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You Can Digitally Supercharge Yourself as an Entrepreneur: Here’s How

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Stephen Newton, Managing Director, Sub-Saharan Africa, Ad Dynamo by Aleph
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By Stephen Newton, Managing Director, Sub-Saharan Africa, Ad Dynamo by Aleph

There is no doubt that Africa is an entrepreneurial continent. As far back as 2017, an African Development Bank report found that the continent had the highest rates of entrepreneurship among working-age adults in the world at 22%. Despite the devastating economic impact of the COVID-19 pandemic, things have hardly slowed down in recent years. A report from McKinsey, for example, found that the number of African tech startups tripled between 2020 and 2021.

Stephen Newton, Managing Director, Sub-Saharan Africa, Ad Dynamo by Aleph

Stephen Newton, Managing Director, Sub-Saharan Africa, Ad Dynamo by Aleph

Nigeria and Ghana’s West African economic powerhouses are no exception to that economic fervour. World Bank data shows that 97,988 new businesses were registered in Nigeria in 2020, and in Ghana (with a population about a sixth as big as Nigeria’s) 18000 new businesses were forecast to be started in 2022.

Those businesses will, of course, be crucial to the region’s ongoing economic growth. But if you’re one of the entrepreneurs behind those businesses, you’ll know that success is far from guaranteed. That makes it critical that you do everything possible to ensure your business is primed for growth. And one of the most effective ways of doing so is to embrace digital marketing and that you get it right from day one.

Digital is still growing in importance, for everyone

That’s especially true when you consider how rapidly internet and smartphone penetration has grown in the region in recent years. Research suggests that there are more than 155 million internet users in Nigeria, representing 55.4% of the population and just under 17 million users in Ghana, representing 53% of the population. And as more and more undersea cables land on the continent, making internet access more affordable and ubiquitous, those numbers will keep growing.

The same is true of smartphones. According to Statista, smartphone penetration in Nigeria grew 10% between 2019 and 2022, hitting just over 37%, and is set to grow another 10% by 2027. While it’s difficult to find equivalent numbers for Ghana, it’s worth noting that nearly 100% of internet users there have a smartphone.

In other words, a sizable portion of any Nigerian or Ghanaian business’s customers are already online and an even more considerable portion will be in the very near future. So in order to reach them, that business has to be online too.

Of course, many early-stage entrepreneurs, in particular, either need help figuring out where to start with digital marketing or feel like they can’t afford it. Those barriers do not, however, have to be challenging to overcome.

As Gaston Taratuta, Founder and CEO of Aleph Group, Inc points out, you can build up digital marketing expertise relatively quickly.

“To become an expert in digital marketing, you have to be curious and certify yourself on digital platforms for free,” he says. “Learn things like Google Adwords; learn to do marketing on different social media platforms like Instagram, Snapchat, and TikTok. This can be achieved in more or less six months, and you can then put what you have learned into practice.”

As he further points out, building this expertise is already key to thriving as an entrepreneur and will be even more important in the near future.

Additionally, digital marketing is one of the most effective ways for any business to build awareness and engagement with both existing and potential customers. It’s also more targeted, meaning you can get a greater return on investment.

Using the right partner

As important as it is for entrepreneurs to understand the effectiveness of digital marketing and at least have a basic grasp of how to use them, it’s also important to remember that they don’t have to do it alone.

The right media buying partner will help ensure that they’re on the right platforms and are reaching their intended customer bases. They’ll also understand that a business doesn’t always have a major marketing budget and will get it started advertising with relatively small amounts, keeping costs to a predefined frame. Many partners that Aleph is working with additionally offer ‘trial’ budgets at lower minimum costs to allow new advertisers to give it a go and see if they gain value from it. Remember, if they see the same potential in a business as an entrepreneur, they’ll want to grow with it.

No reason to wait

Ultimately, it should be clear that African entrepreneurs can supercharge their growth journeys by embracing digital marketing. Moreover, they can get to grips with it relatively quickly and can affordably get help in maximising their digital marketing efforts.


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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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GSMA Urges Import Duties Exemption for Smartphones

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Global System for Mobile Communications Association (GSMA) has urged African governments to recognise telecommunications as a core economic pillar and implement specific tax reforms that could dramatically accelerate digital inclusion across the continent.

GSMA Urges Import Duties Exemption for Smartphones

Mr. Daddy Mukadi, chair of GSMA Africa’s Policy Group, proposed a two-to-three-year exemption on import duties and taxes for entry-level smartphones priced between $40 and $150 to help bridge the usage gap.

He also called for the removal of entry duties on telecommunications equipment for at least three years to support the expansion of network coverage.

“These measures would help deliver inclusive and sustainable digital technology for economic and social progress. They would also support faster connectivity, improved access and the ability to connect more people, businesses and communities to the digital economy,” he said.

Mukadi who is also the chief regulatory officer of Airtel Africa, spoke at the first edition of the États Généraux du Secteur des Postes et Télécommunications in Kinshasa, DRC, an event convened to support the development of a strategic roadmap for the country’s digital and telecommunications sector and attended President Félix Tshisekedi.

He urged government and industry stakeholders to rethink the role of telecommunications in national development, arguing that it should be framed not as a sector specific concern, but as a continent-wide imperative.

“The telecoms sector can no longer be considered merely as a support sector. It is now a core sector. Both are vital, and every other sector, from security and finance to transport and health, depends on digital technology for growth,” Mukadi said.

His remarks come at a critical moment for Africa’s digital economy. According to the GSMA’s Mobile Economy Africa 2025 report, the mobile sector contributed $220 billion to the continent’s economy in 2024.

