Brand-in-Focus
Driving the Future
Fifteen years ago, when Globacom, Africa’s fastest growing telecommunications company debutted into the competitive Nigerian telephony market, not quite a few thought the new arrival was heading for a keen contest in a market hitherto already dominated by two major players.
Like a determined astrologer, the brand left everybody perplexed when it launched with a radical vision of making telephony and allied services accessible and affordable to every Africans across all levels of society. Of significant import was its much acclaimed “per second billing” which upturned the market’s apple cart thereby rattling the market leaders. Indeed, the per second billing initiative of this ever ambitious brand gave it the direction of its future.
The brand’s philosophy of “Never-Say-Die” has been the secret of its brand building initiatives. Not only does it believe success does not come easy, it holds tenaciously to the fact that success requires guts, a bold and daring attitude with hard work. It has planted customer empowerment at the heart of everything it does. It is no doubt the reason why it anticipates the future and invest in relevant technology.
Launched into the market as a proudly Nigerian brand, Glo recently unveiled a new thematic campaign celebrating the African spirit. Indeed, the brand made another history with the campaign using Anthony Oluwafemi Joshua, the heavy weight boxing champion as its new global icon.
The campaign themed: “Driving The Future” is the new TVC that shows the tenacity and fighting spirit that Nigerians are known for all over the world.
Anthony Joshua, who is 29, was born by Nigerian parents in England, but he is proud of his Nigerian roots and often says that the Nigerian spirit runs through his veins.
At the moment, he is a unified world heavyweight champion, holding three of the four major championships in boxing: the IBF title since 2016, the WBA title since 2017, and the WBO title since 2018.
His unveiling was part of the programme of the telecom giant, in which officials revealed the array of new customer products that the company would introduce in few weeks to come.
Speaking on the new campaign, Group Chief Technical Officer, Globacom, Mr. Sanjib Roy, said that Glo is keen in driving the future, while imploring Nigerians and all its subscribers across the West African sub-region to join in driving the future with the company.
Roy pointed out that the telco giant is driving the future in terms of rendering qualitative services to its numerous subscribers, affirming that 2018 was a great year for Globacom because the firm was able to massively deploy most of its infrastructure to boost its service delivery.
In his words: “Today’s event is to also to enlighten our subscribers about what goes behind to make their favourite network the best in Nigeria in terms of the quality of service and the overall customer experience they get.”
While revealing the company’s plans for 2019, Roy, said that the company planned to invest massively in infrastructure enhancement, boosting network capacity in many locations across the country.
He noted that Globacom also planned to complete the Glo 2 submarine cable this year, noting that the submarine cable would connect Lagos directly to the Southern parts of Nigeria.
“We plan to initiate new data analytic tools to capture subscribers’ experience in real time and also take pre-emptive actions to improve the network. Also new sites would be rolled out into rural areas, banishing digital divide between cities and villages,’’ he said.
“There are also new enterprise products to cater for the need of Small and Medium Enterprises (SMEs) ‘’ he said.
Speaking in the same vein, Senior Manager Marketing Communications, Globacom, Mr. Sola Mogaji, said that the company would be introducing some of its news products in a couple of weeks.
Mogaji listed some of the products to include: Mobile money, Glo Drive, Glo Healthcare, Glo Call Connect Services and Glo TITI, an artificial intelligence assistant; the newest of its kind to happen in the Nigerian telco industry.
Meanwhile, the Managing Director, SO&U, Mr. Udeme Ufot, said that working with the Globacom team was a huge inspiration.
Ufot pointed out that the telco giant decided to come up with such innovation to take its campaign communications to the next level.
In his words: ”What you are seeing today is a campaign that will ensure that Globacom remains one of the cutting edge companies in terms of technology and service delivery.”
“The Glo business is the most inspiring business for one reason; there is a chairman who is a great lover and supporter of communications, who is totally dedicated to his business and he is not distracted.”
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