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2go Urges Understanding of Social Media for Effective Adspend

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2go, the mobile social network targeting users in emerging markets, particularly in Africa has revealed how social networks differ and the mindset behind people¹s decision to use using certain networks.

Marc Herson, director at 2go said that most people use multiple social networks, and brands need to become familiar with the landscape to ensure they target their spending effectively.
 
“People tend to use their mobile phones to snack on content and conversation.  Far more than desktop-based users, they tend to be looking for an immediate hit of social connection ­ so interfaces need to be fast and intuitive”  said Herson.
 
According to him, although many of 2go¹s users simply enjoy the ability to message their family and friends for free, “there¹s also an important entertainment component via our chat rooms”

He said that there are hundreds of chat rooms within the 2go network, where users can play social games or share their view on topics ranging from football through beauty tips, to religion, to support for new mothers and those living with HIV.

Users can¹t set up their own rooms, said Herson, but 2go is responsive to requests.

“Last week we added over 100 rooms, and deleted 50 that weren¹t being used. It¹s always evolving” the  2go executive added.

 Chat room users don¹t have to reveal their real names, and Herson said this, combined with the fact that chats happen in real time, creates an entirely different social space for 2go users than networks like Facebook or LinkedIn, “where your profile is closely tied to your real-world identity”
 
“Chat rooms in general provide the same kind of pleasure as striking up a conversation on the bus” said Herson.

“It¹s instant gratification — and in some ways a more honest and expressive form of communication, because people don¹t have to worry what others will think of them” he stated.
 
However, noted Herson, “social activities always work best when there¹s some structure and rules. We provide a guided user experience as well as rigorous community moderation. Those are key ingredients of what makes the 2go social network successful”
 
“People in our chat rooms are engaging in real, meaningful conversations about things that matter to them,” Herson added. “But there’s also this awareness that they’re in a semi-public transient space, so their response to advertising is arguably much more honest and engaged than to ads that appear in spaces they regard as private.”
 
Ads in chat-based environments also work well, said Herson, “because when people are chatting on their phones they’re wholly absorbed. It’s not a multi-tasking environment. It’s like the difference between TV and cinema — people do other things while they’re watching TV, but not at the cinema unless they want to be shouted at. In that context, well-done advertising can be part of the experience”
 
“Our lives are nuanced and multi-dimensional, and the proliferation of social networks reflects this², Herson pointed out.

The trick for marketers and advertisers is to work out how best to reach people in these different spaces, without disrupting them.


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E-Business

Abdullahi, NITDA Boss Harps on Partnership to Drive Advance Digital Transformation Agenda

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Mallam Kashifu Abdullahi, director-general, National Information Technology Development Agency (NITDA), has reaffirmed the importance of collaboration in advancing Nigeria’s digital transformation agenda.

Abdullahi, NITDA Boss Harps on Partnership to Drive Advance Digital Transformation Agenda

L-R: Mallam Kashifu Abdullahi,  director-general, National Information Technology Development Agency, with Brig. Gen., Abdulrahman Idris, team lead of the Senior Executive Course 46 2024, National Institute for Policy and Strategic Studies, Kuru, Jos during a strategic tour visit to the agency headquarters in Abuja.

Abdullahi disclosed this during a strategic engagement with participants of the 2024 Senior Executive Course 46 from the National Institute for Policy and Strategic Studies (NIPSS), a delegation led by Brigadier General Abdulrahman Idris.

Abdullahi emphasised that no organisation can achieve its goals in isolation, stressing the need for collaborative efforts to harness ideas, experiences and insights for national development. He highlighted the potential of collaboration between NITDA and NIPSS to leverage technology and digital innovation for driving economic growth, creating job opportunities and attracting foreign direct investment (FDI).

“At NITDA, we have re-imagined our social contract with Nigerians, focusing on improving service delivery and fostering the swift growth of the ICT sector,” said Abdullahi. He emphasised the agency’s commitment to serving Nigerians and outlined the strategic direction outlined in NITDA’s Strategic Roadmap and Action Plan (SRAP 2024-2027) 2.0. The SRAP is structured around eight pillars aimed at fostering digital literacy, building a robust technology research ecosystem, strengthening policy implementation, promoting inclusive access to digital infrastructure, enhancing cybersecurity, nurturing innovation and entrepreneurship, forging partnerships and cultivating a vibrant organisational culture.

