Telecom
Google Continues to Drive Africa’s Largest Number of Installs in App Marketing – AppsFlyer Report

AppsFlyer, the marketing measurement and experience platform, has released the 13th edition of its Performance Index, ranking the top media sources in mobile advertising.

smartphone with Google Ads on the screen and display notebook background. Ads is a service of contextual, basically, search advertising from Google. Moscow, Russia – August 25, 2019
Analyzing 623 media sources, 33 billion installs, and over 17,000 apps, the report shows that Google continues to drive the highest number of app installs in Africa.
Each year, app marketers globally consult the AppsFlyer Performance Index on which media sources to partner with to maximise their marketing budgets.
This year’s report also includes insights on the changing mobile media landscape, following the implementation of Apple’s Tracking Transparency (ATT).
Google continues to dominate Android, widening its lead from the rest
Google is continuing to exponentially drive the largest number of installs in app marketing, further increasing its lead over Facebook in Android devices.
The search giant ranked first in the Retention Index’s power and volume rankings in all Gaming and non-gaming categories, with the exception of racing games.
In Africa, the only area where Google did not rank top in the Retention Index’s power and volume ranking was in the simulation gaming category where Unity Ads came out top.
Google’s unrivaled reach in Android is also the main reason why it is ranked number two in the In-App Advertising (IAP) Index global power ranking with a score that was only slightly lower than Facebook’s. However, it did claim the first spot in the global power ranking in non-gaming as well as in the Casual gaming group.
The remarketing Index shows that although Facebook still dominates this category, Google is closing the gap and has even claimed the top spot among Finance apps, globally.
In fact, Google increased its share of the app remarketing conversion pie by 33% comparing H1 2021 and H2 2020.
Apple Search Ads overtakes Facebook among consented users in iOS
AppsFlyer found that among consenting users, Apple Search Ads (ASA) ranked first in both the Retention Index’s global power and volume rankings.
In fact, iOS marketers flocked to ASA following the enforcement of ATT, with ASA reaching almost 60% of its traffic from the previous index which covered the entire second half of 2020 in only seven weeks.
ASA is the only media source in iOS that functions independently of SKAdNetwork and deterministically attributes users.
While ASA is not a lateral comparison to other media sources in the rankings, AppsFlyer applied the same methodology for ASA and its competitors despite the differences in which they operate due to ASA’s volume of users with full data granularity, which is ultimately what marketers seek
“This edition of the Index comes at a fascinating time, as the industry is still in transition following the enforcement of Apple’s ATT in April of this year,” said Daniel Junowicz, RVP EMEA & Strategic Projects, AppsFlyer.
“Across Africa, while the number of users on iOS is rapidly growing, Android’s dominance means the impact of ATT has been less pronounced. App marketers in the region continue to see an increase in installs and having the latest insights and analytics is key to maximising returns on marketing spend.”
“The entire mobile marketing industry worldwide is now starting to see the initial tremors of dynamic shifts, and it is imperative that advertisers make decisions based on data.”
Adjoe is the fastest-growing media source in mobile advertising thanks to success in the Middle East and Africa
The fastest growing media source in Android was Adjoe with a 60% clients growth and a 2.5x leap in the number of attributed non-organic installs. Most of its growth was driven by success in the Middle East & Africa.
Telecom
Nokia Unwraps 5G Gateway for Home Internet

Nokia has introduced the FastMile Gateway 4, a new 5G indoor gateway designed to deliver high-speed internet throughout the home, powered by Wi-Fi 7 technology.
A gateway is a device that connects to a 5G network and provides high-speed internet access to homes or businesses.
The disclosure was made in a statement by Nokia, which highlighted that the device features high-gain antennas and dual-band Wi-Fi 7 to optimise coverage and boost connection speeds.
The FastMile Gateway 4 supports four carrier aggregation and up to 300 MHz of bandwidth, helping operators improve network efficiency while ensuring seamless connectivity for users.
The new gateway is powered by Nokia’s Corteca software, which enables cloud-based Wi-Fi optimisation and supports industry-standard EasyMesh technology for better network management.
To simplify installation, the device comes with a mobile app that helps users identify the best location for setup.
With the FastMile Gateway 4, Nokia expands its 5G fixed wireless access portfolio, offering multiple Wi-Fi 7-enabled models to support different operator and consumer needs.
The launch underscores Nokia’s commitment to advancing 5G home connectivity, providing faster and more reliable internet solutions.
Shiv Putcha, director for Research and Consulting at GSMA Intelligence, stated, FWA has proven to be a spectacular hit in driving broadband access in the last mile around the world.
He said, “However, there are numerous end users, many with potentially unique requirements that need servicing. Nokia has the broadest portfolio today, with multiple FastMile gateway products that combine 5G FWA with dual-band WiFi 7 indoors.
“This, combined with Corteca management software, will help operators cater to multiple segments of demand.”
Dirk Verhaegen, general manager of Broadband Devices at Nokia, stated, “Using Fixed Wireless Access to connect end customers to the internet requires more than just one type of device.
“Our extensive FWA portfolio gives operators access to a wide range of Wi-Fi 7 devices tailored to meet their unique and diverse needs. Our portfolio is even stronger with the addition of the new FastMile Gateway 4, giving operators another power option to deliver fast, reliable FWA broadband to customers – no matter where they live.”
Telecom
Senate Urges FG, Telcos to Cut Data Cost

