AT its inception in August, 2003, Globacomdefined its business focus as being to cater to the needs and interests of the people of Nigeria. Twenty-one years later, the company has remained committed to this noble trajectory.In doing this, it has redefined the telecommunications industry through groundbreaking initiatives and customer-centric services. Globacom it was that liberated Nigerians from the shackles of an exploitative telecoms environment at the onset of GSM services in Nigeria when it drastically reduced the cost of telephony services. The company not only crashed the cost of acquisition of lines and devices but also ensured that Nigerians only pai for actual time spent on calls when it began commercial services on per second billing. The company’s journey has been marked by significant milestones, technological advancements and remarkable impact on the lives of millions of people across Nigeria. According to Emmanuel Fabeyo, Head of VAS, Messaging and Financial Services at Globacom,”We entered a market dominated by incumbent players. But with our bold vision and customer-centric approach, we quickly gained attention”. This bold claim sums up the essence of Globacom’s journey from inception to where it is today. It has over the years shocked the market with its groundbreaking products.
The introduction of per-second billing was a game-changer, democratizing mobile services for millions of Nigerians. As industry analysts put it, this innovative approach revolutionized the telecommunications landscape in Nigeria, making mobile services available to a wider audience. Coupled with an aggressive network expansion from the beginning, Globacom rapidly gained market share and challenged existing players. The company’s commitment to staying one step ahead of competitors is evident throughout its development. By leveraging on new technologies and adapting to evolving consumer needs, Globacom has consistently delivered innovative solutions. From launching value-added services to foraying into digital financial services, the company has demonstrated a strong ability to anticipate market trends and capitalize on opportunities to deliver value to the people. Globacom introduced a series of value added services that became the firsts in the telecommunications space. Having rolled out its telecommunications services on a 2.5G network when the industry standard was 2G, it was able to roll out various innovative services such as MMS (Multimedia Messaging Service), Glo Magic Plus (for news and information), vehicle tracking,mobile internet, mobile banking, text to e-mail and ring-back tunes.
Glo Mobile Value Added Services (VAS) are a bunch of products and services which have been specially designed to better serve the network’s customers beyond the traditional voice and data services.The array of value added services offer a world of convenience and fun in a variety of content tailored to suit individual needs and help them receive value in terms of personal satisfaction or business and monetary success. These services are brought to the subscribers through third party SMEs who are also growing the business landscape and deepening the potentials of the ICT industry. One of the underlying principles for Globacom is the fact that Nigerians can gain more by improving their lives in any way possible. The advancement in technology shouldn’t just be a passing phase but it must be deployed to the benefit of the people so the country can move on a path of positive growth trajectory.
These value added services are very much diverse but they are segmented into various groups such asLifestyle, Entertainment, Education, Lottery Services, Sports, Storage, Chat, Jolly Services. They have been designed to impact subscribers positively by “adding value” to them and enriching their lives in diverse ways. Globacom’s 21st years of operation has borne evidence of its successful transition to a digital solutions company. Beyond the core mandate of telecommunication services, it has become a total digital solutions provider, putting at the convenience of subscribers what they would have had to spend time, money and energy to access. For example, it recently launched a health insurance package for the benefit of its subscribers, enabling them to access health insurance services, consult a medical expert and get medical prescription drugs without having to burn their pocket in a hospital or even step out of their location. The services, which include access to doctors through teleconsultations and a network of partner pharmacies, is hugely beneficial, especially for people in remote areas, as barriers to accessing healthcare have been reduced.
The Glo Health Insurance package, in partnership with AXA Mansard Health, is a fitting example of value adding, a phenomenon that Globacom is well at home with. At the heart of this partnership is Globacom’s shared goal of making life easier and better for its subscribers. It brings affordable healthcare to Nigerians, especially in underserved areas and has been well accepted by Glo subscribers given the expanding patronage. Globacom is also leveraging the advancement in technology to draw its customers to make use of Artificial Intelligence (AI) tools to learn and earn money.It recently unveiled three innovative AI-focused services that aim to improve customer satisfaction and provide users the chance to profit from AI and win rewards on theGlo network at the same time. These services offer priceless insights into utilizing AI for everyday requirements. One of the services, called “GloAwoof Win EverWage,” is a gaming platform that gives users the chance to either win a lifetime wage or take part in a monthly draw that offers a N12 million prize.
