Telecom
Social Media Campaigns Influence Smartphone Purchasing Decisions

A new study by the Research and Intelligence Unit of the Omni-media group, RED | For Africa, indicates that about 43 percent of Nigerians with active social media accounts have been influenced to buy smartphones based on brand-focused online marketing campaigns.
The research was undertaken by RED | For Africa to analyze and give insight into the impact and effectiveness of social media marketing campaigns in influencing consumer choices and driving sales of phone devices in Nigeria.
Speaking on the study, Isime Esene, head of Research and Intelligence said, “People do not buy things by chance, and even for technology brands that provide both functional and social value, consumers need products that will not disappoint, fail, or crash when they are needed.
“As a rapidly growing sector in Nigeria, marketing technology devices and properties on social media is an important business activity for all major brands in the industry. But if it is to be done effectively, it is important to understand what exactly drives the choices and decisions for targeted consumers,” he added.
Mr. Esene explained that the research data is designed to help smartphone brands position themselves to understand their customers better, and also improve their bottom-line. More research reports are expected to be released, covering contemporary issues and topics in media and communication, church culture, politics, and governance.
The research report is built on an extensive survey conducted with 1,007 respondents between ages 18 – 60 years across Nigeria, and further supported by three focus group discussions to assess buying decisions and major interests of smartphone product consumers.
A sizeable number of the participants (83 percent) are resident in Lagos, with others covering Oyo, Kano, FCT Abuja, Enugu, and Osun state. Also, the age division between participants is 18-25 years (61.07 percent); 26-35 years (26.42 percent); 36–40 years (8.15 percent); 41-50 years (2.78 percent) and 51-60 years (2.68 percent).
Results from the research study indicate that:
1.While 78.57 percent of respondents between ages 26–35 years have been exposed to communication materials from social media mobile phone campaigns, more than half (60.38 percent) of respondents, say they have never been influenced to buy a phone by a social media campaign.
2.Likewise, only 42.3 percent of those aged 18–25 years have previously bought a mobile because they were convinced of its value by a social media campaign.
3.The top 3 priorities for those looking to buy a smartphone are Features & Specifications, Price, and Brand Reputation. Although the price consideration is high among those who earn less than N100,000 monthly.
4.About 52 percent of the respondents say they “probably would” be influenced to buy a phone due to a social media campaign, 13.7 percent say they “definitely would not”.
5.Social media campaigns appear to be effective for increasing awareness, but cannot be fully dependable in driving action for those who want to buy phones. This assertion was further supported by brand managers in surveyed phone wholesale stores.
6.To drive action, messaging for phone campaigns on social media should focus more on the phone features and price indication, depending on the target customers and selected platforms (Facebook, Instagram, Twitter, and others).
Telecom
Lebara Launches Agent Registration Portal

Lebara Nigeria has launched the Agent Registration Portal (ARP), a new digital onboarding platform designed to accelerate the expansion of its retail and point-of-sale (POS) network nationwide.

Through the Agent Registration Portal, Lebara aims to create awareness, build trust and credibility within the retail channel, create opportunities for Nigerians to register and become Lebara partners, and position the brand as a modern, digitally driven, and opportunity – focused telecom operator.
With the introduction of the Agent Registration Portal, alongside its earlier customer-focused digital tools, Lebara Nigeria is designed to empower SMEs, independent distributors, SIM sellers, and retailers nationwide by removing traditional barriers to entry and enabling compliant, digital-first onboarding at scale.
Also, positioning itself as a digitally driven telecom entrant, focused on speed, compliance, and nationwide reach as it prepares for full-scale operations across the country.
The rollout comes as part of a national onboarding campaign running from January to March, 2026, targeting both low-scale retail agents and high-scale distributors.
Through the portal, Lebara aims to rapidly grow its digital and physical presence across Nigeria while ensuring all partners meet required compliance and verification standards
The Agent Registration Portal is accessible via the Lebara Nigeria website and allows prospective agents and distributors to complete the entire onboarding process online.
Once approved, partner locations are activated as Lebara POS outlets, trained and authorized to sell Lebara starter packs, data bundles, vouchers and other Lebara Nigeria products and services.
The launch builds on Lebara Nigeria’s earlier digital initiatives ahead of its full market entry.
Prior to the Agent Registration Portal rollout, the company introduced a Number Registration Portal, enabling prospective customers to select and reserve preferred phone numbers before the network goes live.
The service allows users to secure personalised numbers such as memorable dates, culturally significant digits, or easy-to-recall patterns through a simple online process, giving customers early control over their mobile identity.
The Agent Registration Portal onboarding process follows a structured flow from account creation and document upload to compliance checks, verification, approval, and activation. Applicants are required to submit details such as National Identification Number (NIN), valid government-issued ID, Tax Identification Number (TIN), and address information. Where all documentation is complete, onboarding can be completed within 30 minutes, after which applicants receive email confirmation and next steps.
Commenting on the launch, Mary O. Akin-Adesokan, Chief Operating Officer of Lebara Nigeria, said the portal is central to the company’s operational and growth strategy in the country.
“The Agent Registration Portal is a key part of our strategy to scale Lebara’s retail presence nationwide. It allows us to onboard partners faster, ensure full compliance, and provide both small retailers and large distributors with a transparent and reliable way to do business with Lebara.
“Together with our earlier Number Reservation Portal, it demonstrates our commitment to using digital innovation to simplify access, empower partners, and enhance the overall telecom experience,” she said.
Telecom
MTN CEO Toriola Hails Nigeria’s Telecom Transformation at MIPAD

