#Advertorial

The Global Paradigm Shift

In the modern telecommunications landscape, a profound structural transformation has swept across the globe, fundamentally altering how operators generate revenue and how societies communicate. Traditional voice calling, once the undisputed cornerstone of telecom business models, has steadily retreated as mobile data consumption takes center stage. According to industry analyses from Ericsson and GSMA Intelligence, global mobile data traffic has continued to expand at approximately 20%–30% annually over recent years, while traditional voice revenues have experienced a sustained long-term decline due to the widespread adoption of over-the-top (OTT) communication platforms and changing consumer behavior. Driven by the proliferation of smartphones, social media integration, cloud services, and an insatiable appetite for digital applications, the modern digital economy increasingly operates on a “data-first” paradigm.

The strategic trajectories of leading international and regional telecommunications operators vividly illustrate this global phenomenon. Vodafone Group, one of the early pioneers of digital transformation across Europe and Asia, has significantly expanded its broadband and digital service portfolios, reflecting the industry’s transition beyond traditional voice services. Similarly, in East Africa, Safaricom PLC has witnessed rapid growth in mobile data and M-PESA, with non-voice services accounting for many service revenues in recent years. Across the continent, MTN Group reported strong double-digit growth in data revenue, with data and fintech services emerging as the primary drivers of overall business performance. Meanwhile, operators such as Airtel Africa and India’s Bharti Airtel—where average data consumption now exceeds 21 GB per user per month—demonstrate how voice has effectively become a bundled utility, with monetization increasingly concentrated around data packages, digital ecosystems, and value-added services.

Perhaps no operator better exemplifies the industry’s evolution than Reliance Jio in India. Jio revolutionized the telecommunications market by adopting a “data-first” strategy, making voice calls effectively free over Voice over LTE (VoLTE) while monetizing connectivity through high-speed data plans and digital content services. Its success fundamentally reshaped consumer expectations and provided a blueprint for operators worldwide seeking to transition from voice-centric business models to digitally driven ecosystems.

Regional Application & The Ethiopian Context

Bringing this global paradigm shift to the Horn of Africa, the Ethiopian telecommunications market has undergone a dramatic transformation. Following the liberalization of the sector and the entry of Safaricom Ethiopia, alongside the continued market leadership of Ethio telecom, the nation has rapidly progressed beyond the traditional voice-dominated era. In its most recent fiscal year performance, Ethio telecom announced a historic milestone: for the first time in the company’s history, mobile data and internet revenue reached 31.1% of total revenue, surpassing mobile voice revenue, which stood at 23.5%. This crossover signals that Ethiopia’s telecommunications sector is increasingly aligning with the global transition from voice-centric to data-centric business models, reflecting significant changes in consumer behavior and operator monetization strategies.

Drivers of Transformation

The foundational driver behind this historic shift has been the aggressive expansion of national digital infrastructure, particularly through the deployment of 4G and 5G networks. Ethio telecom’s strategic investments extended 4G services to approximately 1,200 cities, achieving more than 82% population coverage, while 5G services expanded to 33 cities. Complementing these efforts is an extensive fiber-optic backbone spanning more than 23,000 kilometers and the establishment of internationally certified data center capabilities. Collectively, these investments have significantly reduced connectivity barriers for both urban and rural populations, creating the foundation for widespread digital adoption across the country.

In parallel with infrastructure expansion, Ethiopia has experienced a notable cultural and economic shift toward digital lifestyles. Citizens increasingly rely on digital platforms not only for communication, but also for information access, financial transactions, e-commerce, education, and interactions with public services such as the Fayda National Digital ID initiative. As streaming platforms, social networks, and cloud-based applications become deeply integrated into daily life, data consumption has evolved from a supplementary service into an essential socio-economic utility.

Crucially, this operational and revenue transformation has been supported by Ethio telecom’s long-term strategic vision, particularly its “Next Horizon: Digital and Beyond 2028 Strategy” Through its deliberate transition from a conventional telecommunications provider to a technology-driven enterprise (“Telco-to-TechCo”), the organization has embraced data analytics, artificial intelligence, and customer-centric innovation. During the latest fiscal year, the company introduced hundreds of digital products and services tailored to evolving market demands, reinforcing its ambition to serve as a catalyst for Ethiopia’s broader digital transformation agenda.

Another significant catalyst accelerating the “Data over Voice” transition has been the growing accessibility of smartphones and connected devices. Historically, device affordability represented a major barrier to digital inclusion. However, smartphone financing initiatives, strategic partnerships, and declining handset costs have enabled a broader segment of the population to access internet-enabled services. As smartphone penetration expands, so too does demand for mobile broadband, creating a sustainable cycle of increased data consumption and deeper digital engagement.

In a nutshell, Ethio telecom’s achievement of generating greater revenue from mobile data and internet services than from traditional voice services represents more than a financial milestone, it reflects Ethiopia’s entry into the global digital era. Supported by extensive infrastructure investments, strategic foresight, and changing societal behaviors, the company generated ETB 215.82 billion in total revenue during its latest fiscal year while strengthening its position as a key enabler of the nation’s digital economy. By maintaining operational excellence, expanding digital financial services, and continuing its transition toward a technology-centric enterprise, Ethio telecom is increasingly positioning itself not merely as a telecommunications operator, but as a future-ready digital platform driving sustainable national development.

