By Dipo Olowookere

It seems not to be looking too good for 9Mobile, formerly operating as Etisalat, in the Nigerian telecommunications industry as its subscriber base has continued to shrink as the company struggles to stay competitive.

Since the United Arab Emirates (UAE) company severed its relationship with Emerging Markets Telecommunication Services (EMTS) Limited in 2017 and the brand name changed to 9Mobile, customers of the network have not enjoyed quality service delivery.

Some of 9Mobile subscribers have had to endure drop calls, poor service delivery and others, forcing them to port to other networks.

Even the acquisition of a majority stake in EMTS Limited by LH Telecommunication Limited in July 2024, speculated to change the narrative for good, has not done the expected magic as subscribers have complained of poor service.

In the latest data of active lines released by the Nigerian Communications Commission (NCC), it was revealed that the market share of 9Mobile dropped to 2.15 per cent as of October 2024.

The data, obtained by Business Post, showed that the company boasts only 3,389,897 subscribers, far lower than Glo’s 19,108,272 subscribers, which is third on the list at a market share of 12.15 per cent.

The leading network in Nigeria remains MTN at 51.09 per cent with a subscriber base of 80,376,120 subscribers, followed by Airtel at 34.61 per cent with 54,446,118 subscribers.

In the NCC data, it was stated that in October 2024, active mobile lines in Nigeria slightly rose by 2 per cent month-on-month to 157.6 million, ending the monthly drop in mobile line subscriptions that started in March 2024 due to the NIN-SIM linkage exercise imposed by the sector regulator.

As a result, all unlinked SIM cards were disabled, significantly reducing active mobile lines, and leading to telcos losing a considerable number of subscribers.

It was disclosed that in the period under review, MTN Nigeria gained about 2.3 million or 2.9 per cent of customers on a month-on-month basis, followed by Airtel with about 697,000 users in October.

However, 9Mobile, once a darling network in Nigeria, suffered the largest attrition, as it lost 245,000 subscribers, while Glo lost 45,000 subscribers.

By Adedapo Adesanya

The latest data from the Nigerian Communication Commission (NCC) shows that active mobile lines in Nigeria increased by 2 per cent month-on-month to 157.6 million in October 2024.

The growth in October ended the monthly drop in mobile line subscriptions that started in March 2024 due to the NIN-SIM linkage exercise imposed by the sector regulator.

As a result, all unlinked SIM cards were disabled, significantly reducing active mobile lines, and leading to telcos losing a considerable number of subscribers.

The data also showed that internet connections grew slightly by 1 per cent month-on-month to 134.2 million.

MTN Nigeria retained the largest market share, accounting for about 51 per cent of total subscriptions, relatively unchanged from September’s market share position.

Airtel followed closely with a market share of 35 per cent while Globacom came third with a subscriber market share of 12 per cent, with 9Mobile (formerly Etisalat) accounting for a low market share of 2 per cent.

In terms of customer additions, MTN Nigeria recorded the most significant increase as it gained about 2.3 million or 2.9 per cent customers month-on-month bringing its total customer base of 80.4 million.

Airtel came second with a subscriber addition of about 697,000 users in October, taking its customer base to 54.4 million.

9Mobile, once a darling network in Nigeria, suffered the largest attrition, with subscriber losses of 6.7 per cent or 245,000 month-on-month users to 3.4 million.

Globacom’s customer base declined by 45,000 lines to 19.1 million during the period under review.

The telecommunication sector has remained resilient despite the challenging business environment which has seen returns eroded by rising operational expenses as well as the volatile exchange rate.

In the latest third quarter of 2024 Gross Domestic Product (GDP) data released by the National Bureau of Statistics (NBS), the telecommunication sector contributed in real terms to the country by 13.94 per cent.

However, contributions of the Information and Communications Technology (ICT) sector to real Gross Domestic Product (GDP) in Q3 2024 declined by 3.43 per cent.

It increased from 19.78 per cent in Q2 2024 to 16.35 per cent in the third quarter of the year.

Salesforce reports that Cyber Week is expected to drive $311 billion in global sales as consumers eagerly await holiday deals, with the use of AI and agents set to influence up to 19% of those orders.

