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
TeKnowledge, Equinix Partner to Advance Nigerian Digital Infrastructure

TeKnowledge and Equinix announced a partnership to accelerate secure hybrid and multi-cloud adoption and enable AI-ready digital infrastructure across the region.

Nigeria’s digital transformation is accelerating rapidly, with the digital economy being a significant contributor to the country’s gross domestic product (GDP).
As demand for cloud services, AI adoption, digital payments and data-driven innovation continues to accelerate across West Africa, the partnership is positioned to advance the region’s digital transformation.
By combining Equinix’s in-country and global data centre infrastructure and secure interconnection capabilities with TeKnowledge’s expertise in designing, deploying and managing AI, data, customer experience and cybersecurity solutions, organisations can accelerate innovation while maintaining data residency and sovereignty requirements.
Together, the organisations empower enterprises and government institutions to bridge the gap between digital ambition and execution through secure, high-performance digital environments built on local infrastructure and delivered by local talent.
Speaking, CEO and President, TeKnowledge, Aileen Allkins, said: “Organisations across Africa are increasingly looking to modernise their infrastructure while maintaining the performance, security, and compliance required to support growth.
Through our partnership with Equinix, we are combining world-class digital infrastructure with deep local expertise to help customers accelerate cloud adoption, strengthen resilience, and unlock new opportunities through AI and emerging technologies.”
Managing Director of Equinix West Africa, Wole Abu, expressed delight at partnering with TeKnowledge to bring together Equinix’s globally interconnected platform, spanning over 280 data centres and 10,000 customers worldwide.
E-Business
New NIMC Act Strengthens Data Protection, Privacy – Director

Uche Chigbo, coordinating director of Operations, National Identity Management Commission, (NIMC), has said the newly enacted NIMC Act strengthens data protection and privacy, expands identity coverage to include everyone in Nigeria and Nigerians in the diaspora, and provides the legal framework for a secure and trusted digital identity ecosystem.

She said the new law replaces the 2007 NIMC Act, which had become outdated due to rapid technological advancements, evolving cybersecurity threats, the growth of the digital economy, and the enactment of the Nigeria Data Protection Act.
According to her, the updated legislation better positions the Commission to deliver Nigeria’s digital identity agenda and improve access to government and private sector services.
“The Act itself has taken in a whole lot of things to make sure that NIMC is well-positioned to be able to deliver on the identity agenda and program of Nigeria. The area of universal coverage was expanded within the Act so that NIMC can enroll everybody that is within the soil of Nigeria—male, female, children, whether they are IDPs or orphans or whatever it is, and even Nigerians in diaspora.
“There is quite a lot within the Act that over the few days and weeks, even with my Director-General’s courtesy visit, we are trying to sensitize and educate the general public, and also bring awareness to this new Act so that people will know what are the rights that exist within it, what are the obligations, what are the stronger enforcement and penalties that has also been expanded within the Act, and then what are also the regulatory autonomy that has been given to NIMC to make sure that they drive the digital identity ecosystem in Nigeria,” she explained.
“There’s a lot of provisions and changes with the new Act. Um, the NIMC 2007 Act has been operating for close to 19 years now. So, we can see that, um, you can actually say it’s almost obsolete. And then with a lot of technological advancements in the world now, with the enactment of the Nigeria Data Protection Act, and then with also a lot of evolving security challenges, cybersecurity challenges, as well as the ever-growing digital economy, it became very necessary that a comprehensive review of the NIMC Act should be done.
So, that 2007 Act has been repealed and a new NIMC 2026 Act is in place,” she explained.
Chigbo clarified that the National Identification Number (NIN) is Nigeria’s unique identifier and the only valid means of identification for accessing government services.
She added that it enables secure identity verification and improves access to services.
“NIN has been designated as the unique identifier in Nigeria and then by the government of Nigeria establishing it as the only valid means of identification for assessing government services. So, NIN, it’s positioned to be a valuable tool for empowering citizens and legal residents to facilitate access to service delivery in Nigeria. And it’s also a tool for people to be able to prove their identity as they go about their daily businesses,” she said.
Speaking on identity harmonisation across government agencies, Chigbo said NIMC is integrating identity databases to enable Nigerians to access services seamlessly using the National Identification Number (NIN), while other agencies continue to issue functional identities for specific purposes.
“There’s a distinction between a foundational identity and a functional identity. NIMC provides the foundational identity, which answers the question, ‘Who are you?’ Are you a Nigerian or a legal resident? Who are you? That’s what NIMC is providing. All these other agencies that you have mentioned, they provide functional ID, which is an ID that relies on the foundational ID, where they have established who you are and then they are now trying to answer the question, ‘Are you now eligible to have these services? Are you now eligible to benefit from this transaction or scheme?’ So, those are two different distinctions.”
However, Chigbo said NIMC’s mandate is to harmonise and integrate identity systems across government, with the amended Act designating the Commission as the sole repository for biometric data.
“However, NIMC mandate is to make sure that we harmonize and integrate with all these agencies so that you’re one and the same person in any of the databases or registries that you have. The Act that has been expanded and amended also positions NIMC as the only repository for biometric data capture so that we can have effective identity management and coordination in Nigeria.
“So, that harmonization is already happening, the integration is already happening,” she stated.
She also disclosed that NIMC has introduced an online modification portal that allows Nigerians to begin the process of correcting or updating their personal information from the comfort of their homes or offices.
“But also, NIMC we have a modification portal that enables you to sit in the comfort of your home or office to be able to start the process of correction or updates of your data. We already have a self-service modification portal that allows you to make corrections,” she disclosed.
On the cost of obtaining a NIN, Chigbo clarified that enrolment and issuance of the National Identification Number are free.
She, however, noted that some other identity-related services attract approved fees, which are published on the NIMC website and paid electronically through the government Remita platform.
“Enrollment for the issuance of the National Identification Number, NIN, is free. There are other services, identity services that NIMC provide. Those ones have their charges, and those fees and charges are publicized on the NIMC website so that people can see what those charges are. And NIMC does not collect cash. Our transactions and the charges are paid electronically through the government Remita platform,” she said.
E-Business
IMF Keeps Nigeria’s Growth Forecast at 4.1%, Raises Alarm Over Food Inflation