By our staff reporter

The Ethiopian Securities Exchange (ESX) has announced a leadership transition following the departure of its founding Chief Executive Officer, Tilahun Esmael Kassahun, after four and a half years at the helm.

The ESX Board of Directors has appointed Yodit Kassa as the exchange’s new chief executive officer. She is expected to lead the institution through its next phase of growth and market expansion.

Tilahun played a central role in transforming the securities exchange from an initial concept into a functioning institution. His tenure began with the establishment of the ESX Project Office in partnership with Ethiopian Investment Holdings and FSD Africa.

Under his leadership, the exchange achieved several milestones, including a major capital raise, the formation of key public-private partnerships, and the development of its regulatory, governance and technology frameworks.

The outgoing CEO described his time at ESX as a once-in-a-generation institution-building experience and the greatest privilege of his professional career.

“Building ESX from an idea into a functioning institution has been an extraordinary journey,” Tilahun said, reflecting on his departure. He expressed confidence in the exchange’s foundation and its future contribution to Ethiopia’s financial sector.

Yodit brings extensive institutional knowledge to the role. She has been involved with ESX since its early project phase and previously served as Chief Business Officer and Chief Operating Officer.

In those positions, she contributed to the exchange’s strategic development, business planning and operational framework. Her appointment is expected to provide continuity as ESX moves from institution-building into broader market development.

As CEO, Yodit will focus on expanding the exchange’s issuer and investor base, increasing participation in the capital market and introducing new products and market segments.

Her priorities will also include strengthening ESX’s core market infrastructure and positioning the exchange as a catalyst for investment, innovation and economic transformation.

The leadership change comes as Ethiopia seeks to deepen its financial markets and expand access to long-term capital. A functioning securities exchange is expected to provide companies with additional financing options while offering investors new avenues for investment and portfolio diversification.

ESX said Tilahun’s contribution had been instrumental in laying the groundwork for the exchange’s operations and long-term development. The board expressed appreciation for his leadership and service during the institution’s formative years.

Air India’s Board of Directors has announced the immediate appointment of aviation veteran Tewolde Gebremariam as the airline’s new Chief Executive Officer and Managing Director. He succeeds Campbell Wilson, who has led the Tata Group-owned carrier since its privatization in 2022.

The appointment marks a pivotal turning point for Air India as it closes the book on its foundational turnaround phase and accelerates into an era of aggressive growth, operational integrity, and profitable execution.

N. Chandrasekaran, Chairman of Tata Sons and Air India, welcomed the decision with great enthusiasm, stating that Gebremariam’s proven track record in building one of the world’s most efficient and profitable airline groups makes him uniquely qualified to lead Air India into its next chapter.

Tewolde Gebremariam is widely recognized as one of the aviation industry’s most esteemed and successful executives. During his 11-year tenure as Group CEO of Ethiopian Airlines from 2011 to 2022, he spearheaded a multibillion-dollar expansion that transformed the regional carrier into Africa’s largest and most profitable airline group.

His extensive expertise extends far beyond managing complex operational environments, expanding competitive global hubs, and driving cultural transformation. Throughout his career, he successfully navigated severe crises—including SARS, MERS, Ebola, the Boeing 737 MAX grounding, and the COVID-19 pandemic—maintaining profitability without accepting government bailouts or resorting to employee layoffs.

​Prior to finalizing this role, reports indicated Tewolde was selected as CEO of Pakistan International Airlines (PIA) following its July 2026 privatization, pending security clearances. Ultimately, the Air India Board secured his leadership to steer its massive global ambitions.

With today’s official announcement on August 5, 2026, the Air India Board of Directors has successfully confirmed and finalized his appointment.

Consequently, the incoming CEO takes the helm during a challenging period for Air India. The airline is currently navigating financial losses, heightened regulatory scrutiny following the tragic 2025 crash that claimed 260 lives, and operational disruptions stemming from regional conflicts affecting international routes.

Tewolde is widely expected to bring the critical leadership capabilities required for Air India’s next phase of development.

“We are now entering a critical era of execution and expansion,” Chandrasekaran remarked, noting that Air India has successfully completed its initial phase of stabilization, integration, and fleet commitments under Wilson’s leadership. “Tewolde’s operational expertise, unwavering commitment to safety, and vision for hub development will be instrumental in establishing Air India as a premier global carrier and a source of national pride.”

Accepting the role, Tewolde expressed deep enthusiasm for the challenge ahead. ​”Air India carries an incredible legacy, and the opportunity to build a world-class global airline that reflects India’s extraordinary economic potential is deeply exciting,” Tewolde stated.

He added that his primary priorities will be ensuring exceptional operational reliability, elevating service standards through warm Indian hospitality, and fostering sustainable long-term growth in partnership with employees, government authorities, and industry stakeholders.

According to the board directors, Tewolde’s appointment aligns seamlessly with Air India’s broader mission to support India’s civil aviation aspirations and cement the nation’s status as a premier global aviation hub.

The airline is currently executing one of the world’s largest fleet modernization initiatives, featuring orders for 600 new aircraft, comprehensive cabin retrofits, and the development of South Asia’s largest aviation training academy.