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X3M Ideas Urges Businesses to Evolve or Die in Obscurity

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The X3M Ideas group at the event
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X3M Ideas, one of Nigeria’s leading marketing Communications agency has advised African businesses, corporate organizations and individuals to evolve and adapt new ways of doing things or die in obscurity.

 

Steve Babaeko, CEO X3M Ideas, said this on Friday while unveiling X3M Idea’s shape shifting strategy in Lagos.

 

He said that shape shifting is the single most important rule in business regardless of the industry, businesses must evolve to remain relevant.

 

He noted that X3M Ideas understands the need to continually seek out ways to keep up with the changing tides that made them to remain relevant.

 

According to him, “this is the secret to our success and we want to share this ideal with all of Africa.

 

“We believe that the Dinosaurs were great creatures in their time, top of the food chain, giant predators that no other could challenge, but then something changed, the earth began to change and they needed to evolve.

 

“Some dinosaurs succumbed to the changing tides, understanding that this was the only route to survival.

 

“They evolved and became Dragons. The others who were late to the evolution party had no choice but to become preys to the larger, fire breathing creatures”.

 

Babaeko, stated that there is a lot of lessons we can learn from the prehistoric times.

 

CEO, X3M Ideas, Steve Babaeko, Creative Director, X3M Ideas, Adesola Kosoko with dinosaur fossil

 

He said “We like to believe there is a lot to learn from the dinosaurs.

 

“How could a creature so powerful become extinct? While the reasons why these dinosaurs erased off the face of the earth is open to interpretation, we are of the school of thought that they got devoured by bigger, better equipped creatures – Dragons.

 

“These creatures who also were dinosaurs evolved and took over and the dinosaurs who couldn’t, or rather, didn’t evolve became prey. Hence the mantra, Adapt or Die.”

 

The Dinosaurs according to him represent most agencies and media houses who are still stuck up on old ways, refusing to embrace technology, social media, or the changing tides in media either out of ignorance or doggedness.

 

“This is the most ideal depiction of modern business landscape and we have come to spread the message – Adapt or die.

 

“The success or failure of Nigerian businesses is hinged on their ability to evolve.

 

“When we started 6 years ago we knew what we wanted to do but we always kept an open mind of how we could evolve with the ever changing business landscape.

 

“Both from a business and creative standpoint, we always give room to adapt, room to evolve,” Babaeko stated.

 

Kosoko Adesola, Creative Director, X3m Ideas, speaking on X3M Idea’s shape shifting strategy, said that “we know the business we’re in but sometimes we forget to continually learn.

 

 

“We get caught up trying to run a business that we forget to study the industry.

 

“Steve has been doing this for a long time, he has seen it all, from the era of Print, to Tv, to social media.

 

“He knows how the industry has evolved and how its consumers have adjusted accordingly.

 

“An ad that would have been brilliant 5 years ago may strike a wrong cord now.

 

“This keen eye for observing trends and adjusting accordingly is what has set X3M apart.”

 

He added that content provider, business owners, or consumer, must stay ahead of the game, always anticipating changes and adjusting strategies to allow their businesses thrive or get lost in obscurity.

 

“It’s not easy to predict the future of media. Technology often plays a huge part in these changes.

 

“It also isn’t easy to adapt but nobody said being successful was going to be easy.

 

“If there is a trick to it, it is being grounded enough to understand that tomorrow is never given.

 

“Once you become safe in the achievements that you have and refuse to continually innovate, you will be left behind as the game evolves.” Babaeko added.

 

 

 


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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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PIN Engages 1,300 Stakeholders Across Africa to Advance Digital Rights, Inclusion

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Paradigm Initiative (PIN), a pan-African digital rights and inclusion organisation, says it has engaged more than 1,300 stakeholders across 11 African countries through a series of forums, training sessions and policy dialogues aimed at strengthening digital rights, inclusion and online civic participation.

PIN Engages 1,300 Stakeholders Across Africa to Advance Digital Rights, Inclusion

The organisation disclosed this in a statement, saying the engagements were carried out during the second quarter of the year through 26 programmes focused on election monitoring, judicial capacity building, digital literacy and policy development.

According to PIN, the initiative brought together policymakers, judges, lawyers, journalists, civil society organisations and community groups to promote a safer, more inclusive digital ecosystem across the continent.

The organisation said the programmes focused on safeguarding electoral integrity in Zambia, The Gambia and Ethiopia, while also strengthening the capacity of Nigeria’s judiciary on issues relating to Artificial Intelligence (AI), data privacy and digital evidence.

In partnership with Meta, PIN trained 35 judges in Lagos across two cohorts on privacy, data protection, AI and digital evidence.

It described the initiative as a significant step towards equipping Nigeria’s judicial officers to effectively handle legal disputes arising from an increasingly digital society.

The organisation also expanded its Digital Rights and Elections in Africa Meetings (DREAM) to Ethiopia, The Gambia and Zambia.

According to the statement, the programme equipped 110 civil society organisations, media professionals and election management bodies with skills to monitor digital rights violations and protect online civic spaces during election periods.

PIN further said its Digital Rights Academy (DRA) trained more than 100 lawyers, law students and digital rights advocates from Cameroon, the Republic of Congo, Ghana, Nigeria, Tanzania and Zimbabwe.

The academy focused on strengthening participants’ capacity in strategic litigation and promoting accountability for digital rights violations.

The organisation also hosted a Digital Policy Engagement Roundtable, bringing together 34 stakeholders, including organisations representing persons with disabilities, to discuss accessibility and inclusion in digital policy development.

It said Afrocities roundtables held in Nigeria and Tanzania attracted 80 participants who explored ways of improving informal workers’ access to digital social protection and financial services.

