Late entrant,Etisalat Nigeria sure understand how to engage the subscribers in the 3G Era. During the launch of the Network last week in Lagos, the company spokesperson mentioned something significant. He  Etisalat will deploy innovative Mobile  Services like the mobile cam.Mobile cam allows 3G subscribers to dial into a gadget at home or office and be able to take a quick look around the location and even record voices.

The significance of this is that while other operators in Nigeria are trying to sell 3G Services based  on  Television services, the late entrant is looking at it from a strong compelling side, security. I am quite disappointed that the operators do not clearly understand what the technology can do. They keep stressing on TV while not offering a strong reason why subscribers will want to switch from their  non paying terrestrial tv or satellite pay Tv to yet another Mobile pay Tv. Mobile operators are not even making a pretence about building contents around the ever popular and money spinning Nollywood. Two to five  minutes  mobisodes of Nigeria Drama, musicals and comedy will be a huge hit in the 140 million fun loving Nigerian market but the operators are rather focused on full length sports and news channles.This does not come cheap for an average Nigeria whose ARPU is hovering around 10 dollars.

Without a perfect understanding of the 3G Marketing, the Nigerian 3G Project might be heading for doom.

The advantages of 3G is that it has a higher bit rate and operators can therefore deploy more data intensive applications. It allows for increased call volumes and support multimedia data applications, such as video and photography.

The operators need to start thinking along the three spheres of 3G applications.

First is the Business Sphere which allows for Mobile videophone, video conferencing, database management and informational services.

Second area is the private sphere which allows karaoke on demand, music on demand, portable Television, interactive games and video on demand while third area is Business sphere. This allows traffic informational service, personal security, remote monitoring systems, Electronic newspapers, Home schooling systems and remote monitoring systems.

Etisalat’s understanding of 3G marketing gives some hope and something to look forward to. At least in the Nigerian telecommunications market, there is clear differentiator. All the operators need to do is to see an operator launch a service and all others will follow suit.

Emmanuel Okoegwale

emmanuel@gomobileng.com

Robot  Villager

# 1 Late entrant , Etisalat Nigeria sure understand how to engage the subscribers in the 3G Era...Read the full article. Posted by Robot| 21.03.2008 05:46

Bode_Boluz  Villager

# 2 Interesting summary there Mate. I think it has a lot of potential for the future of sustained telecommunications infrastructure development in the future. All it takes is for one player to look forward and plan accordingly and development options and avenues will open up. We are all watching this for now to see where it leads. Posted by Bode_Boluz| 21.03.2008 12:46

aguabata  Villager

# 3 Let us get the basics right first, before looking over the horizon, let the mobile companies offer glitch free voice call services at a good rate, simple. I pay 3,600 naira every month and get 400 minutes of voice call abroad. The average nigerian spends 1500 naira and gets less than an hour. More technology could come later, Posted by aguabata| 21.03.2008 15:56

Bode_Boluz  Villager

# 4 Technology can drive development of better service. Look at the mobile phone itself. If it was not an emerging technology at one time it would not be at the status it is today. Technologists and investors in the country need to reach forward into the future to lay plans that instigate change. With the introduction of the technology they are promoting here, other industries can get kick started. Industries manufacturing alternative energy options like solar and wind energy would make a great addition as sources to power security and telecomms devices. Also accountability of work being done can be readily reviewed from a central location. For instance on a building site or construction location a set of cameras can be mounted on street light height poles or scaffolding to watch progress of work. Direct accountability means better productivity. Efficient Police and Military Operations can be set up to watch pipelines and vulnerable areas. If Most of the crooks and miscreants were caught on camera doing the illegal crap they do, many would think twice about their actions. The limited focus and shortsighted approach to most things in Nigeria is its drawback to success. The telecomms business has the potential to see that this is a thing of the past and place Nigeria firmly on the map with regards to effective communication. Posted by Bode_Boluz| 21.03.2008 16:08