Similarly, the “GloAwoof Win SMS-to-Ai” uses artificial intelligence (AI) to give users rapid, precise information on any subject without requiring an internet connection. The “Ask AI by Glo” service is an SMS-based platform that provides users with access to a variety of informational resources, including news, sports scores, weather predictions, traffic updates, educational advice, and celebrity information. The third one, “GloAwoof Win Ai Fortune” is an educational service designed to empower users by teaching them how to leverage Ai for generating income and improving business processes. Subscribers who want to take advantage of the three AI-powered services only need to dial *20791# on their mobile devices. Daily one-time or auto subscriptions to the services cost N100, weekly one-time or auto subscriptions cost N200, and monthly one-time or auto subscriptions cost N500. There is also a lottery service, Glo Flex Win, which allows every Glo subscriber test their knowledge and win fantastic prizes to the bargain.Lottery services provide recreation and can also change lives when people win. Unlike traditional lotteries where luck is the sole determinant, Glo Flex Win rewards consistent participation. Subscribers can dial *20138# from their mobile to select ‘Flex Win’ and pick any pack of their choice. The more a subscriber plays, the greater the odds of winning.
Apart from this, there are other lottery-based services, including Jolly Life, Jolly Trivia, Jolly Wheel, Jolly Win, Perfect 10, Green Lotto, and Lucky Number, opening up an array of interesting games for various classes of Nigerians from Glo, whether it is trivia, lucky draws, fastest answers or matching your phone digits, with daily, weekly, and monthly challenges, enticing rewards, including airtime and cash prizes. For lovers of language, Glo providesa platform for language course on “Busuu”, which was developed using the Common European Framework of Reference (CEFR), an internationally recognized standard for creating language lessons. There are currently 12 foreign language courses on offer. These include English, Spanish, French, German, Italian, Portuguese, Chinese, Japanese, Polish, Turkish, Russian, and Arabic.
All courses are available in 15 interface languages. Learners work through self-paced lessons of one or more course languages. The lessons include studying vocabulary and grammar. At the end of each lesson, learners can practice with native speakers of the language they are learning, in written or spoken conversation. Another key value adding service is the Glo Cloud, a storage service that enables subscribers to easily safeguard and retrieve their cherished pictures, videos or documents. With Glo Cloud, subscribers can take their digital life with them everywhere they go. Glo Cloud is available on Google play store or apple store. In an age where people seek to store sensitive information away from prying eyes, the Glo Cloud service becomes a custom-made tool to depend on. Globacom’s investment in life-changing, value-added service is continuous as it is able to gather customer feedback through surveys, social media listening, and call centre interactions and work on those feedbacks to introduce new VAS services, modify or remove some others in order to continually meet subscriber expectations.
Fabeyo, who spoke about the company’s strides over the past several years,also projected the future vision in terms of value-added services. He disclosed that Globacom is investing heavily in technology to improve its services and stay ahead of its peers. He was effusive in praise of the dedication and continuous investment byGlobacom founder and Chairman, Dr. Mike Adenuga Jr., to ensure it remains true to its vision of serving Nigerians. Fabeyo expressed confidence in Globacom’s ability to adapt to changing circumstances and continue to serve the needs of its customers. “I believe our mission to primarily serve Nigerians is and will always remain the same. So our focus is clear and will remain the same. We will continue to serve our customers’ needs and power their ambitions.”
By consistently putting the customer at the heart of its operations and leveraging technological advancements, Globacom has established itself as a leading force in the communications industry and a catalyst for socio-economic development in Nigeria. Its 21-year history is a testament to innovation, resilience, customer-focus and a deep understanding of the Nigerian market. Globacom is well-positioned to capitalize on new trends by leveraging its strong brand, extensive network and customer base as it continues to add value to the lives and businesses of its customers.
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