At 23, Glo Inspires Nigerians To ‘Never Settle for Less’

The story of Globacom, Nigeria’s symbol of indigenous excellence, is one of determination, innovation, service and a commitment to giving customers more. At the heart of that story is a simple belief: Never Settle for Less.

Over the past 23 years, the company has shown what is possible when challenges are met with resilience, bold thinking and a constant drive for better results.

Recall the early vicissitudes and chequered formative history of the company as a late arrival in the telecoms market, after two foreign mobile telecom firms were licensed and made their debut two years before Globacom was licensed and inaugurated. For any indigenous enterprise squaring up against formidable international rivals with a head start advantage in the same market, it can be a tall order or, in some cases that we have seen, a mission impossible to achieve.

But the quintessential Founder and Chairman of Globacom, Dr. Mike Adenuga Jr., a consummate business strategist, accomplished business process engineer, and an effective and efficient leader and manager of human and material resources, had in place a working, tested, and proven blueprint for converting daunting and complex business propositions into actionable and pragmatic business solution enterprises with ubiquitous imprints in Nigeria and around the world in the form of thriving and highly successful mega companies.

Inspired by its own endearing antecedents and ennobling business philosophy, which revolve around distilling challenges and transforming them to drive its growth, Globacom has launched a novel campaign and a call to action for Nigerians to “Never Settle for Less” in pursuit of satisfaction and happiness as it commemorates its 23rd anniversary of service, innovation, technological trailblazing, value, and high impact.

The campaign reflects the resilience of the Nigerian spirit. Nigerians are known for adapting, pushing through challenges and finding a way forward. But adapting does not mean settling. The campaign is therefore a reminder to seek quality, value and experiences that bring genuine satisfaction.

The anniversary celebrations include new product launches, sporting activities for employees and the rollout of the “Never Settle for Less” campaign. Together, these initiatives reflect Globacom’s belief that Nigerians should keep moving forward, pursue their ambitions and strive for fulfilment.

New creative products from the innovation hub of the Nigerian telecommunications giant (Globacom) include “Welcome Bonus” which gives new Glo customers a N2,100 worth bonus that includes of free 20 minutes of calls to all networks, 2GB data for browsing, and a free one-month GloTV Premium subscription. The welcome Bonus rewards every new customer who buys and activates a Glo SIM.

The second product is “Glo TalkMasta” “6 for 6 Reloaded” tariff which has been enhanced with greater value accruals. Before the upgrade, the tariff plan gave subscribers six free call minutes and 50 MB data for every 6 minutes of talk. With the value enhancement, subscribers still get their 6 free call minutes and Free 100 MB data (50 MB more free data) as well. This is to ensure that subscribers get more value without paying extra cost.

While new customer gets the GloTalk Masta by default on registration of their new line, existing Glo customers can dial *606# to migrate to the tariff.

The third product is the “Magic Data Bundles”, where every data bundle comes with guaranteed data and a bonus data allocation. The product is offered at 2 price points N1,600 & N3500. For N1600 Magic Bundle, the base data allowance is 2.5 GB, with an additional bonus data allowance that varies between 500 MB and 7.5 GB. So N1600 Magic Bundle offers minimum 3 GB with 500MB Magic Bonus, and a maximum of 10 GB with 2.5 GB Magic Bonus. Similarly, N3,500 customer gets 8GB as base data allowance, and magic bonus ranging from 1GB to 12 GB. Hence, N3,500 Magic Bundle offers minimum 9 GB with 1GB Magic Bonus, and a maximum of 20 GB with 12GB Magic Bonus. Glo’s current and prospect customer can buy magic bundles through Glo Café App or by dialing *312#.

In the Nigerian market, no other telco has an offer similar to Magic Bundles, another first by Globacom. This unique product ensures that customers always receive the guaranteed bundle and receive additional bonus data, with the bonus size allocated randomly. The bonus varies, but every customer gets extra data on top of their main bundle.

The fourth product unveiled is the New Glo Café App, a complete revamp from the old Glo Café App.  Glo Café App is Glo’s self-care app, which also has a web variant. The revamped Glo Café App has a vibrant, youthful, and customer-friendly user Interface with a host of new security features and payment options. The most significant attraction of the new App is the Gloria AI assistant, another first by Globacom in Nigeria. Gloria, an AI-powered Voice & Text Assistant, assists with queries and finds the best offers in seconds. It is available in English, Yoruba, Igbo, Hausa, French and Spanish languages.

The app also offers exclusive packages such as Free 100GB on First Time Registration, a 100% Bonus on every recharge, Special Data Bundles like 10GB for N2,500 and 10% More data on Data bundles. Glo customers can download Glo Café App from Google and Apple App stores.

Going down memory lane, it would be recalled that Globacom has been blazing the trail in the telecoms sector in the spheres of technological innovations, use of AI for customer service, proprietary right in per second billing, among others. All these innovations have not only had revolutionary impact on the market dynamics, they have also significantly delivered premium and unprecedented value to the consumers.

