Maida explains causes of rapid data depletion, urges telecom operators to ensure billing transparency

The Executive Vice Chairman and CEO of the Nigerian Communications Commission (NCC), Dr. Aminu Maida, has identified high-resolution devices, advanced data technologies, and the complexity of operators’ tariffs as key reasons for the rapid depletion of consumer data.

Speaking at the 93rd Telecoms Consumer Parliament (TCP) held last week at the Communications and Digital Economy Complex Auditorium in Abuja, Dr. Maida explained that the introduction of 4G and 5G networks, along with ultra-high-definition devices, has naturally led to increased data consumption.

Delivering his keynote address, he noted that the conference theme, “Optimizing Data Experience: Empowering Consumers through Awareness and Transparency in a Consumer-Centric Telecom Industry,” was highly relevant.

He emphasised that internet usage has become integral to daily life and reaffirmed the NCC’s commitment to ensuring accessibility while enhancing service quality for consumers.

Dr. Maida also highlighted the remarkable evolution of Nigeria’s telecommunications sector over the last 20 years, transitioning from basic voice services to high-speed data that drives connectivity, information dissemination, and innovation.

“With the rollout of 3G, 4G and now 5G, we’ve seen Nigerians adopting social media, e-commerce, online banking and more.

“The introduction of 3G networks in the mid-2000s marked the beginning of this shift, enabling basic browsing and email. The leap to 4G LTE brought faster speeds, enabling video streaming, online gaming and a myriad of digital activities.

“Now, with 5G promising even faster speeds and lower latency, new frontiers are opening for innovations such as smart cities, autonomous vehicles and the Internet of Things, driving further demand for data,” he said.

Maida, however, noted that, as data consumption grows, fueled by digital advancements, there was a need to address the concerns of consumers over data depletion and billing transparency.

“Globally, DataReportal notes there are now over five billion internet users, with Nigeria alone accunting for 132 million connections.

“Nigerians spend an average of four hours and 20 minutes on social media daily, far above the global average, underscoring how deeply embedded digital interaction is in our lives.

“In 2024, Nigeria’s daily data usage averaged 336 gigabytes per second, marking a 39 per cent increase from the previous year—a clear indication of the data-driven lifestyle many Nigerians lead.

“Despite this, many consumers feel their data depletes faster than expected, echoing a sentiment I hear often,” the NCC EVC said.

He, however, noted that the issue of fast depleting data was not peculiar to Nigeria as he said other countries, like Eswatini, were also working to address similar consumer concerns about data usage.

Charge to MNOs

Maida said the NCC, earlier this year, analysed complaints by consumers, adding that the result revealed that data depletion and billing issues were of top concern.

“In response, we directed Mobile Network Operators (MNOs) and ISPs to conduct audits of their billing systems, which reported no major issues.

“However, perceptions persist due to two main factors: the impact of high-resolution devices and improved technologies on data use and the complexity of operator tariffs.

“With the advent of 4G and 5G, as well as devices with ultra-high-definition screens, data consumption has naturally increased.

“For example, while viewing a photo on Instagram might have required only 100 kilobytes of data five years ago, today, with advanced camera resolutions, a photo can consume between two to four megabytes when opened on Instagram.

“According to Tech Advisor, an online resource that offers tech reviews, spending an hour on Instagram can set you off an average of 600 megabytes of your data, while streaming platforms like YouTube would set you off by about 3.5 to 5.4 gigabytes per hour.

“Improved technologies go beyond their purchase cost to our pockets, they also come at a cost to data. Because they have better screen resolutions, they consume higher quality media that consume more data.

“This is the same for our increasing digital habits: according to DataReportal, the world’s internet users are spending less time watching television; the average daily television viewing has fallen by over eight per cent in the past one year.

“These viewers are now spending more time on their telephones, tablets, and smart TVs streaming programmes that they would previously have watched on broadcast television,” he said.

Way out

Maida stated that NCC, recognising the challenges, launched a Joint Industry Campaign on Consumer Awareness of Smarter Data Usage, in collaboration with major operators.

