Telecom
MTN Celebrates Brand Refresh with Grand Industry Event
MTN Nigeria officially celebrated the Group-wide brand refresh with a press briefing on February 27, 2022, at the Eko Hotels & Suites Grand Ballroom, Lagos.
The company announced its brand repositioning using a contemplative slogan — “What Are We Doing Today?” It also articulated the context behind the new logo many had seen since 16 February 2022.
Present at the event were key members of the MTN leadership team, celebrities and well-established opinion leaders across relevant industries, media stakeholders and high-value customers.
This is the second brand overhaul since the MTN Group was founded in 1994. Back in 2004, the changes made to the brand resulted in MTN taking ownership of the colour yellow that is now synonymous with MTN. Importantly, it also helped to elevate the brand to where it is today, recognised as the most valuable in Africa.
The Company’s new logo forgoes the italics, the red underscore and the solid coloured oval present in the previous logo for a minimalist look that retains the oval (now represented as a solid outline) with the letters M-T-N nestled in it. These can be used against a sunshine yellow or plain white background in either black or yellow font colours.
The rebranding is an extension and visual representation of MTN Group’s refreshed strategy, dubbed Ambition 2025 and premised on Leading digital solutions for Africa’s progress. Through the delivery of this strategy, MTN aims to accelerate growth by building the largest and most valuable platform businesses and driving its industry leading connectivity operations.
Karl Toriola, chief executive officer, MTN Nigeria, explained that the rebranding exemplifies MTN’s commitment to continuously create value for all its stakeholders, with the new logo contextualising the company’s identity as a digital citizen, open to change, young at heart, inviting, digitally dynamic and progressive.
“We want to play our part in harnessing the potential and supporting the progress of our people by driving digital and financial inclusion.
“It is a well-known fact that the youth are central to achieving this potential. Whilst we remain focused on all our customers and stakeholders, our brand evolution demonstrates an enhanced focus on the youth,” he said.
Also speaking at the event, Adia Sowho, MTN Nigeria’s Chief Marketing Officer, expressed her excitement with regards to the brand refresh, emphasising the company’s predilection for building digital platforms that enable Africa’s progress.
“The new brand identity is modern, simple, bold and digitally dynamic. It kicks off with a provocative and simple question, “What are we doing today?” With a clear and concise brand strategy that Opportunity + Energy = Progress, MTN understands that to truly unlock the full benefits and potential of the digital world people require a combination of drive, progressive thinking and the right tools,” she said.
“This rebrand highlights MTN’s commitment to continuously evolve and explore innovative initiatives that provide value to all our stakeholders.
“A pioneer of progress from the beginning, MTN looks to drive this progress further through action and doing.
“In delivering its vision, MTN aims to drive a positive shift in Africa and harness the continent’s boundless opportunity,” she continued.
Telecom
Nigeria Has World’s Most Affordable Data Costs – GSMA
Nigeria has an average data cost of $0.38 per gigabyte, making her the most affordable countries globally and one of the cheapest in Africa for mobile data services.
United States averages $6 per gigabyte and South Africa with $1.77 per gigabyte rank the highest globally and in Africa respectively.
According to the GSMA, Nigerian data costs, as a percentage of Gross National Income (GNI) per capita, are among the lowest across Africa.
The reports by the body lends weight to telecom operators advocacy for tariff adjustments to address economic pressures threatening the sector’s sustainability.
The GSMA report, titled “The Role of Mobile Technology in Driving the Digital Economy in Nigeria,” highlighted Nigeria’s competitive data pricing, which is significantly lower than other African nations, such as Kenya ($0.59 per gigabyte), Ethiopia ($0.68 per gigabyte), and South Africa ($1.77 per gigabyte).
By contrast, the United States averages $6 per gigabyte, underscoring Nigeria’s advantage in offering cost-effective connectivity.
The cost of mobile data in Africa varies greatly by country and region.
Data costs can refer to the cost of mobile data or the cost of acquiring, maintaining, and using business data.
In 2023, the average cost of 1 GB of mobile data in Sub-Saharan Africa was $3.31, while in Northern Africa it was $0.86.
Telecommunications operators in Nigeria have been requesting some policy changes as well as tariff rebalancing to enable them deliver support to the Government’s digital economy objectives.
They have called for the simplification and improvement of the Right of Way (RoW) charging and administration process, harmonised across the country
According to them, all government authorities (at national and sub-national levels) should apply the national maximum RoW fee of N145 per/LSQM adopted by the National Economic Council (NEC) for the deployment of fibre across all states in Nigeria.
There should be a single point of contact in each state for the RoW application process while the duration for the approval process should be digitalised and limited to a maximum of one month.