According to the statement, a ministerial roundtable in Zambia also aligned the country’s digital priorities with the World Summit on the Information Society (WSIS+20) review process.

PIN said it also implemented the Digital Rights and Inclusion Board Learning Experience (DRIBLE) Ambassadors Training in Cameroon, Nigeria and Senegal.

The programme reached 315 participants and strengthened their capacity to deliver digital rights education through experiential learning approaches.

The organisation said the training improved participants’ understanding of digital rights and increased interest in practical digital rights education across communities.

PIN also highlighted the successful hosting of the Digital Rights and Inclusion Forum 2026 (DRIF26) in Abidjan, Côte d’Ivoire.

The forum, themed “Building Inclusive and Resilient Digital Futures”, attracted 415 participants from more than 39 countries.

According to the organisation, the event brought together policymakers, civil society organisations, media professionals, academics, legal experts, technologists, human rights defenders and development partners to promote dialogue, partnerships and knowledge sharing on Africa’s digital future.

PIN said the engagements underscored the growing importance of collaborative efforts in advancing digital rights, promoting inclusion and strengthening digital governance across the continent


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FG Halts Enforcement of New Regulations on Internet Platforms

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Federal Government has suspended the implementation and enforcement of newly introduced regulations affecting internet platforms, online intermediaries and other cross-cutting issues in the digital economy pending the development of a harmonised national policy framework.

FG Halts Enforcement of New Regulations on Internet Platforms

Bosun Tijani

The Minister of Communications, Innovation and Digital Economy, Bosun Tijani, issued the directive following a strategic meeting with the leadership of the Nigerian Communications Commission, National Information Technology Development Agency and the Nigeria Data Protection Commission.

According to a statement issued on Tuesday, the three agencies have been directed to maintain the existing regulatory framework while efforts to harmonise policies are underway.

The statement said the implementation or enforcement of recently introduced regulations, guidelines, codes, directives and administrative requirements relating to internet platforms and other digital economy issues would be deferred where they are part of the ongoing review.

It, however, clarified that the directive does not affect the statutory responsibilities of the agencies.

According to the ministry, existing regulations that fall within the legal mandates of the respective agencies will remain in force, provided they are consistent with the ministry’s policy direction.

Tijani said the rapid convergence of telecommunications, digital platforms, artificial intelligence, online safety and data governance had created overlapping regulatory responsibilities, making closer collaboration among regulators imperative.

He said a harmonised regulatory framework would provide greater legal certainty for businesses, encourage investment, promote innovation, strengthen consumer confidence and enhance Nigeria’s competitiveness as Africa’s leading digital economy.

“As part of the harmonisation process, a joint technical coordination committee comprising representatives of the NCC, NITDA and NDPC has been established.

“The committee will coordinate stakeholder consultations and develop recommendations for a unified national policy and governance framework,” the statement said.

It added that the proposed framework would seek to clearly define the responsibilities of each regulator, reduce compliance uncertainty for businesses and improve regulatory coordination across the digital ecosystem.

The ministry stressed that the harmonisation exercise was aimed at improving collaboration among the agencies and was not intended to diminish their statutory powers.

The development comes less than 24 hours after President Bola Tinubu directed the Federal Competition and Consumer Protection Commission to investigate major technology companies and generative artificial intelligence platforms over allegations of anti-competitive practices and the exploitation of Nigerian media content.


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Airtel Africa Cuts Diesel Dependence by 9.1m Litres

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Airtel Africa, a telecommunications and mobile money services provider across 14 African countries, saved 9.1 million litres of diesel during its just ended 2025/2026 financial year, as part of efforts to drive responsible growth by minimising the environmental impact of its operations.

This was achieved by reducing reliance on diesel and increasing use of lower-carbon energy sources, including the conversion of 390 infrastructure sites to on-grid power during the year, thus improving efficiency and reducing emissions.

Airtel Africa CEO, Sunil Taldar highlighted this achievement during a media roundtable held in Lusaka, Zambia, where he presented the Group’s Sustainability Scorecard and progress towards building a more sustainable, inclusive and connected Africa.

Other initiatives to reduce Airtel Africa’s environmental impact during the year included promoting the circular economy, recycling 94% of total waste generated. These form part of Airtel Africa’s broader sustainability strategy, which seeks to create long-term value by balancing business growth with environmental stewardship, digital inclusion and socio-economic development.

Mr. Taldar emphasized that responsible growth remains central to Airtel Africa’s business strategy and is reflected in the company’s ability to extend services and opportunities to millions of people across the continent while advancing sustainability goals. Airtel Africa’s network now reaches 81.9% of the population across its markets, enabling greater access to connectivity, information, education and economic opportunities for individuals and communities.

The company recorded progress in its efforts to advance financial inclusion. Airtel Money now serves 54.1 million customers through a network of 2.4 million agents, making it one of Africa’s largest digital financial services ecosystems. Notably, 44.1% of Airtel Money customers are female, demonstrating the platform’s growing role in empowering women through access to secure, affordable and convenient financial services.

Beyond connectivity and financial inclusion, Airtel Africa, through its philanthropic arm, Airtel Africa Foundation continued to drive meaningful change across communities in the continent, investing US$6.2 million in priority programmes in four strategic areas namely Financial Inclusion, Education, Environmental Sustainability and Digital Inclusion.

Through its partnership with UNICEF, 3,296 schools have been connected to the free internet access, helping to bridge the digital divide and expand access to quality education reaching over 2 million learners and 38,868 teachers, while 64 zero-rated digital learning platforms enabled more than 11 million learners to access free digital educational content.

Also, during the year, more than 30,000 young people received digital skills training, while over 250 full undergraduate STEM scholarships were awarded through the Airtel Africa Tech Fellowship programme, helping to prepare the next generation of African innovators and technology leaders.

 


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