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Twitter’s Investment in Africa

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Ejiro Obodo

When Twitter announced that it is assembling a team and will soon launch a physical office in Ghana two weeks ago, there was joy and awe in Nigeria.

Joy, because the most boisterous social media platform on earth is finally berthing in Africa. Awe, because many expected Twitter to site its office in Nigeria, a country that considers itself the most vibrant market for the platform on the continent.

In spite of the mixed reaction, Twitter’s venture on the Continent is a big win for Nigeria. And for those who still do not understand what the platform stands for, it is worth noting that Twitter has been described as the “Usain Bolt” of social media.

A microblogging site, Twitter is one of the most sophisticated integrated marketing communications tools ever created. It is versatile, has extensive reach and is famed for disseminating information with record speed.

As far back as 2012, there were circa 400 million tweets per day, and the lifespan of the average tweet was just 22 seconds. Today, the pace and assortment of Twitter users has greatly morphed.

Presently, the platform is used by millions of big and small businesses, government officials and other citizens for customer support engagement, reputation management, polling, product assessment, research, awareness creation, news dissemination, among other things globally.

Africa’s numbers

In Africa, Egypt seems to have more active Twitter users than any other nation. Some sources estimate that with a population of 100.4million people, 3.7million are active Twitter users in Egypt (1 in every 27 Egyptians). But that is a far cry from the U.S. and Japan which host some of the largest concentration of Twitter users globally.

With a population of 328.2million, the U.S. has 69.3million Twitter users (1 in every 4 Americans). Japan with a population of 126.3million has 50.9 million active users (1 in every 2 Japanese).

Nigeria does not have such impressive figures. With a population of 201million, there are less than 3million active Twitter users in the country (1 in every 67 Nigerians), a situation which Twitter CEO, Jack Dorsey described as “Not enough,” during a visit to the country in 2019.

If the ration of Nigerians on Twitter were to increase to 1 in every 3 Nigerians, there would be at least 55million Nigerians on the platform!

Behind the numbers

There are discernable reasons for low Twitter uptake on the continent. For many years, Twitter was perceived as an elitist platform even in Nigeria. It was viewed as a platform used by politicians and high caliber celebrities to engage their sophisticated audiences for many years.

Our research at Caritas Communications which covered Ghana and Nigeria suggests that there is paucity in understanding of the full value that Twitter brings. This may not be unconnected with the low participation in both countries.

In a survey of 2,500 individuals (60percent Nigerians, 40percent Ghanaians), 75percent of respondents were unable to identify any specific twitter product or service by name even though 70percent of them reported owning and operating Twitter accounts for over five years each!

Interestingly, 85percent of respondents are interested in knowing more about the products and services, while 75percent are open to subscribing for them in order to improve their user experience.

This finding, among others emanated from the survey, which was conducted between April 1 and 20, 2021 and it perhaps cuts out the work for Twitter as it forages into Africa.

Success on the continent will be as a result of how creatively the organisation communicates its services and products with a view of engendering greater uptake and revenue.

Twitter’s marketing and communications team has the task of demystifying the brand, not just to the elite but to millions of Africans who have handled the platform without a clear strategy and purpose.

Also, based on the survey, a number of issues need to addressed. First is the issue of videos and images. A considerable number of users indicate that they look forward to the day when Twitter will become the platform of choice for short videos.

For countries like Nigeria and Ghana, which are very transactional, a video or graphic may be the bridge to another sale for a small business looking for promotion.

One respondent specifically indicated: “we need more video clip time.” The thinking is that Twitter will match Instagram if this need is met. But of course it must be added that Twitter is not Instagram.

Other respondents indicated that the system should be optimized to accommodate more African languages (and letters). While this is up to the developers and policy makers at Twitter, I am of the view that a change in this regard could unlock Twitter to millions of Africans who may not be attuned to communicating in English.

One interesting aspect of our survey addresses the willingness of respondents to recommend Twitter to friends, associates and acquaintances. Respondents were asked: “How likely are you to recommend Twitter to your friends?” Interestingly, 80percent said “Very likely.” Only 10percent of respondents said they were unlikely to do so. This is a greenlight as it indicates the possibility for further expansion for Twitter.

There is no doubt that the landing of Twitter in Ghana is a plus for Nigeria. Not only because Ghana and Nigeria are sister countries but because of the common heritage both countries share in terms of language, neighborliness and history.

