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The Need for Operators to Tap into Expanding Mobile Advertising Segment

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Outside providing subscribers access to internet as well as rolling out enterprise solutions for corporate customers, mobile network operators are also provided with the opportunity of maximizing the use of their technology through mobile advertisement.

Mobile network operators in Nigeria today have the required technology to deliver short message service, video and picture messages.

One then wonders why they are not exploring mobile advertising option to enhance their revenue base which invariable could help in driving down voice call tariff.

Mobile Marketing refer to one of the two categories of marketing refer to one of marketing, first and relatively new, it meant to describe marketing on or with a mobile device, such as a mobile phone.

According to a new research report from the analyst firm Berg Insight, the total value of the global real-time mobile location-based advertising and marketing (LBA) market will grow from EUR 192 million in 2011 at a compound annual growth rate (CAGR) of 91 percent to EUR 4.9 billion in 2016.

This will then correspond to 28.3 percent of all mobile advertising and marketing.

This means that location-based advertising and marketing will represent more than 4 percent of digital advertising, or 1 percent of the total global ad spend for all media.
The report predicts a rapid uptake of location-targeting among mobile advertisers after having remained on an experimental stage for several years.

“The growing attach rates of location technologies in handsets and the increasing consumer acceptance of location-based services in general are the main game changers”, said Rickard Andersson, Telecom Analyst, Berg Insight.

Targeting by location in combination with other contextual and behavioural segmentation greatly enhances the relevance of mobile advertising.

“Major brands are progressively embracing location-based advertising across the range of mobile formats, and LBA also opens up the mobile channel for new advertisers such as local merchants”, said Mr. Andersson.

He added that SMS, mobile search and coupons have emerged as important high-volume LBA formats.

The LBA value chain is still forming and there are a large number of players involved in the ecosystem.

Since the value chain is fragmented and the industry has not yet reached maturity, many different roles are involved.

 Major digital and telecom players such as Google, Apple and Nokia are competing to gain market shares in the space alongside mobile operators, LBS players, location-aware apps and media, mobile coupon providers, mobile search companies and proximity marketing providers.

There is further a range of specialised LBA actors, including Placecast, xAd and Xtify. The traditional mobile advertising providers have also intensified their focus on location targeting, in some cases even through acquisitions.

Further consolidation is expected as small players with innovative advertising solutions are absorbed by larger players in the industry.

Location-based services (LBS) are offered by some cell phone networks as a way to send custom advertising and other information to cell-phone subscribers based on their current location.

 The cell-phone service provider gets the location from a GPS chip built into the phone or using radiolocation and trilateration based on the signal-strength of the closest cell-phone towers (for phones without GPS features).

Ugo Okoye, managing director of Iconcepts Limited, said that introduction of proximity marketing into the mobile marketing industry will no doubt make a big difference in the way brands reach their consumers with tailor-made messages that suit their purpose.

According to Okoye, ‘for the first time, brands using proximity marketing technology can ensure that they reach their target audience at a time and place that put their messages in a direct and relevant context to the consumer’s current activity.

“The ability to communicate with consumers bases on their presence in a fixed time and place is one of the great features of proximity advertising technique as it makes it possible to access people at various points with tailor-made offers precisely to suit them,” he said.

 Advertisement through mobile phones offers operators another avenue of revenue source to complement that of voice and data service. In this time of drop in revenue from voice service as a result of harsh economic condition, operators need to create awareness on the use to be able to maximize the benefit.

Nigeria CommunicationsWeek gathering that Nigeria marketing communications is worth over $4 billion. Nigeria Marketing Association, Apcon said that the sector became vibrant with the liberalization of the telecommunications sector which witnessed a boost as a result of operators’ use of the medium to reach their subscribers in one promotion or the other.   

The association which is presently using television viewer ship mostly in their advertising campaigns is considering mobile marketing because television viewer ship is declining at a fast rate for some reasons, such as influx of cheap Chinese pirated movies, electricity failures, absence of prime time TV shows and absence of national Television stations.

Radio, the association said, has its own challenges too and outdoor is location specific.
According to a report by Apcon, mobile is the only medium with anywhere and anytime advantage with possibilities to accommodate all array of features like video, Multimedia Messaging Service, pictures, Short Message Service, internet and among others.

Mobile is a more powerful personal medium than any other, and it is time that Nigeria Brands exploited the opportunity.

Possible Channels
Marketing on a mobile phone has become increasingly popular ever since the rise of SMS (Short Message Service) in the early 2000s in Europe and some parts of Asia, when businesses started to collect mobile phone numbers and send off wanted or unwanted content.

