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E-Business

Jiji Achieves Increased App Installs with AppsFlyer

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International attribution firm AppsFlyer has announced that it has worked with Nigeria’s leading classifieds marketplace, Jiji to increase installs of its Android and iOS apps from 7,000 a day at the start of 2019 to 22,000 app installs in 2020.

According to a statement Jiji now has over 5 million app installs in Nigeria alone and app traffic has grown twenty-fold since the beginning of the partnership with AppsFlyer.

The companies explain that with home PC ownership being low, the Nigerian marketplace is primarily mobile phone-based.

Jiji’s app has been part of its growth, allowing the free online classified marketplace to connect and engage with customers in a cost effective way. However, limited visibility into marketing performance makes it difficult for many to ascertain where best to spend their budget.

“Before working with AppsFlyer, Jiji found it difficult to know which marketing channels were adding value and which were not. With user acquisition heavily dependent on Facebook and Google Ads, and both ad platforms using different attribution methods, it was very difficult to compare performance between the two.

Jiji also faced the challenge of setting up new ad network partners as many of these partners simply weren’t positioned to deal with the Nigerian marketplace, which made the negotiation, integration, testing and analytics process long and complicated,” the companies explain.

The companies add that working with AppsFlyer, connecting and negotiating with ad networks was easy “as they already understood and trusted AppsFlyer. For the first time, Jiji could rapidly test more than 300 advertising partners and make smarter buying decisions based on their performance.”

Jiji also has the ability to compare performance between its Google and Facebook ad campaigns, helping them save time and money and making it easier to cut back on poor performing campaigns and scale-up successful campaigns.

Daniel Junowicz, MD Latam & Africa, AppsFlyer, said: “In a mobile-first market like Nigeria, a good understanding of what works and what doesn’t can be the difference between success and failure and we are excited to be working with Jiji to drive growth and increase the efficiency of its marketing in this market. Our solutions make it easier for businesses to have an accurate view of their marketing activity so that they can make informed decisions on where and how to invest their budget.

“Jiji has experienced exponential growth in Nigeria by using data to make smarter buying decisions. We look forward to working more closely with them as they explore more opportunities to enable trade in Africa’s largest economy and beyond”.

AppsFlyer has educated Jiji’s marketing team on the mobile analytics and attribution landscape, while also shaping their fraud protection strategy.

Jiji’s trust in AppsFlyer means it is now the sole attribution and analytics platform in their marketing tech stack.

Speaking on the partnership, Vitalii Sharovarov, Chief Marketing Officer at Jiji, said, “AppsFlyer has been an invaluable partner in our success in Nigeria. The AppsFlyer team helped us improve our user acquisition and performance measurement and, as a result, our marketing spend has been more efficient. The technology is great, but without the people to support it, we could still be struggling. They’ve helped us understand our problems in a more technical way.

“AppsFlyer has everything we need to test and understand every source. They help us spend our budget more efficiently and understand what we need to do to grow. We will continue to use the service to drive effective growth among our apps. They were just a great find for us.”


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E-Business

Nigeria Strengthens Cybersecurity, Launches National Cleanup Plan

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Nigerian government, through the Office of the National Security Adviser (ONSA) and the National Information Technology Development Agency (NITDA), has announced a strategic collaboration to strengthen cybersecurity and clean up the nation’s cyberspace.

Nigeria Strengthens Cybersecurity, Launches National Cleanup Plan

Recognizing that cybercrime knows no borders, Nigeria also reaffirmed its commitment to fostering stronger global partnerships within the cybersecurity ecosystem.

This announcement was made during a press conference before the inaugural National Cybersecurity Conference, which is scheduled to take place in Abuja from July 9th to 11th, 2025.

Sa’ad Abubakar, national cybersecurity coordinator from the Office of National Security Advisor, said fighting cybercrime must take the whole of society and the whole of the government approach.

According to him, “Apart from the deterrent approach whereby government agencies such as Economic and Financial Crimes Commission (EFCC) arrest individuals, take them to court and prosecute them, the youth can be nurtured into better citizens who can showcase their capacity in better ways and be useful to the country.”

