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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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Anti Graft Agencies Raise Alarm over Rising Crypto-Linked Financial Crimes

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Ola Olukoyede, chairman, Economic and Financial Crimes Commission (EFCC), has raised concerns over the growing threat of cryptocurrency-related crimes in the country.

Anti Graft Agencies Raise Alarm over Rising Crypto-Linked Financial Crimes

Olukoyede made this known at the inauguration of the United Nations Office on Drugs and Crime (UNODC) Country Programme for Nigeria 2026–2030, on Friday in Abuja.

The EFCC boss revealed that the world lost more than 160 billion dollars to illicit transactions involving digital currencies in 2025.

Olukoyede highlighted the risks posed by cryptocurrencies such as Bitcoin.

He noted that criminal networks were increasingly exploiting technological advancements, global financial systems, and governance gaps to facilitate illicit activities.

“Last year, the world lost over 160 billion dollars to illicit transactions in cryptocurrencies.

”Tackling these challenges requires coordinated national responses, strong institutions and sustained intelligence-driven strategies,” he said.

He said that the UNODC programme came at a time when Nigeria and the global community were grappling with evolving threats from transnational organised crime, financial crimes, illicit financial flows, and cyber-enabled offences.

Olukoyede said the programme represented a strategic foundation for collective efforts to strengthen the rule of law.

This, he said, included enhancing the criminal justice system and protecting institutions and communities from violence, crime, and financial corruption.

He noted that the programme’s focus on combating corruption and illicit financial flows was particularly significant to the EFCC, given the enormous economic and social costs of such crimes on Nigeria.

“The imperative of sustained action to turn the tide cannot be overstated,” he said.

The EFCC chairman expressed pride in the commission’s longstanding partnership with UNODC, stating that the collaboration had strengthened institutional capacity and improved Nigeria’s response to economic and financial crimes.

He said the partnership had supported reforms and operational frameworks that enhanced the agency’s effectiveness in tackling corruption and related offences.

Olukoyede expressed optimism that the programme would further improve national security and safeguard the future of Nigerians through strengthened collaboration and shared operational experiences.

He stressed the need to continuously refine frameworks and ensure that Nigeria’s institutions and citizens remain at the centre of all collaborative efforts.

The EFCC boss commended UNODC for initiating the programme and reaffirmed the commission’s commitment to supporting its implementation to achieve measurable outcomes for Nigeria and the wider region.

Dr Musa Aliyu, SAN, chairman, Independent Corrupt Practices and Other Related Offences Commission (ICPC),  in his remarks, called for stronger collaboration among institutions to address Nigeria’s growing security and corruption challenges.

Aliyu said Nigerian society was currently grappling with multiple social ills, stressing that no single agency could effectively tackle the challenges alone.

According to him, the country faces complex and interconnected threats, including violent extremism, organised crime, illicit financial flows, smuggling, and other serious offences.

“There is a common point of truth, Nigerian society is entangled with many ills, and no agency can fight them alone,” he said.

The ICPC boss noted that these challenges also posed significant threats to the nation’s criminal justice system, warning that no society could remain secure under such conditions.

He, however, expressed optimism that through strategic partnerships and collective efforts, Nigeria could overcome the challenges.

Aliyu described the UNODC Country Programme as timely and appropriate, given the scale and urgency of the issues confronting the nation.

He emphasised the importance of international support, noting that Nigeria’s progress in tackling crime and corruption had been strengthened by its collaboration with global partners, particularly the United Nations.

The ICPC chairman said the partnership between the commission and UNODC had been beneficial to Nigerian society, contributing to efforts aimed at strengthening institutions and improving governance.

He congratulated UNODC on what he described as a significant milestone and a “grand stride” in supporting Nigeria’s fight against crime and corruption.

Aliyu reaffirmed ICPC’s commitment to continued collaboration, assuring stakeholders of the commission’s readiness to work with UNODC and other partners toward national development.

“I assure you of our continued support and willingness to work together for the growth and betterment of Nigeria,” he said.


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NCC to Curb SIM Fraud, Strengthen Digital Security with New Platform

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Nigerian Communications Commission (NCC) has unveiled plans to introduce a Telecoms Identity Risk Management System (TIRMS) platform to tackle SIM-related fraud, strengthen digital security and boost confidence in Nigeria’s digital economy.

NCC to Curb SIM Fraud, Strengthen Digital Security with New Platform

Aminu Maida, executive vice chairman of the commission, disclosed this on Thursday in Abuja at a stakeholders’ consultative forum on the proposed platform and planned regulatory changes.

Maida, represented by Rimini Makama, executive commissioner, Stakeholder Management, said the Mobile Station International Subscriber Directory Number (MSISDN), commonly known as SIM or mobile phone number, had become central to financial transactions, digital identity and access to services, but warned that its widespread use had also created vulnerabilities.

He noted that fraudulent activities linked to recycled, swapped, churned and barred SIMs had emerged as a major channel for identity theft and financial crimes, weakening trust in digital platforms.

