strategies that account for Africa’s unique socio-economic ecosystems.


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NCC Unveils Q4 2025 Network Performance Report, Pledges Transparency and Accountability

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Nigerian Communications Commission (NCC) has reaffirmed its commitment to transparency, accountability, and consumer protection with the release of its Q4 2025 Network Performance Report.

NCC Unveils Q4 2025 Network Performance Report, Pledges Transparency and Accountability

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Speaking at a media engagement in Abuja, the Executive Commissioner, Technical Services, Engr. Abraham Oshadami, said the Commission’s proactive disclosure of industry data is designed to strengthen public trust and ensure service providers remain accountable to consumers.

“Transparency for us has become a guiding principle that underpins our regulatory approach. Open access to information strengthens the industry, builds public trust, and reinforces accountability among operators,” Oshadami stated.

He recalled that in 2025, the NCC partnered with Ookla to develop nationwide Network Coverage Maps, giving consumers objective tools to compare network quality across locations and operators. The Commission also began publishing quarterly performance reports, with the Q3 2025 edition released in October.

Oshadami noted that the Q4 2025 report shows measurable improvements in network performance and in the quality of experience delivered to consumers. He urged the media to critically engage with the data and help amplify stories of progress, accountability, and reform.

In her remarks, the Head of Public Affairs Department, Mrs. Nnenna Ukoha, described the media as indispensable partners in shaping public understanding of the telecommunications sector.

“Your reporting shapes the national narrative around telecommunications. It affects investor confidence, consumer trust, and policy direction. It influences how Nigerians understand the technologies that power their daily lives,” she said.

Ukoha stressed that the Commission’s quarterly reports provide rich material for news coverage, investigative reporting, and sector monitoring. She encouraged journalists to adopt constructive framing in their reporting—highlighting progress alongside challenges, and reflecting the investments and innovations driving industry resilience.

The engagement session, held at the Commission’s headquarters, provided journalists with access to the Q4 2025 data and contextual insights to aid accurate reporting. Both officials reiterated that the NCC’s goal is to ensure that reforms, accountability measures, and improvements in service delivery are widely understood and properly communicated to the Nigerian public.


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