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Telcos Must Embrace Data-driven Strategies to Enhance Customer Experience

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By Mirza Bukva, Head of Telecom Partnerships Africa at Infobip

Customer experience (CX) plays a crucial role in determining success in today’s interconnected world of modern telecommunications. As consumers increasingly demand seamless connectivity and personalised service, innovative CX solutions must become a top priority for telecom companies looking to stand out in a highly competitive market. Previously, pricing and network quality were the primary factors for customer retention, but now CX has emerged as equally important.

Adopting a new approach to managing telco CX requires embracing a comprehensive platform equipped with tools to streamline interactions, anticipate needs, and deliver personalised experiences. Fundamentally, data-driven analysis plays a crucial role in improving customer satisfaction, and an enhanced CX ultimately aids in customer retention. When organisations effectively leverage this valuable source of insight, they gain a significant competitive advantage.

However, despite having abundant data, most telecom operators are not exploiting the full potential of analytics and insight-driven personalisation. This oversight prevents them from achieving a true competitive advantage and maximising revenue growth.

Customer expectations can be met by plugging advanced data analytics into every stage of the CX journey, and given the complexity of telecom data, ensuring accuracy and consistency across various systems is imperative.

The incorporation of Artificial Intelligence (AI) and Machine Learning (ML) into data analysis is becoming increasingly crucial for telecom companies. AI’s ability to analyse large datasets and recognise patterns will provide telecom companies with a potent tool for predictive analysis and decision-making. For example, AI can analyse customer behaviour and service preferences to anticipate future service demand, enabling proactive adjustments and personalised offerings.

More telecoms are recognising the need to maximise value and personalise interactions in Customer Value Management (CVM), and not just in the support arena. They are increasingly incorporating preferred customer channels that enable rich communication, alongside marketing engagement solutions supported by a customer data platform.

Additionally, the operational advantages are significant, as AI-driven insights lead to better resource allocation, reduced operational expenses and enhanced strategic planning. By leveraging these technologies, telecoms can not only improve their service delivery but also streamline their operations, resulting in greater overall efficiency and cost-effectiveness.

Personalised customer experience

By adopting omnichannel strategies, telcos can offer personalised customer experiences across various channels and devices. This includes traditional touchpoints like SMS, voice and email, as well as popular messaging apps such as WhatsApp, Facebook Messenger, Viber, and Telegram.

More critically, an omnichannel solution provides failover options and seamless transfer to support agents, while also enabling telcos to use customer data to contact them at the right time on the right channel and with the right message.

Market trends suggest that subscribers are increasingly moving away from an app-only approach. Instead, they want to communicate with brands using their preferred methods, so businesses must ensure they are where their customers are.

Furthermore, the adoption of emerging technologies such as 5G, the Internet of Things (IoT) and edge computing will redefine possibilities, opening new paths for growth and transformation. As we step into this new era, the shift of telcos from purely offering traditional communication services to becoming technology leaders highlight the industry’s resilience and capacity for reinvention.

The future of telecommunications goes beyond connectivity to pioneering the digital frontier, offering unparalleled opportunities for innovation, engagement and growth. By embracing these trends, telcos can unlock new revenue streams, enhance customer relationships, and place themselves at the centre of the digital economy.

Promising future

As AI technologies and tools become increasingly prevalent in the telecom industry, the future looks promising, offering numerous opportunities for forward-thinking telco leaders. With the advent of the 5G network standard and the upcoming 6G, AI is set to continue transforming telecom operations, processes and services.

Telcos must adapt to new technologies, address the current lack of automation and meet evolving customer needs. For instance, AI-powered chatbots and virtual assistants can enable telecom operators to provide high-quality customer service easily, reliably and conveniently.

Utilising these bots allows telcos to offer personalised support, 24/7 assistance and prompt responses to customer queries, leading to enhanced customer engagement and satisfaction, reduced waiting times and efficient service delivery. Additionally, these bots can act as strong sales agents, identifying customer needs, recommending products and services, and facilitating purchases, thus driving revenue growth. To maximise these benefits, telcos should partner with a global engagement leader with unique industry expertise and reliable business guarantees.