“This media campaign, spanning radio, television, newspapers and SMS, aims to educate consumers on effective data management.

“I am sure many of you have encountered jingles or graphics offering tips for managing data. Our message emphasises empowering consumers with the knowledge to optimise their data usage.

“For example, many smartphone users may not know that their devices can track data usage and allow them to set limits on the amount of data they want to use,” he said.

The NCC EVC further disclosed that smartphones, even when idle, often run background applications, such as automatic updates and location services, which consume data.

‘Additionally, high-definition streaming services like Netflix consume substantial data— about three gigabytes per hour in high definition or seven gigabytes in ultra-high definition,” he informed.

Maida said the Commission was of the view that an informed consumer is a better-equipped consumer, adding that such would lead to a clearer understanding of data consumption and reducing misconceptions about data depletion.

Further suggestions

‘In addition, to address tariff complexity, NCC issued a Guidance on Tariff Simplification, requiring operators to provide clear, accessible information on data plans and pricing.

“This transparency will empower consumers to make better-informed decisions about their data usage and billing.

“In the coming months, operators will implement this guidance, presenting consumers with tables detailing their tariff plans, billing rates on each plan, and all terms and conditions related to the tariff plans they are on,” he said.

He restated that the Commission’s Strategic Vision is the commitment to meet the expectations of its stakeholders: the consumers, the industry/licensees and the government.

Maida further said: “I daresay that the government and operators thrive on satisfied consumers.

“To achieve this, our focus has evolved from simply demanding quality service to ensuring a holistic Quality of Experience throughout the telecom consumer’s lifecycle—from SIM registration to usage and even service disposal. Our goal is for consumers to be consistently satisfied with telecom services.

“Over the past months, our data analysis has shown that quality service delivery is not solely the responsibility of MNOs; it requires collaboration across the value chain.

“Key stakeholders, such as TowerCos, which provide power and shared infrastructure, as well as those providing essential backhaul services, whether by fibre, microwave or even satellite, connecting base stations to the core networks of MNOs, all play crucial roles in ensuring high-quality telecom services.

“In recognition of this, the Commission has revised its guidelines to include provisions that hold each player in the value chain accountable for quality service.”

He said, while NCC remained committed to these goals, the industry also faces challenges such as vandalism and theft of telecom assets, which frustrate operators’ efforts to deliver quality telecom services.

Safeguarding Telecom Infrastructure

Maida also informed participants at the conference that, through the NCC advocacy and collaboration with key stakeholders, President Bola Tinubu, last July, signed a Presidential Order designating telecom infrastructure as Critical National Information Infrastructure.

“This Executive Order strengthens our ability to address issues of vandalism, tampering and unauthorised access to telecom infrastructure,” he added.

He said the current macroeconomic challenges and the rising cost of business in the country are impacting the ability of operators to make the necessary investments in the sector.

Maida said the Commission is actively working with other arms of government and stakeholders to address these issues and ensure the industry’s sustainability.

The NCC EVC/CEO also reaffirmed the commitment of the NCC to transparency and accountability within the sector.

“The Commission is finalising our Major Incident Reporting Guidelines, which will require operators to inform consumers of major incidents impacting their networks, with these reports also accessible on our website.

“Consumers can also soon expect coverage maps detailing operators’ network strength across the country. These maps will indicate coverage gaps, service quality, and signal strength, allowing consumers to make more informed choices when selecting an operator,” he said.

Maida urged the Parliament to dwell not only on ways to optimise the data experience for telecom consumers but also remember that the goal was to create a truly consumer-centric telecom industry.

By so doing, he said the consumers would feel valued, informed, empowered and satisfied with the services they receive.

He described the conference as a platform for open and honest dialogue—a space where consumers can speak and be heard.

Maida also assured that the discussions will be integral to ensuring that the consumers receive optimal Quality of Experience from the industry.

“With sustained commitment, we can build an ecosystem where every Nigerian enjoys the benefits of world-class telecommunications services”, he added.