Marketing Don Analyses Twitter’s Outlook Under Elon Musk – Business Post Nigeria


By Adedapo Adesanya
Marketing specialist and chief executive officer of A.M.D Consulting Group, an agency specializing in digital marketing, social media & customer acquisition, Mr Assil Dayri, has raised some concerns about Twitter’s outlook following the takeover by billionaire Elon Musk.
After six months of back and forth, the Tesla and Space X CEO completed the purchase of Twitter, paying $44 billion for the acquisition.
“Twitter users, advertisers, and its own employees have been watching closely for signs of what Musk will do in his first week as twitter owner.” Mr Dayri stated.
Twitter has been accused in the past of backing liberal and left-wing, which the company has always denied, and the mogul will attempt to lower the moderation so more voices can be heard freely. Backing this is the decision to bring back some of the controversially banned users.
“Tesla’s chief executive previously said that Twitter should not permanently ban its users and that he would reverse Trump’s ban. He has come forward with more information regarding this issue, stating this process would take at least a few more weeks. His friend Kanye West that was banned because of antisemitic posts, and President Donald Trump, for risk of incitement to violence following the riot at the US Capitol, all must wait to see,” Mr Dayri said.
“Mass account cancellation can be one of his first and disliked moves since he is enraged by the number of fake accounts, although this would likely affect the number of followers of many users. Also, he intends to start charging US$ 8 per month from users for the verified seal on their accounts,” noted the A.M.D Consulting Group chief.
The new CEO of Twitter has created a new “Twitter Blue”, a paid service aimed at anyone that looks for recognition. Musk’s expectation is that Twitter’s new paid plan will provide another source of revenue to pay content creators within the platform.
At the moment, the platform is free for highly visible personalities & celebrities. To differentiate public figures’ accounts from the millions of ordinary users who can get the badge, there will be a secondary tag to indicate the title of these people. Musk wants to bring a more democratic look into Twitter’s current system.
It was noted that although Musk has never been clear about his endgame with his tip-offs, many suggest the future of the app will be a sort of China’s WeChat, a super app for everyday life – with social, messaging, financial features, and much more.
It was also pointed out in the outlook that users could also be seeing the new Twitter setting up for businesses to accept cryptocurrency payments, which is a game-changer for many but is also a risky move. Neither WhatsApp nor Facebook Messenger has this kind of setup, although they are slowly shifting into multi-purpose platforms.
“The millionaire shared in the previous posts that he was interested in buying Twitter because he wanted to help the world and offer a digital ecosystem that everyone could access. He also admitted that this could be a challenge and might fail,” commented Mr Dayri.
“The fact that Musk has made a direct approach to the advertiser on Twitter suggests that he means to keep the business model on digital advertising, at least for now however, many advertisers have paused their campaigns, waiting to learn more about the future of the company and what that involves for its users,” he added.
Although many businesses have been hit hard by the global financial crisis and COVID-19, which means they have less money to spend on marketing, Mr Musk will still have Twitter to continue pursuing their advertising strategy. In July this year, the social network reported a quarterly loss of $270 million, even with the increase in the number of users.
This is a general market trend as Meta is also contending with slowing global economic growth, concerns about massive spending on the metaverse, and the ever-present threat of regulation.
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Adedapo Adesanya is a journalist, polymath, and connoisseur of everything art. When he is not writing, he has his nose buried in one of the many books or articles he has bookmarked or simply listening to good music with a bottle of beer or wine. He supports the greatest club in the world, Manchester United F.C.
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By Aduragbemi Omiyale
Airtel Nigeria, trading as Airtel Networks Limited, has made payment for the Intention to Bid Deposit (IBD) for the second 5G licence auction of the Nigerian Communications Commission (NCC).
The company, alongside Standard Network, expressed interest in the exercise, but the other bidder did not pay the required fee of $273.6 million on or before the December 5 deadline, as stipulated in the Information Memorandum (IM) guiding the auction process.
As a result, Airtel was announced as the winner of the offer and will join its rival, MTN Nigeria, to roll out 5G services to its subscribers in Nigeria.
MTN Nigeria and Mafab Communication had won the first 5G licence auction, with Airtel losing out because of the fee. However, only MTN has commenced operations, with the other yet to announce when it would roll out its services.
In October, Airtel Africa confirmed that it would partake in the plans of the NCC to auction additional two slots in the 3.5GHz spectrum auction to deepen the 5G network in Nigeria.
At the exercise, according to a statement issued by the Director of Public Affairs at NCC, Mr Reuben Muoka, Standard Network could not meet up with the IBD payment, a development that compelled the agency to announce Airtel as the sole bidder of the spectrum auction.
“The NCC hereby announces that by the close of business on Monday, December 5, 2022, only two companies expressed interest in the auction of the 3.5GHz Spectrum band, namely Airtel Networks Limited (Airtel) and Standard Network & Connections Limited (Standard Network).
“However, only Airtel paid the Intention to Bid Deposit (IBD) as stipulated in the Information Memorandum (IM) whereas Standard Network sent an email appeal for the deadline to be extended by 12 working days which was not acceptable in view of the auction timetable.
“Having met all the provisions in the IM, Airtel has, therefore, emerged as the sole Bidder.
“Consequently, there shall be no further bidding, and the commission will proceed to the Assignment Stage in line with the published Information Memorandum guiding the licensing process,” the NCC said in the statement.
By Adedapo Adesanya
As Africa faces the threat of rising cybercrimes, FBNQuest, through its Thought Leadership medium, has called on the need to recognise the strategic importance of managing companies’ security infrastructure.