Similarly, Kashifu Abdullahi, director-general, NITDA,  also stressed the need for collaborative efforts in fighting cybercrimes.

According to him “Then, in addition to that, we also want to build a stronger global collaboration with the global cyber security ecosystem, because when you look at cybercrime in general, it doesn’t respect the borders.

“Someone can commit a crime from Ghana using a Nigerian ID in the US. So you can look at him physically in a different jurisdiction, pretending to be in another jurisdiction, committing the crime in another jurisdiction.

“So without that kind of synergy and working together, it will be difficult to address these challenges. The third one is challenge. The third one is getting an alternative to cybercrime for our kids in Nigeria. We have this as a major challenge.”

Inuwa further highlighted the upcoming conference’s importance, noting that it would tackle key issues through workshops, discussions on emerging threats, cross-border cybersecurity collaboration strategies, and training programmes.

He also announced that the National Cybersecurity Conference 2025 would feature the Cybersecurity Excellence Awards, recognising top contributions in the field.

The DG extended an invitation to global partners to collaborate with Nigeria in building a safer digital future.

The press conference was attended by notable figures, including Ahmad Sa’ad Abubakar, National Coordinator of, the National Cybersecurity Coordination Centre (NCCC); Hanniel Jafar, Representative of the President, of Cyber Security Experts Association of Nigeria (CSEAN); Ankit Shukla, Managing Director, QNA Marketing Management LLC and members of the press and other stakeholders.


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E-Business

AXIAN Telecom Invests in Jumia Post-MTN Era

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XIAN Telecom has acquired an 8% stake in pan-African e-commerce company Jumia Technologies, citing the platform’s fintech and logistics strengths as key drivers of its backing.

This marks the first major telecom investment in Jumia since MTN Group’s exit in 2020.

AXIAN, a fast-growing telecom and digital services provider with operations across Africa, disclosed the purchase in a Schedule 13D filing with the U.S. Securities and Exchange Commission.

While the financial terms were not disclosed, AXIAN Telecom CEO, Hassan Jaber, described the move as a strategic alignment with Jumia’s growth trajectory and digital ecosystem.

“Jumia’s achievements in digital retail and fintech, particularly through JumiaPay and its logistics network, make it a very attractive investment for us. We believe in Jumia’s potential to promote financial and economic inclusion, which aligns with our core values,” said Jaber.

Once dubbed the “Amazon of Africa,” Jumia became the first African-founded tech company to list on the New York Stock Exchange in 2019.

But years of underperformance, leadership changes, and competitive pressures dented investor confidence.

In October 2020, South Africa’s MTN Group offloaded its 18.9% stake for $138 million, well below the $698 million value it once held post-IPO.

Since then, Jumia has undergone a significant transformation. Under CEO Francis Dufay, appointed in 2022, the company exited low-performing markets like South Africa and Tunisia, cut costs, and doubled down on core markets – Nigeria, Kenya, Egypt, and Morocco.

The firm is now focused on high-growth verticals, including everyday essentials and digital financial services.

Jumia’s regional CEO for East Africa, Vinod Goel, recently revealed plans to scale up international brand offerings and open its logistics network to third-party businesses.

Jaber underscored that AXIAN Telecom’s investment signals renewed confidence in Jumia’s long-term potential.

The telecom firm’s CEO said the company views Jumia as a key player in advancing Africa’s digital economy, aligning with AXIAN’s mission through its fintech and digital infrastructure brands such as Yas and Mixx by Yas.

 


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NIMC Plans to Register 95 Percent Nigerians by December

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Abisoye Coker-Odusote, director general, National Identity management commission (NIMC) has said that the commission is set to register 95 percent of Nigerians into the National Identity Database before December 2025.

NIMC Plans to Register 95 Percent Nigerians by December

Abisoye Coker-Odusote,, DG, NIMC

She made this statement at a press briefing to highlight the commissions goal aligns with President Bola Tinubu’s Renewed Hope Agenda, particularly on digital governance and inclusive development.

The mass enrollment drive will be powered by a combination of improved infrastructure, expanded registration centres, and robust public sensitization campaigns.

As of May 2025, NIMC reports over 120 million Nigerians have been enrolled, and about 100 million more would be captured by December.


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