General News
SMS and CSC Effective Mobile Marketing Tools
Technology continues to improve the way mankind does business in the 21st century and one of the best tools that have enhanced our living standards is mobile device which continues to astound even the innovators to push beyond limits
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Before the turn of the century, analogue fixed wired telephone ruled but all that seem gone with the advent of digital mobile phone. Now, other mobile devices like the android, iPhone and tablet makes the famed George Orwells’ 1984 stone age.
The prediction earlier this year according to the Cisco’s ‘visual networking index’ on global mobile data traffic forecast is that the number of connected mobile devices will exceed total human population.
Over the past two years, connected global mobile data continue to double in growth. In 2011 for example, the traffic grew above Cisco’s prediction of 131 per cent – it grew at 133 per cent. “In 2011, mobile data traffic was 8 times the size of the entire global Internet in 2000 (597 petabytes vs. 75 petabytes).”
By 2016, we are told there will be about 1.4 mobile devices per capita, with over 10 billion connected mobile devices worldwide. The world population is projected to reach 7.3 billion by that year.
“By 2012, over 100 million smartphone users will be using over 1 gigabytes-per-month of data. And by 2016, the monthly global smartphone data traffic will pass 10 exabytes-per-months, with the average smartphone generating 2.6 gigabytes-per-month, a 17-fold increase from 2011’s average.”
Businesses find these figures quite attractive bate to invest in new line of operation. In North America, where connectivity is significantly high compared to emerging markets as in Africa, companies and organization now find the mobile platform as medium to reach out to potential and existing clients.
“Specifically, SMS is the most effective channel for marketers because of its simplicity, adoption (or) familiarity, and unbiased reach.
Virtually all phones are SMS capable, which means the channel can reach five billion subscribers worldwide.
The International Association for the Wireless Telecommunications Industry (CTIA) reported U.S. annualized yearly text messaging at 2.12 trillion in June 2011, indicating a huge opportunity for marketers.
And, according to Nielsen Mobile, the average consumer sends 600 messages per month compared to using less than 200 voice minutes,” according to a neustar report recently released.
Interestingly, unlike in Africa where the majority of the populations rely on mobile phones to transact businesses and engage in other forms of social-activities, only about 31.6 per cent of the American households are wireless-only (suggesting that they rely solely on their mobile phones as opposed to fixed-landlines).
In over 95 per cent of post-paid mobile contracts, text messages is built into the contract with about 90 per cent of SMS opened and read, this contrast sharply to less than 40 per cent of all email solicitations.
In essence, text message or SMS with its universal accessibility and usage, combined with the ability to provide information in real-time and creates opportunities is making it increasingly more attractive medium of communication than the email options.
More and more companies in the most advanced economies are relying on a ‘common shot code’ mobile marketing platform to “deliver personal, immediate and actionable contents to a target audience.”
“A Common Short Code (CSC) is a 5 or 6 digit carrier-approved number that mobile phone subscribers use to send SMS messages in order to receive information, promotions, alerts and branded content directly to their device.”
Radio stations operating in the frequency modulation (FM), band in Nigeria find the CSC attractive to interact with their target audience – this is affected through a binding contract between the station(s) and a mobile operator, with revenue sharing formula built into the contract. The CSC gateway proves a mutual benefit to both consumers and brands in establishing a two-way communication channel.
“The CSC gateway enables wireless subscribers to access mobile applications and participate in voting and polling, customer feedback, database enrollment, news and offer alerts, contests, surveys, chat, games, direct marketing and mobile commerce. Short code campaigns are rapidly growing in popularity because of their inherent simplicity, ubiquitous outreach, societal trendiness, and perpetual accessibility,” said neustar.
Radio listeners turn to SMS and the CSC platforms to reach their preferred stations during social protests to vent their frustrations over the airwaves. This is even more attractive because of the low broadband penetration in Nigeria and the lack of access to Internet facility to send email or interact on social media platforms. Its cost effectiveness is also an added attraction that pulls listeners to use this medium.
Increasingly, as in the most advanced economies, more businesses would find this medium more profitable to reach their customers for a more cheaper, faster and sure advertising platform.
The result of a recent survey by U.S based firm showed that CSC campaign generated 325 percent more entries than the Web-based call-to-action. While it only ran in 25 percent of the adverts, the short code campaign generated to 52 percent of the total entries. The results demonstrate how short code campaigns make it easy for the consumer to respond to the calls to action while it is still top of mind.
A new MasterCard report has predicted that Africa’s AI economy will more than triple in five years, reaching $16.5 billion by 2030 from $4.5 billion in 2025.
The whitepaper by the global payments technology company, with a presence in over 50 African countries, identifies responsible adoption, stronger data infrastructure, and aggressive skills development as the three pillars that will determine who benefits.
Mark Elliott, division president for Africa at MasterCard, emphasised that Africa stands at an inflection point, where smart technologies have the potential to make a real difference in people’s lives.
He likened AI’s potential to the continent’s leap into mobile money, which bypassed traditional banking infrastructure and brought millions into the financial system.
“Digital innovation, particularly AI, can drive real change on the ground by empowering communities and building a future where everyone participates in the new economy,” Elliott said.
The in-depth study flags several African frontrunners in AI adoption. South Africa tops the list, blending advanced infrastructure with strong research capabilities. It points out that Kenya is making strides with practical AI solutions, from credit scoring to healthcare services in local languages.
