Business
25 Things To Know About Glo As Proudly Nigerian Adenuga’s Brand Marks 25yrs
has come a long way from its launch in 2003
As Globacom, popularly known as Glo, approaches its 25th anniversary, the telecommunications company has come a long way from its launch in 2003 to becoming one of Nigeria’s major indigenous brands.
Founded by Nigerian businessman, Dr. Mike Adenuga Jr., Glo has over the years built its identity around innovation, competitive pricing, technology, entertainment and its “proudly Nigerian” positioning.
As the company looks ahead to its silver jubilee, here are 25 things to know about the Glo story:
Glo started operations in 2003
Globacom commenced commercial operations in Nigeria on August 29, 2003. This means the company will mark its 25th anniversary on August 29, 2028.
Mike Adenuga founded Glo
The company was founded by Nigerian businessman, Dr. Mike Adenuga Jr., who has remained the chairman and central figure behind the Glo brand.
It was established as an indigenous telecoms company
Glo entered the Nigerian telecommunications market as a home-grown company at a time when the sector was dominated by major foreign-owned operators.
Glo changed the competitive landscape
Its entry into the market intensified competition among operators and introduced new pricing and service strategies.
Per-second billing became a major selling point
Glo became strongly associated with per-second billing, a move that appealed to Nigerians who wanted to pay for telecommunications services based on actual usage.
It helped make SIM cards more affordable
Glo has highlighted its contribution to the reduction in the cost of SIM cards following its entry into the Nigerian market.
Innovation has been central to the brand
From its early years, Glo positioned itself as a technology-driven company, introducing new products and services as the telecommunications market evolved.
It introduced several early value-added services
Among the services associated with Glo’s early years were Blackberry services, Multimedia Messaging Service, Glo Direct, Glo Fonepals, Africhat and Glo Mobile Internet.
Glo moved beyond voice calls
Like the wider telecommunications industry, Glo evolved from a predominantly voice-focused operator into a major provider of mobile data and digital connectivity.
It invested in international connectivity
One of its most significant infrastructure projects was Glo-1, its international submarine cable connecting Nigeria and other West African markets to the United Kingdom.
Glo-1 became a major infrastructure asset
The submarine cable was designed to improve international connectivity and support the expansion of broadband and internet services.
Glo invested in fibre infrastructure
The company has invested substantially in fibre-optic infrastructure across Nigeria to strengthen its network and support increasing demand for data.
Its ambitions extended beyond Nigeria
Glo did not remain solely a Nigerian operation. It expanded into other West African markets as part of its regional growth strategy.
It launched in Benin Republic
Glo Mobile launched operations in the Republic of Benin in 2008, extending the Nigerian brand’s reach into the West African market.
Ghana was also part of its regional expansion
Glo also established operations in Ghana, although its presence in the country later changed as the company reshaped its international operations.
Glo embraced successive generations of mobile technology
The company has adopted successive generations of telecommunications technology, including 2.5G, 3G and 4G LTE.
Entertainment became part of the Glo brand
Glo has built a strong association with Nigeria’s entertainment industry through sponsorships, partnerships, promotions and talent-focused programmes.
It brought X Factor to Africa
Glo partnered on the African edition of the international X Factor music franchise, with auditions involving Nigeria and Ghana.
Music became a major part of its marketing
The company has consistently used Nigerian and African music stars in its campaigns and brand activations.
Comedy also became part of its entertainment strategy
Glo has supported comedy and television initiatives, helping it establish a presence beyond conventional telecommunications advertising.
It has rewarded subscribers through major promotions
The company has operated major consumer reward programmes, offering subscribers opportunities to win cars, houses, cash and other prizes.
Glo has maintained a strong Nigerian identity
The “proudly Nigerian” positioning has remained one of the most recognisable features of the Glo brand, particularly in a sector with several multinational operators.
It marked 20 years in 2023
Glo celebrated its 20th anniversary on August 29, 2023, marking two decades of operations in Nigeria.
The company says its journey has been driven by Nigerians
Over the years, Glo has repeatedly acknowledged the support of its subscribers, employees, business partners, regulators and other stakeholders in building the brand.
August 29, 2028 will mark 25 years
Twenty-five years after it commenced operations, Globacom will officially reach its silver jubilee on August 29, 2028.
The milestone will offer the company an opportunity to reflect on its journey from an ambitious indigenous entrant into Nigeria’s telecoms market to a major Nigerian telecommunications brand, while positioning for the next phase of the industry’s digital transformation.
