Telecom operator unveils AI-powered customer service, expanded 4G infrastructure and enhanced digital offerings ahead of its 23rd anniversary
Telecommunications and digital services provider Globacom has unveiled a series of technology and customer-focused initiatives aimed at strengthening subscriber experience, as competition intensifies in Nigeria’s rapidly evolving telecommunications industry.
The company announced the initiatives during an engagement with its trade partners in Lagos ahead of its 23rd anniversary on 29 August, reaffirming its commitment to improving service quality through continued investment in network infrastructure, artificial intelligence and digital innovation.
Among the new initiatives is the introduction of “More Data More Value,” a revised data proposition designed to increase the value subscribers receive from mobile data purchases while reinforcing the company’s affordability positioning.
Globacom also disclosed that it is accelerating nationwide network upgrades covering its core network, transmission systems, IP infrastructure and fibre backbone, alongside the deployment of additional 4G LTE sites in both densely populated urban centres and underserved communities.
As part of its digital transformation strategy, the company has integrated “Gloria,” an AI-powered voice assistant, into its Glo Café customer platform. According to Globacom, the virtual assistant supports six languages, enabling customers to access faster and more personalised support through conversational AI.
The company also announced an expansion of its Borrow-Me Credit service, allowing subscribers experiencing low or depleted airtime balances to remain connected while enhancing the digital capabilities available through the Glo Café platform.
Speaking at the event, Cluster Head, Lagos 2, Abdul Ande, said customer value and technology innovation remain central to Globacom’s long-term strategy. “It has been 23 remarkable years of technological revolution, innovation and service excellence. Globacom’s promise remains unchanged. We will continue to invest heavily in next-generation technologies, upgrade our infrastructure and ensure that our network remains second to none.”
The event also recognised the contribution of the company’s distribution partners. Globacom rewarded 115 dealers with cash prizes and other incentives for outstanding sales performance recorded during the first half of 2026, reinforcing the company’s commitment to strengthening relationships across its nationwide distribution network.
Responding on behalf of the trade partners, Managing Director of Demmy Global Resources, Ademola Akinlabi, and Alhaji Yusuf Yahaya of Lambadaya Stores commended the company for sustaining dealer incentive programmes that encourage business growth and channel development.
BrandiQ Insight
Telecom Competition Has Shifted to Customer Experience
Nigeria’s telecommunications industry has entered a new competitive phase. For many years, operators competed primarily on network coverage, pricing and subscriber acquisition. Today, those factors remain important, but they are no longer sufficient to differentiate brands.
Increasingly, competitive advantage is being determined by customer experience, including service responsiveness, digital convenience, network reliability and personalised engagement. This explains why operators are investing heavily in AI-powered customer support and digital self-service platforms.
Artificial Intelligence Is Becoming the New Customer Service Infrastructure
The introduction of Gloria, Globacom’s AI-powered virtual assistant, reflects a broader transformation taking place across the global telecommunications industry. AI is increasingly being deployed to automate routine customer enquiries, reduce waiting times, improve service availability and provide multilingual support.
As telecom operators serve millions of subscribers simultaneously, AI enables faster and more consistent customer interactions while allowing human agents to focus on more complex issues. However, successful AI deployment requires strong governance, continuous training and human oversight to ensure fairness, accuracy and customer trust.
Infrastructure Investment Remains the Foundation of Digital Growth
While AI enhances customer interaction, network quality remains the foundation of telecom competitiveness. Globacom’s continued investment in 4G LTE expansion, fibre infrastructure and transmission capacity reflects the growing demand for high-speed connectivity driven b video streaming, cloud computing, digital payments, remote work and artificial intelligence applications.
As Nigeria’s digital economy expands, reliable broadband infrastructure will become even more critical to economic productivity and digital inclusion.
Dealer Networks Continue to Drive Market Expansion
Despite rapid digitalisation, physical distribution channels remain strategically important in Nigeria’s telecommunications market.
Rewarding dealer performance strengthens relationships with channel partners who play a significant role in subscriber acquisition, product distribution and customer support, particularly in semi-urban and rural communities.
A motivated distribution ecosystem can therefore contribute meaningfully to customer satisfaction and market penetration.
The Bigger Picture
Globacom’s latest initiatives illustrate how telecommunications companies are repositioning themselves from network providers to digital service platforms. The integration of AI, continued infrastructure investment and enhanced customer engagement strategies reflects a broader industry shift toward experience-led competition.
For Nigeria’s telecom sector, the future will be shaped not only by faster networks but by the ability to deliver intelligent, seamless and trustworthy digital experiences. In the age of artificial intelligence, the strongest telecom brands will be those that combine robust infrastructure with customer-centric innovation, transforming connectivity into a platform for long-term digital relationships.
