Company Profile/

Emerging Markets Telecommunication Services (EMTS), trading as Etisalat, is a Nigerian company duly incorporated under the laws of Nigeria in partnership with Mubadala Development Company and Etisalat of the United Arab Emirates. Incorporated in Nigeria as a private company, it acquired the Unified Access License from the Federal Government in January 2007. The license includes a mobile license and spectrum in the GSM 1800 and 900 MHz bands. Etisalat acquired a 40% stake in EMTS and is now the operator of the Unified Access License.

Etisalat has been the telecommunications service provider in the United Arab Emirates since 1976 and has footprints in 18 countries traversing the Middle East, Asia and Africa. In its many years of operations, it has built up state-of-the-art telecom infrastructure and taken a leadership position of innovation, and quality service delivery among regional and international operators.

Etisalat Nigeria has seen unprecedented growth in the Nigerian telecoms industry with 17 million subscribers and consistently demonstrates its core values of – teamwork, integrity, passion for excellence, empowering our people and growing our people to Nigerians as it offers them world-class telecommunications services.

It is investing heavily in the Nigerian economy as well as in its own human resources. From day-one of its operations in Nigeria, it has put in place various skills acquisition and training programs to enable its people offer outstanding and quality services to Nigerians.

MEF Minute/

Executive Insights Series: Adia Sowho, Etisalat Nigeria

In the latest Executive Insight video supported by Mahindra Comviva, we look at the evolution of the mobile money space in Africa. Here, MEF talks to Adia Sowho, director of digital business at Etisalat Nigeria, about the challenges and opportunities for the market in Nigeria.

In the banking world, there is much talk about inclusion. Banks and card schemes frequently discuss the challenge of bringing billions of unbanked people into the world of traditional financial services.
There’s no similar conversation in mobile. There’s no need. Virtually everyone is already included.

Industry Views: lite apps in emerging markets

There is a growing trend for big mobile brands to develop lite versions of their apps to hook mobile users in emerging markets. Just last month Shazam and Facebook Messenger announced that they are going lite for example.

The logic is straightforward. Unlike saturated established app economies, these markets are mobile first and represent the next billion in terms of connected mobile users. Importantly they typically have poorer network speeds and lower levels of disposable income so lite versions of apps are offered as a low data and cost solution.

We asked MEF members and the wider mobile community for their thoughts.

Data uptake fuelling Nigerian mobile media users’ habits

A new survey carried out by MEF in association with Etisalat Nigeria identifies apps, music and video as the biggest drivers for the increase in mobile data spending.

MEF‘s study of the behaviours and attitudes of 1,000 Nigerian smartphone users showed that 45% of respondents already buy more than 2GB of Data per month. When consumers pay to increase their data bundle, it is mainly to consume more mobile apps (64%) and content such as video (52%) and music (31%).

Calling all African startups: four tips for partnering with a telco

Creating a rewarding relationship with telcos can be challenging for mobile tech startups, especially in fast moving African markets. Here Adia Sowho, Director of Digital Business for Etisalat Nigeria shares some essential tips for forging a lasting, mutually beneficial partnership.

It is common knowledge that revenue pressure from OTTs (Over-The-Top) players, like Facebook and WhatsApp is eating into traditional mobile operator/telecommucations company (telco) revenue from minutes and megabytes.

Connecting the African mobile ecosystem

Last month, MEF hosted the fourth annual MEF Connects Africa during AfricaCom week in Cape Town, where MEF members and guests gathered to discuss the African mobile ecosystem an the opportunities and challenges it faces.
We asked some of the attendees for their take on the mobile situation in Africa and how they see the developing future of the ecosystem across some of the fastest growing markets in the world.

Smartphones in mobile-first markets: it’s complicated

It’s one of the great truisms of the mobile industry: smartphone ownership is rocketing in developing markets. But is it true? Well, kind of but not really. At least according…