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YOUNG AFRICAN ACHIEVER ■ Pedro was rated as 22nd on the Awards, a Nigerian youth list of Top 100 people, places, awards organisation. events and things that shaped ■ In February 2011, her company 2008 by The Punch newspaper. was chosen as one of 50 ■ She was a 2010 Future Awards high-potential Nigerian SMEs, nominee for ‘Best Use of and was awarded a British Technology’. Airways Opportunity Grant. ■ In 2011, Pedro was selected as ■ In September 2011, Pedro was a Nigeria Leadership Initiative awarded the TW Magazine (NLI) Associate, a prestigious Protégé Award for Business distinction for young and Entrepreneurship. outstanding Nigerians. ■ In 2012 BellaNaija.com won ■ That same year, she was the Online Publication of Uche Pedro … providing relevant honoured as a ‘Young Person of the Year award at the African content online to inspire! the Year’ finalist at the Future FAB Awards. Uche represents THE CHALLENGING TERRAIN OF DIGITAL a new generation MEDIA AND MARKETING IN NIGERIA of entrepreneurs In a research paper sponsored by power supply history is more the Universities of Uyo and Delta stable, said the paper. State, several key observations Holding back the development ■ The power of social media.During were noted regarding the of Nigeria’s online businesses an interview with Ladybrille, Pedro difficulties of working with ‘new is the fact that the Internet, noted that many issues around online media’ in Nigeria. email and mobile phones are media in Nigeria were both positive Regrettably, emerging countries not easily affordable, accessible and negative. “Positive in terms of are still lagging in the development and efficient. As of June 2013, ‘giving everyone a voice’, especially and utilisation of new media, the Nigeria Communications with online being such an open media. said the researchers. Some of the Commission recorded just Positive in terms of the countless key factors included concerns 48,1-million active Internet opportunities for youth engagement over cybercrime, corruption, low subscriptions via mobile phone and entrepreneurship. Negative in penetration of new information and networks – in a country of over terms of the lack of accountability and communication technologies, a lack 166-million. copyright issues.” of expertise, and poor power supply. According to the Uyo and Delta ■ Nigeria’s constant power outages While the world becomes State researchers, one of the main and how they affect online media. increasingly digitalised, less reasons for this low technology “It is really challenging but I am up for it! developed countries (LDCs) penetration is the high cost of When I moved to Nigeria, I did not move like Nigeria have a low level of purchase and maintenance of with rose-coloured glasses. I knew the technology penetration, the paper most new media hardware, which issues and prepared for them by crafting noted. However, since most LDCs is usually produced in Europe, Asia a solid business plan … and praying!” have realised that new technologies and North America and imported ■ Running a successful online media are needed in all aspects of life, into Nigeria at a high cost. business. “[You need] reliable Internet they have started taking bold However, as online traders are access, quality staff [who] value your steps to encourage the acquisition starting to show, there is massive business and services. Because it and utilisation of new media. potential for online trade in the is a new sector, not many people Nonetheless, Nigeria is still lagging country and it represents a sector understand the concept of an online compared to countries such as that is increasingly appealing to business and what it takes to shine and Ghana and South Africa, whose start-ups, the paper said. deliver in their roles.” Third quarter 2014 strategicmarketingafrica 31 30-31 African Entrepreneurs v4.indd 39 2014/06/26 12:15 PM