News
Air Peace: Strategies to Gain Competitive Advantage in the Battle for the Skies

By Austin Okere
Congratulations to Air Peace on its inaugural flight to London and for achieving full bookings for the upcoming months, thanks to attractive ticket prices. Over the past fortnight, Air Peace has been making waves on social media for various reasons.
On a positive note, the airline shared a LinkedIn post featuring a picture of former Nigerian President, Chief Olusegun Obasanjo, aboard a return flight to London.
The caption highlighted his positive experience, stating, “I went, it was pleasant. I came back, it was even more pleasant.”
However, on a different note, Nigeria Stories recently reported that the United Kingdom Civil Aviation Authority has contacted Nigeria’s Civil Aviation Authority regarding alleged violations of aviation safety regulations by Air Peace.
The significance of Air Peace’s impact on airfares along the Lagos-London route cannot be overstated. Since commencing operations on March 30, Air Peace has maintained its round-trip economy ticket price at $1,000 (₦1.2 million), a substantial reduction compared to the previous rates charged by international airlines, which could soar up to $2,500 (₦3 million).
This bold pricing approach has disrupted the established norms, prompting foreign carriers to reassess their pricing frameworks.
To uphold customer loyalty and ensure long-term viability, it is imperative for Air Peace to explore additional strategies for differentiation. I have outlined these strategies using Austin’s Four Models of Competitive Strategies below:
- Technological Leadership
This approach is commonly embraced by firms that have secured a substantial leadership edge on the innovation spectrum. Their dominant position within their specific market niche is profound, making it exceedingly challenging for competitors to replicate or close the gap. Companies like Apple, Alphabet, Airbus, SpaceX, Netflix, and Tesla, among others, adeptly employ this strategy to significant effect.
Typically, they command premium prices for their offerings, allowing for greater investment in ongoing research and expertise, thus fortifying their technological supremacy and perpetuating their cycle of success.
- Service Excellence
This strategy is often embraced by companies that may not necessarily lead in technology but excel in delivery and customer experience to secure patronage and foster loyalty. Airlines like Emirates, Singapore Airlines, Qatar Airways, and Japan Airlines consistently rank among the world’s top 10 airlines as voted by travelers worldwide, thereby drawing more patronage.
3. Customer Intimacy (Personalized Customer Engagement)
This approach is predominantly employed by companies that strive to create a familial bond with their customers. They foster a sense of intimacy with their clientele, exemplified by Ghana’s Africa World Airways (AWA), which has established a reputation for punctuality in West African travel.
Air Peace appears to be following suit with this strategy, offering popular Nigerian cuisine and beverages on the Lagos-London route, and outfitting their crew in vibrant Nigerian attire. Companies employing this strategy often boast prolonged customer retention rates. They possess a deep understanding of their customers, accommodating their unique preferences, while customers reciprocate with steadfast loyalty.
- Cost Leadership
This strategy is predominantly adopted by companies that have enjoyed an early lead in product development and launch, leveraging the returns on their investments over time. They employ low pricing to dissuade competitors from entering the market. A classic example is Coca-Cola and Pepsi-Cola.
Additionally, other companies that may employ this strategy are those that have accessed the experiences and intellectual property of more advanced competitors without incurring the costs and challenges of research and development. They are content to price their products relatively lower to attract patronage.
Many established companies with mature infrastructure also aim to increase their market share through periodic sales promotions, satisfied with extracting contribution margin from fixed costs.
Airlines often utilize this strategy during low seasons to improve their load factor rather than flying with empty seats or cargo space. They prefer to capture customers at any price rather than allow competitors to benefit from lost sales.
Bringing it All Together
In the fiercely competitive landscape of the airline industry, pricing strategies serve as a cornerstone in attracting passengers and maintaining a competitive edge. Employing competitor pricing, a dynamic and data-informed approach, enables airlines to swiftly adapt to market fluctuations and consumer preferences while optimizing revenue streams.
Airlines continuously fine-tune their fares in response to market dynamics, competitive maneuvers, and various other factors, employing a seamless and automated process to uphold competitiveness, optimize load factors, and maximize revenue streams.
While competitive pricing may serve as an initial strategy to penetrate the market and garner market share, I am cautious about relying solely on it for sustained success. It’s essential to recognize that no matter how aggressively priced one may be, there’s always someone offering a lower fare.
This approach risks triggering a downward spiral in pricing, potentially leading to a race to the bottom. In such a scenario, financially robust incumbents may outlast vulnerable newcomers, only to subsequently increase prices to recoup lost revenue once the newcomers are forced out of the market. This fate should not befall Air Peace.
Austin Okere is a thought leader, and business mentor. An Entrepreneur-in-Residence at Columbia Business School, New York.
News
DBI, Miva Open University Partner to Advance Digital Innovation, Education

Digital Bridge Institute (DBI) and Miva Open University, Abuja, have signed a Memorandum of Understanding (MoU) to jointly promote digital technology and academic excellence in computer science and innovation.