The brigadier-general provided insights into NIPSS’s role as Nigeria’s foremost policy think-tank, tasked with developing top-class technocrats to drive national development initiatives. He highlighted NIPSS’s contributions to policy formulation and implementation over the years, emphasising the institution’s mandate to address issues of national interest, particularly in the digital economy sector.

The collaboration between NITDA and NIPSS underscores the importance of synergistic efforts in harnessing technology and innovation for national development. By leveraging each other’s expertise and resources, both organisations aim to drive economic growth, foster job creation, and position Nigeria as a leading player in the global digital economy.

Through strategic partnerships and collaborative initiatives, NITDA and NIPSS are poised to chart a path towards sustainable development, leveraging digital innovation as a catalyst for socioeconomic transformation and inclusive growth.

 


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IvoryPay, Tether to Drive Crypto Transfers Across Africa

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Ivorypay, a blockchain-based payment and remittance firm, has teamed with Tether, the stablecoin pioneer, to improve crypto-based transactions across Africa.

Tether is the business that developed the stablecoin, USDT, and with this agreement, it will mint and issue USDT straight to IvoryPay.

According to the partners, this agreement would provide more dependable and economical digital transaction choices to businesses and consumers across Africa.

Ivorypay will leverage Tether’s widespread acceptance to provide a buffer against the typically unpredictable nature of crypto-currencies, increasing user confidence in using digital currencies for daily transactions as well as cross-border transfers.

“Partnering with Tether is a strategic move that aligns perfectly with our vision of simplifying and securing crypto transactions across Africa,” said Oluwatobi Ajayi, CEO, IvoryPay.

He added: “It gives us easy access to the liquidity we need to cater to more businesses and individuals across the continent and to do that cheaper and faster than anybody else, which we believe will significantly enhance user trust and increase adoption rates across our platforms.”

“This strategic partnership between Ivorypay and Tether represents a transformative step for digital transactions across Africa,” said Aly Madhavji, managing partner of Blockchain Founders Fund.

“By incorporating USDT into their payment systems, IvoryPay aims to increase financial inclusion and streamline cross-border remittances, establishing a new standard for stability and efficiency in the region’s financial services We are thrilled to assist Ivorypay as they endeavour to create new opportunities for businesses and consumers across Africa.”


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CAC Revokes NIPOST Subsidiaries’ Certificates

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The Corporate Affairs Commission (CAC) has revoked the certificates of incorporation of NIPOST Properties and Development Company and NIPOST Transport and Logistics Services Limited.

This revocation followed the discovery of an illegal transfer of N10 billion in restructuring funds released by the Federal Ministry of Finance to the agency’s subsidiaries.

The CAC, in a statement on Monday, said, “The General Public is hereby informed that the Commission, sequel to its powers contained in Section 41 (7) of the Companies and Allied Matters Act No. 3 of 2020, revoked the Certificates of incorporation of the below-mentioned companies because the same was improperly procured. These companies are:

“1. NIPOST Transport and Logistics Services Company Ltd RC 1673881 and 2. NIPOST Properties & Development Company Ltd RC 1673971.

“By virtue of these revocations, the Companies are deemed to be dissolved and their Assets and Liabilities transferred to the Nigeria Postal Services established under the Nigerian Postal Services Act Cap N127 LFN 2004.”

It was gathered that CAC records confirm that as of November 8, 2023, some top officials of BPE control significant shares in the subsidiaries.

Responding to these discoveries, the Senate passed a resolution on December 30, 2023, for a probe into the matter.

The resolution declared the NIPOST subsidiaries in question “irregular and illegal” and recommended their immediate winding-up and deregistration.

The Senate resolution goes beyond immediate action; it demanded a thorough investigation into the N10 billion voted by the Ministry of Finance for NIPOST’s restructuring and recapitalisation.

Should evidence of “injudicious utilisation” surface, the Senate said the committee responsible must recover the full amount.

In its resolution of December 30, 2023, the Red Chamber said it uncovered an alleged illegal transfer of Federal Government shares in two NIPOST subsidiaries to private individuals.

The discovered infractions sparked outrage, prompting the lawmakers to call for immediate action.

Some individuals in key positions within the Bureau of Public Enterprises (BPE) and NIPOST were listed as shareholders of the two NIPOST subsidiaries.

 


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