Technology
Personalisation Need Not Come at the Expense of Data Privacy
By Hyther Nizam
Personalisation is becoming more critical for fulfilling customer expectations. But a changing consumer mindset about privacy makes the necessary data acquisition a difficult and expensive process.
It has been proven that personalisation increases sales, customer loyalty, and client lifetime value. Amazon’s quarterly sales increased by 29% after implementing targeted recommendations, and 80% of customers are more inclined to make a purchase when provided with a personalised experience.
But how can brands balance the benefits of personalisation with the privacy concerns of their customers? The most effective strategies employ zero-party data to drive marketing and sales, give customers power over how their data is used, and incorporate transparency and privacy into every department’s processes. Zero-party data is the data a customer provides voluntarily.
By relying solely on zero-party data, you can avoid public relations disasters and increase the trust clients have in your brand. What’s more, businesses that practice ethical and transparent data collection often collect more—and better quality—data. When customers feel their data is managed ethically and responsibly, they are more willing to provide useful information.
Customisation: the optimal solution
Companies can demonstrate a commitment to privacy by outlining the ways consumer information is collected and used, and by allowing consumers to manage their own advertising settings. Giving consumers more control over their data often results in more effective targeted advertising.
Customised advertising creates a space where customer and company interests intersect. When brands empower customers to create their own experiences, they are more equipped to anticipate and address their demands. Perhaps this is why customised solutions are preferred by 36% of consumers, and one in every five is willing to pay at least a 20% markup for them.
Creating a company culture that values privacy
Apart from providing role-based security and privacy training, some businesses have developed positions for business information security and privacy officers (BISPOs). BISPOs ensure that security is taken seriously by ensuring employees remain aware of security and privacy practices.
To provide a safe and comfortable user experience, some companies have established a “creep board.” This is an internal team tasked with regularly evaluating the company’s policies and processes regarding the use of personal data. They make certain that nothing the company does is overly “creepy.” These teams exist for a reason: over 40% of consumers will stop doing business with a brand if they believe its personalisation is obtrusive.
Understand the distinction
Consumers are collectively defining the line between desirable and undesirable personalisation. Crossing the line can be detrimental to the brand-consumer relationship, but successful businesses know how to anticipate consumer reactions and work within them.
Hyther Nizam is the President, MEA, Zoho Corporation
By Aduragbemi Omiyale
Two of the major telecommunications companies in Africa, Airtel Africa Plc and MTN Group, have entered into agreements to share network infrastructure in Uganda and Nigeria.
The idea behind this is to cost operating costs and improve network coverage for quality mobile services to millions of customers, particularly in remote areas.
However, this would be carried out in compliance with local regulatory and statutory requirements.
The initiative is part of a growing global trend toward network sharing. By collaborating, telecoms operators can explore innovative and pro-competitive solutions to improve service quality while managing costs more effectively.
The sharing of infrastructure has the potential to enable the delivery of world-class, reliable mobile services to more and more customers across Africa.
Already, MTN and Airtel Africa are exploring various opportunities in other markets, including Congo-Brazzaville, Rwanda and Zambia.
Among the types of agreements considered are RAN sharing and those aimed at establishing commercial and technical agreements for fibre infrastructure sharing and, if necessary, the construction of fibre networks.
“As we compete fiercely in the market on the strength of our brand, services and our offerings we are building common infrastructure, within the permissible regulatory framework, to provide a more robust and extensive digital highway to drive digital and financial inclusion at the same time avoiding duplication of expensive infrastructure to drive operational efficiencies and benefits for our customers,” the chief executive of Airtel Africa, Mr Sunil Taldar, said.
His counterpart at MTN Group, Mr Ralph Mupita, while commenting on the development, said, “As MTN, we are driven by the vision of delivering digital solutions that drive Africa’s progress.
“We continue to see strong structural demand for digital and financial services across our markets. To meet this demand, we continue to invest in coverage and capacity to ensure high-quality connectivity for our customers.