He said, “The Mobile Station International Subscriber Directory Number commonly known as the SIM or mobile phone number has evolved into a critical identifier underpinning financial transactions, digital authentication, and access to essential services across all sectors of our economy.

“This evolution, however, has created new and challenging vulnerabilities. The fraudulent use of churned, recycled, swapped, and barred MISISDN’s has become a significant vector for financial fraud and identity theft, eroding public trust in our digital platforms and undermining the identity of systems we have worked hard to build.

“It is in direct response to these challenges that the Commission has initiated the Telecoms Identity Risk Management System Platform.”

According to him, the platform will enable service providers to verify mobile numbers flagged for suspicious or fraudulent activities before granting access, a move expected to reduce exposure to fraud and improve accountability.

He added that the system would enhance coordination among regulators, financial institutions and security agencies to build a more resilient digital ecosystem.

To support the rollout, the commission has proposed amendments to its Quality of Service Business Rules and the Registration of Communications Subscribers framework.

The proposed changes will require telecom operators to notify subscribers at least 14 days before recycling their lines and to upload details of churned numbers to the platform within seven days.

The amendments also introduce stricter provisions for blocking fraudulently registered or misused SIMs, aimed at improving transparency and protecting consumers.

Maida said the initiative reflects the commission’s commitment to collaboration and a whole-of-government approach to addressing digital risks, urging stakeholders to actively contribute to shaping the framework.

Also speaking, Olatokunbo Oyeleye, director of Cybersecurity and Internet Governance at the commission, emphasised the importance of trust in the digital economy.

“As rightly noted, digital trust is the operating licence of modern economy. Without it, nothing scales and with it everything accelerates. For our sector, this trust must be embedded across the entire value chain,” she said.

It was reported earlier that the NCC proposed that telecom operators must give subscribers a minimum of 14 days’ notice before deactivating their SIM cards over inactivity or post-paid churn.

The proposal was contained in a consultation paper titled Stakeholders Consultation Process for the Telecoms Identity Risks Management Platform, dated February 2026 and published on the Commission’s website.

Under the proposed amendments to the Quality-of-Service Business Rules, the NCC stated that “prior to churning of a post-paid line, the Operator shall send a notification to the affected subscriber through an alternative line or an email on the pending churning of his line.”

It added, “This notification shall be sent at least 14 days before the final date for the churn of the number.”

A similar provision was proposed for prepaid subscribers. The commission said, “prior to churning of a pre-paid line, the Operator shall send a notification to the affected subscriber through an alternative line or an email on the pending churning of his line,” stressing again that the notice “shall be sent at least 14 days before the final date for the churn of the number.”


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Kidnappers Now Use Banks to Collect Ransoms — Expert

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Dr. Kabir Adamu, a security expert, has raised concern that kidnappers in Nigeria are now using banks to collect ransom payments.

Kidnappers Now Use Banks to Collect Ransoms — Expert

Pix… CNBC

Adamu explained that in the past, kidnappers typically demanded cash payments for ransom.

However, there has been a noticeable shift to using mainstream banks for transactions.

Speaking on Arise News, Adamu, who is the CEO of Beacon Security and Intelligence Ltd, said this trend is worrying. In the past, kidnappers usually demanded cash, but now they are asking victims’ families to pay money through bank accounts.

He revealed that his team has tracked cases where ransom money was paid into bank accounts and successfully withdrawn.

Although he did not mention the banks involved, he said some progress is being made to address the issue.

Adamu explained that criminals previously used fintech platforms, but have now moved to traditional banks. This shift raises serious concerns about how well banks are monitoring transactions and following regulations.

He said Nigeria has improved its financial intelligence systems, especially after being removed from the Financial Action Task Force (FATF) gray list.

However, he noted that there are still weaknesses in how rules are enforced.

According to him, “A lot has been done in terms of policy, but there are still major gaps in operations and compliance.”

“We’ve monitored kidnapping for ransom cases where the ransom is being collected by formal banks,” Adamu said.

“My team and I were shocked when the ransom demand was made in a formal bank. It was paid and collected. I don’t want to mention the names of the two banks that were extremely guilty, but even for those two, progress is being made,” he said.

The security expert noted that although fintech platforms had previously been linked to ransom payments, criminals have now shifted their operations to traditional banking channels, raising significant concerns about compliance and oversight in the banking industry.

Adamu emphasized that this shift in tactics underscores the urgent need for stronger accountability measures and compliance standards within Nigeria’s financial institutions.

He also pointed out the challenges faced by regulatory bodies in fully addressing the issue, despite recent advancements in financial intelligence efforts.

“From the point of view of policy, a lot has been done, but from the point of view of operations, there is still a lot that remains to be done,” Adamu stated.

According to a report by SBM Intelligence, Nigeria’s kidnap-for-ransom crisis generated at least N2.57 billion for criminal groups between July 2024 and June 2025.

The report, titled “The Year Ahead at an Inflexion Point,” highlighted that despite kidnappers’ demands totaling N48 billion during the year, they only received N2.57 billion in actual payments.

 


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