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Advocating for Nigerian Media Monitoring and Measurement Association (NiMMA)

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Nigerian Media Monitoring and Measurement Association NiMMA

By Queen Nwabueze

One revolution that happened in the public relations ‘sector’ is the reality that there are now Independent PR measurement and evaluation consultancies who can prove Public Relations ROO (Return on Objective) for good.

Over the years, measuring the true value of Public Relations has been the biggest challenge for a marketing communicator. Yes, indeed. Before the arrival of Independent PR measurement services, it used to be so nightmarish to calculate PR value with a 360 degrees approach.

Put literally, PR measurement and evaluation is investigating to see whether you met your set objectives and overall goal just as you promised in your strategic communications plan.

Today, there is wider recognition that public relations programmes can be measured and that there is strength in doing so.  What this means is simple. It means that every communications professional whether in the kindergarten or expert level should be an advocate for measurement without necessarily seeking to control or lead the process.

The Chief Insight Officer of leading and fastest growing Independent PR measurement and evaluation agency, Philip Odiakose was able to pluck a leaf from the law profession to put it simpler: “It is not right for you to be the accused, the judge and jury of your work.”

But wait a sec! Whose responsibility is it to measure whether a particular PR campaign sold or not? To get more insights on whose responsibility it is to audit ALL communications performance, kindly read, Who should measure PR?

Since measurement and evaluation programmes are part of a typical strategic communications plan, let’s just state the pain point right away – there is no association of media monitoring and measurement for practitioners in Nigeria like it is in other climes.

This is not just teary, it is also very unethical as the regular PR and advertising agencies have continued to accept media monitoring/traction briefs – the job of independent media monitoring and measurement experts.

In fact, if you offer a public relations measurement service in Nigeria or nurse the ambition to run a communications analytics business or even demand that PR demonstrates its value from time to time, then you should be bothered that the PR analytics industry does not have an association of its own.

We all know the tremendous pressure about how people now demand that PR demonstrates its value. If this is a surefire, why is the industry still depending on sister associations like PRCAN and APCON to prove its own value?

P+ Measurement Services, a leading PR measurement and evaluation consultancy took a shot at this in 2016 (https://dailypost.ng/2016/10/21/championing-crusade-nigerian-media-monitoring-measurement-association-philip-odiakose/). The measurement expert shouted itself hoarse, asking stakeholders to enable the process. This is 5 years down the line and no association yet for the noble industry. Should we conclude that all the efforts were in futility? No.

Setting up a Nigerian media monitoring and measurement body will not only help to make the industry invincible but also help practitioners to champion their own cause and truly operate independently as they ought to.

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Airtel Africa Launches Starlink Mobile in DRC

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Airtel Starlink Mobile

By Modupe Gbadeyanka

The first commercial deployment of satellite-to-mobile service in Africa has been launched by Airtel Africa in the Democratic Republic of the Congo (DRC).

This was made possible through the partnership between Airtel Africa and Starlink, enabling customers of Airtel with compatible smartphones to access connectivity in non-terrestrial areas wherever they can see the sky.

Starlink, the world’s largest satellite-to-mobile constellation with 650 launched satellites, enables light-data apps, including WhatsApp messaging, as well as SMS. Customers do not require specialised equipment or a separate device to access the service.

To use the service, customers must have a compatible LTE Android smartphone, an active Airtel DRC data bundle or data roaming switched on. In the future, the service will also be supported on Apple devices.

Recall that the journey to this milestone began when Airtel Africa and Starlink sealed a strategic partnership in December 2025. This was followed by the successful testing of Starlink Mobile data and messaging services in Kenya in March 2026. DRC is the first Airtel Africa market – and the first country in Africa – where the service has progressed to commercial deployment.

The service is expected to be particularly valuable to people and organisations operating in remote areas, including transport and logistics operators, humanitarian organisations, health workers, farmers, mining operations and communities beyond the reach of existing terrestrial networks. It will also support access to essential communications during emergencies, natural disasters and temporary terrestrial network disruptions.

Eligible customers can register through the MyAirtel App to receive free trial access to the service for an introductory 30-day period. Customers travelling to DRC and joining Airtel DRC can also register for the trial after activating an eligible service and downloading the MyAirtel App.

Following the introductory period, customers will continue accessing Starlink Mobile through eligible Airtel data bundles.

“The first-ever commercial launch of Starlink Mobile in Africa is a significant milestone for Airtel Africa through our partnership with SpaceX.

“By combining Airtel’s terrestrial network with Starlink’s satellite technology, we are extending essential connectivity beyond the limits of conventional mobile infrastructure.

“The DRC is leading this important development, and the experience gained here will support the progressive expansion of the service across our markets, subject to country-specific regulatory approvals,” the chief executive of Airtel Africa, Mr Sunil Taldar, stated.

Also commenting, the chief executive of Airtel DRC, Mr Theirry Diasnoma, said, “The commercial launch of Starlink Mobile is an important step in extending essential connectivity across the DRC. Our country’s size and geography mean that many people live, work and travel beyond the reach of conventional mobile infrastructure.

“This service provides an additional layer of connectivity, helping customers remain reachable, informed and connected even in areas where terrestrial coverage is unavailable.”

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Jumia Raises $50m in IFC-Led Funding to Drive African E-Commerce Growth

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Jumia

By Adedapo Adesanya

African e-commerce platform Jumia has secured $50 million in post-IPO equity financing, led by a $25 million investment from the International Finance Corporation (IFC), a member of the World Bank Group, as the company strengthens its financial position and accelerates its path to profitability.

The funding round, which also attracted existing major shareholders and selected new investors, comes as Jumia reported strong operational growth in the second quarter of 2026 and reaffirmed its target of achieving adjusted EBITDA breakeven in the fourth quarter of the year and profitability in 2027.

