The telecom operator explained that several factors contribute to faster data usage, including hotspot sharing, video streaming, automatic app updates, cloud backups, and the growing adoption of high-speed internet services.

According to the company, many users unknowingly consume significant amounts of data through background activities on smartphones, tablets, laptops, smart TVs, and other connected devices.

Features such as auto-play on social media platforms, automatic software updates, and cloud synchronization can continue running even when users are not actively using their devices.

MTN also noted that hotspot sharing remains one of the leading causes of unexpected data consumption. When subscribers connect multiple devices to a single data plan, activities such as video streaming, online gaming, software downloads, and system updates on those devices can quickly exhaust available data.

The operator further explained that faster internet technologies, including 4G and 5G networks, naturally encourage higher data consumption as users access more high-definition content and bandwidth-intensive applications.

Similar observations have previously been highlighted by industry stakeholders and regulators, who note that video streaming, automatic updates, and background applications are among the major contributors to increased data usage.

Speaking today at subscriber townhall meeting codenamed ‘Data on Trial’, Michael Ndukwe, a senior manager for core network implementation at MTN Nigeria, said many subscribers misunderstand how data is consumed, particularly with the increasing adoption of high-speed technologies such as 4G and 5G networks.

“We usually hear the concern that MTN is stealing my data. I’m here to take you step by step through exactly how your data is used,” he said.

According to him, using a TikTok video as an example, he said data is not consumed when a mobile device merely connects to the network or undergoes authentication checks.

The expert said significant data usage only begins when a user requests online content, such as a video, which is then delivered through the network in “packets and reassembled on the device”.

He said the network first confirms that the subscriber is registered, has an active data bundle, and is authorised to access internet services before establishing a session.

“Data is not taken from you without your action. When you stream, scroll, download or share, you are using data. It’s as simple as that,” Ndukwe said.

Ndukwe said subscribers often conclude that operators are deducting data unfairly because consumption rates on modern networks differ significantly from what users experienced on older technologies such as 2G and 3G.

He explained that faster networks are designed to support richer content and provide a better experience, resulting in greater data usage.

Also speaking at the ‘Data On Trial’ session, David Ogunshola of MTN’s information technology team, said differences between data usage records displayed on customers’ devices and those recorded by the network are normal.

He said devices typically track only user activities and application-level consumption, while the network records the entire data session, including signalling and other processes required to establish and maintain connectivity.

Ogunshola said discrepancies may also arise from different measurement standards used by device manufacturers and network systems.

According to the IT expert, these differences are usually marginal but become more noticeable as data volumes increase.

He noted that the evolution from basic mobile phones to smartphones, smart televisions, gaming consoles and wearable devices has significantly increased data consumption because modern devices are optimised to deliver higher-quality experiences.

“The more sophisticated the device, the more it is optimised for quality. If you do not adjust those configurations, the device will always try to give you the best possible experience, and that comes with higher data usage,” Ogunshola said.

Ndukwe said MTN provides tools to help customers monitor and manage consumption, including the MyMTN app, data usage alerts, and data management features that allow subscribers to set limits and restrict background activities.

“Our promise is that we continue to invest heavily in network quality to give you the best experience and ensure that every megabyte you purchase delivers the experience that you expect,” he said.

He assured customers that the company would continue investing in network infrastructure to improve service quality and ensure transparency in data billing.

Meanwhile, Blessing Banro from TECNO Mobile representing the device makers spoke on understanding smart devices and how to they help you manage your data

The clarification comes amid increasing consumer complaints regarding data consumption patterns, particularly following recent adjustments in telecommunications tariffs.

While some subscribers continue to question the accuracy of data deductions, Timi Agbaje spoke against the defence of device makers and MNOs, asking pertinent questions on behalf of the people, operators maintain that changing digital habits and increased connectivity are the primary drivers of higher data usage.

To help subscribers better manage their data, MTN advised customers to:

• Monitor data usage regularly through available tracking tools.
• Disable automatic updates when using mobile data.
• Turn off auto-play features on social media and video platforms.
• Restrict background data usage for non-essential applications.
• Review devices connected through hotspot sharing.
• Use data-saving modes where available.

