Smartphone Affordability and Digital Inclusion Key for Africa’s Media Future” Says MTN’s Lakinbofa Goodluck

Smartphone affordability and digital inclusion will determine how Africa’s new media industry grows in the next decade, according to MTN Nigeria’s Public Relations Manager Dr. Lakinbofa Goodluck.

Speaking during a panel session at the 10th New Media Conference in Lagos, Goodluck echoed MTN’s mission, built on the belief that everyone deserves the benefits of a modern connected life. “Everyone should have access to internet which is the core of digital inclusion. And with digital inclusion comes many other opportunities including financial inclusion,” he said.

He explained that despite significant investment by telecoms operators, smartphone affordability remains a key barrier. “There is a GSMA report that says about six out of ten people still do not have access to a smartphone. If people cannot afford a smartphone they cannot create content. We do not make phones but there are conversations ongoing to ensure that smartphone prices become more affordable. When we get to that point more people will be able to access the internet,” he said, adding that MTN is expanding its 4G and 5G networks to support creators and entrepreneurs across Nigeria.

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Other speakers reinforced Goodluck’s point that access and adaptability are shaping Africa’s media ecosystem. Yinka Adebayo, Group Executive Director at Omnicom Media Group West and Central Africa, highlighted how the fusion of traditional media with digital platforms has transformed brand communications. “Ten years ago, you would draft a media plan and physically deliver materials to stations. Today, at the press of a button, content is distributed instantly. As a brand, you must be active enough to respond almost immediately and engage your audience in a constructive and meaningful manner,” he said.

Atinuke Babatunde, Executive Head, Content and Channels at MultiChoice West Africa, noted that television is also evolving rapidly. “Most terrestrial TV stations are no longer static; they are now digital and real-time online. At MultiChoice, we blur the lines with Showmax, streaming and catch-up services so audiences can binge-watch on the go. We know that Gen Zs live online, so we cannot just depend on the fixed TV box if we want to tell our stories and stay relevant,” she explained.

Olukunle Folarin, Director of Programmes at TVC Entertainment and New Media, stressed that the protection of intellectual property is another key challenge. “One of the major issues we’ve had over the years is content theft. Platforms like YouTube now give creators an opportunity to protect their work, but the industry must continue to strengthen licensing frameworks to reward originality,” he said.

The conference, themed A Decade of Disrupting New Media Shaping Africa’s Future, brought together leaders in business, policy and content creation to chart the next phase of Africa’s digital storytelling journey.