Marketing communications companies in Nigeria lately are using SMS to send advertising content to mobile subscribers.

It has become a common experience for one to receive SMS from companies on the prices of their product.

One key criterion for provisioning is that the consumer opts in to the service.

The mobile operators demand a double opt in from and the ability for the consumer opt out of the service at any time by sending the word STOP via SMS.

These guidelines are established in the MMA Consumer Best Practices Guidelines which are followed by all mobile marketers in the United States. This has not started working in the country.


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EdTech Platform Unveils over 5,000 Self-Paced Courses for Skills, Knowledge, and Literacy

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Hallos, formerly known as Aahbibi, has officially announced its rebrand alongside the launch of more than 5,000 self-paced courses aimed at strengthening knowledge transfer, accelerating skill acquisition, and improving literacy among everyday learners across Africa and beyond.

The new identity signals a renewed commitment to building an inclusive, creator-driven learning ecosystem that equips individuals with practical, relevant skills for today’s economy.

Positioned as a creator-economy engine, Hallos brings together education, entertainment, and commerce within a single digital platform. It integrates live classes hosted by creators, social commerce and merchandising, podcast-driven learning, and quiz-based gamification. This blended approach is designed to deepen understanding, boost engagement, and promote fast, practical learning experiences for users at every level.

With creators already active on the platform from Kenya, Ghana, Côte d’Ivoire, Lagos, the United States, and Dubai, Hallos is cultivating a truly global community rooted in African creativity and innovation. Its expanding international network offers diverse perspectives, practical insights, and culturally relevant content that resonates with learners across regions.

Beyond online learning, Hallos is also emerging as a creative economy powerhouse, driving engagement through physical and hybrid experiences.

Upcoming initiatives include the Learning247 Creator Summit at the University of Nigeria, Enugu Campus (UNEC), and a major exhibition at the Enugu Technology Festival. These events are designed to connect creators, learners, and industry stakeholders, fostering collaboration, showcasing innovation, and expanding opportunities in the creative and digital sectors.

At the heart of Hallos’ mission is a four-pillar strategy focused on long-term social and economic impact. The platform is dedicated to supporting women in technology, advancing massive open connected education, and positioning Africa as a global production hub through market-ready skills development.

By empowering individuals with practical knowledge, Hallos aims to strengthen the labour market and unlock new economic opportunities across the continent.

Hallos is also introducing a social impact course that encourages collective participation in Africa’s transformation. The initiative invites individuals, creators, and organisations to help reshape narratives, broaden opportunities, and drive the continent toward greater prosperity.

With its new brand identity and expanded course catalogue, Hallos is charting a bold future for learning — one where creators lead, communities thrive, and practical knowledge is accessible to all.

 


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FG Partners World Bank, AfDB on Climate Action

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The Federal Ministry of Livestock Development has announced its commitment to collaborate with the World Bank Group and the African Development Bank (AfDB) to address climate change challenges affecting Nigeria’s livestock sector.

Permanent Secretary of the ministry, Dr. Chinyere-Ijeoma Akujobi, made this known during a meeting with a delegation from the two banks on Wednesday in Abuja.

She said the partnership aims to unlock opportunities for sustainable growth and resilience in the industry and that the collaboration is strategic in realising the ministry’s strategic goals.

“The proposed collaboration aligns with our mandate to mitigate the adverse impacts of climate change on livestock production, safeguard livelihoods, and promote environmentally responsible practices throughout the value chain,” the permanent secretary said.

Represented by the Director of Planning, Research and Statistics in the ministry Mr. Ohaeri Ezenwa, Dr. Akujobi highlighted the livestock sector’s significance to Nigeria’s economy.

She pointed out that “Despite its importance, the sector is highly vulnerable to climate variability and change,” outlining its implications for animal health, productivity, and greenhouse gas emissions.

While emphasising the urgency of robust policies and reliable data to address the impacts of climate change, the Director (Technical) and Team Lead of the Technical Working Group on Climate Change, Dr. Alike Peter, explained that “These realities underscore the need for evidence-based policies and coordinated national action to drive climate-smart livestock development.”

Dr. Peter said that the Technical Working Group supports the National Livestock Growth Acceleration Strategy (NLGAS), which aims to double the sector’s contribution to GDP from approximately $32 billion to $74 billion in a decade.

He added, “Both growth pathways have direct implications for greenhouse gas emissions, making climate considerations crucial in livestock development planning.”

