Broadcasting
What Can the Rest of the World Learn From Africa’s Approach to Tech and Innovation
By Ndagi Job Goshi, GM of Liferay Africa
When it comes to listing the regions that have embraced and taken the biggest advantage of digital transformation, most commentators wouldn’t put Africa anywhere near the top. And purely based on metrics, they would be right. According to BCG, Africa trails other regions of the world in digital penetration, usage, and capabilities, and its companies are generally less mature than those in more developed markets.
That said, digital maturity levels across the continent are rising rapidly. And, outside of the broad picture, there are examples of African companies using digital transformation in exciting and innovative ways. Within these examples are lessons that can be applied to the rest of the world, not least because they show that digital transformation is an ongoing process and not a “once-and-done” exercise.
You can compete with big multinationals
During the 2010s, the “Africa Rising” narrative — brought about by unprecedented economic growth during a period of relative political stability — saw many multinational companies either enter the continent or expand their existing operations. Despite their considerable heft, however, many have struggled to compete with local companies.
That’s because these companies have been able to combine technology with on-the-ground knowledge to build a real competitive advantage.
Whatever troubles it’s faced in recent years, mobile operator MTN (itself an enabler of digital transformation) was able to enter Nigeria at a time when other international carriers were too afraid to. The other companies that had a chance to bid on spectrum in Nigeria were more focused on the country’s risks than on its opportunities, and as a result they held back. MTN was able to use its experience and data gathering capabilities to establish and grow a massive footprint. Today, MTN is the largest mobile operator in Nigeria and has 64-million internet subscribers.
Globally, smaller companies can similarly use local knowledge, coupled with a focus on digital transformation, to remain competitive amongst much bigger players.
Utilise the technology at hand
For years, many column inches were devoted to how Africa’s high mobile penetration rates (as high as 149% in parts of Sub-Saharan Africa) would allow it to leapfrog more developed markets. More recently, there was a sense that this promise was unfulfilled and that Africa had missed out on its first-mover advantage.
There is evidence, however, that this disparaging view may have been misplaced. More and more African tech startups are being acquired by international companies. Their technologies are then baked into their acquirer’s offerings. Many of these technologies are mobile-based and are built off the back of Africans being willing to experiment and adopt new technologies that people in more developed markets might be willing to try.
Startups aren’t the only ones innovating either. Financial services giant Discovery perfected its Vitality rewards programme in South Africa, progressively integrating it with new technologies (including smartphone apps and wearables), sometimes years before its competitors. This success then allowed it to expand the programme internationally to more than 20-million users in countries like the UK, Canada, and China.
Customer experience is always crucial
When it comes to the areas in which African companies lead their international competitors on BCG’s digital maturity index, one observation stands out:
In businesses where customer-centricity is key (such as banking and telecoms), African players compete more effectively.
It’s also hardly surprising that these are two sectors where Africa has led the world when it comes to technology-led innovation.
Their success shows how important customer experience is to digital transformation. Some companies might approach digital transformation as a technology project. Implement all the right technologies, the thinking goes, and the organisation will be transformed. When they inevitably don’t get the rewards they were hoping for, they might wonder why they spent all that money and revert back to old ways of doing things.
In truth, digital transformation is more about a mindset shift within organisations than it is about technology adoption. That is, organisations need to embrace the idea that technology can help them better understand and serve the customer, allowing them to create personalised experiences rather than just lumping new technology onto old ways of doing business.
Embracing innovation
Ultimately, while Africa may be less digitally mature than other markets, there can be no doubt that businesses on the continent are unafraid to embrace technology and innovation. And, in the customer-centric ways in which they’ve done so, despite facing adversity and strong headwinds, there are lessons for the rest of the world to learn from the tenacity and ingenuity birthed and nurtured in the African soil.
Netflix has increased its subscription fees in Nigeria for the third time since 2024, with the Premium Plan rising by 21.43%, from ₦7,000 to ₦8,500 per month.
This marks the streaming platform’s first price adjustment in 2025.
Other subscription tiers have also been affected.
The Standard Plan now costs ₦6,500, up from ₦5,500—a hike of 18.18%.
The Basic Plan has increased from ₦3,500 to ₦4,000, while the Mobile Plan moved from ₦2,200 to ₦2,500, reflecting increases of 14.29% and 13.64% respectively.
The latest adjustment aligns with Netflix’s broader global pricing strategy, which the company has linked to its ongoing investment in content and platform development. In a previous communication to investors, Netflix stated, “As we invest in and improve Netflix, we’ll occasionally ask our members to pay a little extra to reflect those improvements. Which in turn helps drive the positive flywheel of additional investment to further improve and grow our service.”
While the company did not explicitly cite inflation in its most recent update, its website indicates that local economic factors influence its pricing structure.
“Price changes are made to respond to local market changes, such as changes to local taxes or inflation,” the statement read.
The move mirrors similar pricing shifts among other major digital and entertainment services in Nigeria.
Companies including Google, DSTV, GOtv, and Microsoft have also raised subscription rates, attributing their decisions to continued inflationary pressures and a weakening naira.
National Broadcasting Commission (NBC) and Nigerian Communications Satellite Limited (NIGCOMSAT) have jointly introduced “The Big Picture’, a flagship initiative under Nigeria’s renewed Digital Switchover (DSO) project.
Under the project, Nigerian households will for the first time, gain access to high-quality digital broadcasts via affordable satellite dishes, hybrid devices, and internet-enabled set-top boxes.
