Nigeria’s First MVNO: Will Liv.ing Disrupt the Telecom Landscape or Just Add Another Player?

The Nigerian telecom sector has witnessed a new entrant with the launch of Liv.ing, the country’s first Mobile Virtual Network Operator (MVNO). While the announcement is positioned as a revolutionary step towards improving access to communication, education, healthcare, and financial services, it raises a key question: Will Liv.ing truly disrupt Nigeria’s telecom space, or is it another service provider trying to carve a niche in an already competitive market?

Understanding the MVNO Model in Nigeria

Unlike traditional mobile network operators (MNOs) like MTN, Airtel, Glo, and 9mobile, MVNOs do not own physical network infrastructure. Instead, they lease network capacity from existing telecom providers while offering customised services, pricing, and branding.

Globally, MVNOs have been successful in filling gaps left by larger operators, focusing on niche markets, cost efficiency, and tailored service bundles. However, Nigeria’s telecom market is highly competitive, and previous attempts at MVNO operations have struggled to gain traction.

What Makes Liv.ing Different?

Liv.ing claims to go beyond basic connectivity by integrating services such as:

Ductour: A healthcare solution offering access to medical services.

Roducate: A digital education platform for students and professionals.

FirstMonie partnership: A financial services integration for seamless transactions.

Custom digital identities: personalised phone numbers for businesses and individuals.

The idea of bundling essential services into a telecom platform is not new, but its success in Nigeria depends on several factors:

Challenges & Market Realities

1. Competition with Established Telecom Giants

Nigeria’s big four—MTN, Airtel, Glo, and 9mobile—dominate the market with massive infrastructure, deep financial resources, and brand loyalty.

These companies already provide financial services (Airtel Money, MTN MoMo), education (MTN mPulse), and healthcare integrations, making it difficult for Liv.ing to differentiate itself purely based on service bundling.

2. Pricing & Consumer Adoption

Nigerian consumers are price-sensitive, and the success of an MVNO depends heavily on offering cheaper or more flexible plans than existing MNOs. If Liv.ing cannot offer a significantly lower-cost alternative, it may struggle to attract users beyond a niche market.

3. Network Quality & Reliability

As an MVNO, Liv.ing will rely on leasing network capacity from one of the major telecom operators. Network quality and service speed will be dictated by its host network. If users experience poor network performance or limited coverage, they may not see enough value in switching from their current providers.

4. Digital & Financial Inclusion Hurdles

While Liv.ing integrates financial and educational services, access to digital services is still limited in rural areas. Without strategic partnerships for offline accessibility, the platform may struggle to penetrate the underserved communities it aims to help.

Potential Economic & Business Impact

If Liv.ing executes its vision successfully, it could:

• Introduce pricing pressure in the telecom sector, forcing larger providers to improve affordability.
• Encourage innovation in digital service bundling, leading to better healthcare and education access for low-income users.
• Expand financial inclusion by making mobile transactions easier for users without traditional banking access.
• Provide competition-driven customer benefits, such as more flexible data and call plans.

However, for these benefits to materialize, Liv.ing must prove its long-term sustainability and ability to scale beyond a niche audience.

Final Thoughts: A Game-Changer or Just Another Player?

The launch of Liv.ing introduces a new model to Nigeria’s telecom sector, but its real impact remains uncertain. While the service bundling approach is innovative, execution, pricing strategy, and network performance will determine whether it disrupts the industry or fades into the background.

For now, Nigerian consumers and businesses will be watching closely to see if Liv.ing can truly “redefine living” or if it’s just another addition to an already crowded market.