Mr. David Daser, president/CEO, DBI, and Professor Tayo Arulogun, vice chancellor, Miva Open University.
DBI, a Federal Government-owned ICT training institute with headquarters in Abuja and campuses across Nigeria’s six geo-political zones, hosted the signing ceremony at its headquarters.
The MoU marks a significant step in formalizing and strengthening the existing relationship between the two institutions.
Signing on behalf of their institutions were
Speaking during the event, Mr. Daser praised Professor Arulogun’s leadership and commitment to academic development, which he said made the partnership possible. He emphasized that unlike many MoUs that remain inactive, this collaboration is set to deliver tangible results.
“We value this partnership and are confident it will meaningfully contribute to Nigeria’s education sector. DBI is fully prepared to implement the agreement and drive an impact across our campuses in Enugu, Abuja, Kano, Lagos, Asaba, and Yola,” Daser said.
He added that the collaboration would strengthen DBI’s National Innovation Diploma (NID) program and other initiatives through shared resources and new opportunities.
Professor Arulogun, in his remarks, highlighted the need for greater collaboration among Nigerian universities, criticizing the prevalent “do-it-alone syndrome.”
“Many institutions prefer to operate in silos, but collaboration is key. Pooling resources and working together will enhance capacity and academic output,” he stated. “With this partnership, we are ready to hit the ground running from student exchange to joint innovation projects like hackathons.”
He noted that hackathons provide platforms for discovering hidden talents and fostering innovation, and Miva is eager to integrate such activities into its academic programs.
Mr. Emeka Nzeih, head of Learning and Development, DBI, outlined the partnership’s key focus areas: student internships, real-world project collaborations, joint research in fields like AI, robotics, and cybersecurity, and shared access to DBI’s ICT labs and equipment for Miva’s students and faculty.
According to Nzeih, the initiative aims to enhance practical learning, foster innovation, and build capacity through collaborative training, research, and mentorship.
News
FIRS Commits to Fostering Trust, Voluntary Compliance Nationwide @ Tax Clinic

The Federal Inland Revenue Service (FIRS) has reaffirmed its commitment to fostering trust and voluntary tax compliance among small businesses, startups, and informal sector operators across the country.
This pledge comes ahead of the 2025 edition of its flagship outreach programme, the Tax Clinic, an initiative aimed at deepening tax education and strengthening compliance across Nigeria’s economic sectors.
Speaking in anticipation of the event, the Executive Chairman of FIRS, Dr Zacch Adedeji, emphasised that the clinic forms part of broader efforts to promote transparency, accountability, and inclusion in the tax system.
“The clinic reflects our commitment to promoting a culture of voluntary compliance by bringing tax education closer to the people. It is a critical step in strengthening trust, transparency, and inclusion in the tax system,” Dr Adedeji stated.
He noted the importance of expanding the country’s tax base and ensuring that citizens and business operators are empowered to fulfil their civic obligations.
“This clinic is more than an event; it’s a movement to ensure every Nigerian understands their role in nation-building through voluntary tax compliance,” he added.
Organised by the FIRS Emerging Taxpayers’ Group (ETG), the two-day event will feature expert-led sessions, panel discussions, interactive service desks, and live Q&A forums on issues such as tax filing, business registration, and dispute resolution.
Attendees will also have access to representatives from key institutions, including the Lagos State Internal Revenue Service (LIRS), Joint Tax Board (JTB), Corporate Affairs Commission (CAC), Tax Appeal Tribunal (TAT), National Identity Management Commission (NIMC), and Nigerian Investment Promotion Commission (NIPC).
Several professional bodies will also participate, including the Chartered Institute of Taxation of Nigeria (CITN), Institute of Chartered Accountants of Nigeria (ICAN), Association of National Accountants of Nigeria (ANAN), Nigerian Bar Association (NBA), and Nigerian Medical Association (NMA).
In addition to tax advisory services, the NMA will provide free basic medical screenings at the event. The first 300 participants to register physically will also receive branded gifts.
The clinic is open to business owners, self-employed individuals, trade groups, and professionals, with livestream options available for virtual participants.
With the theme ‘Tax Clinic for Tax Clarity’, the event is scheduled to take place on 15th and 16th July 2025 in Lagos.
FIRS says the initiative is central to its drive to boost revenue generation, integrate the informal economy, and streamline Nigeria’s tax architecture in line with its economic development agenda.
News
FG Commissions Rebuilt Kano Digital Industrial Park with Support from IHS Nigeria

