Broadcasting
Maximising Mobile App Engagement with Push Notifications
By Olatayo Ladipo-Ajai, Regional Manager: West Africa at Infobip
Mobile apps have become an integral part of our daily lives, offering businesses an incredible opportunity to engage with customers and boost revenue. Among the various strategies available, push notifications have emerged as a powerful means to captivate users throughout their app experience. By aligning your push notification strategy with key business metrics, you can maximise its impact. One effective framework for achieving this alignment is the ‘pirate metrics’ framework, which encompasses acquisition, activation, retention, referral, and revenue.
Acquisition: Grabbing Attention from the Start
Acquisition refers to the phase before a user installs your mobile app. Although there is no direct communication with the user during this phase, it’s crucial to collect data about them for future use. This data might include the source that led the user to the app and advertising content, which can be employed for personalised communication. For example, you can send tailored onboarding messages to new users, guiding them through the app’s features, enhancing user engagement, reducing churn, and setting the stage for long-term retention.
Activation: Turning Users into Active Participants
Activation involves motivating users to complete specific actions, such as creating an account or making their first purchase. Push notifications can be instrumental in achieving this by showcasing the app’s value and providing guidance. Here, you can engage with users by setting up triggered notifications based on user behaviour, nudging them at critical points, and driving higher activation rates.
Retention: Keeping Users Coming Back
Retention is a critical metric, with around 90% of new users churning within the first month after installation. To combat this, mobile developers should track all users who launch the app and reach out to those who don’t. Personalised re-engagement push notifications play an important role in this as by sending messages to dormant users, reminding them of the app’s value, and offering incentives can improve retention rates.
Referral: Amplifying Growth Through Advocacy
Referral is essential for customer acquisition, especially for mobile apps. Well-designed scenarios involving push notifications can encourage users to share information about the app on social media, write reviews, or rate it in stores. Implementing referral programs through targeted push notifications that offer rewards or incentives for user referrals can turn satisfied users into brand advocates, driving organic growth.
Revenue: Monetising User Engagement
Revenue is the ultimate goal, and push notifications can play a crucial role in achieving it. By encouraging users to take actions related to payments or promoting products, you can boost revenue. Sending targeted promotional offers and upsell notifications to users based on their preferences and previous interactions can drive conversions, boost sales, and increase revenue.
Overcoming Data Challenges with a Customer Data Platform
Without a sound central Customer Data Platform (CDP), organisations may encounter significant challenges, including struggling to manage multiple vendors and handling siloed data, resulting in increased costs and a disjointed customer experience. Without a central CDP, businesses may lack the ability to communicate intelligently with their customers, leading to redundant or irrelevant messages. This challenge can easily be resolved by consolidating data and utilising a unified CDP.
Embracing Technological Advancements in West Africa
The technology landscape in West Africa continues to evolve rapidly, with a particular focus on the expansion of mobile apps and social media chat platforms. According to the GSMA Mobile Economy Sub-Saharan Africa Report 2022, West Africa ranked among the top African countries in terms of growth in the technology landscape. This emerging trend highlights the increasing adoption of these types of technologies in the region. The growth in this sector also creates a wealth of opportunities for businesses, highlighting the importance of investing wisely in technology.
The Right Technology Investments for Success
Mobile engagement is now a vital component of any business strategy. With the rise of mobile apps, a well-thought-out mobile engagement strategy is essential to keep customers engaged and loyal to your brand.
To achieve this, businesses need a robust customer engagement solution that includes mobile app messaging capabilities and analytics. Mobile app messaging allows real-time communication with customers, while analytics help track user behaviour and trends to optimise the engagement strategy.
Additionally, a customer data platform (CDP) is essential. A CDP consolidates customer data from various sources, providing a unified view of the customer. This understanding helps businesses personalise their communication and deliver a seamless customer experience across all touchpoints.
A successful mobile engagement strategy requires a comprehensive customer engagement solution with mobile app messaging capabilities, analytics, and a customer data platform. By leveraging these tools, businesses can create a personalised and engaging experience for their customers, driving loyalty and, ultimately, revenue. So, it’s time to harness the power of push notifications and watch your mobile app’s engagement and revenue grow.
MultiChoice Nigeria, today announced the highly anticipated return of Africa’s biggest reality television show, Big Brother Naija, for its landmark 10th season. Set to premiere over two nights on Saturday, July 26 and Sunday, July 27, 2025, the new season promises 10 weeks of captivating drama, strategic gameplay, and unparalleled entertainment, culminating in the grand finale on Sunday, October 5, 2025.
The audition process for this milestone season was meticulously designed to unearth the most engaging and dynamic personalities from across Nigeria. Audition registrations were held from May 3rd to May 7th, 2025, and saw an overwhelming response, followed by rigorous in-person auditions conducted in Lagos, Abuja, and Enugu from May 16th to May 18th, 2025.