In a note made available to Business Post, it stated that organisations of all sizes should be looking at what to do when (not if) they are hit by cyber-attacks.
Cybercrime is estimated to cost Africa $4 billion a year (a figure that hits $450 billion worldwide), broken down into yearly losses of $570 million, $500 million, and $36 million for the economies of South Africa, Nigeria, and Kenya, respectively.
Drawing real-life parallels, in early October 2020, Uganda’s telecoms and banking sectors were plunged into a crisis in the wake of a major hack on Pegasus Technologies that compromised the country’s mobile money network.
Hackers used approximately 2,000 mobile SIM cards to gain access to the system, and an estimated $3.2 million was stolen.
In June 2020, the second-largest hospital operator in South  Africa, Life Healthcare, was hit by a cyberattack in the middle of the COVID-19 pandemic, paralysing the 6,500-bed provider and forcing it to switch to manual backup systems.
As per the International Criminal Police Organisation (Interpol), the most prominent threats in Africa, based on input from Interpol member countries and data drawn from private sector partners, identified that the top five threats listed in the report include online scams, digital extortion,  email account compromise, ransomware, and botnets.
FBNQuest noted that “the current international threat landscape is incredibly diverse and includes a resurgence of bored teenagers who hack just for the fun of it, nation-state groups, and cybercriminal syndicates and gangs. For the latter groups, the operational objective is to leverage a new exploit to extort  millions and achieve an extraordinary return on investment.”
It then tasked organisations to apply the fundamentals of cybersecurity that will offer protection. This includes tightening the email loop, which makes it difficult to fall for phishing attacks.
Others include fending off malicious ransomware, securing network access, shutting down internal threats, solidifying storage and backups, as well as managing vulnerabilities, noting that, “The key to successful vulnerability management is to identify all the ways an attacker can move throughout your network and reach your business-critical assets. Once you have identified these attack paths, you can focus  on locking down chokepoints and stopping hackers before they even get started.”
It also tasked parties to ensure that a detailed Incident Response Plan (IRP) is put in place.
“Cyberattacks may be inevitable, but a detailed Incident Response Plan (IRP) provides both a  buffer and an antidote if the plan is tested. This means that the first time to verify an IRP is not in the middle of a crisis.
“The best way to determine whether the company’s IRP is effective is through tests that assess the readiness of their incident response teams. These tests, which work for all-size companies,  come in the form of fire drills and tabletop exercises (TTXs). Each test serves a different purpose.”
The company noted that while cyber-security has been largely associated with computers and IT infrastructure, greater consumer use of smart devices has raised overall vulnerability. At the enterprise level, shifting to cloud computing may have cut company costs significantly, but it has also increased the risk of digital attacks.
“Despite the broad-based implications of these risks, many businesses are unprepared to deal with them, as the alarming number of threats clearly indicates. These developments imply that security is no longer merely a concern of IT managers, but a key boardroom topic because enterprises need to recognise its strategic importance. Companies need to beef up their security infrastructure to prevent breaches while simultaneously building a sustained organisational culture of safety,” it warned.
By Adedapo Adesanya
Revenues from financial technology (fintech) companies could grow by 800 per cent to reach $30 billion by 2025, consultancy firm McKinsey & Company has revealed.
As the fastest-growing start-up industry on the continent, African fintech raised over $1,3 billion in 2021 alone; the success of fintech companies is being fuelled by several trends, including increasing smartphone ownership, declining internet costs,  expanded network coverage, and a young, fast-growing, and rapidly urbanizing population.
African fintech has a significant impact on day-to-day life on the continent, and with its current upward trend, it can be perfectly poised to rapidly advance Africa’s global competitiveness with an increase in the exporting of fintech services globally.
However, it said these fertile grounds do have challenges. Regulatory uncertainties and differences between countries are a bottleneck, throttling the expansion of financial inclusion in Africa. This has led to the continent’s fintech’s calling for a Pan-African regulatory body to define comprehensive regulatory policies for regions rather than countries.
Certain governments and the private business sector continuously work on providing regulatory policy frameworks for businesses, customers, and economies with the current focus on regulations, anti-money laundering scrutiny, consumer centrism, and protection of privacy and security of data.
In terms of regulations, digital-only banks and fintech are influenced by but independently regulated from the traditional financial system regulations.
For Anti Money Laundering Scrutiny, more regulatory bodies are insisting on compliance herewith; worldwide, there is a clampdown on non-compliant companies. This requires the verification of information received from the client to avoid fraudulent, terrorist, or other illegal activities being facilitated, supported by other processes such as Know Your Customer.
Also, fintech must be vigilant in consumer education, especially the consequences of services and products that did not exist before, protecting the consumer from being exploited.
For the protection of privacy and security of data, it warned that stored personal consumer information is susceptible to cyberattacks, and as a result, fintech companies must comply and have the necessary security systems and protocols to secure sensitive data.
The Global fintech Index of 2020 lists the top 100 fintech ecosystems, and four sub-Saharan African cities features, that are leading this sector, namely Johannesburg, Nairobi, Lagos, and Cape Town, and account for most of the continent’s fintech start-up funding.
“The countries represented by the four cities above have taken significant strides towards regulatory systems designed to protect stakeholders. Each country’s approach to regulations shares similarities, while others are unique to the challenges faced in their market.
“Regardless of the size of the fintech, these changes become prohibitive to the success of fintech due to the cost and/or inconvenience caused since they impact all areas of the customer relationship lifecycle,” it said.
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