The senate has called on the federal government to take urgent action to address the rising cost of data services in the country.
This was sequel to a motion sponsored by Senator Asuquo Ekpenyong (APC, Cross River South) during plenary.
Ekpeyong warned that the surge in data costs was a major setback for young Nigerians who depend on the internet for their livelihoods.
He argued that many young people use digital platforms for freelancing, e-commerce, content creation, and software development, making affordable internet access crucial to their economic survival.
“Telecommunication providers in Nigeria have recently increased the cost of data services by as much as 200%. A move that has placed significant financial strain on millions of Nigerians, especially young people who rely on the internet for their livelihood,” he said.
“Young Nigerians have embraced the digital economy, leveraging the internet for various income-generating activities including freelancing and remote work, direct marketing and social media management, e-commerce, content creation on various platforms, online training, software development, web design, mobile app creation, content creation of various platforms, online education, etc.
“The senate notes that young Nigerians have embraced the digital economy, leveraging the internet for their livelihood, leaving them heavily dependent on mobile telecommunications companies for internet access, and that the sudden and substantial increase in data cost threatens their economic survival and limits access to critical digital services.
“The senate is further concerned that the reasons provided by telecom providers for the data price hike, including high operational costs of favourable exchanges, are untenable, and appears that instead of addressing the root causes of the high cost of doing business in Nigeria, the burden is being unfairly transferred to end-users.
“Senate is aware that the high cost of doing business in Nigeria is driven by multiple challenges, such as increased operational risk and insurance costs.
“The senate believes that urgent government intervention is required to ensure that affordable internet access remains available to all Nigerians, particularly to the young Nigerians who are at the backbone of Nigeria’s digital economy.
“The senate accordingly resolves to urge the federal government to engage with telecommunication providers to review the recent increase in data costs and ensure the pricing remains fair and affordable for all Nigerians.”
Telecommunications operators had increased the cost of data and voice services following the Nigerian Communications Commission (NCC) approval of a 50% tariff hike, implemented on February 11, 2025.
Contributing to the debate, senator Victor Umeh (LP, Anambra Central) described the motion as timely, lamenting that apart from the hike in cost of telecommunications services, there were also a hike in the cost of electricity tariff and DSTV subscription.
“Something needs to be done fast, to regulate the high increases. Citizens have no other way to seek redress,” Senator Umeh said.
Senator Sadiiq Sulaiman Umar (APC, Kwara North), also said, “It’s very important to regulate this social crisis.”
In its resolutions, the Senate also asked the federal government to provide an enabling environment for doing business, as well as address the avalanche of challenges threatening businesses in the country.
The Senate also asked the federal government to consider making provisions for free internet hubs for young people to enhance their socio-economic well-being.
Senate President Godswill Akpabio, who presided over the session said the resolutions if implemented would assist young entrepreneurs who use internet for various businesses to grow.
Telecom
MTN Group, Airtel Africa Agree to Network Sharing in Uganda and Nigeria

Driven to extend digital and financial inclusion across Africa, MTN Group and Airtel Africa have entered into agreements to share network infrastructure in Uganda and Nigeria, while ensuring compliance with local regulatory and statutory requirements.
These sharing agreements target improved network cost efficiencies, expanded coverage and the provision of enhanced mobile services to millions of customers, particularly those in remote and rural areas who do not yet fully enjoy the benefits of a modern connected life.
MTN Group President and Chief Executive Officer Ralph Mupita said operators on the continent were seeing sustained demand for data services: “As MTN, we are driven by the vision of delivering digital solutions that drive Africa’s progress.
We continue to see strong structural demand for digital and financial services across our markets. To meet this demand, we continue to invest in coverage and capacity to ensure high-quality connectivity for our customers.
That said, there are opportunities within regulatory frameworks for sharing resources to drive higher efficiencies and improve returns.”
Airtel Africa Chief Executive Officer Sunil Taldar said: “As we compete fiercely in the market on the strength of our brand, services and our offerings we are building common infrastructure, within the permissible regulatory framework, to provide a more robust and extensive digital highway to drive digital and financial inclusion at the same time avoiding duplication of expensive infrastructure to drive operational efficiencies and benefits for our customers.”
The initiative is part of a growing global trend toward network sharing. By collaborating, telecoms operators can explore innovative and pro-competitive solutions to improve service quality while managing costs more effectively.
The sharing of infrastructure has the potential to enable the delivery of world-class, reliable mobile services to more and more customers across Africa.
Following the conclusion of agreements in Uganda and Nigeria, MTN and Airtel Africa are exploring various opportunities in other markets, including Congo-Brazzaville, Rwanda and Zambia.
Among the types of agreements considered are RAN sharing and those aimed at establishing commercial and technical agreements for fibre infrastructure sharing and, if necessary, the construction of fibre networks.
MTN Group and Airtel Africa are dedicated to working with other mobile operators within the countries in which they have a presence to achieve the advantages of network sharing.
Throughout this process, the parties will continue to function as independent market entities and will compete freely in shared markets. This engagement does not preclude the parties from collaborating with other operators in any respective market.
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