Recently, MTN Nigeria convened alumni of its Media Innovation Programme (MIP) to an interactive hybrid training session themed: “Understanding Digital Monetisation: Opportunities in the VAS Space in Nigeria.” Led by A’isha Umar Mumuni, Chief Digital Officer, MTN Nigeria, the session featured a deep dive into the challenges and opportunities in the Nigerian digital economy, the structure of the Value-Added Services (VAS) value chain, and how media professionals can develop and monetise digital products at scale.
A’isha’s presentation covered evolving models of monetisation across Nigeria’s digital landscape – from mobile payments and subscription billing to content partnerships and telco-backed innovation hubs. She explained how VAS has grown beyond ringtones and SMS alerts, evolving into a rich ecosystem of infotainment, edutainment, wellness, microlearning, and creator-powered commerce.
“Digital monetisation isn’t just about having an idea, it’s about understanding the value chain and where you fit within it,” A’isha explained. “Innovation is the currency of the future. According to a report by Goldman Sachs, Nigeria is projected to be the fifth-largest economy in the world by 2075. The digital economy will lead that growth, and the people who build within it.”
That projection is already gaining traction. According to the former Minister of Communications and Digital Economy, Prof. Isa Pantami, Nigeria’s digital economy contributed 18.44% to national GDP as of Q2 2022, with ICT revenue rising dramatically from ₦51.3 billion to ₦594 billion in under a decade. On a global scale, digital services generated an estimated $2.58 trillion in 2024, driven by advertising ($884 billion), paid content ($627 billion), and internet access ($1.07 trillion).
The session also spotlighted how MTN Nigeria enables monetisation for creators through tools like Callertunes, content syndication models, and access to MTN Play and other digital storefronts. A’isha encouraged participants to explore collaborations that integrate local storytelling with commercial scale via telco platforms.
In a practical twist, the Fellows were divided into four breakout groups, each tasked with developing and pitching a digital product idea. The hands-on challenge inspired creativity and strategic thinking, encouraging participants to apply what they had just learned in real time.
The event concluded with an interactive Q&A session, followed by a brief networking segment and a call to action: explore and own the space of digital innovation in media. Now in its fourth year, the MTN MIP continues to empower Nigerian media professionals with tools, exposure, and industry insights to lead in a digital-first environment.
The event was part of MTN Nigeria’s ongoing commitment to support the professional development of its over 80-person MIP alumni across four cohorts. Through curated development and training sessions like this, the programme continues to evolve into a thriving knowledge and innovation network, empowering media professionals to lead in a fast-changing digital media economy.
For more about the MIP programme and upcoming alumni engagements, visit www.mtnmip.smc.edu.ng.