The Salesforce Shopping Index — which analyses data from 1.5 billion global shoppers, more than 1.5 trillion page views, and hundreds of millions of unique SKUs on the Salesforce Customer 360 platform — showed that since the start of October, digital retailers using generative AI and agents increased their average order value by 7% compared to those without the technology ($117 vs. $109). AI and agents were also responsible for driving 17% of global orders through personalised recommendations, targeted promotions, and smarter customer service.

Retailers using AI-powered agents during this time frame also doubled customer service engagement, addressing complex cases faster as 30% of consumers prefer agents for speedier service.

“Agents have the potential to transform the holiday season by helping retailers provide personalised, timely, and efficient service to shoppers when they need it most,” said Zuko Mdwaba, Salesforce area vice president/Africa executive and South Africa. “There is a wide open opportunity for digital retailers to use AI for personal shopper agents that help consumers find exactly what they’re looking for and continue to make the path to purchase an easy one.”

Salesforce’s Cyber Week 2024 predictions: Reviewing real-time aggregate data stemming from Agentforce, Commerce Cloud, Service Cloud, and Marketing Cloud, Salesforce expects to see four major trends during this year’s most critical shopping week:

    AI steers the shopping cart: AI and agents will likely influence 19% of Cyber Week orders, accounting for $61 billion in global sales.

    Cyber sales surge: Cyber Week sales are expected to reach $311 billion worldwide, accounting for 23% of all holiday purchases in 2024, and $75 billion in the United States.

    Discount rates are expected to be attractive: Average discounts will likely peak at 28% globally and 30% for the U.S., fueling 5% YoY sales growth.

        Top discounts rates globally are expected in:

            Beauty & Makeup – 38%

            Skincare –  33%

            General Apparel – 33%

    Mobile rules digital checkouts: Mobile orders will make up 70% of sales, driven by better on-the-go experiences in recent years, and presenting a new conversion opportunity with AI agents on mobile messaging apps.

Separately, a recent Salesforce survey found that 45% of global consumers are waiting to make purchases until Cyber Week, beginning November 26, to take advantage of the best deals of the season. This points to an opportunity for retailers to capitalise on shoppers’ excitement and drive more conversions with discounts and agentic customer service experiences.

In addition, the Salesforce Shopping Index’s early holiday findings, captured between Oct. 1 and Nov. 14, showed:

    Global sales are growing: Global online sales dipped 1% year-over-year (YoY) during the last seven weeks, but rose 8% YoY in the first week of November, suggesting that consumer interest in holiday shopping is picking up pace.

    Highest-growing sales categories:

        Makeup (+10% YoY)

        Active Footwear (+9% YoY)

        General Handbags and Luggage (+8% YoY)

    Consumers are interested in AI agents for faster customer service: Since early October, retailers who have invested in AI-powered service agents have seen double the rate of customer service engagement compared to those who have not invested in AI-powered agents.

    This growth is an early indicator that agents can take on a higher and more complex case load and adequately serve customer needs.

    Customers, meantime, seem open to engaging with agents. A full 30% of consumers said they would work with an AI agent if it meant faster service.

    AI and agents augment the shopping experience: While a relatively new technology, major retailers are already employing AI agents to help improve shopping experiences, including:

    Brands like Saks are using Agentforce to streamline routine tasks such as order tracking, enabling customer service teams to focus on delivering a highly customized shopping experience that drives conversion.

    Nearly one-fifth (24%) of consumers also said they’re already comfortable with AI agents shopping for them.

    Discounts and consumer demand are ramping up: Discounts peaked at an average rate of 20% in the first week of November – a 17% YoY increase, indicating that retailers are gearing up for a competitive holiday season.

        Online orders have also seen a 4% YoY increase, signaling a positive shift following a year of reduced consumer spending.

    Chinese shopping marketplaces entice consumers with low prices: Sixty-seven percent of buyers who use apps like Shein, Temu, and TikTok Shop reported that they are planning to make holiday purchases on them this season.

    The top marketplace option for shoppers is Temu, with 40% of global consumers saying they’ve made between two and five purchases on this marketplace in the last year.

    Returns present a challenge and opportunity for retailers: Returns in October and November were 33% higher than the same time frame last year, forcing retailers to take a closer look at their retention strategies and return policies to avoid losses.