Add Row

Add Element

East Africa Frontline News

NextFrontier Africa is a media platform spotlighting Africa’s emerging opportunities in technology, tourism, aviation, agriculture, health, logistics, real estate, trade, education, and e-commerce.

September 12.2025

2 Minutes Read

Overcoming Brand Recognition: Zoho's Struggle in Nigeria After Five Years

Uncovering Zoho's Presence in Nigeria After Five Years

Despite operating in Nigeria for five years, Zoho, a leading enterprise software company, still grapples with a significant challenge: brand recognition. As Kehinde Ogundare, the country head, noted at the recent Zoholics conference in Lagos, many Nigerians are unaware of the capabilities that Zoho offers, even as the company is compared with major competitors like Microsoft and Google.

The Value Proposition: Why Choose Zoho?

Zoho distinguishes itself by offering a comprehensive, modular solution for business management. This portfolio includes tools for finance, HR, sales, and operations, making it a robust alternative in a digitally transforming economy. The pricing strategy, anchored in the local naira, reduces the impact of currency fluctuations, making it a favorable option for many local businesses amidst Nigeria's economic instability. In 2023, with the naira losing over 55% of its value due to regulatory changes, Zoho surged, recording a remarkable growth rate of 83.68%.

Marketing to Gain Traction

Recognizing the importance of brand visibility, Zoho has enhanced its marketing campaigns. The company’s assumption that many potential users remain unaware of its brand has led to initiatives like the Zoho startup program, which allocates ₦3 million in credits to fledgling companies. This initiative not only incentivizes usage but also fosters customer loyalty, with retention rates up from 4.4% to 24% over several years.

The Road Ahead: Expansions in Africa

Looking ahead, Zoho is eyeing expansions into neighboring markets such as Ghana, Côte d’Ivoire, and Senegal. Recognizing the regional rise in tech adoption, Ogundare asserted, “We tested our models in Nigeria, and it is working really well for us.” The company’s African strategy indicates significant potential, though strong competition remains.

Conclusion: An Opportunity for Growth

For businesses in Nigeria, Zoho presents an exciting alternative to traditional software solutions. As brand awareness grows through targeted marketing efforts and community initiatives, the company may soon become a household name in the enterprise software market. The story of Zoho in Nigeria highlights the transformative potential of tech adoption in Africa and poses critical questions about how companies can forge stronger connections with local markets.

TechFrontiers

0 Views

0 Comments

Write A Comment

Related Posts All Posts

Transforming Africa: How Startups at TC Battlefield Are Innovating Solutions

Update Spotlighting Innovation: Startups Redefining the African Landscape In the dynamic world of African startups, innovation is not merely a buzzword; it represents a critical response to the myriad challenges faced by the continent. Recent competitions like the TechCabal Battlefield at Moonshot 2025 highlight how these enterprises are not just surviving but thriving by addressing local nuances with their groundbreaking solutions. Ulé Homes: Revolutionizing Rent Accessibility Among the standout startups at the battlefield, Ulé Homes has emerged as a beacon of hope for tenants in Nigeria. Traditional rental systems often demand hefty advance payments, which can drain savings or push individuals into debt. Ulé Homes’ innovative approach breaks this cycle by offering monthly rent payments through thorough financial vetting.. This system also has broader implications—by launching a mortgage product, Ulé allows tenants to turn monthly payments into an investment towards ownership. Thus, it caters to a significant gap in a country where formal credit histories are scarce. ResQ-X: Comprehensive Assistance for Drivers With its holistic suite of services, ResQ-X aims to address the prevalent issues faced by drivers in Nigeria. By merging fuel delivery and roadside assistance seamlessly into one app, the startup not only promises efficiency but also ensures driver safety—a pressing concern given the fragmented service landscape in Nigeria. The company’s approach demonstrates how integrating various services can forge a stronger customer loyalty and operational efficiency. Sporous Energy: Pioneering AI in Energy Management Sporous Energy showcases the potential of artificial intelligence in solving the perennial challenge of unreliable electricity in Nigeria. Its solar-powered community mini-grids, powered by an AI platform, not only promise consistent energy supply but also bring a level of predictability and efficiency that the traditional energy sector struggles to deliver. This model aligns with the increasing global emphasis on renewable energy and sustainability. Impact Beyond Profit: Addressing E-waste with BuyScrap The challenge of e-waste in Nigeria is exacerbated by a largely informal recycling industry. BuyScrap steps into this gap with a tech-driven solution that not only facilitates safe e-waste disposal but simultaneously enriches the recycling process. By transforming disposal into financial gain for users, the startup promotes environmental consciousness while addressing a significant public health issue. Insisting on responsible disposal, BuyScrap could become a model for sustainable practices across the continent. Understanding the Future Through Innovation As African startups continue to innovate, they shape not just local economies but globally scalable solutions that can impact millions. The strategies of these startups highlight critical trends that may define the continent's economic landscape. These businesses clearly illustrate that understanding customer needs at their core can lead to robust, sustainable growth. The future looks bright with such entrepreneurial spirit, promising a transformation that is as necessary as it is inevitable.