Jumia’s Q2 performance showed continued momentum across its core markets. Revenue increased 14 per cent year-on-year to $52 million, while gross merchandise value (GMV) rose 20 per cent to $216.3 million. Orders grew 28 per cent, quarterly active customers increased 24 per cent, and gross profit climbed 28 per cent to $30.7 million.

The company also reduced its adjusted EBITDA loss by 36 per cent to $8.7 million, pointing to improving operating efficiency as it works towards sustained profitability.

Nigeria emerged as one of Jumia’s strongest-performing markets during the quarter, with GMV rising 36 per cent and orders increasing 34 per cent year-on-year.

The company also recorded a 96 per cent increase in gross items sold from international sellers, driven by an expanding base of Chinese merchants and growing affordable fashion supplies from Turkey.

The new capital comes at a critical stage in Jumia’s turnaround strategy. Its liquidity position stood at $48.3 million at the end of the quarter, representing a $14.3 million decline during the period. The additional funding is therefore expected to strengthen its runway as the company moves towards its 2026 breakeven target.

Beyond strengthening Jumia’s balance sheet, the IFC investment is expected to expand economic opportunities across the markets where the company operates.

The World Bank Group said the investment could enable about 60,000 local active sellers annually to participate more fully in the digital economy, support approximately 1,800 direct jobs and create income-generating opportunities for more than 100,000 independent sales agents.

The IFC said the investment would support Jumia’s next phase of growth by strengthening its integrated marketplace and logistics network, while expanding access to digital commerce tools and services for businesses across Africa.

According to the development finance institution, stronger digital commerce infrastructure can help entrepreneurs and small businesses increase sales, improve productivity, access wider markets and connect consumers with a broader range of affordable products.

“The support of the World Bank Group is a milestone for Jumia and for African e-commerce more broadly,” Jumia Chief Executive Officer, Mr Francis Dufay, said.

He added that the investment validates the company’s efforts to improve its business discipline while recognising its impact on small businesses, jobs and consumers across its eight markets.

“With partners like the IFC, we can accelerate the digital commerce infrastructure Africa needs,” Mr Dufay said.

IFC Director for Equity, Funds, and Venture Capital, Mr Farid Fezoua, said Jumia demonstrates how pan-African e-commerce platforms can expand economic opportunities at scale.

“Our investment supports the company’s next phase of growth while contributing to creating jobs, digitising supply chains and distribution channels, and mobilising private investment,” Mr Fezoua said.

Jumia, however, continues to face operational pressures, including supply disruptions affecting phones and electronics, higher fuel costs and weaker demand in Ivory Coast amid falling cocoa prices.

The company also exited Algeria earlier in 2026, while its continued shift from first-party to third-party sales is changing its revenue structure.

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Airtel Nigeria Expands Retail Footprint with 350 New Experience Centres

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Airtel Nigeria SIM update

By Modupe Gbadeyanka

As part of efforts to expand its national retail footprint, Airtel Nigeria has rolled out 350 of the planned 500 premium experience centres designed to bring faster, more convenient service closer to millions of Nigerians.

Built as compact, high-efficiency touchpoints, the newly launched shops are designed to enable subscribers complete all transactions such as Home Broadband, Fibre and Outdoor Units Subscription, Postpaid Plan Subscription, Enterprise Applications Enquiry and Subscription, as well as Prepaid Product services such as SIM registration and Data Plan purchase, other enquiries and comprehensive account support.

They have been integrated into Airtel Nigeria’s broader customer experience agenda, which have seen the company continue to invest in digital self-service platforms, AI-powered customer support, nationwide customer forums, and significant network expansion across the country.

The rollout emphasises the organisation’s continued investment in customer experience and responds directly to feedback from customers seeking quicker access to everyday services without the longer waiting times that may be associated with larger retail centres.

At a symbolic launch held at City Mall, Onikan, Lagos, the Director of Sales and Distribution for Airtel Nigeria, Mr Joypratip Sengupta, said, “Our goal is to demonstrate our dedication to exceptional quality of service, and these new shops, by their design, location, and equipment fit right within our goal to deliver superior service to every one of our customers.”

He added that the expansion reflects Airtel Nigeria’s belief that excellent customer experience goes beyond technology to ensuring customers can receive support whenever and wherever they need it.

“Our business at Airtel is to ensure that we bring our services closer to our customers, and everything we do is centred on putting the customer first. These experience centres are open to help customers carry out their transactions faster and with greater ease.

“Whether you want to replace a SIM, purchase one of our routers, recharge airtime or data, or resolve any service issue, you can now do so more conveniently and closer to where you are,” he further stated

He explained that the initiative represents a significant update to Airtel’s retail strategy, placing greater emphasis on accessibility, speed, and convenience.

“These express shops are designed to reduce traffic at our larger shops while giving customers faster access to the services they need. More importantly, they reinforce our vision of building the most accessible customer service network in Nigeria. As the telecom operator with the country’s largest retail footprint, we will continue expanding into more neighbourhoods, making it easier for customers to connect with Airtel wherever they are,” Mr Sengupta noted.

In her remarks at the launch, the Head of Shops and Retail Postpaid Business at Airtel Nigeria, Ms Lynda Amechi, disclosed that the new retail model was born from listening to customers and reimagining how Airtel delivers its services.

“At Airtel, some of our best ideas come directly from our customers. One of the recurring concerns we received was the time customers sometimes spent waiting at our larger experience centres, even when they only needed simple transactions completed.

“We listened carefully and realised that many of these requests could be resolved within minutes if we brought our services closer to the communities where customers live and work.” She said.

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