Industry analysts at the Data on Trial session by MTN Nigeria are of the view that the growing popularity of video content, cloud services, remote work applications, and connected devices is reshaping internet consumption patterns across Nigeria, resulting in higher average data usage per subscriber than in previous years.

The answer is simple: the TECNO CAMON 50 Series.

This isn’t just another smartphone. It’s a “one device, many hustles” companion built for creators, entrepreneurs, and anyone who refuses to slow down.

Built for Photos, Videos, and Content That Stands Out

There’s a common belief that only a few select devices can deliver truly great photos and videos. The CAMON 50 Series challenges that narrative completely.

Designed with creators in mind, the camera system delivers a professional-level experience powered by AI, making it easier than ever to capture, create, and share.

The front camera packs serious power:

• 50MP on the CAMON 50 Ultra
• 32MP on the CAMON 50 Pro

For wider shots, the 50MP ultra-wide camera ensures your photos don’t lose quality when you switch to landscape. No more moments that look great in real life but fall flat on your screen.

And when the lights go low, the CAMON 50 steps up.

With a 50MP Sony LYTIA 700C ultra-night camera and an additional 50MP telephoto lens with 3X zoom, night photography becomes effortless, sharp, and full of detail.

But the real showstopper?

The CAMON 50 Ultra’s zoom capability

With up to 100X zoom and AI Ultra HD enhancement beyond 20X, you’re not just zooming in; you’re unlocking detail you didn’t think was possible. It’s the kind of clarity that turns everyday shots into something extraordinary.

Whether you’re a photographer, content creator, or just someone who loves capturing moments that matter, this camera system is built to deliver.

Power That Keeps Up With Your Day

For many Nigerians, the day starts early and doesn’t slow down.

One message turns into ten. Orders come in. Payments drop. Content needs to be created. Deliveries need to be sorted.

Everything depends on one thing: staying connected.

That’s where the TECNO CAMON 50 Series stands out.

The CAMON 50 Ultra’s 6150mAh battery is built to keep up with your pace, powering you through long, demanding days without interruptions. For everyday consistency, the CAMON 50 features a 6150mAh dual-cell battery, designed to intelligently manage power even under heavy use.

It’s not just about having a big battery; it’s about reliability.

You don’t have to constantly check your percentage, dim your screen, or hold back on usage. You simply go about your day, knowing your device can keep up.

Smart AI That Works With You

The CAMON 50 Series doesn’t just look smart; it is smart.

TECNO has taken AI to another level, building features that actually enhance how you create, work, and communicate.

From creativity to productivity, the AI ecosystem includes:

• AI Image-to-Video
• AI Art Gallery
• AI 3D PhotoSpace
• AI Auto Zoom
• AI LightMaster 2.0
• FlashMemo + AI MindHub for productivity
• AI health assistant 
• And the upgraded Ella voice assistant

These features don’t feel complicated or forced; they simply fit into your everyday routine, making tasks easier and creativity more fluid.

Built for Real Life, Priced for Real Value

What makes the CAMON 50 Series truly stand out is how naturally it fits into your life.

It’s not trying to change how you live; it’s built to support it. Whether you’re working, creating, or simply enjoying the moment, it adapts to you.

And it does all of this while remaining accessible:

• CAMON 50 Ultra (512GB + 8GB) – ₦749,900
• CAMON 50 Pro (256GB + 8GB) – ₦499,200
• CAMON 50 (256GB + 8GB) – ₦447,500
• CAMON 50 (128GB + 8GB) – ₦398,000

Each option is designed to meet you where you are while giving you room to do more. The TECNO CAMON 50 Series isn’t just about specs. It’s about showing up for your work, your passion, and your everyday life.

Because when life is moving fast, you need a device that moves with you. For more updates, follow TECNO on Facebook, Instagram, and X (Twitter).

Dubbed a “miracle device”, the S26 series, comprising the S26, S26+, and S26 Ultra, comes with AI that anticipates your needs, a first-of-its-kind Privacy Display, and tools that completely enhance photography and daily life.

Samsung said the Galaxy S26 series is powered by “the most proactive and adaptive Galaxy AI experiences yet” and is designed to simplify the tasks people do on their phones every day.

