Telecom
X3M Ideas Urges Businesses to Evolve or Die in Obscurity
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.
Nigeria has exactly 156,662 active fixed wired internet subscriptions as of mid-2026.
This is a tiny fraction compared to mobile GSM networks, which dominate the market with over 154 million subscribers.
The fixed wired market primarily consists of homes and offices using direct physical cables like fiber optics.
Fixed wired services use physical cables, like glass fiber or copper wire, to bring internet directly into a building.
It is like a dedicated, private water pipe for your home. It provides very fast speeds, unlimited data, and is reliable.
In contrast, mobile GSM uses radio waves transmitted from tall towers to phones, acting more like a sprinkler that sprays a signal across an entire neighborhood.
Because laying physical cables across cities is expensive and hard to do, these subscriptions are very rare.
However, the market has seen recent growth, driven largely by Fiber-to-the-Home (FTTH) services.
The top players are: MTN FibreX with 110,564 subscribers, which is roughly 88.7 per cent of the entire market.
SWIFTNG accounts for about 13,945 connections.
The others are ipNX and 21st Century Technologies which make up the number.
Nigerian Communications Commission (NCC) says it is intensifying efforts to implement Nigeria’s planned 112 national emergency number following its approval by the National Economic Council (NEC).
NCC
The commission disclosed this during a meeting between Vice President Kashim Shettima and an NCC delegation led by the Chairman of its Governing Board, Chief Idris Ibikunle Olorunnimbe, at the Presidential Villa, Abuja.
Briefing the Vice President, Olorunnimbe said the NCC had already established about 35 Emergency Communications Centres (ECCs) across the country to support a unified national emergency response system.
He said the next phase of implementation would focus on closer collaboration with state governments and emergency response agencies to ensure the effective rollout of the initiative.
The development follows the recent approval by the NEC, chaired by the Vice President, for the adoption of 112 as Nigeria’s single national emergency number across all tiers of government and emergency response agencies.
The council also approved the establishment of a multi-agency implementation committee to be jointly coordinated by the Office of the Vice President and the NCC.
Olorunnimbe stressed that the success of the initiative would depend on the commitment of state governments to support and maintain emergency communications infrastructure, as well as the readiness of response agencies to promptly attend to distress calls.
“We need commitment at every level of all response agencies—from top to bottom—including the Nigeria Police Force, ambulance services across the states and, at the national level, the National Emergency Management Agency (NEMA),” he said.
Responding, Shettima directed the NCC to develop a comprehensive roadmap for the nationwide implementation of the single emergency number in line with international best practices.
He also urged the commission to work closely with the National Emergency Management Agency (NEMA), citing the agency’s experience in disaster management, relief and rehabilitation.
The Vice President assured the commission of the Federal Government’s commitment to sustaining the initiative, saying funding would be mobilised through the National Economic Council and partnerships with the private sector.
He also called for greater dedication from all emergency response agencies to ensure the success of the programme.
The adoption of 112 is expected to harmonise emergency communications across Nigeria by providing a single number through which citizens can quickly access police, fire, ambulance and other emergency services.
The initiative is also expected to replace multiple emergency contact numbers currently in use and improve coordination and response during emergencies.
Nigerian Communications Commission (NCC) has said that it was strengthening collaboration with state governments and industry players to develop a transparent, cost-based pricing framework for sharing telecom ducts as part of efforts to speed up broadband expansion across Nigeria.
Ayuba Shuaibu, director of Policy, Competition and Economic Analysis, NCC, disclosed this at the Stakeholders’ Forum in Abuja.
Shuaibu said the initiative was designed to build consensus among all parties.
“The primary purpose of this forum is to ensure seamless synergy between the Commission and all stakeholders,” he said.
The director said the consultation was prompted by longstanding complaints over permits, levies and other charges imposed by different levels of government.
He said bringing together state commissioners, telecom operators, tower companies and representatives of the Nigeria Governors’ Forum had helped improve understanding of the issues.
“This engagement is a work in progress. We expect more input from stakeholders before presenting the outcome to the Nigeria Governors’ Forum,” he added.
Dr Helen Adeneye, commissioner for Innovation, Science and Technology, Kogi State. welcomed the consultation, saying Nigeria needs a harmonised policy that clearly defines the responsibilities of both the federal and state governments.
“We need a harmonised policy that allows states to collaborate better with telecom operators and creates a more business-friendly environment,” she said.
Dr Adeneye added that adopting the Dig-Once policy would establish a uniform pricing system and help resolve disputes over charges for telecom infrastructure deployment.
Chidi Ajuzie, chief executive officer, WTES Projects Limited, whose firm is conducting the consultancy study, said the proposed framework would introduce a common cost structure for duct sharing to support broadband investment and economic growth.
“The study is designed to create a uniform pricing model that will drive broadband growth, economic development and wider adoption across the country,” he said.
Ajuzie explained that the consultants had developed preliminary floor and ceiling prices to guide operators while allowing flexibility within the approved range.
He added that the recommendations remain open to industry input before the NCC finalises the framework.
The Dig-Once Policy is designed to reduce the cost and disruption of deploying broadband infrastructure by requiring fibre ducts to be installed whenever roads are constructed or rehabilitated.
The NCC is developing a cost-based pricing framework for sharing these ducts to promote fair pricing, reduce duplication of infrastructure and encourage investment.
The proposed model is expected to support the Federal Government’s broadband expansion targets while improving collaboration between telecom operators and state governments.
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