By leveraging advanced analytics, AI, and ML, telcos can enhance CX, streamline operations, and unlock new revenue streams. As the industry continues to evolve with the advent of technologies like 5G and IoT, telecom operators must prioritise personalised, omnichannel customer interactions to stay competitive. Embracing these innovations not only positions telcos as technology leaders but also ensures they meet the ever-evolving demands of their customers, paving the way for sustained growth and transformation in the digital era.


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Ugo Onwuaso is an ICT enthusiast. He believes technology should be used for general good. He holds a Master of Public Administration (MPA) degree from the Lagos state University. Dear Reader, Your support matters. But we believe that technology makes life more exciting and helps improve the lives of people around Nigeria and indeed the world. That is why, we have devoted our energy to independent reportage of technology and finance and how they affect lives. Our incisive and analytical view of how technology news affects the daily life help individuals and organizations make up their minds. Quality journalism costs money. Today, we're asking that you support us to do more. Kindly support our effort to deliver technology and finance journalism to everyone in the world. Donate as little as N1,000. Bank transfers can be made to: UBA Plc 1017156876 Communication Week Media Ltd

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Madonna University Taps Tech Guru Adote for Strategic Board Role

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Technology strategist Rock Adote has been appointed to the Board of Trustees of Madonna University Nigeria, a move expected to strengthen the institution’s push toward digital governance and modern technological systems in higher education.

L-r: Professor Martin Osita Anagboso, deputy vice chancellor, Madaonna University in a handshake with Rock Adote, newly appointed member of the Board of Trustees of the University

Madonna University

Adote, who has built a reputation in cybersecurity, enterprise identity management and digital transformation, brings over a decade of experience in designing secure digital infrastructure and managing identity systems for organizations.

Stakeholders believe his expertise will support the university’s efforts to strengthen data security and modernize its academic and administrative digital frameworks.

The appointment reflects the university’s growing commitment to technology-driven leadership as institutions increasingly rely on digital systems for academic operations, data management and research collaboration.

Universities today manage large volumes of sensitive digital information, including student records, research data and staff credentials, making strong cybersecurity and identity management frameworks essential.

As a member of the Board of Trustees, Adote will participate in providing institutional oversight and guiding strategic policy direction for the university.

The board is responsible for safeguarding academic standards while steering long-term development initiatives and ensuring the institution remains responsive to evolving global trends in education and technology.

Industry observers say Adote’s background in enterprise digital systems positions him to contribute significantly to the university’s digital transformation agenda, particularly in strengthening technological resilience and governance frameworks across its operations.

Other newly appointed members of the board include Sir Nwagwu Aloysius Emeka, Chief Arthur Obi Okafor (SAN), Professor Anagboso Martin Osita, Mrs. Ike Angela Unaoaku, Barrister Augustine Nenwa Obo and Rev. Fr. Stephen Ifeanyichukwu Nwatah.

Speaking on the appointment, Adote expressed appreciation for the opportunity to serve, emphasizing the importance of aligning higher education institutions with emerging technological realities.
According to him,

“Digital transformation will play a crucial role in shaping the future of academic administration, research and learning environments”.

Analysts note that the inclusion of technology leaders in university governance structures signals a growing recognition that digital transformation is becoming central to the competitiveness and sustainability of modern higher education institutions.

With Adote’s appointment, Madonna University is expected to further strengthen its technology strategy and position itself as a forward-looking institution within Nigeria’s higher education landscape.


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Healthcare Under Attack: Why Cybersecurity is Now Critical Care

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By: Kerissa Varma, Microsoft Chief Security Advisor, Africa

Africa’s healthcare sector is facing a silent emergency. Many healthcare operators, facilities and doctors across Africa already grapple with the challenges of under-resourced environments, an uneven distribution of resources and massive demand for services.

