The Nation Newspaper

Category: Brand week

  • LASACO Properties launches biggest board

    LASACO Properties has launched the biggest Billboard in Nigeria and West Africa, the company’s Managing Director, Olumide Jayeiola, has said.

    Speaking during the unveiling of the multi billion naira billboard located at the brink of the Third Mainland Bridge at Iyana Oworo, Lagos, he said the billboard will bring huge investment into the country.

    Jayeiola said the billboard which was brought in from China ranks as number three in the world and described it as an advertiser’s dream.

    He noted that coming from investors’ perspectives, LASACO Properties is a real estate and investment company which is not limited to properties alone.

    According to him, it encompasses any venture, businesses that will bring investment return.

    He, however, noted the risk and challenges encountered in bringing the board into the country.

    He said while the Nigerian Customs posed the major problem,  power was also a challenge.

    He said: “Nigerian Customs was one of the problems we had in bringing it in. If Nigerian investor will go all the way to bring in investment and it is the Nigerian government that is killing the business, then that is not so good for the country.

    “The fees we were to pay were skyrocketed by the Customs and there was the problem of power to make the board function but at the end, we surmounted all the problems”.

    He stressed that the company want to create a niche in the advertising world.

    Managing Director, LASACO Insurance, Olusola Ladipo-Ajayi said the board sits strategically on a peninsula of the Lagoon.

    Ladipo-Ajayi on his part, explained that the board is a joint venture between LASACO Properties and Media Views.

    He said the board is sitting in front of the big board which carries Airtel advert. “The advert was put there 12 years ago but has become small now with the entry of this new mega board. Throughout the period of 12 years, there was no idle time on it.

    “The board has become a landmark used to describe traffic by radio presenters for inland mainland and island on the Third mainland bridge. We assisted them at that time by introducing them to Ibile Holdings which is our majority shareholder,” he added.

  • Dentsu Aegis Network, Media Fuse Nigeria partner

    Dentsu Aegis Network, Media Fuse Nigeria partner

    Dentsu Aegis Network, Media Fuse Nigeria partner

    A leading marketing outfit, Dentsu Aegis Network, quoted on the London and Tokyo Stock Exchanges, is set to boost the media sector through major investments in Media Fuse Nigeria Limited, writes ADEDEJI ADEMIGBUJI.

    When everyone thought the era of affiliation in the marketing communication industry was fast becoming a fading fad, a major investment announced in Nigeria last week has proved this wrong.

    Dentsu Aegis Network, a global marketing conglomerate quoted on both London and Tokyo Stock Exchange and a media agency, Media Fuse Nigeria, established by Mr. Emeka Okeke,  have entered into a deal to deepen its global expansion drive.

    The partnership is an eye on emerging market-leader in the African market, especially Nigeria where the population of consumers is irresistible, plus an economic growth predicted about seven percent yearly and the digital and media landscape increasing by an estimated 15 per cent in 2014 alone.

    With acquisition sprees across Africa by Dentsu, Media Fuse will now operate as Media Fuse Dentsu Aegis Network, joining the strong network of Dentsu Aegis Network brands such as Carat, iProspect, Isobar, Posterscope and Vizeum in sub-saharan Africa.

    According to Okeke, the joint venture conforms to the new reform by Advertising Practitioners Council of Nigeria (APCON) on foreign investment in Nigeria, saying Media Fuse has a majority stake in the business ownership configuration.

    He said Media Fuse was incorporated in 2013 and launched its services in the market in January the following year.

    “The agency is registered as an indigenous national media agency having obtained a national operating licence from APCON. The agency broke its first campaign in February 2014 with the launch of the Swedish online classified ads service-tradestable.com having won the business in a keenly contested media pitch. As the agency continues its drive to deliver compelling services in the marketing communications industry, its operations received a boost with the keen interest shown in the business by global player Dentsu Aegis Network resulting in acquisition of equity interest in the business in July 2014 and subsequent change of name of the company to Media Fuse Dentsu Network Limited,” he said.

    He said further that the merger marks the dawn of new era in marketing communications in Nigeria with a young indigenous media agency getting the attention of a global network in foreign direct investment with full access to tools, capacity building, specialist agencies offerings in digital marketing, digital performance, Out-Of-Home (OOH) specialist offerings in strategy and planning as well as convergence planning through the flagship power brands of Carat, Vizeum, Isobar, I-Prospect and Postercope.

