Editorial
In 2003, the Nigerian telecommunications landscape was as volatile as a stormy sea. Amidst the established giants stood a newcomer, Globacom, armed not just with ambition but with a bold challenge to the status quo. They shook the very foundation of the industry with a revolutionary idea - per-second billing. This wasn’t just a pricing strategy; it was a rallying cry for every Nigerian who had ever felt shackled by oppressive tariffs.
The reigning titan, Mobile Telecommunications Network, popularly called MTN, scoffed at the notion, dismissing it as a futile endeavour. Yet, Globacom pressed on, unleashing per-second billing like a beacon of hope amidst a sea of doubt. It wasn’t just about making calls; it was about empowering the masses, bridging the gap between the elite and the everyday Nigerian.
The irony was that MTN whose position was that the per-second billing would not work in Nigeria operated per-second billing in its native country, South Africa.
Just as Cowbell in 1993 disrupted the dairy market when it introduced the Cowbell sachet packaging against the sneers of Peak Milk, Globacom challenged the telecom oligarchy, igniting a revolution that reverberated across the nation. Fast forward to today, even the sceptics will admit the wisdom of per-second billing.
Without the innovative sachet packaging of Cowbell maybe only the rich would be consuming milk, and without the innovative per-second billing of Globacom probably in Nigeria only the rich would have a voice because making calls would be an exclusive for the rich and mighty.
But the winds of change didn’t stop there. In the realm of aviation, foreign airlines reigned supreme in Nigeria, casting exorbitant fares like shadows over the dreams of travellers. The disparity was glaring, with prices so steep that even the affluent baulked at the thought of purchasing a ticket. Many Nigerians had to travel to Ghana en route to London because the fare to London from Ghana is somehow many folds cheaper.
Enter Air Peace, not just an airline but a guardian angel for Nigerian travellers. With a history of selfless service, they took on the aviation giants with a pricing policy that sent shockwaves through the industry. Suddenly, the once unassailable foreign players found themselves scrambling to match Air Peace’s offerings.
British Airways, once the epitome of luxury, found itself slashing prices to stay afloat amidst Air Peace’s challenge. Other airlines followed suit, their once lofty fares plummeting in the face of Nigerian resilience.
British Airways charged a whopping $8,827 for business class, which translates into millions of Naira, further “daggering” (like the Nigerian musician, OdumoduBlack would say) the Nigerian economy. The economy class cost $2,500.
This price insanity was replicated across all foreign airlines operating in Nigeria because the country does not have a national career or a thriving aviation sector to offer travellers an alternative. Travelers were left to the mercies of these airlines, and they milked away because Nigeria was a milky way to profiteer.
Air Peace introduced a far cheaper pricing policy that shook the market, now all the foreign players in what looks like a gang-up and brand lynching have reduced their pricing below the price Air Peace is offering Nigerians.
British Airways in what was thought to be impossible to achieve crashed its price to $4,814 for business class and $1,364 for the economy. The British Airways further reduced their pricing to $788. RwandAir now goes for $545 airfare to London; Turkish Airlines is now $647; Air France is now $915, Ethiopian Airlines goes for $543.84, and KLM’s new price is $927.
EgyptAir is now $675 business class from Lagos to London while the economy return ticket price now goes $470; Virgin Atlantic is at $928, and Royal Air Maroc is now $457. They reduced their pricing below Air Peace London to Lagos, which sells at $655.
This is an attempt, if you will, by a cabal, in the aviation industry that wants the former status quo where Nigerians sold their landed properties, homes, cars, and everything they could fall back on just to pay for a ticket to remain. Air Peace has stirred the hornets’ nest, and now the industry has possibly ganged up against the defiant that refused to cooperate in the exploitation of Nigerians.
This should be a Nigerian fight not just Air Peace because the brand could have reduced its pricing just a little and joined the exploitation of Nigerians but it crashed the “Nigerian market price” which for no logical reason dwarfs other countries around it. Air Peace is fighting for Nigerians, Nigerians should protect their own.
One cannot forget so quickly how the Air Peace airliner came to the rescue of stranded Nigerians in South Africa who were being lynched during one of the South African xenophobic attacks on Nigerians and some other African countries. The Air Peace airliner made available its planes to convey stranded Nigerians back home free of charge, with meals still served on board.
If anyone thought this patriotic act was a fluke, then they had a rethink because during the war in Sudan, without being invited again, Air Peace rose to the occasion by offering to convey stranded Nigerians who were caught up by the war and were staring death in the eyes. Many of these Nigerians were Muslim students who were studying one course or another in Sudan. Air Peace brought them home safe and sound.
Some say three is a charm, as Air Peace, during the early time of the war between Ukraine and Russia, deployed its planes to evacuate stranded Nigerians who were seen in videos on social media alongside other Africans being maltreated by racist Ukrainian soldiers.
But this isn’t just about economics; it’s a battle for the soul of the Nigerian travel industry. Air Peace isn’t just another airline; it’s a symbol of patriotism, a champion for the people. From rescuing stranded Nigerians abroad to defying the odds in times of crisis, Air Peace has proven time and again that its commitment to Nigeria knows no bounds.
As the fight rages on, Nigerians must stand united behind Air Peace. In a landscape dominated by foreign interests, Air Peace represents the best of Nigeria’s spirit - resilience, compassion, and unwavering determination.
The government, too, must do its part, offering incentives to ensure Air Peace continues to thrive. If we allow foreign interests to devour this proudly Nigerian company, the consequences will be dire. The sky may be vast, but without Air Peace, the future of Nigerian travel hangs in the balance. It’s time to rally behind our own, to safeguard the legacy of Air Peace for generations to come. It’s time to fly Nigerian.
Published on Brandfit
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