LiDAR Navigation: EyeGuide Transforms Travel for the Blind in Lagos

Update Revolutionizing Navigation for the Visually Impaired In a world where uneven sidewalks and unforgiving traffic pose daily challenges, the plight of approximately seven million blind or visually impaired Nigerians is especially poignant. Navigating these obstacles becomes a grueling task, often exacerbated by limited access to assistive technologies that are deemed too expensive or unsuitable for local realities. Enter EyeGuide, an innovative navigation app that utilizes LiDAR technology, developed by Lagos-based tech creator Charles Ayere, as a beacon of hope for independent mobility. From Concept to Implementation: How EyeGuide Works EyeGuide represents a shift in assistive technologies aimed at enhancing mobility for blind users. Driven by personal experience and frustration witnessed in a close friend's life, Ayere undertook a journey in early 2024 to explore how existing technology could pave the way for more reliable navigation tools. LiDAR, or Light Detection and Ranging, proved to be his magic bullet, employing laser pulses to create a 3D map of the user’s surroundings irrespective of lighting conditions. Once the proprietary app is activated, it scans the environment, providing users with auditory cues and vibrational feedback to inform them of nearby obstacles. The convenience of processing this data locally ensures not only user privacy but enhances the application’s functionality without the need for internet connectivity. This localized app design mirrors a growing trend of using advanced technology to foster autonomy among differently-abled individuals globally. Community-Centric Development: Building with Users, Not for Them A crucial aspect of EyeGuide’s design process involved active collaboration with members from the visually impaired community in Yaba, Lagos. This strategy highlights an essential paradigm shift in product development; instead of applying a one-size-fits-all approach, Ayere prioritized user feedback to iterate the app's features. Eyeguide’s evolving design is a testament to incorporating lived experiences, enhancing the value and utility of such crucial assistive devices. Future Aspirations and the Broader Accessibility Movement As EyeGuide grows, Ayere's vision encompasses not only broadening its compatibility across devices but also addressing affordability. Local production constraints in Nigeria significantly affect the assistive tech market, making products like EyeGuide essential in overriding economic barriers. An example of this is showcased in the staggering cost of alternative aids, often priced beyond the reach of individuals with disabilities, given the national minimum wage in Nigeria. The future scope includes developing ultrasonic sensor-equipped smart glasses that aim to democratize access further, particularly for users on Android devices—a bold move in an often stagnant assistive technology landscape. Ayere emphasizes that “accessibility should not be a privilege,” pointing to a dire need for initiatives that close the accessibility gap. Conclusion As EyeGuide continues to nurture a community of users while advocating for innovation beyond economic constraints, it stands as a pivotal player in reshaping how assistive technology is perceived—and by extension, valued—in society. The narrative surrounding accessibility is changing, bolstered by the unwavering commitment of local innovators like Ayere, who seek not only to create solutions but to inspire a global movement towards inclusive design.

Businessfront Cuts Jobs Amid Struggling Media Landscape: What's Next?

Update Businessfront Restructures Amid Challenging TimesIn a significant restructuring move, Businessfront, the parent company of Techpoint Africa and several other publications, has laid off an undisclosed number of employees. This decision arises as media groups across Africa face severe challenges, including the decline of traditional advertising revenues and shifting consumer behaviors toward social media for news consumption.CEO Múyìwá Mátùlúkò stated in an email that the layoffs were necessary to ensure long-term sustainability and sharpen the company’s strategic focus. Despite the layoffs, he assured stakeholders that all brands, including Techpoint Africa, would remain operational and continue to serve their audiences effectively.This restructuring is part of a broader trend affecting media companies globally. For instance, a survey reported that media layoffs reached record highs with over 40 companies—including major names like Warner Bros. and Vice—cutting thousands of jobs due to advertising downturns and economic pressures. In fact, by May 2023, more than 17,000 media jobs were cut, surpassing previous records and indicating a severe contraction in the sector.The Conundrum of Digital MediaThe advertising landscape has drastically changed, and publications that once thrived on ad revenues now find it increasingly difficult to sustain income. Businessfront's model, specifically its free-to-read approach, comes under scrutiny, especially as competing publications have opted to remove paywalls or alter their revenue strategies entirely. Recent decisions by notable players, including BusinessDay removing its paywall, indicate a significant shift in response to dwindling reader engagement and advertising returns.The Need for Innovation and Alternative Revenue StreamsTo combat these challenges, there has been a notable shift towards alternative revenue streams, including events and newsletters. Publishers are rethinking their engagement strategies to build direct relationships with audiences rather than relying solely on traditional traffic to monetise their content. This tactic not only offsets declining ad revenues but also aligns with modern readers’ expectations for content and interaction.Future Predictions Amid Economic ConstraintsThe future of media companies like Businessfront largely hinges on their ability to adapt in a rapidly evolving digital news landscape. The growth of artificial intelligence and integrated tech solutions presents opportunities for enhancing operational efficiency and streamlining news production. However, these shifts also prompt concerns regarding job security and the quality of journalism, as companies must balance technology investments with human resources.As Businessfront underwent this latest restructuring, it remains crucial for such companies to explore innovative models while ensuring the core values of journalism are maintained.Call To ActionFor stakeholders, readers, and those in the media industry, staying informed and engaged with changing dynamics is essential. Consider subscribing to newsletters from reliable sources to better understand the ongoing transformations within the media landscape.

Overcoming Brand Recognition: Zoho's Struggle in Nigeria After Five Years

Uncovering Zoho's Presence in Nigeria After Five Years

The Value Proposition: Why Choose Zoho?

Marketing to Gain Traction

The Road Ahead: Expansions in Africa

Conclusion: An Opportunity for Growth

Terms of Service

Privacy Policy

Core Modal Title