The ministry is also collaborating with the World Bank to establish a national methane baseline and develop evidence-based mitigation measures.

Dr. Peter said, “Ongoing collaborations aim to strengthen Nigeria’s Nationally Determined Contributions (NDCs) and access carbon markets.”

Dr. Harrison Charo Karisa, a representative from the World Bank Group, highlighted opportunities in climate-smart aquaculture, the blue economy, and carbon markets.

“Seaweed can serve as a nutritious livestock feed supplement rich in essential vitamins and minerals,” he noted.

Dr. Youssouf Kabore, Chief Livestock Officer at AfDB, commended the ministry’s proactive approach and assured the bank’s support in implementing effective interventions in the livestock sector.

 


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Kaspersky Highlights Cyber Threats at a Major Event Such as the Winter Olympics Games

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The 2026 Winter Olympics will begin on February 6 in Italy, attracting the attention of fans both online and offline. Hundreds of athletes will participate, and the host cities are expected to welcome large crowds. Kaspersky experts have listed the types of threats that may emerge in the context of a major international event, regardless of its location.

The Event Audience as a Target

The Olympics attract thousands of people travelling to the host country. Offline spectators may face unpleasant surprises such as fake tickets, which scammers distribute. This could result in stolen funds from bank accounts or even compromised cryptocurrency wallet credentials instead of access to their favourite events. Meanwhile, online fans are at risk from fake live streams and fraudulent websites selling merchandise of their favourite athletes.

Travellers may also encounter fraudulent services posing as cell phone plans that collect and steal personal and financial information. That is why it’s convenient to choose Kaspersky eSIM Store to always stay connected, avoiding potential fraudulent services and physical SIM card hassles.

Attacks on athletes

Cybercriminals may exploit publicly available information and the popularity of the participating athletes. Other scenarios might be targeted phishing attacks and deepfake-based operations aimed at data theft or blackmail.

These should be of particular concern, as well as the potential hijacking of social media accounts. In addition, athletes may face risks of ‘doxxing’, — the public exposure of private information — and other forms of tech-enabled abuse, which can impact personal safety.

Threat actors may also take advantage of vulnerabilities in online security, particularly through data leaks that affect users’ personal information. The Data Leak Checker feature in Kaspersky Premium enables users to identify potential compromises in their accounts, alerting them to any risks of exposure.

Urban infrastructure attacks

Both profit-driven and other types of threat actors may target critical city systems, including transportation, utilities, communication networks, and vulnerable public Wi‑Fi, with the aim of disrupting services or compromising operational stability.

According to a 2024 study by Kaspersky, conducted ahead of the Summer Olympic and Paralympic Games in Paris, nearly 25 percent of the approximately 25,000 free Wi-Fi hotspots analysed in the city were found to have weak or no encryption, putting users’ personal and banking data at risk of theft.

These attacks can be carried out using malware, network intrusions, or manipulation of connected systems, potentially affecting city operations and services relied upon by residents and visitors. Using security solutions such as Kaspersky Premium along with a VPN will help to protect data by encrypting Internet connection and securing online activity.

Ransomware

Ransomware actors, seeking maximum profit, may view mass events and the related entities such as vendors or other organisations in the supply chain as high-value targets. To maximise financial gain from the high demand to attend the event in person, such attacks can target hotel networks in the host city, as well as stadiums, official ticket sales platforms and other event resources.

APT attacks

Advanced Persistent Threat (APT) actors also consider large international events as strategically significant targets due to their global visibility, high concentration of critical IT infrastructure contractors and complex supply chains.

A prime example of such an attack was the Olympic Destroyer, used against the IT infrastructure at the 2018 PyeongChang Olympics. In this attack, the malware spread within the organisers’ network using compromised credentials and was aimed at sabotage and disrupting the operation of the event.

Hacktivism attacks

Hacktivist actors may launch campaigns targeting event-related organisations to achieve their strategic goals and public attention. These offensive operations could take the form of data theft and leaks, misinformation, or the disruption of the systems involved in the event, such as broadcast infrastructure or ticketing platforms, potentially affecting both the spectators and organisations.

“Events on the scale of the Olympic Games typically draw significant attention from cybercriminals, and potential threats can take many forms, affecting spectators, cities’ infrastructure and the athletes themselves, as well as millions of people accessing with digital services before, during and after the event.

The international dimension and big audience make such events especially attractive targets for sophisticated actors, who pose serious threats that everyone involved should be prepared for,” said Igor Kuznetsov, Director of Global Research & Analysis Team at Kaspersky.


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