Samsung’s third-generation AI phones, Galaxy S26, S26+ and S26 Ultra handle complex tasks in the background, allowing users to focus on results rather than how the technology works.

From the moment the briefing began, it was evident that Samsung is shifting the smartphone from a passive tool into a proactive assistant.

Senior executives including Lucas Lee, CEO of Samsung Electronics West Africa; Joy Tim-Ayoola, group head, Mobile Experience, Samsung Electronics West Africa; and Stephen Okpara, Product and Quality Assurance manager for Samsung Electronics stressed that the Galaxy S26 now acts as a personal agent, handling tasks in the background so users can focus on other aspects of their days.

The company added that the Galaxy S26 series was engineered with Samsung’s most advanced features working together as one, including performance, an intuitive camera system and Galaxy AI, giving users the confidence to depend on their phone throughout the day without compromising security or privacy.

AI That Runs Your Day

The Galaxy S26’s AI assistant can manage calls, schedule appointments, control smart home devices, and even book rides, all without touching the phone.

In Lagos, the demo showed how the device could take a spoken address, open Google Maps, and send the location to WhatsApp automatically. It can also decide which calls to accept or reject based on importance, making busy meetings distraction-free.

Samsung said the series integrates a choice of agents, including Bixby, Gemini and Perplexity. Once set up, tasks can be completed with a single button press or voice prompt.

The upgraded Bixby now works as a conversational device agent and can handle multi-step tasks in the background.

For example, with Gemini, booking a taxi is as simple as asking, reviewing the details and tapping confirm.

Samsung emphasised personalisation, explaining that the AI adapts to each user’s habits, learning routines and preferences to anticipate tasks. From managing plans and finding information to capturing and refining content, Galaxy S26 reduces the effort and number of steps required to get things done.

From waking up and adjusting home appliances to sending location updates and scheduling errands, the device essentially becomes a mobile concierge in your pocket.

Privacy That Protects You

The Galaxy S26 Ultra introduces the mobile industry’s first built-in Privacy Display, which dims pixels to block side-angle viewing without affecting screen quality. Samsung described it as privacy at the pixel level, built directly into the display rather than added as an accessory.

Designed for everyday situations like transit, cafés and shared environments, the feature limits what others can see from the side while keeping content clear for the user.

Unlike traditional stick-on privacy films, the integrated Privacy Display preserves full viewing quality when turned off and restricts visibility only when activated.

Users can activate it with a tap and customise privacy per app, ensuring sensitive information stays private, even in public spaces. It can also be set to turn on automatically when entering PINs, passwords or opening selected apps.

Partial Screen Privacy limits visibility for notification pop-ups, while Maximum Privacy Protection further obscures side views.

This feature takes away the need for third-party screen protectors while maintaining full colour and clarity for the user.

Beyond the display, Samsung said it builds protection into every layer of Galaxy S26. AI-powered Call Screening identifies unknown callers and summarises intent. Privacy Alerts notify users in real time when apps with device admin privileges attempt to access sensitive data such as precise location, call logs or contacts.

Private Album, built directly into Gallery, allows users to hide selected photos and videos without creating a separate folder or signing into a Samsung Account.

The company also confirmed it has extended post-quantum cryptography to critical system processes, including software verification and firmware protection.

Updates to Knox Matrix add end-to-end encryption for direct transfers like eSIM migrations and clearer visibility into firmware update status across connected devices.

Photography and Creativity Reimagined

The S26 series comes with Photo Assist and AI-powered editing tools that allow users to edit images simply by describing changes in natural language.

With the upgraded Photo Assist suite, users can describe what they want to change in their own words. Changing the scene from day to night is just a matter of asking. It can add to images and restore missing parts of objects like a bite taken out of a cake.

Personal details, such as a spill on clothing, can also be cleaned up with Galaxy AI’s ability to change outfits in photos. Edits can be made continuously, reviewed step by step, and adjusted or undone along the way.

Nightography Video keeps footage clearer and more vibrant in dim scenes, whether indoors or outdoors at night. Enhanced Super Steady now includes a horizontal lock option for more stable framing during movement.