“That said, there are opportunities within regulatory frameworks for sharing resources to drive higher efficiencies and improve returns.”
By Aduragbemi Omiyale
A mobile application, MyLagosApp, designed to provide real-time updates on events, entertainment, hospitality, transport services and government-related payments, has been launched by MTN Nigeria in partnership with the Lagos State Government.
The digital platform was created by the Software Lab in MTN, according to the Chief Information Officer of MTN Nigeria, Shoyinka Shodunke, and is embedded with global security standards and practices with ISO 27001 certification.
At the launch of the app last Thursday, it was emphasised that security was a key priority in the design and development of the app to ensure the protection of user data and secure access to the app’s features and functionalities.
MyLagosApp, currently entitled MyCityApp on the app store, is available for download on both Android and iOS platforms. Users have been encouraged to download it to experience firsthand how urban living in Lagos has been transformed with the app.
The Deputy Governor of Lagos, Mr Obafemi Hamzat, while speaking at the unveiling of the app, reinforced the government’s commitment to leveraging technology for enhanced city management and connectivity.
He described it as a demonstration of the administration’s dedication to enhancing the lives of citizens through technological innovation.
“I commend the collaboration between MTN Nigeria and the Lagos State Government, alongside other key stakeholders, for making this vision a reality.
“This partnership is a testament to the power of technology in bridging the gap between the public and private sectors to drive innovation and improve lives.
“The app serves as a vital link between the government and the people, simplifying access to public services, providing real-time updates, and promoting transparency and accountability in governance.
“Whether you need to navigate government processes, access essential city services, or stay informed about key developments, MyLagosApp places all the information you need right at your fingertips,” Mr Hamzat said on behalf of Governor Babajide Sanwo-Olu.
On his part, the chief executive of MTN Nigeria, Mr Karl Toriola, said, “As we embrace the future of e-governance, digital entertainment and commercial innovation, initiatives like this are essential in making Lagos a truly smart city, and we are proud to partner with the Lagos State Government to drive digital transformation and enhance urban living.
“With the launch of MyLagosApp, we are leveraging technology to simplify access to essential services, improve connectivity, and create a smarter, more efficient Lagos for residents and visitors alike.”
By Adedapo Adesanya
The Nigeria Data Protection Commission (NDPC) has launched an investigation into the data processing practices of Tiktok and Truecaller, amid growing concerns over potential privacy violations.
This was disclosed, the chief executive of NDPC, Mr Vincent Olatunji, at a press conference in Abuja, where he also announced the issuance of the Nigeria Data Protection Act – General Application and Implementation Directive (NDPC act – GAID 2025).
According to Mr Olatunji, the commission is particularly concerned about how these platforms handle Nigerian users’ personal data, including potential breaches of consent, data sharing with third parties, and overall compliance with the Nigeria Data Protection Act (NDPA), 2023.
He said the NDPC is actively investigating the data processing activities of Tiktok and Truecaller to ensure their compliance with Nigeria’s data protection laws.
He noted that the goal was to safeguard the privacy rights of Nigerians and hold organizations accountable for how they collect, store, and use personal data.
The investigation follows increasing scrutiny of global technology companies over data privacy concerns, particularly regarding how personal information is processed, stored, and transmitted beyond national borders.
The NDPC act – GAID, 2025 provides a comprehensive framework for the implementation of Nigeria’s data protection law, setting out specific guidelines for compliance, enforcement mechanisms, and obligations for both private and public sector organisations.
He emphasized that the directive aims to strengthen Nigeria’s digital economy by fostering trust in data governance while ensuring that individuals’ rights to privacy are upheld in line with international best practices.
Mr Olatunji further reiterated that companies operating in Nigeria must align with the country’s data protection regulations or face regulatory actions, including fines and potential restrictions on their operations.
The NDPC has called on the public to report any data privacy violations and reaffirmed its commitment to transparency and due process in its investigations.
The agency stated that reporting data breaches have become easier with dedicated channels of reaching out to the commission from its official website.
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