    Media Fuse Dentsu Aegis Network will be led by Okeke, who has worked in some West African countries, such as Nigeria, Ghana, Cameroon, Senegal, Cote d’ Ivoire, Sierra-Leone, Gambia and Liberia.

    Emeka and his team of 25 are bringing to the table a market known for reputation, a passion for the industry and a vision to grow clients’ brands and through the deal with Dentsu Aegis Network.

    Established associations between Media Fuse and the Carat-Adams affiliates in Ghana and Senegal, as well as relationships with key Dentsu Aegis Network global clients, highlights the immediate strengths and opportunities of the new partnership.

    Though the global network will contend with its global competitors, such as WPP, Publicis, Omnicom Group’s OMD whose affiliates in Nigeria advert agencies are leaders in various market categories, such as advertising, public relations, experiential marketing, outdoor and media independent businesses but the Chief Executive Officer Dentsu Aegis Network Sub-Saharan Africa, Mr. Dawn Rowlands, said the network was ready to compete for business considering that it’s a global market leader in digital marketing.

    “Our plan is to invest in a way that we invest. There is a push from our clients to invest in emerging market, especially Nigeria. We see that digital marketing will be 80 to 90 per cent of our business in the new market. We see opportunities in Nigeria to challenge for business. We want to collaborate with the media and our partners that we have chosen the right agency. We are here to challenge for business. In digital leadership rating in the world, we are the leader with 43.8 per cent rating, followed by Publicis with 38 per cent, WPP 35 Percent and Havas 26 per cent,” he said.

    Meanwhile, before the merger was consummated, Media Fuse parades blue-chip media accounts such as Procter & Gamble West Africa (English and Francophone), MasterCard, Adidas, Philips, Old Mutual and tradestable.com.

  • Guinness unveils Africa’s largest drum

    Guinness unveils Africa’s largest drum

    Guinness Nigeria Plc has unveiled the largest drum whose measurement was put at 22ftx25ft by team comprising Alexander Forbes actuaries and Billings Cost &Associates.

    The drum called “Orijinal” drum, according to the team, is the largest ever built in Africa.

    Though is meant to activate Guinness Orijin brand, the brand owner said at an event in Lagos, that the Orijinal drum, a cultural icon, is an extension of the Orijin ideology of celebrating the African culture.

    The brand recently received the endorsement of some monarchs  as the drink for Africans. The drum located at the National Art Theatre, Iganmu Lagos, distinctly stands at a vantage point.

    The  Portfolio Director, Larger and RTD, Guinness Nigeria Plc, Ms. Eyitemi Taire, said: “The largest African drum is another landmark in our journey as a business and eulogising Orijin as the original drink for Africans.

    “A drum announces the presence of the royals and the revered; it represents everything African. It is the single identifier that cuts across all African cultures. It represents the vibrancy, energy, uniqueness, and interconnectivity of Africans which perfectly reflects the essentials of the brand’s originality.”

    She continued: “We recognise the value of our culture and will do everything possible to keep our heritage. Orijin connects with our people at this level just in the same way a drum connects. Where ever there is a drum there is celebration. And wherever there is celebration, you can be sure there is Orijin, the drink of tradition.

    “This drum we justunveiled is a representative of both traditional and modern cultures that abide in Africa. We have high hopes that this drum will stand as an inspiration to Orijin lovers nationwide.We are proud of our achievement here today. The drum is clearly the largest and that underscores the ingenuity of Africans.’’

    The Ojora of Ijora of Lagos, Oba Abdulfatai Ojora, who was represented by Chief Joseph Ogunmola, praised Guinness for producing Orijin.

    On the drum, Chief Ogunmola said: “The drum represents our vibrancy as Africans. It is an important part of our cultural heritage. This largest drum in Africa is a great innovation from Guinness Nigeria and we thank them for showcasing and taking our culture to the next level”.

    Reassuring consumers of quality, Taire said the production of Orijin attests to Guinness Nigeria’s leadership position in innovations in the alcoholic beverage industry.

    “The company’s track record on product innovation in the past eight years has been very impressive. The advent of Orijin into the market is a result of thought leadership by Guinness Nigeria. As a company, we are continually looking for new ways to satisfy our consumers and Orijin is another attestation to this resolve. We have been in the forefront of innovation, particularly now with the largest drum in Africa. We encourage all our consumers to enjoy their Orijin responsibly always, she added.

