As Globacom marks 23 years in Nigeria, here are 23 things to know about Mike Adenuga’s telecom giant, from per-second billing and Glo-1 to entertainment and expansion
Glo at 23: 23 Things to Know About Mike Adenuga’s Telecom Giant
Globacom, popularly known as Glo, will mark 23 years of commercial operations in Nigeria on August 29, 2026, three years after celebrating two decades of connecting Nigerians and building one of the country’s most recognisable indigenous brands.
Founded by Nigerian businessman, Dr Mike Adenuga Jr., Glo commenced commercial operations on August 29, 2003, entering a telecommunications market that was still in its formative years and largely dominated by major foreign-owned operators.
Over the past 23 years, the company has built its identity around technology, competitive pricing, innovation, entertainment and its “proudly Nigerian” positioning, while expanding from a voice-focused mobile operator into a major provider of data and digital connectivity.
As Glo counts down to its silver jubilee in 2028, here are 23 things to know about the company’s journey.
Glo commenced commercial operations in Nigeria on August 29, 2003, meaning August 29, 2026 will mark exactly 23 years since the telecoms company began operations.
Mike Adenuga founded Globacom. The company was established by Nigerian billionaire businessman, Dr Mike Adenuga Jr., who has remained the chairman and central figure behind the Glo brand.
Glo entered the telecommunications industry as an indigenous Nigerian company at a time when the sector was increasingly attracting major international players. Its arrival strengthened local participation in a rapidly expanding industry.
The company’s entry also intensified competition in Nigeria’s telecommunications market, forcing operators to compete more aggressively on pricing, products and services.
Glo became strongly associated with per-second billing, a pricing model that resonated with many Nigerians who wanted to pay for telecommunications services based on actual usage rather than rounded-up billing.
The company has also highlighted its contribution to making SIM cards more affordable following its entry into the market, as competition increased among operators.
Innovation has remained central to Glo’s identity. From its early years, the company positioned itself as a technology-driven operator, introducing new products and services as Nigeria’s telecommunications industry evolved.
Some of the value-added services associated with Glo’s early years included BlackBerry services, Multimedia Messaging Service, Glo Direct, Glo Fonepals, Africhat and Glo Mobile Internet.
Like the wider telecommunications industry, Glo gradually moved beyond voice calls as Nigerians embraced mobile internet. Data and digital connectivity have since become increasingly important parts of the company’s operations.
One of Glo’s biggest infrastructure investments has been Glo-1, its international submarine cable linking Nigeria and other West African markets with the United Kingdom.
The Glo-1 cable was designed to strengthen international connectivity and support the growth of broadband and internet services, making it one of the company’s most significant infrastructure projects.
Glo has also invested in fibre-optic infrastructure across Nigeria to strengthen network capacity and respond to the growing demand for mobile data and digital services.
The company’s ambitions eventually extended beyond Nigeria as it pursued a regional expansion strategy in other West African markets.
Glo Mobile launched operations in the Republic of Benin in 2008, extending the Nigerian telecoms brand’s footprint into another West African market.
Ghana also formed part of Glo’s international expansion, although the company’s presence there subsequently changed as it reshaped its overseas operations.
Glo has adopted successive generations of mobile telecommunications technology, including 2.5G, 3G and 4G LTE, as the industry moved towards faster and more sophisticated connectivity.
Beyond telecommunications, entertainment has become a major part of the Glo brand. The company has built strong links with Nigeria’s entertainment industry through sponsorships, partnerships, promotions and talent-focused programmes.
Glo also partnered on the African edition of the international X Factor music franchise, with auditions held in Nigeria and Ghana, further strengthening its association with the entertainment industry.
Music has remained central to the company’s marketing strategy, with Glo regularly featuring Nigerian and African music stars in campaigns, concerts and other brand activations.
Comedy and television have also featured prominently in Glo’s entertainment strategy, helping the company establish a presence beyond conventional telecommunications advertising.
Over the years, Glo has run major consumer reward programmes, giving subscribers opportunities to win cars, houses, cash and other prizes as part of its efforts to deepen customer engagement.
The company has maintained a strong Nigerian identity, with its “proudly Nigerian” positioning becoming one of the most recognisable features of the brand in a market populated by both indigenous and multinational operators.
Glo celebrated its 20th anniversary on August 29, 2023, marking two decades since it commenced commercial operations in Nigeria.
Throughout its journey, the company has repeatedly acknowledged the role played by its subscribers, employees, business partners, regulators and other stakeholders in building the Glo brand.
On August 29, 2026, Glo will mark 23 years in the Nigerian telecommunications industry, while its 25th anniversary, or silver jubilee, will come on August 29, 2028.
The 23-year milestone provides an opportunity for Globacom to reflect on its transformation from an ambitious indigenous entrant into Nigeria’s telecommunications market to a major Nigerian brand, while preparing for the next phase of the country’s rapidly evolving digital economy.