By design and operating principles, Globacom was founded as a purpose-built entity to lead in innovative service delivery, serve the consumers in a non-exploitative, mutually beneficial relationship, and advance Nigeria’s and Africa’s economic sovereignty. While some of the innovations powering and delivering value are expectedly technology enabled, some others which revolve around equitable and fair pricing of products/service, flow from the company’s fountain of compassion (per second billing).

Since its inception, Globacom has been consistently leading the innovation trends in Nigeria’s telecommunications industry, introducing groundbreaking products, services, and technologies that have transformed the sector. These innovations, though not exhaustive here, have not only reshaped customer experience but have also delivered significant economic and social benefits. Some of the most far-reaching and impactful innovations deserve special mention for reference and history.

Per-Second Billing Revolution

One of Globacom’s most significant contributions to Nigeria’s telecommunications industry is the introduction of the per-second billing (PSB) model. Before this innovation, subscribers were charged on a per-minute basis, meaning customers paid for a full minute even if their calls lasted only a few seconds.

By pioneering per-second billing, Globacom democratized access to mobile telephony, drastically reduced the cost of voice calls, and compelled other operators to adopt the same customer-friendly pricing model. This innovation made mobile communication more affordable for millions of Nigerians.

Reduction in SIM Card Acquisition Cost

Globacom also revolutionized SIM card affordability by reducing the cost of acquiring a SIM from about N25,000 to as low as N200. This unprecedented price reduction removed a major financial barrier to mobile connectivity, enabling millions of Nigerians from different socio-economic backgrounds to own mobile phones and access telecommunications services. The move accelerated mobile penetration across the country and promoted greater digital inclusion.

Data Sharing Services

Recognizing the growing importance of internet connectivity, Globacom introduced data sharing services, allowing subscribers to share their data bundles with family members, friends, and colleagues. This innovation enhanced convenience, encouraged efficient data usage, reduced communication costs, and ensured uninterrupted connectivity for users within shared networks.

Investment in Submarine Cable Infrastructure

The leading indigenous mobile telecommunications operator became the first privately owned telecommunications company in Nigeria to own an international submarine cable system. This strategic investment significantly increased international bandwidth capacity, improved internet speed and reliability, reduced dependence on third-party infrastructure, and strengthened Nigeria’s digital connectivity with the rest of the world. The infrastructure has continued to support the country’s growing digital economy.

Trailblazer in 4G LTE Technology

Globacom was among the pioneers in deploying 4G LTE technology in Nigeria, delivering faster internet speeds, clearer voice quality, improved video streaming, seamless online learning, and enhanced digital experiences for businesses and consumers. The rollout of 4G technology further reinforced the company’s reputation as an innovation-driven telecommunications operator.

Customer-Reward Programmes

To appreciate customer loyalty, Globacom introduced several promotions including Festival of Joy, Joy Unlimited Extravaganza and My Own Don Beta promotional campaigns, which are some of the largest customer-reward initiatives in Nigeria’s telecom sector. Through the programme, thousands of subscribers have won life-changing prizes, including houses, cars, tricycles, sewing machines, power generators, cash prizes, and other valuable gifts. The initiative has strengthened customer loyalty while creating memorable experiences for subscribers nationwide.

Artificial Intelligence-Powered Customer Service: Introduction of AI Assistant (AI Gloria)

Globacom has embraced artificial intelligence to improve customer experience by deploying AI-powered customer service assistants capable of interacting with subscribers through both voice and text. The AI platform provides instant responses to customer enquiries, resolves common issues efficiently, reduces waiting time, and delivers round-the-clock support, thereby improving overall customer satisfaction.

Globacom recently unveiled its plan of putting more value directly in the pockets of its subscribers by introducing a new suite of consumer offerings, starting with “More Data More Value”. The new offering was designed to ensure that every Naira spent by a Nigerian consumer yields the highest possible digital return, thus reinforcing its long-standing reputation for affordability and empowerment.

As a leading innovator in the telecommunications sector, the company highlighted its technical and marketing initiatives intended to ensure optimal services to the customers nationwide. The company equally explained the expansion of the “Borrow me Credit” offering, a strategic initiative which has been expanded to ensure that no subscriber is ever disconnected due to a low or zero balance.

Innovation Hub and Digital Literacy Initiatives

Beyond telecommunications services, the company has invested in nurturing innovation and digital skills through its innovation hub and various digital literacy initiatives. These programmes support young innovators, entrepreneurs, software developers, and technology enthusiasts by providing opportunities for learning, skills development, mentorship, and innovation. Through these efforts, the company continues to contribute to Nigeria’s digital transformation and the development of a knowledge-driven economy.

Collectively, these innovations underscore Globacom’s enduring commitment to transforming lives through technology, expanding access to communication, promoting digital inclusion, and driving the growth of Nigeria’s telecommunications industry.

Glo “Never Settle For Less” symbolizes the Nigerian’s refusal to be held back. Nigerians know how to adapt to what life throws at them, but they don’t mistake adapting for settling. They keep moving, keep talking, keep trading, keep creating and keep pushing for more, because here, progress belongs to people who strive to achieve more.

•Kayode Akinyemi, a Fellow of Nigerian Institute of Public Relations (FNIPR) writes from Lagos, Nigeria