    The event was spiced with performances from Orijin brand ambassador Reminisce, Hip hop artiste Faze and R n B crooner Kola Soul.

    Aduni and the NERFITITI also gave the audience the folklore with her melodious voice.

    Orijin is a blend of African fruits and herbs flavours mixed with alcohol to give a refreshing bitter sweet taste.

  • Peak Milk celebrates at 60

    Peak Milk celebrates at 60

    Peak has been decribed as “a truly Nigerian iconic brand” as the brand marks its 60 years in the dairy market.

    Its manufacturer’s Friesland Campina WAMCO’s Managing Director, Mr. Rahul Colaco expressed appreciation of Nigerians’ loyalty to Peak milk and “particularly those who have come from far and near for the celebration of 60 years of nourishing Nigeria with quality dairy nutrition.”

    He spoke at an evening at Eko Hotel and Suites, Victoria Island, Lagos to celebrate the event.

    He said: “Since the presence of Peak in the market, the brand has continued to grow despite several changes in the market. Peak’s success is attributed to two things: First, a singular focus, which is to nourish Nigerians with quality dairy nutrition in order to reach their Peak. Second, continually exploring ways to stand out of the crowded shelf and touch our consumers through every stage of their lives.”

    He added: “Peak has won industry recognition as an innovative and trendsetting brand that delivers superior dairy nutrition across life-stages. The brand’s positive results and success is about connecting with our consumers, supporting our Business Partners and communities to pursuing their aspirations and reach for their Peak!

    “Every Nigerian grew up with Peak; Nigerians are still growing with Peak and without Nigerians, there won’t be 60 years of Peak milk, the iconic brand that has served the good people of Nigeria from generation to generation.”

    During the celebration, Colaco opened the stage for an evening of classic entertainment throwing the audience into what he described as a magic moment.

    “Tonight is special! Let’s capture some magical moments, let’s create happy memories and let’s surround ourselves with laughter and friendship.”

    The event was well-attended by consumers from all walks of life, including personalities from the media, children and celebrities led by former Nigeria international and Olympic Gold medalist, Kanu Nwankwo.

    There was comedy by ace entertainer, Gordons, dance drama and an electrifying presentation of “the foremost symbols and connotation of the Peak elements.”

    It was an exciting journey into the visual world of Peak, exploring the various symbols on the pack – River, Mountain, Canoe and Palm Tree. This pulsating and captivating story was presented in a fascinating piece of music-drama.

    Guests were also taken through the story of Peak in a documentary titled: Yesterday, Today and the Future helping Nigerians achieve their dreams.

    The Marketing Director, Mr. Tarang Gupta, emphasised that the introduction of Peak in Nigeria  gave the people “an experienced of a new beginning with sharper minds, stronger body and matchless opportunities to bring out the best in them and reach for their peak. This is the inspiring story of Peak in Nigeria”.

    He added that the story of the  brand is about Nigeria and its people.

    “It’s your story, the story of the generations before you and the generations that will come after you. This is the celebration of our great past, happy present and brighter future.”

  • Mouka re-introduces ‘Mattress Swap’ campaign

    Mouka re-introduces ‘Mattress Swap’ campaign

    Mouka Limited, manufacturers of foams, has re-in-troduced  its MATTRESS SWAP campaign.

    It said this was  aimed at creating value for customers’ loyalty to the brand by enabling them and non-Mouka customers to exchange their old mattresses for new ones at discounts.

    The promo, which is expected to hold between May 4 and June 5, this year, is available to its customers.

    According to the firm’s National Business Manager, Mr. Olufemi Asa, the initiative, was first introduced in 2013; it was designed to entrench the brands affinity with both Mouka customers and non-customers by helping them to renew sleep and comfort.

    He explained that there was the need for customers to change their mattress every four years which is the average life span of a mattress, adding that many customers were constrained with the burden of how to dispose the old mattresses hence, the Mouka MATTRESS SWAP offer.

  • Brand activation is the future

    Brand activation is the future

    As innovation continues to drive marketing, from the old to modern creative leaning, in the face of competitive marketing budget, the Chief Executive Officer of Oracle Experience, Mr. Felix King Eiremiokhae, has said investment in brand activation is the future of marketing.

    Brand activation, a significant part of below-the-line marketing, is an ideal way to build up, change or enhance a brand’s image. It’s a way of communicating with the crowd, and intensifying their relationship with a product or brand. Brand activation can be used in many ways, from Point-of-Sales-techniques to on the field activation.