Backed by President Bola Ahmed Tinubu and in line with his Renewed Hope Agenda, this strategic shift marks a significant step toward transforming Nigeria’s broadcasting landscape by leveraging the country’s sovereign satellite infrastructure.
At the heart of the initiative is NigComSat-1R, Nigeria’s only communications satellite in orbit, which will play a critical role in delivering Direct-to-Home (DTH) broadcasts across the entire Nigerian territory.
This satellite-first approach eliminates the traditional dependence on terrestrial transmission towers, accelerating the nationwide rollout of digital broadcasting by over 65%.
It also offers a scalable, cost-effective, and future-ready model for expanding digital access and promoting national storytelling.
Key figures, including: Charles Ebuebu, director-general, NBC; and Jane Nkechi Egerton-Idehen, managing director, Nigcomsat, have welcomed this forward-thinking strategy, emphasising its importance in maximising the use of national satellite assets and ensuring inclusive access to digital content.
An estimated 10 million homes equipped with DVB-S2-compatible televisions or decoders will have immediate access to free-to-air channels, while others will benefit from next-generation hybrid devices that combine satellite feeds with online streaming capabilities.
These new branded devices are designed with the country’s youth-dominated demographic in mind over 60% of the population is under the age of 25.
They will feature pre-installed apps, voice search functionality, parental controls, and seamless integration with NigComSat’s Electronic Programme Guide (EPG), offering an intuitive and engaging user experience.
In a data-driven upgrade to Nigeria’s broadcasting ecosystem, NBC is also partnering with global analytics firm GARB to introduce real-time audience measurement technology.
This will enable broadcasters, advertisers and content creators to analyse viewership trends across regions and devices, helping to tailor content more effectively and drive higher audience engagement. The introduction of this system is expected to boost advertising revenue by as much as 300% by 2026.
The success of “The Big Picture” will rely on robust collaboration between public and private stakeholders.
The Broadcasting Organisation of Nigeria (BON) and other content partners are expected to supply 60% of programming for the new 120-channel platform, using both original and repurposed content.
Meanwhile, local manufacturers will contribute by producing around 5 million compliant devices annually, a move projected to create over 20,000 jobs in assembly plants nationwide.
As part of its commitment to promoting a healthier and more resilient banking workforce, the Association of Corporate Affairs Managers of Banks (ACAMB) is organizing a special Aerobics Fitness Session on Saturday, May 31, 2025 at the Lagoon Front of the Eko Atlantic City.
The session is open to all bankers and marketing communication professionals within the industry and will feature a lineup of fun and energizing activities aimed at boosting physical and mental wellbeing.
With stress levels and burnout on the rise in high-pressure sectors like banking, ACAMB is taking, as it has done over the years, proactive steps to encourage lifestyle habits that support overall wellness and productivity.
Participants will begin the morning with a body warm-up and short walk to get their energy flowing, followed by an exciting dance aerobics session designed to elevate heart rates and lift spirits.
The day will continue with interactive fitness games that promote movement and team bonding, and will wrap up with a friendly but motivating fitness challenge to inspire healthy competition and personal bests.
“Bankers are vital to the financial ecosystem, and their wellness must be a priority,” said Rasheed Bolarinwa, President of ACAMB.
“This aerobics session is a powerful way to foster a culture of health, team bonding, and preventive care. It reflects our belief as ExCO that a strong mind and body, are essential for long-term professional excellence.”
The session is expected to kick off early in the morning to take advantage of the fresh morning air, allowing participants to start their weekend with energy, movement, and connection. It also presents an opportunity to unwind and build camaraderie amongst colleagues outside the traditional office setting.
This initiative is one of several wellness-focused programms ACAMB is rolling out to reinforce the importance of employee wellbeing in corporate and marketing communication and the broader banking ecosystem.
The Association of Corporate Affairs Managers of Banks (ACAMB) is the recognized professional association for marketing communications and public affairs executives in Nigeria’s banking industry.
ACAMB drives ethical communication standards, promotes internal and external stakeholder engagement, and supports member banks in advancing reputation, trust, employee growth and wellbeing.
Telcos Threaten to Disconnect Banks over Misinformation on New USSD Charges
MTN Nigeria Plans N900Bn in Service Upgrade
NDIC Calls for Inputs to IADI Core Principles for Effective Deposit Insurance
Netflix Hikes Subscription Fees Again in Nigeria over “Market Conditions”
DSO: STBMAN Accuses NBC of Contempt, Seeks Presidential Intervention
E-Business2 days agoNIMC Plans to Register 95 Percent Nigerians by December
News2 days agoJAMB Waxes Worriedly over Rising Digital Exam Fraud
Telecom2 days ago9mobile Nigeria Inks Agreement to Roam with MTN
Telecom2 days agoIHS Nigeria Moves to Enhance G4S Secure Solutions Site Patrols and Increase Operational Efficiency with Patrol Vehicles
Telecom2 days agoBanks, Telcos to Start Deducting USSD Charges from Airtime Today
E-Business1 day agoAXIAN Telecom Invests in Jumia Post-MTN Era
Telecom2 days agoKonga Launches 3rd Edition of Mid-Year Shopping Festival with Unbeatable Discounts
E-Financial2 days agoFitch Upgrades Fidelity Bank’s National Rating to ‘A+(nga)’, Affirms Long-Term IDR at ‘B’