On the Galaxy S26 Ultra, wider camera apertures allow more light to reach the sensor, delivering clearer photos with richer details in low-light conditions, even when zoomed in. Improvements to the AI ISP now extend to the selfie camera, capturing more natural skin tones and finer detail in mixed lighting.

For advanced creators, the device supports APV, a professional-grade video codec designed to deliver efficient compression for high-quality production workflows. Samsung said it ensures visually lossless video quality that stays true even after repeated editing.

Creative Studio brings sketches, photos and prompts into one integrated space, allowing users to create stickers, invitations and personalised wallpapers without switching tools. The AI-powered Document Scanner removes distortions such as creases or fingers and can organise multiple images automatically into a single PDF.

Power and Performance

Powered by a customised Snapdragon 8 Elite Gen 5 Mobile Platform for Galaxy processor, the Galaxy S26 Ultra delivers faster, smoother performance across multitasking, gaming and content creation.

Samsung said the chipset delivers up to a 19% CPU performance increase, a 39% improvement in NPU performance to power always-on Galaxy AI features, and a 24% boost in GPU performance for richer visuals and more fluid gameplay.

Across the line-up, the Galaxy S26 series is engineered for AI performance, power efficiency and thermal management, ensuring demanding tasks run smoothly and consistently. The Ultra model is also described as the slimmest Ultra yet.

Thermal management ensures consistent performance, while Super-Fast Charging 3.0 reaches up to 75% charge in just 30 minutes. Wireless charging is also supported, keeping the device ready for demanding daily use.

Taken together, Samsung noted that these advancements deliver dependable all-day performance.

Sustainability at the Core

The innovative giant is well focused on its environmental commitment. About 19% of materials across the S26 series come from recycled sources, packaging is 100% paper, and six years of software upgrades extend device lifespans, reducing e-waste while keeping users updated.

Everyday Automation in Action

What makes the Galaxy S26 indispensable?

• Scheduling smart home appliances automatically when you wake.
• Sending directions to friends via WhatsApp with only a voice command.
• Booking rides or appointments without opening an app.
• Editing photos or videos on the fly with AI-generated suggestions.

Galaxy S26’s ease of use continues even when the phone is out of reach. When paired with the new Galaxy Buds4 series, users can activate AI agents with their voices and manage calls through simple head gestures on Buds4 Pro.

Joy Tim-Ayoola, said, “Think about the device as an extension of yourself, it’s your personal assistant, securely grounded in our privacy networks.”

Availability

The Samsung Galaxy S26 series is available for pre-order in Nigeria starting February 25. Colours include Cobalt Violet, White, Black, Sky Blue, and Samsung.com exclusives in Pink Gold and Silver Shadow.

For added peace of mind, Samsung Care+ offers comprehensive coverage including fast repairs for accidental damage, extended warranty, and certified expert support available both at home and abroad.

In Nigeria, the message carries more weight because internet penetration has surged in recent years, with more than 103 million users recorded by late 2025.

With banking, shopping and social interaction moving online, cyber criminals are following at the same pace.

Data from Interpol show that phishing and online scams are the most common cyber threats across Africa. Nigeria ranks among the top three countries affected, largely due to rapid digital adoption that has overtaken security awareness.

Financial institutions regularly report heavy losses linked to online fraud. Today, attackers are no longer focusing only on corporate systems. They are targeting everyday devices, smartphones, laptops and even home Wi-Fi routers.

How Phones Are Being Targeted

Smartphones are prime targets because they store personal data, banking apps and social media accounts. For many Nigerians, the phone is the main gateway to the internet.

Mobile banking fraud accounts for a large share of reported cyber incidents. Fraud attempts have risen alongside the growth of digital payment platforms.

Criminals use fake apps, deceptive pop-ups and bogus software updates to trick users into installing malicious programs.

Some of these apps imitate trusted banking or shopping platforms. Once installed, they steal login details or secretly install malware.

Phishing messages remain widespread. Fraudsters send emails or text messages posing as banks, telecom providers or even friends. These messages often create panic or urgency, urging victims to click a link or share a one-time password.

SMS phishing, known as smishing, and SIM-swap fraud have become common in Nigeria. In many cases, victims lose access to their mobile lines, giving criminals a pathway into their bank accounts.