    Over the years, clients have not been making any meaningful marketing budget provision for brand activation, but the recent success recorded by brand activation agencies has begun to attract interest from brand owners, despite that some still consider it a risky investment. While innovation has continue to be the driver for the growth of the emerging marketing mix in the marketing communication, Eiremiokhae said experiential marketing agencies have moved from  dancing on the streets to seeing themselves as story-tellers in such a way that appeals to the emotion of consumers.

    “So, that is the direction. That is why you discover that most agencies that are not into ideation would struggle as we progress in the industry because every brand wants to tell a story. Story that people can walk away and remember over a long period time, but how many agencies can tell a story through activation? That is another story for another day,” he told The Nation.

    As one of the experiential agencies that drives the big budget and project in the brands and marketing industry, he said challenges in executing groundbreaking   activations have  been huge, adding that the most mountainous of all challenges in the industry comes from practitioners themselves.

    “Life itself is a huge challenge and what separates you from others and makes you outstanding is how you are able to manage these challenges when they come your way. I keep telling people that you need to take risk for you to be able to stand out. The biggest challenge we keep seeing in the industry is ourselves.  We keep doing things that had never been done in the industry and that is a huge challenge for us because you are required by clients to surpass your previous feats. So, it is already difficult for people to understand the direction we want to go. What we do here at Oracle is like a paint, who has all the ideas but those ideas are inside of him. Therefore, trying to reinterpret those ideas sometimes could be really challenging. But the good thing is that clients are always patient with us and give us the opportunity to express our inner thoughts and that make it easy for us,” he said.

    Besides Eiremiokhae said marketing budget, manpower and third party supplier challenges could undermine delivering innovative brand engagement activation.  “Looking at our environment you discover that sometimes budget can also be a very big issue. Besides that, manpower and  third party supplier are huge challenges an agency like ours could face in delivering on these innovative brand engagement activations, but somehow, here we are, the clients are happy with us despite the challenges and they are always ready to stay on a journey with us,” he said

    Despite that he said Oracle Experience was able to executive award-winning brand activations. Some of the activations, he said, included STAR Bottle Tree, Guilder re-launched, Guilder Yacht and Heineken Green Light Experience. “All of them represent different things. If you look at Heineken Green Light Experience, the concept and ideation are totally different from the Star Bottle Tree. The concept of Guilder Yacht was equally very different from that of Guilder re-launch despite the fact that it is the same brand. We create to fit every experience. From the Star Bottle Tree we broke the world record and built a Christmas tree from the Star Bottle to the level of 36 feet. For us, that was quite amazing and it got some international recognitions, one of which is creating a new record in the Guinness Book of Records as the tallest Christmas bottle tree in the continent. It was broadcast all over the world too,” he said.

    Clients don’t want to take risk in brand activation.

    Despite that, brand engagement activation is the way to go in the marketing communication industry. He said most clients are afraid of taking a risk except for few ones. “Most fast moving consumer goods (FMCG) businesses like to play safe when it comes to taking risk in brand engagement platforms. They are not ready to take such risks, but before a brand can become exceptional and outstanding it has to take risk with such remarkable activations.

    “Nigerian Breweries is a company, which likes to take risk. They have the belief that they have all it takes to embark on the journey with us. So as a global company, NB is not just playing around at the local market, they are also playing at the international stage because Heineken is a global brand therefore, whatever you are creating locally, of course, you need to also showcase it internationally,” he said.

  • FCMB unveils new thematic campaign

    FCMB unveils new thematic campaign

    First City Monument Bank (FCMB) Limited has continued to transform and position as a leading retail bank in Nigeria with the launch of a new thematic campaign tagged: “A World of Opportunity”.

    This followed the unveiling of the bank’s refreshed corporate identity, which has led to a replacement of its former colours of black and gold with a vibrant combination of purple and yellow that speaks to a wider audience.

    The thematic campaign, tied to the refreshed corporate identity of the bank, tells compelling stories of life and business aspirations of diverse Nigerians and how FCMB supports them to bring such dreams and aspirations to reality. The campaign tells the story of the diverse base of the customers that FCMB serves.

    The campaign comes in two television and two radio commercials, conveying FCMB’s delivery of great customer experience and service on its channels and electronic banking platform, and how it enables its customers, through those services, to fulfill their life aspirations. It also showcases the new warm, friendly, approachable and energetic brand identity of FCMB and its values as a simple, reliable and helpful Bank.