Healthcare Under Attack: Why Cybersecurity is Now Critical Care

Kerissa Varma, Microsoft Chief Security Advisor, Africa

Now healthcare administrators must turn their attention to a relatively new and extremely urgent concern. While doctors fight to save lives, cybercriminals are infiltrating hospitals, laboratories, and clinics, turning life-saving environments into digital battlegrounds.

A growing epidemic

World Health Organisation director-general Tedros Adhanom Ghebreyesus noted that the digital transformation of healthcare, combined with the high value of health data, has made the sector a prime target for cybercriminals, commenting that “At best, these attacks cause disruption and financial loss. At worst, they undermine trust in the health systems on which people depend, and even cause patient harm and death.”

Recent attacks have exposed the fragility of Africa’s medical infrastructure. In May 2025, Mediclinic Southern Africa was hit by a cyber extortion attack, compromising sensitive HR data. Later in 2025, Lancet Laboratories faced a regulatory penalty for failing to notify patients about data breaches under South Africa’s POPIA law, while a ransomware strike on the National Health Laboratory Service disrupted blood test processing nationwide, delaying critical care for millions.

M-Tiba, a Kenyan digital health platform managed by CarePay and backed by Safaricom, suffered a significant cyberattack and data breach in late 2025, while earlier this year Pharmacie.ma, a Moroccan pharmaceutical platform, was reportedly the target of an alleged data leak incident that allegedly involved the unauthorised export of a customer database. And recent research indicates that Nigeria’s private healthcare sector is now one of the most targeted on the African continent, with attacks increasing at an alarming rate.

Many incidents also go unreported, as hospitals and healthcare facilities rarely disclose them publicly, yet these incidents are not isolated, with ransomware dominating the threat landscape. Africa’s healthcare sector is heavily targeted by cybercriminals, with healthcare organisations facing an average of 3,575 weekly attacks in 2025, a 38% surge from the previous year, with encryption of patient data, temporary loss of access to hospital systems and the risk of data appearing on the dark web cited as potential impacts.

Why healthcare is a prime target

The healthcare industry in Africa, particularly in the public sector, is working with legacy systems, fragmented infrastructure, and underfunded IT teams, all of which combine to make the sector an easy target for unscrupulous bad actors.

Many medical institutions are adopting open-source AI tools for diagnostics and patient management. While cost-effective, these platforms often lack enterprise-grade security, leaving sensitive data exposed. Combined with fragmented storage of paper and electronic patient records – often unencrypted and scattered across multiple systems – the risk of breaches multiplies.

Hospitals and healthcare facilities cannot afford downtime. Every minute offline risks lives, making them more likely to pay ransoms in an attempt to regain control of their systems. Cyber insurers  indicate that in 2 of 5 cases of a ransom being paid, data and operations still cannot be recovered. Additionally, in instances where some or all of the seized data is recovered after paying a ransom, the attacker goes on to request further payments.

Medical records are also a premium target for cybercriminals. In the USA, researchers found that patient records, insurance details, and research data fetch premium prices on the dark web – up to 10 times higher than financial data, according to cybersecurity analysts. A single stolen medical record can sell for $260–$310, compared to $30–$50 for a credit card, because unlike credit cards, medical records never expire and medical information cannot be easily changed, making it useful for years. Medical records frequently include personal identifiers, insurance details, and sometimes biometric data, enabling identity theft and fraud, while criminals use medical data for fake insurance claims, prescription fraud, and targeted scams. Microsoft believes cybersecurity needs to be embedded into every technology implementation. This should be a key priority, especially with sensitive medical data and operations.

How healthcare can use modern technology safely

As Africa’s healthcare systems digitise and embrace AI, protecting the digital lifeline must become as critical as protecting the physical one. Key steps can secure healthcare organisations and facilities like laboratories and diagnostic services’ systems.