Speaking on the upcoming season, Busola Tejumola, Executive Head, General Entertainment, MultiChoice Group, expressed her excitement: “Today we are not just announcing another season, we are celebrating a legacy.”
While the official theme for Season 10 will be unveiled on the premiere night, viewers can anticipate a fresh wave of excitement. The beloved Ebuka Obi-Uchendu is returning as host, guiding viewers through every twist and turn of the season. This 10th season also has the highest prize at stake – valued at a whopping N150million.
Fans can catch the premier live on July 26 and 27 exclusively on Africa Magic Showcase, Family and Showmax at 7 PM WAT. The Sunday live eviction shows will also air exclusively on these channels. The 24/7 live stream will be available on DStv Channel 198, GOtv Channel 49, and on Showmax.
“BBNaija has become more than just a television show; it is a living, breathing cultural force. It has given voice to a new generation of talent, creatives, entertainers, and the influencer community, and it has refined what homegrown entertainment can achieve when it is done at scale with intention and ambition,” added Tejumola.
With a two-night opening live show for Big Brother Naija Season 10, the season is poised to build upon the legacy of its predecessors, with fans expecting a more dynamic and entertaining experience. Still speaking on what the season holds Dr. Tejumola said “Today we are not just announcing another season, we are celebrating a legacy. From the very first time we introduced Big Brother Naija in 2017, we had an inkling that we had something special. What we couldn’t fully imagine then is how deeply the show would resonate not only in Nigeria but across Africa and in the global diaspora, where our stories continue to connect people to home.”
This milestone season for the iconic show is not without the usual lineup of sponsors. The gold sponsor for the 10th season of the show is Guinness Nigeria. Other sponsors include Smirnoff, Gordons, HFM, Pepsi, Aquafina, Supakomando, Tolaram Group, Bet King, Golden Penny Foods, Haier Thermocool, Checkers custard, and Innoson Motors, among others.
Viewers can catch all the live action and special broadcasts on DStv Channel 198, GOtv Channel 49, and Showmax. The live Sunday eviction shows will air exclusively on Africa Magic Showcase (DStv Channel 151, GOtv Channel 8), Africa Magic Family (DStv Channel 154, GOtv Channel 7) and on Showmax.
DStv and GOtv subscribers can also watch the show on the go using the DStv and GOtv Stream apps available on the Google Play Store and IOS App Store.
Geeks and Founders Alliance for Soludo (GEFAS), a tech-driven network of young professionals, is set to unveil its operational hub in Anambra State as part of efforts to deepen digital engagement and community outreach.
The launch, scheduled for July 17, 2025, will take place at 10 Uche Ekwunife Crescent, Iyiagu Estate, Awka, and is expected to serve as a nerve centre for collaboration, innovation and support for Governor Chukwuma Soludo’s smart city agenda.
Convener of GEFAS, Mr Fred Agbata, said the initiative reflects the group’s commitment to digital progress and grassroots mobilisation.
“This space reinforces our support for Governor Soludo’s vision of a smart, prosperous Anambra. It’s also a demonstration of what young innovators can achieve when united behind a bigger goal—the re-election of Governor Soludo,” he said.
Agbata added that the hub would provide a platform for tech enthusiasts, entrepreneurs and creatives to co-create solutions that address local challenges and promote inclusive development.
GEFAS has called on stakeholders, youth groups and members of the public to attend the launch and engage with the opportunities the space will offer.
American Tower Corporation (ATC) Nigeria and the ProFuturo Foundation have announced a strategic partnership aimed at transforming the educational sector through digital innovation and technology.
The programme, which is being implemented in conjunction with the Kukah Centre, is expected to benefit over 5,600 school children and 34 teachers across 11 schools in Kano, Kebbi and Taraba states.
The initiative is part of a broader global collaboration between American Tower and ProFuturo Foundation, targeting education gaps in seven African and Latin American countries.
Speaking at the signing ceremony, ATC Nigeria Chief Executive Officer, Mr Pieter Van Der Westhuizen, said the partnership was aligned with the company’s Digital Communities programme, which facilitates technology-driven learning, financial literacy for adults and access to healthcare services in underserved areas.
“At ATC Nigeria, we are proud to support this impactful collaboration, which brings digital tools directly into classrooms. This partnership is not just about equipment—it’s about giving children the future they deserve,” he said.
General Manager of ProFuturo Foundation, Ms Magdalena Brier, described the partnership as a crucial step towards bridging the digital divide and empowering vulnerable communities.
“This alliance reinforces our mission to transform lives by improving access to education and digital tools. Every child and teacher reached through this programme is a testament to what we can achieve together,” she said.
Each school will be equipped with a digital learning kit, which includes computers, tablets, routers, projectors and other essential components tailored to foster interactive learning—even in areas with limited connectivity.
The initiative seeks to strengthen innovative teaching practices and promote inclusive education through digital transformation, with active support from local authorities who were present at the official launch.
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