    In the first television commercial, titled: ‘’Waiting’’, the audience is taken through the thoughts and aspirations of diverse Nigerians in a typical office day. From the office cleaner to the manager and Chief Executive, the story line captures the fact that everyone has something that they are aspiring to achieve. In essence, this commercial imaginatively portrays the more diverse retail and business customer segments FCMB now serves.

    The second commercial titled: ‘’Maybe Today’’, shows a young professional man working in his office reminiscing about his father, who had come from a humble background, but through hard work and commitment, he prepared a solid foundation for his son to build upon. Through the eyes of the young professional, the audience is taken back in time to see his father affectionately watching over him and also preparing for a day of hard work to provide for his family. As the audience is brought back to the present day, it becomes clear that the young professional reminiscing about his father has not only followed in his father’s footsteps, but has become a successful business owner with the support of FCMB.

    The Divisional Head, Retail Banking of FCMB, Mr. Olu Akanmu, said: “The new FCMB brand thematic campaign tells the story of the diverse base of the customers that we serve at FCMB. It does not matter where you are; we support you to fulfill your life and business aspirations at FCMB. Our convenient electronic banking platforms and best-in-class relationship management, deliver great experience to our customers as we support them to achieve their great dreams for themselves, their families and their businesses.”

    Akanmu reiterates: ‘’Nigerians are inspirational and hard working people. FCMB is the bank for all Nigerians, walking with them as a partner to fulfill their life and business aspirations in the true spirit of its brand pay-off line of “FCMB- My Bank and I.”

  • New advert platform to reach 5.5m viewers monthly

    • For airport restrooms, lounges

    A new Out-Of-Home (OOH) advertising medium, Magic Mirror advertising channel, has been introduced into the outdoor advertising industry to reach over five million viewers monthly.

    Introduced by Soundz & Meknitz Limited, the magic mirror is said to be one of the world’s latest OOH advertising technologies.

    Described as an innovation in the  Sub-Saharan Africa, the new platform is classified under the emerging media and below the line/indoor advertising category.

    The new media works is interfaced by a specially designed mirror with an inbuilt LCD video and audio programme that also doubles as a viewing mirror. A Television Commercial (TVC) is seen playing on the mirror, with an inbuilt sensor that squeezes the advert message to a corner on approach of a user to present a full mirror and returns after use.

    Managing Director, Soundz & Meknitz Limited, Mr Felix Ugbechie said his company has been granted exclusive permit to install the next generation advertising technology in all the rest rooms on all the airport lounges in Nigeria, a factor he is sure will give maximum value to advertisers.

    He said the advertising medium is unique because it offers the advertiser the opportunity to have something close to personal conversations with individuals who come in contact with it.

    “The mirror, as simple as it is, is a very important tool for managing personal relationships. We must always go to the mirror to appreciate ourselves and determine if we are looking good enough for that all important meeting. It is a personal tool that enables us to have a conversation with ourselves before we go out to meet other people. What we are doing is take this conversation even further by enabling brands to talk to their targets in their most intimate periods. This is a period when conversations are best appreciated and ensure long lasting retention,” he said.

    Ugbechie explained that the Magic Mirror advertising has the distinguishing capability to pass the message to the personality and without interruptions and also overcomes the challenges of no tune out, trashing or flipping pages that have been the disadvantages of electronic  and print media advertising in recent time.

    “The Magic Mirror is like a welcome companion to the often disconcerting privacy of the rest rooms. That is why we say it holds personal conversations because advertisers have the privilege of talking to individuals in this secluded privacy and be able to arrest their attention throughout their stay. This is an advantage no other form and medium of advertising can offer. And it can offer access to a specific gender pin downs of messaging with 100 per cent accuracy. For instance, female toilets can be loaded with messages speaking to the female market and vice versa thereby giving accurate traffic and exposure measurement.”

    He added that the new medium is capable of also offers high brand visibility, with an estimated average 5,000,000 to 5,500,000 views per month, a coverage no other medium can match at same cost.

    “The Magic Mirror is the best channel to help you reach your marketing priority areas or audience.  It offers a high definition video and audio resonance in a casual and relaxed atmosphere. It offers a welcome alternative to looking at a blank wall. Advertisers are also afforded the opportunity to put their advert in desired marketing priority areas at high traffic time at any of the locations, especially in public-private places.

    On whether his company has plans to extend the values beyond airports, Ugbechie said the company was working to have the Magic Mirrors installed in major hotels, shopping malls, high end clubs, eatries and even venues across the country.