This is equivalent to 7.7per cent of GDP and is projected to reach $270 billion by 2030. Yet despite mobile networks now covering 95per cent of Africa’s population, nearly 75per cent of people across the continent remain offline.

The GSMA identifies this gap as Africa’s greatest connectivity challenge, driven above all by the unaffordability of devices.

Mukadi therefore called for strategic adjustments to public policy, as well as legal and regulatory frameworks, to support wider access to digital services. He said the telecommunications sector should be treated as a foundational pillar of economic development, with stakeholders working together to accelerate investment, expand coverage and close the usage gap across the continent.

The Chief Regulatory Officer of Airtel Africa also highlighted key barriers to digital inclusion, including the affordability of smartphones and the impact of import duties on telecommunications infrastructure.

He added that government and the private sector must work closely to create a regulatory environment that encourages innovation, protects consumer interests and supports long-term investment.


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Court Blocks Telcos from Cutting Nairtime’s Credit Services

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Federal High Court in Abuja has issued an interim injunction restraining MTN Nigeria and Airtel Networks from suspending or interfering with Nairtime Nigeria’s access to critical telecommunications platforms including short codes, SMS, USSD, and billing services, following a directive by the Federal Competition and Consumer Protection Commission (FCCPC) that left Nigerians without a safety net.

Court Blocks Telcos from Cutting Nairtime’s Credit Services

The order, granted on April 24, 2026 in Suit No: FHC/ABJ/CS/779/2026, ensures that millions of consumers, particularly those without access to traditional banking, can continue to access airtime and data on credit, services increasingly vital for daily communication, work, education, and digital participation.

Nairtime, part of the Optasia Group, is a leading provider of airtime and data credit services in Africa and the Middle East, facilitating micro-lending for mobile users.

According to Nairtime, the court’s intervention provides policy certainty and reinforces the legitimacy of its operations, which are conducted under a valid Value-Added Service licence issued by the Nigerian Communications Commission (NCC).

The company noted that the suspension linked to the Digital, Electronic, Online or Non-Traditional Consumer Lending Regulations 2025 risked disrupting services relied upon daily by ordinary Nigerians.

Ms Uchenna Agbo, chief commercial officer of Optasia and chief executive officer of Nairtime Nigeria Limited, said: “This decision is ultimately about protecting underserved Nigerian consumers.

It ensures that millions of people, many of whom are underserved by traditional financial systems, retain uninterrupted access to essential digital services. Over time, using these services responsibly can help them prove reliability and improve their chances of accessing bigger financial opportunities in the future.

“Our platform enables responsible, data-driven lending that keeps people connected when they need it most and we look forward to working with our partners to restore services in a manner that resumes full service value to the Nigerian consumers without further delay.”

Nairtime reaffirmed its commitment to consumer and data protection through stringent governance frameworks and ethical use of artificial intelligence, and emphasised that it shares the broader consumer protection objectives of the Federal Government while remaining open to constructive engagement with regulators and industry partners.

Agbo added: “We have built a system that supports inclusion at scale, while maintaining strong risk controls for industry stability and economic impact. This ruling allows us to continue delivering safe, reliable services that Nigerians depend on every day.

“We remain focused on ensuring that the Nigerian consumer stays at the centre of innovation and will continue working with regulators and our partners, including MTN and Airtel, to promote a fair, transparent, and inclusive digital ecosystem that benefits Nigeria and all Nigerians.”

Optasia, which listed on the Johannesburg Stock Exchange in late 2025 and was founded in Nigeria 14 years ago, provides the infrastructure layer connecting mobile network operators and banks to millions of underserved customers.

Through global partnerships with 50 distribution partners and 17 financial institutions, including some of Africa’s largest MNOs and tier-one banks, the platform uses proprietary AI that processes credit decisions in under one second, using alternative data to assess risk for customers who have never held a formal credit product.

Beyond telcos, the company is also developing new propositions including SME and merchant finance, longer-term and higher-value credit, telco BNPL and revolving credit lines, and embedding its platform across adjacent ecosystems and verticals.

 


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Truecaller Tags Nigeria as Africa’s Spam Call Capital

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Nigeria has been ranked the most spammed country in Africa, according to a new report by Truecaller has shown. The report showed that more than half of all unknown calls received by Nigerians in 2025 were identified as spam or fraudulent.

About 51 per cent of unknown calls were flagged as spam, placing Nigeria eighth in the world and ahead of African countries like South Africa, Kenya, Ghana and Ethiopia.

According to the report, most spam calls in Nigeria are linked to telecom companies and network-related promotions. Telecom-related calls made up 35 per cent of spam calls, while sales and telemarketing accounted for 10 per cent. Scam calls represented six per cent.

Truecaller said many Nigerians now struggle to know whether an unknown caller is a real network provider, a marketer, or a fraudster pretending to be from a trusted company.

The report also noted that Brazil faces a similar problem, with telecom-related calls dominating spam activities.

Globally, Indonesia ranked as the most spammed country in the world, with 79 per cent of unknown calls marked as spam. Chile came second with 70 per cent, while Vietnam, Brazil and India completed the top five.

The company added that the Middle East and Africa region passed 100 million monthly active users in late 2025, making Africa one of its fastest-growing markets.

Chief Executive Officer of Truecaller, Rishit Jhunjhunwala, said fraud and impersonation calls have become a serious global concern.

He said the company plans to focus more on stopping fraudulent calls before they reach users in 2026.

Truecaller also announced that it surpassed 500 million monthly active users worldwide as of March 31, 2026, with more than 150 million users outside India.


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