How Laptops Are Being Attacked

Laptops face similar risks, usually through email attachments or infected downloads. A single click on a compromised file can introduce ransomware or spyware into a system.

Email continues to be a key channel for phishing. Attackers disguise malicious attachments as invoices, job offers or official notices. Once opened, the malware can steal sensitive data or lock files until a ransom is paid.

Public Wi-Fi networks add another layer of risk. In cafes, airports and shared workspaces, unsecured connections can allow attackers to intercept data through what experts call “man-in-the-middle” attacks. Passwords, emails and financial information can be exposed without the user knowing.

Remote work and online learning are expanding across urban centres in Nigeria, and more people are connecting from outside secure home networks, increasing their vulnerability.

Why Wi-Fi Routers Are a Major Target

Wi-Fi routers are constantly overlooked, but they connect every device in a home or office. Once compromised, a router can give criminals access to all traffic passing through it.

Research by Broadband Genie indicates that about 86% of users do not change their router’s default administrator password. Default logins such as “admin” are widely known and easy to exploit.

Router breaches can be difficult to detect. Attackers may quietly monitor internet traffic, redirect users to fake websites or spread malware to connected devices. In some cases, compromised routers are added to botnets used for larger cyber attacks.

In Nigeria, where many households rely on basic router setups, a single weak password can expose phones, laptops and other smart devices on the same network.

Staying Safe Online

Cybersecurity experts say simple steps can reduce exposure to these threats.

For smartphones, users are advised to download apps only from official stores such as Google Play and the App Store. Avoid clicking unknown links, enable two-factor authentication and keep devices updated.

Laptop users should install reputable security software, avoid suspicious downloads and refrain from conducting sensitive transactions on public Wi-Fi without additional protection. Strong, unique passwords remain essential.

For routers, changing default login details is critical. Remote management features should be disabled if not needed, and firmware updates installed regularly.

Safer Internet Day reminds us that online safety is not only a government or corporate responsibility and everyday habits can make the difference between staying secure and becoming a victim.

Frequent grid failures, high costs of fuel and the need for steady electricity for daily life have made Nigerians more open to cleaner and more dependable alternatives.

For many households and businesses, this is not driven by preference but by necessity, as the national grid continues to fall short.

Across the country, homes, offices and small businesses are finding their own ways to stay powered, relying less on public supply and more on self-managed energy systems.

Why Power Reliability is Driving New Energy Choices

Despite several government policies aimed at improving electricity supply since 2001, power outages are still a regular occurrence.

The national grid collapses multiple times each year, while many communities experience blackouts that last for hours or, in some cases, days.

Electricity disruptions cost Nigerian businesses an estimated ₦29 billion annually. Households also feel the impact through interrupted work, food spoilage and general discomfort.

At the same time, the cost of fuelling generators is not reducing, increasing pressure on already stretched budgets.

These challenges are driving interest in alternatives that are quieter, cleaner and cheaper to run. For many Nigerians, the focus is now on solutions that can provide backup power or operate independently, without the constant need for fuel.

As demand grows, certain technologies are gaining more attention than others, ranging from emerging systems to devices already in everyday use.

EV Charging: Early Stage but Growing Fast

Electric vehicle charging remains at an early stage in Nigeria, but interest is growing steadily.

In 2026, new international partnerships, including an agreement with South Korea to build Africa’s first large-scale EV manufacturing plant, showed a stronger push towards electric mobility and charging infrastructure.

High fuel prices and limited government incentives have also encouraged interest in EVs. For now, most adoption is concentrated in cities such as Lagos and Abuja, where charging stations are limited and largely operated by private companies or individual projects.

Early adopters, fleet operators and commercial users are leading the shift, drawn by lower running costs compared with petrol or diesel vehicles.

While grid limitations continue to slow wider adoption, planned expansion of charging networks and local production suggests stronger growth in the coming years.

For most Nigerians, however, the immediate energy challenge is addressed by smaller and more accessible technologies.

Power Banks and Inverters: Small Systems, Everyday Solutions

Power banks have become a basic necessity in Nigeria. Smartphones are central to communication, work, payments and navigation, making battery life critical during frequent outages or long periods without access to power.

