Focused on the development of local content and the creation of local applications relevant to the Nigerian market, MTN Nigeria has inaugurated a competition for mobile application developers.

Addressing newsmen at the launch of the initiative in Lagos, the Chief Marketing Officer of MTN Nigeria, Mr. Larry Annetts, said the MTN App Developer Challenge was a demonstration of the company's commitment to deliver a bold new digital world to various stakeholders.

According to him, the initiative represents a tangible and credible platform to make the MTN brand promise a reality as well as promote the growth and use of locally relevant content, which would help develop the Nigerian ecosystem via partnerships that are beneficial to the ecosystem at large."

He said: "Mobile applications have become an essential feature for most mobile users, and a growing number of Nigerians now rely on their mobile phones as the preferred choice to stay in touch with developments in the society. This has made local Nigerian mobile content more relevant and important than ever before."

Annetts further explained that MTN, in fulfillment of its brand promise and commitment to enriching the lives of Nigerians, had partnered neXva, a multi-OS app ecosystem solutions provider, to launch a branded version of the App Store called MTN NextApps Store.

He stated there were 1330 Apps on MTN store currently, made up of 1213 Free Apps, and117 Premium Apps adding that the collection is growing with a large focus on Nigerian applications.

Speaking also, General Manager Consumer Marketing, MTN Nigeria, Kola Oyeyemi expressed optimism that the Challenge would produce results that are beneficial to the country, especially in the area of development of locally relevant applications that address the needs and aspirations of Nigerians.

"Categories for entries in the MTN App Developer Challenge include entertainment and lifestyle, productivity, games, education, health and a special category for student entries.

"The overall winner's prize will include a Hyundai IX35 car, N1 million, a Samsung Galaxy S4 mobile phone as well as six months promotion on the MTN NextApps store," Oyeyemi said.

He added that six Winners that will emerge from each category and will receive N1 million and a Samsung Galaxy S4 mobile phone as well as six months promotion on the MTN NextApps store.

He noted that participants are expected to submit applications via the challenge website mtnonline.com/challengefrom 24 July to 24 October 2013, and fro, the 24 October till 24 November 2013, customers will be encouraged to visit the 'Developer Challenge' section of the Appstore to download their favourite apps.

"Based on the highest number of downloads, 4 apps will be selected per category. In addition to the top 4 apps per category, each of the 4 judges will select one wild card app per category and the overall winner as well as winners from each category will be announced on 13 December 2013," he said.