NCC’s regulatory focus is ‘sustainable telecoms market leadership’ via innovation, improved investments –Official

*Akolawole Odunlami, Director of Strategy at PwC Network, affirms the Nigerian Communications Commission’s telecoms regulatory focus is address anti-competitive practices that undermine the country’s telecoms market, and encourage ‘sustainable market leadership’ through innovation, superior investment, and effective market strategies

Gbenga Kayode | ConsumerConnect

As part of market dynamics in the global telecoms environment, a significant trend is now changing consumer behaviour.

ConsumerConnect reports Akolawole Odunlami, Director of Strategy at PwC Network, stated this while speaking at the Stakeholders’ Forum on the Study of the Level of Competition in the Nigerian Telecoms Industry, Tuesday, January 13, 2026, in Ikeja, Lagos State.

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Odunlami asserted that “today’s consumers are digital-first.”

The Director of Strategy at PwC Network also said the global telecoms sector was projected to reach approximately $1.3 trillion by 2028.

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Mrs. Omotayo Mohammed, Head of Competition and Tariff at the Nigerian Communications Commission (NCC), earlier in her opening remarks delivered at the forum, Tuesday, in Lagos, had noted that the telecoms regulatory Commission had engaged PricewaterHouseCoopers (PwC) to study voice, data service competition level in the country’s market.

Underlining the global competencies of the consulting firm, Mrs. Mohammed disclosed PwC brings to this significant national engagement deep expertise in competition economics, market assessment, and regulatory advisory.

She said the firm equally came with a strong record track record of delivering robust and credible assessments for regulators across multiple jurisdictions.

The engagement, Mohammed stated, reflected the NCC’s emphasis on methodological rigour, analytical independence, and alignment with international best practice in competition and economic analysis.

Speaking further on the importance of the changing consumer behaviour, Odunlami affirmed that as digital-first consumers, “they no longer simply purchase connectivity—they seek experiences powered by connectivity.”

He averred: “For consumers, it’s not just about buying data; it’s about self-service applications, replacing physical experiences with digital ones.

“Data is the enabler of these experiences. Similarly, the rapid growth of entertainment and social media positions connectivity as a social access point to the world.”

On MNOs’ integration of lifestyle services into data experience

Emphasising the significance of understanding modern telecoms consumers’ behaviour, the Director of Strategy at PwC Network, also stated: “Globally, telecommunications operators are rethinking their business models.

“Success is no longer defined solely by data offerings but by integrating lifestyle services into the data experience.”

He noted: “Through platforms, users can now access health services, utilities, and even fintech solutions.

“Over-the-top (OTT) services—such as WhatsApp and Teams—illustrate how traditional voice and messaging services are shifting, with data serving as the backbone.”

According to him, in the post-pandemic era, the telecoms sector has regained momentum, but growth has not yet returned to pre-pandemic levels.

Odunlami as well explained that previously, the sector grew at about four percent year-on-year.

Today, however, global growth is between two and three percent.

Several challenges affecting the sector are not limited to Nigeria—they are global, said he.

Referencing related experience in sub-Saharan Africa, Odunlami said while the subscriber base continues to grow, most network operators are experiencing declining average revenue per user (ARPU).

He equally noted: “Revenue is moving from traditional models to OTT services.

“Consumer communication is now experience-driven.”

Odunlami stated: “For instance, I can call a team member anywhere in the world, using Teams—data enables the experience, not just the call.

“Globally, some mobile network operators (MNOs) have integrated lifestyle services into their apps, allowing users to pay for utilities, access medical services, and engage with fintech offerings.

“Today’s 21st-century consumer demands connectivity that powers these experiences.”

On rollout of 5G and 6G in telecoms ecosystem

Odunlami said by 2028, 5G is projected to account for 64 percent of global connectivity.

He, however, opined that adoption in Nigeria, and other parts of sub-Saharan Africa remains constrained due to infrastructure limitations, low investment in Research and Development (R&D), and slow uptake of 5G-enabled devices.

Short- to medium-term adoption in sub-Saharan Africa is projected at 14–17 percent, far below the global average.

But to address the gap, Odunlami noted that government investment in infrastructure and R&D is crucial to accelerate this growth.

Stressing that competition in the telecoms sector is also evolving, the Director of Strategy at PwC Network explained that beyond new entrants, innovative business models and connectivity options are reshaping the market.

He stated globally, for example, Artificial Intelligence (AI) has driven significant economic growth, with the United States (US) seeing 90 percent of first-half 2025 growth attributed to AI investments in hyperscale data centres.

Evolution of Nigerian telecoms from 2000 to 2025

Speaking further on the Nigerian experience, Odunlami said while more data centres are springing up, investment in AI-capable infrastructure yet remains limited.

A conducive regulatory environment is essential to support such advancements, he stated.

The Director of Strategy at PwC Network, however, affirmed that the Nigerian telecommunications sector has evolved “significantly” between 2000 and 2025.

According to him, growth was explosive from 2000 to 2005, scaled between 2005 and 2015, and slowed between 2015 and 2023 due to market maturity and economic factors like the MDC rebasing.

Citing NCC statistics, he noted that sector studies conducted by the NCC have also evolved: the 2015 study focused on industry-wide competition, while more recent studies target specific segments, such as co-location, infrastructure, and voice and data.

Market dominance can arise from four factors: innovation, investment, go-to-market strategy, or anti-competitive practices.

Odunlami asserted that regulatory focus is on ensuring that leadership gained through anti-competitive practices does not undermine the country’s telecoms market.

He averred that sustainable market leadership is encouraged when achieved through innovation, superior investment, and effective market strategies.

He added: “The current study by NCC and PwC is diagnostic and data-driven, aiming to Assess market dynamics, structure, concentration, and operator behaviour; Identify significant market power and its impact on competition; and Enhance regulatory oversight and review existing frameworks.

“Others are to promote fair competition and provide evidence-based recommendations to foster innovation and service quality; and develop the capacity of the regulator to continuously assess competition and make informed decisions.”

Odunlami as well revealed the scope of the study includes independent, evidence-based assessment of market structure, pricing, entry and expansion barriers, consumer behaviour, and service quality.

Accurate, timely, and complete data submission from stakeholders is critical.

Interviews, both virtual and in-person, will follow initial data collection to ensure comprehensive engagement, stated he.

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