The higher open rates of SMS, often exceeding 95%, makes them an efficient means for businesses to communicate with customers in Nigeria, according to Gemini Engineering Consult Limited, a value-added service (VAS) aggregator.
International businesses are also driving growth in Nigeria’s SMS market, contributing substantially to nations economy, Gemini Engineering, VAS aggregator licensed by the Nigerian Communications Commission (NCC) says, noting that the relatively higher open rates of SMS makes them ideal for businesses to reach their customers.
The report further indicates that global businesses increasingly use messaging services to interact with local customers and stimulate demand. These well-known national and international businesses have sent many SMS messages to their intended audience in Nigeria. Industry estimates indicate that foreign businesses send up to 10 million SMS messages monthly in Nigeria, accounting for roughly 35% of all SMS traffic.
Gemini Engineering Consult Limited.
The popularity of messaging services—such as SMS marketing— is fuelled by its high open rates, immediate delivery, and a broad audience, which Gemini says is the “most efficient way for brands to communicate directly with their customers.”
“SMS messages have high open rates, often exceeding 95%. This makes them a highly effective marketing channel for businesses, as it also ensures that a large population of the target audience sees and engages with contents. This leads to increase brand awareness and customer engagement,” Gemini says in a report.
The report further indicates that global businesses increasingly use messaging services to interact with local customers and stimulate demand. These well-known national and international businesses have sent many SMS messages to their intended audience in Nigeria. Industry estimates indicate that foreign businesses send up to 10 million SMS messages monthly in Nigeria, accounting for roughly 35% of all SMS traffic.
Factors That Influence SMS Traffic in Nigeria
Due to the high SMS open rates and widespread use of mobile phones in Nigeria, foreign businesses can efficiently target a wide range of demographics within the nation.
According to Gemini, international brands may evaluate the success of their SMS marketing campaigns and adjust their tactics by monitoring important data like delivery, open, response, and conversion rates. SMS marketing is a more affordable alternative for foreign firms than many digital and traditional marketing avenues for connecting with Nigerian consumers.
SMS marketing builds closer ties between brands and consumers by offering a direct and intimate connection channel.
In terms of regulations, foreign companies looking to enter the Nigerian SMS market must deal directly with MNOs to obtain routing services, Gemini explains. Value-added service (VAS) aggregators are now prohibited from pushing overseas traffic in Nigeria, limiting foreign businesses’ potential to fully take advantage of the nation’s SMS ecosystem and competitive prices.
Nigeria’s SMS industry has become essential to the nation’s digital environment, and foreign firms primarily drive local demand. To take advantage of this opportunity, industry parties and regulatory organisations must work together to remove current obstacles, allowing VAS aggregators such as Gemini Engineering Consult Ltd to manage a percentage of foreign traffic.
About Gemini Engineering
Gemini is a value-added service (VAS) aggregator in Nigeria founded in 2021. “We are a leading provider of VAS and Bulk SMS routing services. We help businesses leverage the power of VAS and SMS by providing access to our bespoke carrier-grade messaging and VAS platforms, which have direct connectivity to all the major mobile network operators in Nigeria,” the company says on its website.
Gemini says it enable companies of all sizes to communicate with their clientele. Its bulk SMS and VAS solutions are made to increase engagement, simplify communication, and support marketing objectives. They provide businesses of all sizes with a robust bulk SMS solution based on a dependable and stable platform, enabling them to engage with their audience meaningfully and customize their messages, according to the technology company.
Through USSD (Unstructured Supplementary Service Data) services and professional USSD menu building, Gemini Engineering says it provide a potent solution for direct consumer connection. USSD streamlines customer engagement and provides menu development expertise, and its platform enables companies of all sizes to design engaging and dynamic mobile experiences. They streamline customer interaction by crafting their personalized voice experience.
Gemini Engineering says it has introduced a system in its establishment that enables it to sell SMS credits to businesses in bulk at discounted rates. This allows it to profit by reselling to its customers, encouraging the public to generate revenue.
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