It is worthy of note that as Twitter berths in Africa, the biggest winners are the millions of African youth, businesses and governments that will be lifted by this new presence. Twitter policy is likely to better accommodate this pool of potential users.

Indeed, the evidence suggests that there is Twitter fever in Nigeria and Ghana already. Recent happenings, especially in Nigeria have proved it. But there are veils which have to be systematically ripped off to enable more Africans embrace the platform. That is job which the company’s communications team has to handle in the following weeks.

 

Ejiro Obodo is a senior communications manager at Caritas Communications


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E-Business

Africa Shows ‘Moderate’ Level of Cybersecurity Preparedness

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Anew report finds that Africa has a ‘moderate level’ of readiness in terms of security culture. KnowBe4, a provider of security awareness training and simulated phishing platforms, released its 2024 Security Culture Report for Africa.

The report delves deeply into the complex interplay between security practices and employee behaviours within businesses.

The research, based on surveys conducted across hundreds of businesses globally, provides a five-year comparative view, showing important changes impacting the cybersecurity landscape.

Africa’s cybersecurity landscape in 2023 faced problems such as limited resources, inadequate cyber awareness, and economic restraints, according to the research; nevertheless, the continent’s cybersecurity preparation efforts are now improving.

According to the research, Kenya scored 76 points, Nigeria 75, and Ghana 74, are leading the way in cybersecurity preparation, demonstrating effective measures supported by their governments.

Furthermore, the report claims Ghana’s strong improvement in cybersecurity, as indicated by its rise in the Global Cybersecurity Index, indicates Africa’s dedication to cybersecurity preparedness.

The security culture score is a global metric used to assess businesses’ security approaches, according to Javvad Malik, Lead Security Awareness Advocate at KnowBe4.

Malik notes: “This score reflects how much importance different entities worldwide place on cybersecurity within their organisational culture.”

Anna Collard, SVP of content strategy and evangelist for KnowBe4 Africa, says: “This demonstrates the importance of strengthening cybersecurity readiness, given the critical development requirements.

“In its section on Africa, the report reveals that organisations evaluated across 20 African countries exhibit an average security culture score of 72, consistent with the previous year. This shows a moderate level of readiness in security culture.”

According to KnowBe4, there are notable differences among industries and countries, underlining the importance of tailored efforts to improve cybersecurity resilience.

“The banking sector in Kenya is a standout performer, boasting an impressive average score of 83, attributed to its steadfast commitment to maintaining mature security cultures supported by robust security operations,” says Collard.

“However, industries such as public services, construction, education, and hospitality show lower security culture scores. This shows the importance of developing specific approaches to enhance cybersecurity awareness and practices in these sectors.”

Malik adds: “In today’s interconnected world, where a mobile device in a remote area can access sensitive accounts, working in isolation on security is no longer effective.”

He continues: “Collaboration between governments and regulators is essential, not just for creating laws, but also for demonstrating practical ways to strengthen security culture. Organisations need to prioritise the human element of cybersecurity by focusing on continuous awareness and training efforts rather than relying solely on technological solutions.”


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E-Business

Konga and Starlink Partnership: A Blessing for Nigeria – Dr. A U Babatunde

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In recent years, partnerships between e-commerce platforms and tech companies have been instrumental in driving innovation and progress in various sectors. One such partnership that has garnered significant attention is the collaboration between Konga, Nigeria’s composite e-commerce group, and Starlink, the satellite internet service provided by SpaceX.

This groundbreaking partnership is poised to revolutionize internet accessibility in the country, bringing about a myriad of benefits for businesses, individuals, and the nation as a whole. For example, educational institutions, business and houses can access internet services anywhere in the country with their enterprise kit.

One of the biggest obstacles to widespread internet adoption in Nigeria has been the country’s vast and diverse geography, which has made it difficult and costly to establish traditional terrestrial infrastructure. Starlink’s satellite-based internet service offers a game-changing solution by beaming high-speed internet directly from space, effectively bypassing the need for extensive ground-based infrastructure. Partnering with Konga has made it easier than ever for Nigerians to access this cutting-edge technology. Those living in remote or underserved areas can now enjoy seamless internet connectivity, eliminating the digital divide that has long plagued the nation.