The Federal Government has commissioned the fully refurbished and restored Kano Digital Industrial Park, reaffirming its commitment to inclusive digital growth, youth empowerment, and strong private sector collaboration.
The facility, which suffered significant damage during the August 2024 protests, has now been fully restored through a generous intervention by IHS Nigeria.
The commissioning ceremony, which took place on Wednesday, July 2, 2025, was led by the President of Nigeria, ably represented by the Honourable Minister of Communications, Innovation and Digital Economy, Dr. Bosun Tijani.
The event was graced by several dignitaries, including the Deputy Governor of Kano State (representing the Governor) Aminu Abdussalam Gwarzo; the Emir of Kano, represented by His Highness, Jarman Kano, Amb. Ahmed Umar OON; the Executive Vice Chairman/CEO of the Nigerian Communications Commission Dr Aminu Maida; the Minister of State for Youth Development; representatives from IHS Nigeria; and other senior government officials.
Delivering his opening remarks, the Executive Vice Chairman of the NCC, Dr. Aminu Maida, emphasized the strategic importance of the park and reaffirmed the Commission’s commitment to enabling Nigeria’s digital future.
“The recommissioning of the NCC Digital Industrial Park in Kano is a landmark moment in our journey to accelerate ICT innovation and empower the next generation of digital pioneers.
“This facility will serve as a catalyst for digital inclusion, economic transformation, and youth empowerment not just in Kano, but across the entire Northwest region. We remain committed to creating a thriving digital ecosystem where innovation can flourish and no one is left behind in Nigeria’s digital revolution.” He said.
Speaking on behalf of the Executive Governor of Kano State, the Deputy Governor, Comrade Aminu Abdussalam Gwarzo, reaffirmed the state’s digital ambition and expressed deep appreciation for the partnership that made the park’s restoration possible.
“This commissioning marks more than the unveiling of a refurbished structure, it represents Kano’s bold vision to lead Northern Nigeria’s digital transformation. “We are grateful to IHS Nigeria for their swift response and unwavering support following the vandalization of this facility. Their commitment goes beyond corporate responsibility, it reflects a shared vision for a digitally inclusive Nigeria. He said.
Also speaking at the commissioning ceremony, the Chief Operating Officer of IHS Nigeria, Kazeem Oladepo, who represented the CEO of IHS Nigeria, reaffirmed the company’s commitment to advancing Nigeria’s digital future.
“Our decision to sponsor the refurbishment of the Kano Digital Park is rooted in our commitment to supporting Nigeria’s digital economy and empowering young Nigerians with the skills to thrive in the digital age,” he said.
“This partnership with the Ministry of Communications, Innovation and Digital Economy is a clear demonstration of the power of public-private collaboration in addressing national challenges.
“We are proud to contribute to the 3MTT program and help restore this park as a hub of innovation and opportunity for the Kano community. Supporting initiatives like this and others such as the Ilorin Innovation Hub is how we aim to foster long-term digital growth, create jobs, and drive inclusive development across Nigeria.” He added.
Capping off the event, the Honourable Minister of Communications, Innovation and Digital Economy, Dr. Bosun Tijani, highlighted the significance of public-private collaboration in shaping Nigeria’s digital future.
“The recommissioning of the Kano Digital Industrial Park is a powerful demonstration of what is possible when public and private sector actors unite behind a shared vision. This facility is more than just infrastructure, it is a beacon of innovation, resilience, and opportunity for Northern Nigeria.
“IHS Nigeria’s swift intervention following the vandalism of this park reflects true partnership and corporate citizenship. Together, we are laying the foundation for a future where young Nigerians, especially those in underserved communities, have the tools and training to thrive in a digital economy.” He highlighted.
The Kano Digital Industrial Park forms a key part of the 3 Million Technical Talent (3MTT) initiative, a flagship government program aimed at equipping Nigerians with globally competitive digital skills.
The renovation includes fully equipped training labs, power and connectivity infrastructure, upgraded learning spaces, and restored digital equipment to support thousands of learners across Northern Nigeria.
The commissioning of the Kano Digital Industrial Park comes just weeks after Ilorin Innovation Hub, the largest innovation hub of its kind in West Africa, which is also sponsored by IHS Nigeria, kicked off its incubation and acceleration programs. These interventions highlight IHS Nigeria’s continued commitment to fostering innovation, creating jobs, and driving the growth of Nigeria’s digital economy.
By bringing the Kano Digital Industrial Park back on stream, IHS is reinforcing its pledge to support impactful initiatives at both the federal and sub-national levels, particularly those that provide opportunities for young Nigerians, who represent the future of the nation.
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