High-capacity power banks, often starting from 20,000mAh, are now common. They offer multiple phone charges, support fast charging and are practical for travel or remote work. During outages, they help people stay connected for work, emergencies and daily communication.

For households and offices with higher power needs, inverters are increasingly replacing fuel-powered generators. Modern inverter systems, paired with batteries and often solar panels, provide quiet and reliable backup power during grid failures.

Many users choose inverters for their lower long-term costs, reduced noise and ability to protect sensitive devices from voltage fluctuations. Solar-integrated systems are especially popular, as they cut fuel expenses and reduce dependence on the grid.

These setups typically support lighting, fans, televisions and small appliances, making them a practical middle ground between basic backup and full-scale power systems.

A Shift Towards Self-Reliance

The growing use of EV charging solutions, power banks and inverters reflects how Nigerians are adjusting to persistent energy challenges. People are selecting options that match their budgets, daily routines and tolerance for unreliable grid supply.

Rather than waiting for comprehensive improvements in public electricity, many are building personal energy systems that offer greater control and stability.

The trend points to resilience and adaptation, as Nigerians continue to find workable solutions in the face of ongoing power shortages.

[Featured Image Credit]

The event will begin at 10am Pacific time, 1pm Eastern, 7pm in Nigeria and 6pm in the UK, and will be streamed live on Samsung’s website and YouTube channel.

The company is expected to introduce the Galaxy S26 series, which will include the Galaxy S26, S26+ and S26 Ultra. 

Ahead of the launch, Samsung said the new devices are “built to simplify everyday interactions, inspire confidence and make Galaxy AI feel seamlessly integrated from the moment it’s in hand.”

One of the features teased is a new privacy display expected to debut on the Samsung Galaxy S26 Ultra. The feature will allow users to hide selected areas of the screen from people nearby, including notifications that may contain sensitive information.

Reports say Samsung will again split its choice of processors by market. Devices sold in the United States and China are expected to run on Qualcomm’s Snapdragon 8 Elite Gen 5 chip, while other regions may receive models powered by Samsung’s Exynos 2600 processor. 

While Qualcomm chips have traditionally outperformed Exynos in speed and heat management, the gap has narrowed in recent years.

Battery and charging upgrades are also expected. According to SamMobile, the Galaxy S26 will come with a 5,100mAh battery, with support for 60W wired charging and 25W wireless charging.

Samsung is also likely to refresh its audio lineup at the event. The Galaxy Buds 4 wireless earbuds are expected to be announced, with a redesigned look following complaints that the previous model closely resembled Apple’s AirPods.

Alongside the product launch, Samsung has opened pre-registration for customers interested in the new devices. 

In the UK, anyone who registers before 6pm on February 25 will receive a £30 voucher to spend on Galaxy ecosystem products. 

Customers who go on to pre-order a device will receive a larger incentive, including 512GB of storage for the price of 256GB, a discount valued at £170. 

Samsung is also offering a chance to win one of ten £500 vouchers through a prize draw.

Further details about the Samsung Galaxy S26 range have also surfaced through leaks. German publication WinFuture reported that the standard Galaxy S26 could start at €999 (roughly N1.6 million), while the S26+ may be priced at €1,269 (about N2.1 million).

The Galaxy S26 Ultra is expected to cost at least €1,469 (N2.4 million). All three models are tipped to launch in white, blue, black and purple.

In terms of specifications, the Galaxy S26 is expected to feature a 6.3-inch Full HD+ display, while the S26+ may come with a larger 6.7-inch Quad HD+ screen. 

Both are said to use Dynamic AMOLED 2X panels with a 120Hz refresh rate and Gorilla Armor 2 protection.

The Ultra model is expected to feature a 6.9-inch display and a more advanced camera system, led by a 200-megapixel main sensor. It is also reported to support up to 16GB of RAM, up to 1TB of storage, and 60W wired fast charging.

Samsung has not confirmed pricing or full specifications ahead of the event. Those details are expected to be announced officially during the Galaxy Unpacked presentation later this month.

