By Ganiyu Azeez

In recent years, Nigeria’s digital landscape has undergone a significant transformation with the rise of Over-the-Top (OTT) services, which allow consumers to access content and communication services directly over the internet, bypassing traditional approach.

The growing popularity of OTT platforms like iTunes, Netflix, game and other social platforms has not only disrupted conventional traditional services but also sparked innovation within the Value-Added Services (VAS) sector.

Emergence of OTT services in Nigeria have introduced new dynamics in the telecom industry, offering consumers a vast range of content and communication options beyond basic tips and SMS. This shift has driven content creators to rethink their strategies, leading to an increased focus on VAS as a means to stay competitive in an increasingly digital economy. VAS, which encompasses services like mobile entertainment, infotainment, financial services, and health solutions, has gained renewed momentum, with consumers seeking enhanced digital experiences.

Speaking to Olushola Albert, founder Script Desk a technology company that helps organization navigate technology landscapes, VAS solutions, a Cool Tech, and A+++ service, he mentioned the rate at which international OTT companies are now very interested in penetrating the Nigerian market due to the percentage increase in the use of smart phone users. The penetration into the market has allowed many ideas to serve end users but they all have to go through the right and approved channel to get this into the market.

Weighing in on this is Adeshola Adewoye, a leading figure in the Nigerian telecommunications and digital services sector, who also has been instrumental in bridging the gap between OTT services and the success of VAS in Nigeria. With her background in information sciences and extensive experience in telecommunications, Adeshola Adewoye mentioned the role of telecom operators, Nigerian Communications Commission, VAS aggregators in driving the integration of OTT platforms with VAS offerings, creating innovative solutions that have redefined how services are delivered to end-users.

Adeshola Adewoye mentioned the strategic contribution and steps taken by some top VAS aggregators have been crucial in establishing partnerships between telecom operators and service providers, ensuring that VAS offerings are seamlessly integrated with OTT services. Through their leadership and technical expertise, they were able to pioneer digital solutions that enable telecom operators to leverage the growing demand for OTT services while enhancing their own service portfolios. This has allowed operators to deliver more engaging and value-driven experiences to their customers, while also fostering new revenue streams in a market increasingly dominated by OTT platforms.

Ms. Adewoye herself and her team launched a major music streaming service which brought a breakthrough and ease of airtime billing rather than card payment for this platform and even allowing users try it for free before of course after proper approvals and careful consideration.

The success of this is one of the reasons other creatives are opportune to replicate such ideas allowing more OTT partners trying to penetrate the Nigerian market with good and useful service launch in Nigeria using the Airtime billing.

As OTT services continue to thrive in Nigeria, the VAS sector, with contributions and support from the Nigerian Communications Commission, telecom operators, VAS aggregator and personnels making all stakeholders work together achieving this, remains at the forefront of delivering innovative digital services that enhance the overall user experience. The interaction between OTT and VAS represents a pivotal moment in Nigeria’s telecom industry, one that promises continued growth and transformation in the years to come.