Nigeria’s vibrant start-up scene also gets a strong mention for attracting significant venture capital, while Morocco’s strong push in healthcare, agriculture, and energy, underpinned by bold national digital strategies, is another key driver.
Elliott stressed that success depends on powering electricity access, digitisation, and ensuring AI is fuelled by diverse, high-quality local data.
He added that inclusive transformation needs everyone involved, from small businesses to large corporations, policymakers, and communities. “The only good AI is responsible AI,” said Elliot.
Greg Ulrich, MasterCard’s chief AI and data officer, said Africa’s relationship with technology is one of active innovation, pointing to mobile payments as a homegrown success.
“AI is accelerating this transformation, reshaping how people live, work, and connect,” he said. Ulrich described MasterCard’s fraud detection systems, trained in cities like Lagos, Nairobi, and Johannesburg, as proof that global expertise and local talent can combine to deliver secure, real-time services.
He also cautioned that with scale comes responsibility. “Trust is earned, one transaction at a time,” Ulrich said.
He believes that with one of the world’s youngest populations, Africa’s next challenge is turning strategy into delivery, building infrastructure, nurturing talent, and ensuring AI lifts all communities.
The fellows of MTN Media Innovation Programme (MIP) Cohort 4 recently embarked on an immersive tour of Huawei’s Innovation Center, Cloud Service Centre, and Network Support Centre in Lagos, as part of their ongoing industry exposure sessions.
L-R: Isaac Ogugua-Ezechukwu, Programs Administrator, Professional Education, School of Media and Communications, Pan-Atlantic University; Blessings Mosugu, Vice President, MTN Media Innovation Programme Cohort 4; Gavin Geng Xiaoyan, Director of Solution Sales\Chief Technical Officer, Huawei; Vanessa Ukamaka Richard, Secretary, MTN MIP Cohort 4 and Dr Chike Mgbeadichie, Programs Director, Professional Education, School of Media and Communications, Pan-Atlantic University, during the July session of the MTN Media Innovation Program held at the Huawei office in Victoria Island, recently.
At the Huawei Innovation Center, the fellows were introduced to a wide array of next-generation technologies. Demonstrations covered Huawei’s smart city solutions, advanced power technologies, cloud systems, and upgraded router and antenna designs. These solutions represent the core of Huawei’s contributions as a strategic partner in MTN’s journey from a connectivity provider to a digital enabler.
One of the highlights of the tour was a live demo of an AI-powered video generator, which transformed selfies into high-definition 30-second avatar-based videos. The videos, created and delivered within seconds via Bluetooth, showcased the real-time capabilities of 5G.
Speaking on how 5G is transforming digital lifestyle globally, the Deputy Managing Director, Marketing and Solutions at Huawei Nigeria, Gavin Geng, noted that “Huawei’s goal is to bridge the gap between global innovation and local demand by tailoring technology to meet Nigeria’s specific challenges. From delivering Nigeria’s first digital village alongside our partners, to launching Nigeria’s first local cloud service, we are committed to working with our customers to build infrastructure that serve both urban and underserved communities.”
He emphasised Huawei’s commitment to security and cutting-edge innovation, adding that “as an employee-owned company adhering to strict global security standards, we ensure that customers’ data and connectivity remain secure while they benefit from next-gen solutions such as 5G, AI, smart city technologies.”
The session underscored MTN’s readiness to meet the increasing demands of Nigeria’s data-driven population and support the country’s digital transformation goals.
Afterwards, the fellows received certificates to commemorate the visit and proceeded to the Huawei Service Centre. Spanning 4,000 square metres, the facility supports operations in telecoms, finance, transportation, power, and public service.
With a dedicated DevOps team, the centre customises its monitoring systems for different clients. It is ISO27001 certified, and all employees hold security certifications, reflecting its emphasis on data protection and operational excellence.
To wrap up the day, the MIP cohort was hosted to a dinner attended by MTN’s Chief Services and Sustainability Officer, Tobechukwu Okigbo. He encouraged the delegates to maximise the opportunity the programme offers and shared personal insights during an experience-sharing moment.
The National Identity Management Commission (NIMC) has given its Diaspora Front-End Partners (FEPs) 48 hours to obtain and activate their National Identification Number (NIN) enrolment licences on its newly upgraded diaspora enrolment platform.
The commission said the deadline followed the successful completion of a major upgrade aimed at improving the security, efficiency and reliability of NIN registration for Nigerians living abroad.
According to NIMC, the upgraded platform will offer a more seamless and robust service to diaspora applicants, ensuring faster processing and better data protection. To prepare for the transition, all FEPs have been onboarded onto the new system and taken through intensive training to equip them with the knowledge needed for effective management of the platform.
Once compliant partners activate their licences, Nigerians abroad will be able to access NIN enrolment services through them without disruption.
“The Commission apologises for any inconvenience the upgrade process might have caused and has set up a dedicated service team to resolve all issues related to diaspora enrolment,” NIMC said in a statement signed by Dr. Kayode Adegoke, its head of corporate communications.
Diaspora applicants experiencing difficulties have been advised to contact the commission for prompt assistance.
While the new system rolls out overseas, NIN enrolment continues across all centres in Nigeria, with applicants able to locate their nearest centres on the NIMC website. Nigerians at home or abroad can also modify their NIN data via the online self-service portal.
NIMC further encouraged NIN holders to download the NIMC NINAuth App on iOS or Google Play to instantly verify their NIN, control who can access their information, and enjoy secure authentication services.
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