MTN Nigeria CEO Karl Toriola has declared that the era of outsiders telling Africa’s story is over, positioning the continent as a global powerhouse of authors, architects, and innovators.

MTN Nigeria
Toriola made the remarks while accepting the ‘CEO of the Year’ award at the 2025 Most Influential People of African Descent (MIPAD) Recognition Ceremony in Lagos.
“For decades, stories about Africa were told about us, but rarely by us,” he said, rejecting outdated narratives of conflict and need. “We are no longer the subjects of the story; we are the authors. Africa’s time is now.”
He spotlighted African talent now leading global organisations, alongside Afrobeats and art reshaping world culture, drawing the Diaspora home with investments, not just emotions.
Toriola anchored his vision in MTN Nigeria’s journey, recalling a time when Nigeria’s 120 million people shared fewer than 500,000 telephone lines. “When MTN entered in 2001, analysts said Nigerians were too poor for mobile phones. They were wrong. They underestimated the Nigerian spirit,” he said.
From that first call in May 2001, MTN has connected over 84 million subscribers, building Nigeria’s “digital nervous system.”
He described Nigeria as uniquely investable due to its resilience and scalability, dedicating the award to MTN’s “real heroes”—engineers scaling masts and frontline customer service staff.
As MTN marks 25 years in 2026, Toriola pledged: “We are going nowhere. We are rooted in the soil of Nigeria and Africa.” He urged global elites to become the continent’s “Most Impactful Builders.”
Telecom
Study Shows Blocks in Telegram are Pushing the Underground Out

Modern messengers, such as WhatsApp, Telegram, Signal and others, are often used for illicit purposes. Kaspersky Digital Footprint Intelligence has conducted an in-depth monitoring of over 800 blocked cybercriminal Telegram channels between 2021 and 2024.

While a range of illegal activities continues to be hosted on the platform, its environment has become noticeably more challenging for sustained underground operations.
Telegram’s bot framework and other built-in features make for a low-effort ecosystem for the underworld.
A single bot can simultaneously manage queries, process cryptocurrency payments, and instantly deliver stolen bank cards, info-stealer logs, phishing kits, or DDoS attacks to hundreds of buyers per day, often without operator involvement.
Unlimited, non-expiring file storage eliminates the need for external hosting when distributing multi-gigabyte database dumps or stolen corporate documents. This frictionless automation naturally favours high-volume, low-price, low-skill offerings, such as leaked bank cards or other data, hosting malware, etc.
High-value, trust-dependent deals (for instance, zero-day vulnerability information) still remain on reputation-gated dark-web forums.
Kaspersky researchers found two clear trends related to illegal activities on Telegram. The average lifespan of shadow channels has increased, with the proportion of channels surviving over nine months more than tripling in 2023-2024 compared to 2021–2022. At the same time, Telegram’s blocking activity has risen significantly.
Monthly takedown figures recorded since October 2024 – even at their lowest – are comparable to the peak levels seen throughout 2023, and the overall pace continued to accelerate in 2025. This impedes malicious activities.
Other disadvantages of Telegram for cybercriminals include the lack of default end-to-end (E2E) encryption for chats, the inability to use their own servers for communication (due to the messenger’s centralised infrastructure), and closed server-side code, which makes it impossible to verify its functionality.
As a result, several established underground communities, including the nearly 9,000-member BFRepo group and the Angel Drainer malware-as-a-service operation, have already begun shifting primary activity to other platforms or proprietary messengers, citing repeated disruptions of their activities on Telegram.
“Fraudsters find Telegram a convenient tool for many malicious activities, but the risk-reward balance is clearly shifting. Channels are managing to stay online longer than a couple of years ago, yet the dramatically higher volume of blocks means operators can no longer count on long-term stability.
“When a storefront or service disappears overnight – and sometimes reappears only to be removed again weeks later – building a reliable business becomes much harder. We’re starting to see the early stages of migration as a direct consequence,” comments Vladislav Belousov, Digital Footprint Analyst at Kaspersky.
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