The company wants to scale first, refine later, and lock users into an AI-driven system before competitors can meet up.

By the end of last year, around 400 million Samsung devices already carried Gemini-powered features. That figure will double as the company extends AI beyond smartphones to tablets, televisions and home appliances. 

Beyond a feature upgrade, Samsung is enhancing how its products work and how users interact with them.

“We will apply AI to all products, all functions, and all services as quickly as possible,” T M Roh said in his first interview since becoming co-CEO.

As the largest supporter of Google’s Android platform, Samsung is also giving Google a massive consumer advantage at a time when AI models are fighting for everyday relevance. 

Every Samsung Galaxy phone shipped with Gemini baked in is another front opened in Google’s move against OpenAI and others.

Global Smartphone Shipments to Fall 2.1% in 2026 as High Memory Prices Hit Low-End Devices Hard

The strategy is already visible in Samsung’s flagship devices. The Galaxy S25 series, launched in early 2025, arrived with solid Gemini integration, including side-button access that replaces Bixby in some tasks. 

Samsung wants AI to feel native, not optional. The aim is to make Gemini a default layer across the Galaxy ecosystem, not just a chatbot buried in an app.

This comes as competition in AI is growing. Google’s Gemini 3, released in November 2025, set new performance records, becoming the first model to cross the 1500 Elo threshold on reasoning benchmarks. 

It also led in maths, coding, multimodal tasks and long-context understanding. The response was quick. OpenAI launched GPT-5.2 weeks later, following reports that Sam Altman had declared an internal “code red” to enhance development.

Samsung believes consumer adoption is meeting up with the technology. Roh said internal surveys show awareness of its Galaxy AI brand has jumped from about 30% to 80% in just one year.

“Even though the AI technology might seem a bit doubtful right now, within six months to a year, these technologies will become more widespread,” he said.

On phones, search is the most used AI feature. But usage is spreading to image editing, productivity tools, translation and summaries. These are small actions, repeated daily, and that is where Samsung thinks loyalty will be built.

Still, the aggressive AI rollout is happening against a tougher market backdrop. A global shortage of memory chips is lifting prices for key components, helping Samsung’s semiconductor unit but squeezing margins in its smartphone business.

“As this situation is unprecedented, no company is immune to its impact,” Roh said.

He acknowledged that price increases may be unavoidable, calling some impact “inevitable”, even as Samsung works with partners to soften the blow over the longer term. 

Counterpoint Research revised its 2026 smartphone shipment forecast in December, predicting a 2.1% decline as higher DRAM prices increase device costs. Analysts estimate memory price hikes have added between 10% and 25% to the bill of materials across devices.

Samsung is also managing expectations around foldable phones, a category it pioneered in 2019. Growth has been slower than hoped, held back by engineering challenges and a lack of apps designed for foldable screens. 

Roh believes the format will break through within two to three years, noting that repeat purchase rates among foldable users are “very high”.

For now, Samsung is firmly in control. It held about 64% of the global foldable smartphone market in the third quarter of 2025, far ahead of Huawei and Motorola.

Apple is expected to launch its first foldable iPhone in 2026, increasing the stakes in a segment Samsung once had to itself.

The decline is a 2.6-percentage-point revision from earlier forecasts, with Chinese brands like Honor, Oppo, and vivo facing the biggest setbacks.

“What we are seeing now is the low end of the market (below $200) being impacted most severely, with bill-of-materials costs increasing by 20%-30% since the beginning of the year,” said MS Hwang, research director at Counterpoint. 

Mid- and high-end models are not left out in the global smartphone shipments statistics for 2026, seeing cost jumps between 10% and 15%.

The crunch is being driven by a global shortage of legacy memory chips, as manufacturers change production to high-end semiconductors designed for artificial intelligence servers. 

Nvidia’s move to adopt smartphone-style memory chips in AI servers is expected to double server-memory prices by late 2026, creating sudden demand the industry cannot easily meet.

Yang Wang, senior analyst at Counterpoint, added: “Apple and Samsung are best positioned to weather the next few quarters. But it will be tough for others that don’t have as much wiggle room to manage market share versus profit margins. We will see this play out especially with the Chinese OEMs as the year progresses.”