Simplification and reduction of the tax burden on the mobile sector
On tariff, recall that the Association of Licensed Telecommunications Operators of Nigeria (ALTON) and the Association of Telecommunications Companies of Nigeria (ATCON) had urged the Nigerian Communications Commission (NCC) to consider reviewing tariffs upward to address rising operational costs.
Nodding in agreement, Bismarck Rewane, chief executive officer, Financial Derivatives, said the proposed tariff hike by telecommunications will help reduce inflation in the country.
He said it would help to reduce inflation because it increases productivity, stressing that the price of MTN shares went up by 10% to 220.
Rewane reiterated that investors had already factored that in, adding that they are expecting a lot of good goodies.
“But more important to think about is the fact that because of an increase in tariff and an increase in investment to make the industry sustainable, they’re going to see an increase in productivity, not directly but indirectly.
“Any increase in productivity and output is likely to allow inflation to moderate, which is the goal. So, we heard from the policymaker, Bosun Tijani, who was very clear that we want a sustainable sector. But we also heard from the regulator saying that we will hold these guys to quality of service.
“We also heard from the operators, MTN that they are all revving up. So in all, there are economic benefits because of increased output and productivity. Two, policymakers are aligned because they want this to lead to a moderation in inflation,” he added.
He further said that it was not a bad deal and re-echoed the minister’s comment that the tariff hike will not be 100 per cent.
“Will they get 100%? No, they will definitely not. We suspect that we are going to likely see something between 40 and 50% which is fair after so many years of static changes,” Rewane added.
Telecom
Bismarck, Economist Claims Planned Tariff Hike by Telcos Will Reduce Inflation
Bismarck Rewane, chief executive officer, Financial Derivatives, has said the proposed tariff hike by telecommunications will help reduce inflation in the country.
Rewane made this statement on Channels Television’s Business Morning on Thursday.
Recall that Association of Licensed Telecommunications Operators of Nigeria (ALTON) and the Association of Telecommunications Companies of Nigeria (ATCON) had urged the Nigerian Communications Commission (NCC) to consider reviewing tariffs upward to address rising operational costs.
On January 3, Karl Toriola, chief executive officer (CEO), MTN Nigeria, said telcos want a 100 percent tariff hike.
According to Rewane, who previously supported the plans for a tariff hike, the move will make the sector more sustainable.
He said it would help to reduce inflation because it increases productivity, stressing that the price of MTN shares went up by 10% to 220.
Rewane reiterated that investors had already factored that in, adding that they are expecting a lot of good goodies.
“But more important to think about is the fact that because of an increase in tariff and an increase in investment to make the industry sustainable, they’re going to see an increase in productivity, not directly but indirectly.
“Any increase in productivity and output is likely to allow inflation to moderate, which is the goal. So, we heard from the policymaker Bosun Tijani, who was very clear that we want a sustainable sector. But we also heard from the regulator saying that we will hold these guys to quality of service.
“We also heard from the operators, MTN that they are all revving up. So in all, there are economic benefits because of increased output and productivity. Two, policymakers are aligned because they want this to lead to a moderation in inflation,” he added.
He further said that it was not a bad deal and re-echoed the minister’s comment that the tariff hike will not be 100 per cent.
“Will they get 100%? No, they will definitely not. We suspect that we are going to likely see something between 40 and 50% which is fair after so many years of static changes,” Rewane added.
Telecom
Microsoft to Spend $80Bn on AI Data Centres
In a bid to build AI-enabled data centres, Brad Smith, vice chair and president, Microsoft has disclosed the company’s plan to spend approximately $80 billion in its current financial year (to end in June), with more than half of that investment designated for the US.
Smith in a blog post, explained the tech giant plans to use the data centres “to train AI models and deploy AI and cloud-based applications around the world.”
Smith welcomed U.S. President Donald Trump to his second term in office, he cautioned against “heavy-handed regulations” that could slow down the private sector.
“The most important US public-policy priority should be to ensure that the US private sector can continue to advance with the wind at its back,” Smith stated.
He further explained that the U.S. “needs a pragmatic export control policy that balances strong security protection for AI components in trusted data centers with the ability for U.S. companies to expand rapidly and provide a reliable source of supply to the many countries that are American allies and friends.”
Stating that the US is well-positioned to flourish in its development of AI due to solid technology development and an innovative private sector.
“If the Trump Administration can develop a strong national AI talent strategy and use AI to make the government more effective and efficient, it will put the country on a promising path.”
He stated the U.S. is in a strong position to “win the essential race with China by advancing international adoption of American AI.”
Smith further claimed U.S. “products are more trusted than their Chinese counterparts, and our private sector is unmatched in its ability to invest in infrastructure around the world.”
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