E-Business
Six Tips to Engage End-Users with Trusted Mobile Marketing in Nigeria

MEF member Gemalto shares the findings of its new survey, revealing the key success factors to be met by mobile operators and brands in Nigeria to maximize user engagement for mobile marketing campaigns.
Has the mobile advertising era finally reached Nigeria? As a matter of fact, 2017 will see mobile advertising spending exceed desktop ad spending for the first time.
And by 2019, the report shows, spending on mobile will represent 64% of all Internet advertising spending in the country.
But creating the ideal ecosystem for mobile marketing in a given country requires patience and perseverance.
It’s particularly crucial to understand end-users’ expectations in terms of mobile marketing: indeed the survey reveals the key success factors to be met by mobile operators and brands to ensure the maximum user engagement in Nigeria for mobile marketing campaigns.
Trust is a barrier for definitive massive adoption of mobile advertising in Nigeria. But there are key reasons to hope for a close bright future.
Ask End-Users Permission First
79% of respondents in Nigeria are annoyed at receiving messages from senders they have NOT given their permission to.
Mobile is a very personal channel, so you definitely have to make your customers feel at ease by asking their permission first. Indeed, efficient opt-in and opt-out management are a must for 83% and 81% of the votes respectively.
Said differently, when not respecting these pre-requisites, there’s a serious risk of damaging brands’ and operators’ reputations.
Make The Message Relevant
65% of respondents consider that messages they receive are NOT in line with their area of interest.
It’s common sense to say that non-relevant messages are counterproductive, as people believe their expectations are not being taken into consideration. 86% of respondents want the mobile messages to be in line with their tastes and concerns. 85% of the audience even wish to benefit from specific offers.
Make them feel like VIPs by designing tailor-made offers truly corresponding to what they like, and/or the services they’ve already bought before. Analytics are of precious help here.
Incentivize Them Through Immediate and Tangible Rewards
The survey reveals that customers are more willing to engage with the brand if the message they receive offers a tangible reward: immediate discount and a gift from the brand are the most preferable ones (55% each).
Acceptance rates of 10% can be achieved in Nigeria via interactive, permission-based mobile marketing messages”
Carefully Monitor the Contact Frequency Pressure
Managing marketing pressure is key for end-users not willing to be spammed and swamped. Even if end-users give you permission, and if the messages are relevant, the operator and/or the brand have to respect the maximum frequency tolerated for receiving marketing messages on their mobile.
48% of the 18+ year-old adults interviewed agree to receive between 1 and 3 messages per week.
And the favorite moment to receive a marketing message is the evening for 52% of respondents. These insights maximize your campaign’s acceptance rates when applied properly.
Provide Them with an Intuitive Click-Through Experience
Service usability is instrumental to the overall acceptance of mobile marketing campaigns. It’s even truer in Nigeria: 81% of respondents wish to get a quick access to information or promotion.
Therefore informative SMS is not perceived as the best tool. End-users are looking for more interactions with brands that will value their preferences and create more engagement.
Easily Identify the Messages Sender
Nigeria tops the poll when it comes to spam and unwanted messages. Nigerians appear swamped and helpless in front of these informational and promotional messages. 69% of them do not trust messages they receive. And 78% of them admit they receive unsolicited messages from brands they haven’t given their mobile number to. Consequently most of them (94%) require the ability to easily identify the sender.
Even though these pre-requisites look obvious, it’s another story to find the best channel to successfully implement them with different brands via massive campaigns and in a smooth process.
Interestingly, when shown an interactive and permission-based messages service already deployed in Nigeria (SmartMessage), they find it gives them a quick access to the relevant promotion (86%), it’s easy to use (83%), it enhances the relationship between them and brands (77%), it’s relevant for them (73%) and seems trustworthy to them (73%)
When applying these best practices, the results obtained in Nigeria speak for themselves: by combining respect for subscriber privacy, intelligent segmentation, engaging campaign design and user-friendly technology, acceptance rates of 10% are achieved, compared to the 1% achieved with conventional SMS campaigns.
Marketing Specialist, Gemalto carried out the survey in July 2014 in Nigeria with marketing consulting firm IFOP.
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E-Business
NITDA Takes Over National Digital Architecture System

Nigeria has taken a major step toward strengthening its digital governance framework as the National Information Technology Development Agency (NITDA) officially assumes control of the Nigeria Government Enterprise Architecture (NGEA) infrastructure.

