Mobile Marketing and User Privacy Rights

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As Africa’s largest telecom market with over 100 million subscribers, Nigeria has remained a top priority for telecom investors. In the last decade, the industry has attracted foreign direct investment in excess of $25 billion, driven largely by the revision of the telecom sector policy in 2003. The policy review, which led to the liberalization of the telecoms market, ramped up the acquisition of mobile devices. Consequently, mobile subscriptions have grown from 400,000 in 2000 to over 121 million by 2013. However, the increased adoption of mobile technologies and applications has presented both advantages and challenges to mobile users. One key challenge is the intrusion on mobile user privacy.

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