International Monetary Fund (IMF) has retained Nigeria’s economic growth forecast at 4.1 per cent for 2026, while warning that rising prices of essential goods could worsen poverty and food insecurity in the country.

IMF
The IMF made the projection in its July 2026 World Economic Outlook (WEO) Update, released on Wednesday.
According to the report, Nigeria’s Gross Domestic Product (GDP) is projected to grow by 4.1 per cent in 2026 and improve to 4.3 per cent in 2027, with both forecasts unchanged from the Fund’s April outlook.
The IMF also maintained its growth projections for sub-Saharan Africa at 4.3 per cent in 2026 and 4.5 per cent in 2027.
The Fund said Nigeria’s economic outlook continued to benefit from improved macroeconomic stability and favourable terms of trade but cautioned that the rising cost of essential commodities remained a major concern.
“Nigeria is supported by improved macroeconomic stability and favourable terms-of-trade effects, though higher prices for essentials are expected to further aggravate poverty and food insecurity,” the report stated.
The IMF noted that economic performance across sub-Saharan Africa would remain uneven, reflecting differences in policy implementation, reform progress and countries’ exposure to external shocks.
It added that oil-importing and non-resource-intensive economies would likely face increased pressure from rising food and energy prices, while some larger economies continued to benefit from earlier macroeconomic reforms.
Globally, the IMF revised its 2026 growth forecast downward to 3.0 per cent from the 3.1 per cent projected in April but raised its 2027 forecast to 3.4 per cent.
According to the Fund, the downgrade for 2026 reflects the impact of the ongoing conflict in the Middle East, although stronger demand driven by advances in artificial intelligence and technology adoption has helped cushion some of the adverse effects.
Despite the resilience of the global economy, the IMF warned that risks remained tilted to the downside.
It identified renewed trade tensions, geopolitical conflicts and tighter global financial conditions as key threats to economic growth.
The Fund urged governments to rebuild fiscal buffers through credible fiscal consolidation, improved revenue mobilisation, stronger tax administration, efficient public spending and increased investment in infrastructure, skills development and targeted social protection programmes.
It also advised commodity-exporting countries to avoid excessive public spending during periods of high commodity prices.
“Economies benefiting from commodity windfalls and the upturn in the global technology cycle should avoid procyclical spending and save or redeploy gains within a credible medium-term fiscal framework anchored in debt sustainability,” the report stated.
The IMF further called on policymakers to accelerate structural reforms aimed at boosting productivity, strengthening labour markets, expanding digital and physical infrastructure, promoting predictable trade policies and enhancing international cooperation to support sustainable economic growth.
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