The handover ceremony held in Abuja, marks the culmination of a high-level partnership with the Korea International Cooperation Agency (KOICA).
This transition signals a shift from fragmented IT projects to a unified, disciplined approach to national digital investment.
The NGEA initiative forms a core part of the e-Government Masterplan 2.0 (Ne-GMP 2.0), aimed at establishing a unified and structured approach to managing government IT investments and digital resources.
The framework is designed to ensure that technology deployment across public institutions aligns with national priorities while improving efficiency and accountability.
With the system now operational, government agencies are expected to adopt more integrated digital processes, allowing seamless data sharing and interoperability.
This is anticipated to reduce duplication, strengthen risk management, and translate policy objectives into measurable digital outcomes.
Over the past two and a half years, Nigerian technical experts worked closely with their Korean counterparts to develop the architecture framework, create reference models, and execute pilot programmes in key institutions.
These include the National Identity Management Commission, Nigeria Customs Service, Nigeria Immigration Service, and NITDA.
Officials say the NGEA represents a shift from fragmented digital efforts to a more coordinated, citizen-focused system.
The infrastructure is hosted by Galaxy Backbone Limited, providing a secure and reliable platform for nationwide deployment.
Looking ahead, NITDA is expected to work with government stakeholders to expand and sustain the system, while the Federal Ministry of Communications, Innovation and Digital Economy will provide policy guidance to ensure its adoption across the country.
E-Business
FG Shifting Focus to “Meaningful Connectivity” to Drive Inclusion – Minister

Bosun Tijani, minister of Communications, Innovation and Digital Economy, has said the government is shifting focus from expanding access to ensuring “meaningful connectivity” that drives economic growth and inclusion.

Bosun Tijani, minister of Communications, Innovation and Digital Economy
The minister made the statement on Friday while addressing stakeholders at the inauguration of board members of the Universal Service Provision Fund (USPF) in Abuja.
He said that although Nigeria had made significant progress since the introduction of GSM services, millions of people, particularly in rural and underserved communities, remain either unconnected or unable to fully benefit from digital services.
Dr Tijani highlighted ongoing investments in digital infrastructure, including plans to deploy 90,000 kilometres of fibre optic network and nearly 4,000 telecom towers nationwide.
He said initiatives under the USPF had improved access through projects such as rural connectivity and digital facilities in schools but stressed that the next phase must prioritise effective usage.
“It is not enough to connect a community. We must ensure that schools can teach with digital tools and that small businesses can access market opportunities,” he said, citing a pilot project in the Kura community where connectivity has enhanced access to communication, education and healthcare.
Aminu Maida, executive vice chairman, Nigerian Communications Commission (NCC) also called for a shift towards meaningful connectivity, noting that while data usage had grown significantly, it remained concentrated in urban areas.
According to him, recent data shows that telecom usage has increased by about 160% over the past two years, largely driven by urban demand.
“When we drill down, we see that a lot of that growth is actually in urban centres. So, the gap between those who are not connected or not meaningfully connected is growing,” he said.
Dr Maida added that the trend underscored the need for the USPF board to intensify efforts to bridge both access and usage gaps across the country.
Both officials emphasised the importance of collaboration, sustainable investment models and improved digital literacy to ensure that connectivity translates into real economic benefits for Nigerians.
E-Business
Jury Finds Meta, Google Liable for Woman’s Social Media Addiction

A jury in Los Angeles has found technology companies, Meta and Google liable for contributing to a young woman’s social media addiction, in a case being described as a landmark ruling.

The 20-year-old woman, identified only as Kaley, argued that she became addicted to Google’s YouTube and Meta’s Instagram from an early age due to their attention-driven design features.
According to her testimony, she began using YouTube at the age of six after downloading the app on her iPod Touch to watch videos about lip gloss and online games.
Kaley told the court that she joined Instagram at nine, bypassing parental restrictions put in place by her mother, and spent extended periods on social media.
The trial, which lasted about a month, with arguments and evidence from both sides.
Jurors also heard testimony from Mark Zuckerberg, chief executive, Meta and Adam Mosseri, Instagram head.
However, Neal Mohan, YouTube chief executive, did not testify.
The jury found that the companies were negligent in the design of their platforms and failed to adequately warn users about potential harms. Meta and Google were ordered to pay the woman $3 million in damages.
Jurors also recommended additional punitive damages, including $900,000 against YouTube and $2.1 million against Meta, according to company spokespersons.
The jury apportioned 70 per cent of the responsibility to Meta and 30 per cent to YouTube.
Kaley was present in the courtroom when the verdict was delivered, alongside parents of other teenagers who say they were harmed by social media use. Both companies said they plan to appeal the decision.
“We respectfully disagree with the verdict and will appeal. Teen mental health is profoundly complex and cannot be linked to a single app. We will continue to defend ourselves vigorously as every case is different, and we remain confident in our record of protecting teens online”, a Meta spokesperson said.
José Castañeda, Google spokesperson, said the case misunderstands YouTube, which is a responsibly built streaming platform, not a social media site.
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