MTN Nigeria Wins Best Use of Data Award, Champions Immersive Tech at MarkHack 4.0

Samuel Mobolaji

MTN Nigeria has reaffirmed its leadership in digital innovation, clinching the Best Use of Data in a Marketing Campaign award at the prestigious MarkHack 4.0 Awards Night, held recently in Victoria Island, Lagos.

Themed “Experience Ignited: Fueling the Customer’s Journey,” MarkHack 4.0 brought together top minds in marketing and technology, spotlighting brands transforming the customer experience through data and innovation.

MTN’s award win recognises the brand’s ability to turn data into compelling stories and actionable insights that deepen audience engagement. It also underscored the telco giant’s growing influence in immersive technology as a key driver of future consumer interactions.

Representing MTN at the conference, Mr. Akinbulejo Onabolu, Senior Manager, Segment Management, Enterprise Business, spoke during a panel on how immersive technologies are shaping consumer behaviour. He drew attention to MTN’s 5G Digital Experience Centre in Abuja, launched last year, where customers were introduced to smart city simulations, AR-based product showcases, and virtual gaming environments.

“Our 5G centre is a sandbox for customers to experience the future of tech,” Onabolu said. “We showcased how augmented and virtual reality can support business visibility, enhance product discovery, and revolutionise customer journeys.”

He highlighted MTN’s integration of immersive technology into core operations, noting that the company has leveraged AR and VR to build internal training programmes and virtual customer interaction models. “We’ve even recreated some of our customer journeys through the Metaverse,” he added.

MTN’s commitment to innovation is matched by its investment in human capital. Onabolu revealed that 85 per cent of MTN’s workforce has undergone training in Artificial Intelligence (AI), enabling them to design smarter user journeys and more efficient internal processes.

“AR and VR rely on high bandwidth, low latency, and stable connectivity—something we’re actively building,” he said. “In the past year, we’ve doubled our 5G capacity nationwide. Our FibreX service isn’t just about fast internet; it’s the foundation for a broader tech ecosystem.”

He also emphasised MTN’s collaborative approach, noting partnerships with content creators, businesses, and regulators to shape a well-governed, immersive tech landscape in Nigeria.

The panel, moderated by Daniel Adeyemi, Managing Editor at Condia Business, included leaders from FMCG, consulting, and global marketing sectors, all pointing to immersive tech as the future of brand engagement across Africa.

With this recognition, MTN Nigeria continues to lead the charge in data-driven innovation and immersive experiences that redefine how brands connect with consumers.