I am very excited about this partnership because it shows that American companies still have confidence in companies like Konga and in the Nigerian economy. Konga, the exclusive shop in shop ecommerce partner for Apple, Samsung, L’Oreal, and many more has continued to boost the domestic economy with the inflow of foreign direct investments from these global brands with the potential to catalyse economic growth. With this, a lot more deals, I hope, will flow in to ensure a robust and productive market for consumers.

According to a report by the World Bank, a 10% increase in broadband penetration can lead to a 1.38% increase in GDP growth in developing countries. This partnership between Konga and Starlink can open up new opportunities for entrepreneurs, enabling them scale their operations and compete on a level playing field with their international counterparts.

Furthermore, reliable internet access can facilitate academic research and collaboration. This would encourage innovation domestically and allow Nigerian academics and institutions to participate in the global knowledge economy. So, integrating ICT into education will improve learning outcomes, promote digital literacy, and enhance teacher training. By bridging the digital divide, Konga, through Starlink, empowers Nigerian students and educators, equipping them with the skills and knowledge required to thrive in the 21st century.

Beyond the economic and educational benefits, the Konga-Starlink partnership has the tendency to foster social inclusion and empower communities across Nigeria. With access to high-speed internet, individuals can stay connected with loved ones, access online services, and participate in the digital economy, regardless of location. By bringing affordable and reliable internet to areas with limited access, the Konga-Starlink partnership can help bridge the digital divide and ensure that no Nigerian is left behind in the digital revolution.

The healthcare industry in Nigeria stands to benefit greatly from the collaboration between Konga and Starlink. In places where access to specialized medical treatment is limited, healthcare practitioners can use telemedicine systems to facilitate remote consultations, diagnosis, and even surgery, provided they have dependable internet connectivity. In underserved areas especially, telemedicine has promise for increasing access to healthcare services, cutting costs, and improving care quality.

The partnership between Konga and Starlink represents a significant step forward in bridging the digital divide in Nigeria. By leveraging SpaceX’s innovative satellite-based internet service and offering it at an affordable price point, this collaboration has the potential to transform various sectors. As Nigeria continues to embrace the opportunities this partnership presents, the future looks promising for technological advancement, societal development, and global competitiveness.


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Flexify Solutions Launches CyberAgric App to Revolutionize Agricultural Sector in Nigeria

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Flexify Solutions, a leading tech-based firm in Oyo State, has introduced “CyberAgric,” an innovative solution designed to drive food production in Nigeria.

Flexify Solutions Launches CyberAgric App to Revolutionize Agricultural Sector in Nigeria

This is in recognition of the crucial role of modern agricultural practices in ensuring food security.

Food security is a top priority for every nation, and Nigeria is no exception.

CyberAgric is a cutting-edge mobile application that leverages artificial intelligence (AI) to support Nigerian farmers, particularly those involved in cash crop cultivation such as cassava and maize.

The app’s groundbreaking features include early disease detection, with the capability to identify diseases like Cassava Brown Streak Disease (CBSD) in cassava leaves within the first two weeks of infection.

By utilizing smartphone cameras, farmers can capture images of their crops and receive real-time analysis and recommendations, empowering them to take proactive measures to protect their crops and ensure optimal yields.

Moreover, CyberAgric is designed to function offline, ensuring accessibility for farmers in remote areas with limited internet connectivity.

Speaking on the significance of CyberAgric, Johnson Oyeniyi, CEO of Flexify Solutions, emphasized the app’s accessibility and educational value. “Our goal with CyberAgric is to ensure that every Nigerian farmer, regardless of their location or internet access, can benefit from advanced agricultural technology,” said Oyeniyi.

“Beyond disease detection, the app serves as an educational platform, providing farmers with the latest agricultural best practices and expert resources.”

Flexify Solutions collaborated closely with Cybermate Technologies to tailor CyberAgric to the specific needs of Nigerian farmers.

The app initially focuses on cassava and maize cultivation, addressing the critical challenges faced by farmers in these sectors.

Through advanced AI-driven disease detection capabilities, CyberAgric aims to mitigate the impact of crop diseases and enhance food security in Nigeria.

Flexify Solutions Ltd is a global company specializing in disruptive digital solutions. With a strong focus on innovation, Flexify Solutions excels in crafting AI solutions optimized for mobile platforms and driving transformative change across industries.

With a proven track record in mobile app development, Flexify Solutions seamlessly integrates cutting-edge AI technologies to create intelligent solutions that resonate with users and drive success.

 


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