OEMs are already responding with portfolio adjustments. Some low-end models are being stripped of features like periscope camera modules, high-end displays, and audio components. 

Others are pushing consumers toward higher-spec ‘Pro’ variants or streamlining product lines to mitigate cost pressures. Shenghao Bai, another senior analyst, noted: “Other tactics include reusing old components, streamlining the portfolio, and pushing consumers to higher-specification ‘Pro’ variants and adopting new designs to stimulate upgrades.”

As a result of cost pass-through and strategic portfolio changes, average selling prices are projected to rise by 6.9% in 2026, an increase from the 3.9% forecasted in September. 

The low-end segment is expected to be the hardest hit, with price hikes potentially pricing out some consumers entirely.

Until now, Google relied on authorised dealers and the Flipkart platform, but it has now opened the official Google Store for Indian consumers. 

This is a step towards boosting the presence of Pixel phones, smartwatches, and earbuds in the world’s fastest-growing smartphone market.

India’s smartphone market is broad, currently with around 712 million users, and highly competitive. Apple leads the premium segment with about 55% market share, topping devices priced above $520. Google’s Pixel brand, by contrast, holds only 2%. 

Despite the gap, Google is trying hard to increase its footprint. The company has started manufacturing Pixel phones locally, which should reduce costs and improve supply reliability.

Google’s decision to open physical stores in India, reportedly close to finalising locations, mirrors Apple’s approach. Apple operates flagship stores in Mumbai and New Delhi and plans to expand further. 

These brick-and-mortar outlets have helped Apple showcase its products directly to customers and build a strong retail brand. Google appears intent on replicating this model to better connect with Indian consumers.

The Google Store in India now offers attractive purchase options, including no-cost EMIs, instant cashback, trade-in bonuses, and UPI payment support. These features make Pixel devices more accessible, especially for buyers mindful of cost and flexibility.

The price range for Pixel phones in India spans roughly from $360 to $1,900 for premium models, while iPhones range between $520 and $2,100. The difference in market share underlines the challenge Google faces in changing consumer preferences in favour of its products.

This development means Google is now more aggressive in India, aiming to break the meet up with competition, expanding its influence in one of the world’s most important smartphone markets.

The Capital Markets Authority (CMA) approved the initiative, which will be integrated into Safaricom’s M-PESA platform, offering users seamless access to investment opportunities.  

The Ziidi Money Market Fund, developed in partnership with Standard Investment Bank, ALA Capital Limited, and Sanlam Investments East Africa Limited, is an innovative product built to provide accessible and diversified investment options. 

It aligns with Kenya’s financial inclusion goal which targets retail investors, particularly the unbanked and underbanked populations, through mobile-based services.  

Unlike traditional banking products, money market funds like Ziidi channel deposits into low-risk investments such as government securities and Treasury bills, offering savers higher returns compared to conventional bank accounts. 

CMA Chief Executive Wyckliffe Shamiah noted that the fund would empower investors while broadening Safaricom’s presence in Kenya’s capital markets.  

The new fund builds on Safaricom’s success with its first money market fund, Mali, launched in 2019 in partnership with Genghis Capital. By November 2024, Mali’s assets under management had grown to KES 3 billion, driven by mobile-enabled investment solutions in Kenya.  

Ziidi aims to tap into the country’s growing retail investment market, spurred by the widespread adoption of smartphones. Kenya has over 35 million active smartphones, compared to 30 million feature phones, making digital investment products increasingly viable.  

The fund is expected to attract a wide range of users, leveraging M-PESA’s extensive reach. M-PESA, which earned KES 77.22 billion in service revenue in the first half of 2024, remains a priority of Safaricom’s financial services strategy. 

In embedding Ziidi within the M-PESA ecosystem, Safaricom seeks to diversify its revenue streams overcoming challenges in its traditional voice, data, and SMS segments.  

While specific details on Ziidi’s investment limits and fees are yet to be disclosed, Safaricom’s earlier product, Mali, allowed users to invest from as little as KES 100, with capped daily contributions.

Withdrawals were instant to M-PESA wallets, and fees included fund manager and trustee charges, as well as a withholding tax on earned interest.