Include cybersecurity in your resilience planning

Medical professionals and healthcare facilities often prioritise the resilience of physical capabilities. Power backups, multiple devices should equipment fail, and a standby roster in the event of a practitioner being unavailable are all practices that save lives. Equally cybersecurity and safeguarding online systems needs to be built into the overall resilience planning of medical facilities and services.

Investing in cybersecurity technology that can quickly identify and contain attacker activity before it leads to system downtime or data theft can save lives. Having a response plan that is practiced and maintained in the event of a cyber breach and ensuring strong data backups could mean the difference between a total failure of health services or a minor incident. Ensuring incident response plans are aligned with local compliance laws such as South Africa’s POPIA, and Kenya and Nigeria’s Data Protection Acts is critical for healthcare providers to meet both their resilience and compliance objectives.

Prepare for AI-driven attacks that are going to increase attacker speed and success

Threat actors are increasingly exploiting the interconnectedness of modern software ecosystems and operational structures to conduct malicious activity, so regular auditing of third-party integrations, especially those involving AI or cloud services, is critical.

Adversaries are using AI to scale and tailor operations, with AI-driven phishing being 4.5x more effective than traditional phishing. However, in equal measure, AI is transforming cyber defence – it automates response and containment, detects threats faster and more accurately, and identifies detection gaps and adapts to attacker behaviour. Healthcare organisations should invest in AI-driven threat detection for faster response and anomaly detection and must also take steps to secure AI models and data pipelines by implementing robust access controls, vulnerability scanning, and regular patching for open-source tools.

Remote and wider access to patient records requires strong identity practices

As both patients and medical professionals start accessing patient records digitally, strong means of identification, verification and authentication are critical. The Microsoft Digital Defense Report 2025 notes that the abuse of valid accounts is a frequent occurrence, with malicious actors gaining access to user credentials (usernames and passwords) and using them to infiltrate systems without triggering traditional security alerts. Therefore, organisations must deploy phishing-resistant multifactor authentication (MFA) and conditional access to strengthen user defences.

Invest in people and skills

People are at the heart of robust cybersecurity measures, so it is vital to train staff against common tactics such as phishing, which is the most common entry point for attackers, and apply role-based access controls for both clinical and research data to prevent privilege misuse.

Cybersecurity is no longer an IT issue – it’s a patient safety issue. Healthcare services and providers must treat digital resilience with the same urgency as infection control. By investing in comprehensive cybersecurity strategies and leveraging AI-powered defences, Africa’s healthcare sector can position itself as a crucial front line against emerging threats and help build stronger, more resilient digital ecosystems.


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South Africa’s Nomzamo Mbatha Appears on Glo-Sponsored African Voices

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Globally recognized South African actress Nomzamo Mbatha will feature on this week’s edition of African Voices Changemakers, the 30 minute show on Cable News Network International (CNN).

In this episode of the Glo-sponsored programme, Mbatha sits down with CNN’s Larry Madowo for an exclusive conversation while filming the final season of the hit television series Shaka iLembe. The interview was recorded at the historic Cradle of Humankind outside Johannesburg, where she reflects on her career and the legacy she hopes to build beyond the screen.

As her international profile continues to rise, Mbatha has appeared in two Hollywood productions and was named to the prestigious TIME100 Next list in 2025, which celebrates emerging global leaders shaping the future. She is also making strides in the beauty industry as the first South African woman to secure endorsement deals with global skincare brand Neutrogena and haircare brand Cream of Nature.

Mbatha also shares the cultural importance of Shaka iLembe, her journey from South Africa to the global stage, and why giving back remains central to the enduring contribution she aims to leave behind.

The programme will air on Saturday at 8.30 a.m., with additional broadcasts at 12.00 p.m. the same day; Sunday at 4.30 a.m. and 6.00 p.m.; Monday at 3.00 a.m. and 5.45 p.m.; and Tuesday at 5.45 p.m. It will also air again on Saturday, March 14 at 7.30 a.m. and 11.00 a.m.; Sunday, March 15 at 3.30 a.m. and 6.00 a.m.; and Monday, March 16 at 3.00 a.m.

 


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