    “We want to offer advertisers the best platform to reach their targets and achieve maximum exposure, interaction and retention rate thereby giving them the best value in ad spend,’ he added.

  • African Roundtable on CSR holds June 18

    The Africa Chief Executive Officer (CEO) Roundtable and Conference on Corporate Sustainability and Responsibility (AR-CSR) will hold in Lagos from June 18 to June 19.

    It  has as theme: From corporate governance to sustainable governance.

    According to statement by the convener, ThistlePraxis Consulting, the event is significant because it marks the fifth anniversary of the the AR-CSR, which has become the biggest platform for discussing issues of sustainability, corporate Social responsibility, as well as the enhancement of a public-private synergy for the attainment of a credible business environment in Africa.

    Former Supreme Court judge and the Chairman of the King Committee on Corporate Governance in South Africa, Prof. Mervyn King, IIRC, has been confirmed as the key note speaker for

    Other speakers are: Dr. Nat Ofo, Lecturer, College of Law, Igbinedion University, Okada, Edo State; Eric Hensel, Partner, Sustainable Square; Reana Rossouw, CEO, Next Generation Consultants South Africa; Prof. Shyaka Anastase, CEO, Rwanda Governance Board; Audrey Joe-Ezigbo, director, Falcon Corporation; Sune Skadegaard Thorsen, CEO, Global CSR; and Monaem Ben Lellahom, Partner, Sustainable Square.

  • Hello… Welcome from the grave, NITEL

    Hello… Welcome from the grave, NITEL

    Fourteen years ago, efforts to sell NITEL failed. Five times the dream of the Federal Government to find a buyer for the family’s prized item failed. If NITEL were a woman, she would have given up about finding a husband. However, recently, a certain NATCOM Consortium has accepted its hand in marriage, after paying the bride price. Our daughter, NITEL, has found a husband. Hello, NITEL, welcome from the grave. Your woes have just begun. Shortly, you would understand.

    Telecom business is a long term industry. It is not a short-term industry like a roadside grocery shop. Yes, NATCOM has acquired NITEL. Head hunting has begun already. Kamar Abass, a former country manager of Ericsson Nigeria, has been appointed as managing director. That is not news. Here is the news. To run NITEL, NATCOM will need more than what it cost to acquire NITEL. It is not about branding. It is not about public relations. It is not about advertising. It is not about event marketing. I wish all of these could get the job done. Unfortunately, they would not.

    What NITEL needs is this: If NATCOM paid $1b to acquire NITEL; NATCOM needs ten times that figure in the first five years to keep it going. Why? Abbas knows that you do not come into telecom and think you’re going to make a fast one and disappear. Telecom business is not as smooth as silk or as free flowing as wine. That was why M-tel, the mobile arm of NITEL failed woefully.

    As the fifth telco, NITEL should be prepared for the long term. It is a serious business. In clear terms, NITEL will have to spend more than what the current leader, MTN, is spending to get started. NITEL will have to build scales to cover all the overheads. NITEL will have to pay for neglecting Nigerians when Nigerians were dying to have telephone, even if it was 090. Then, NITEL was a monopoly. Now, NITEL will play catch up.

    The infrastructure NITEL failed to build when it was convenient to do, NITEL will build it even if it is inconvenient to do. As my mother would say, if you defecate on the roadside leading to your farm, you will be confronted with your shame on your way back. NITEL has come home to roost. There is no place to hide. The game has changed. The table has turned. Nigerians are no longer at the mercy of NITEL. NITEL has toyed with the emotions of its customers. NITEL will need to fight to win back customers’ loyalty.

    Aside deploying base stations across the country to build its network, thousands of generators and security apparatus would be needed to secure the stations. When NITEL gets to a certain scale and begins to make money, it will have to reinvest to expand the network.

    Etisalat is just five years. Etisalat is still in the investment phase. It has not reached the scale where it can actually make money. If in five years Etisalat is not making money, and has spent so much, imagine a NITEL that is coming from the grave. Now do you understand?

    Well, if NITEL can be innovative and competitive it can make profits ASAP. How? There are still so much opportunities in meeting customers’ needs. NITEL can build a reputation for network quality and customer service. NITEL should come out and compete. As the fifth player, NITEL would have to come up with something different. Unless NITEL does that, I don’t see how it would benefit anyone even after 14 years in the grave.