In 2013, telecommunications network company Smile Telecoms officially launched in Nigeria. But instead of taking the usual step of launching operations in Lagos and extending to Port Harcourt, Abuja, Kano and other parts of Nigeria, the 4G LTE company decided to commence operations in Ibadan — about 120 kilometers (75 miles) away from the Nigeria’s capital.

This was a departure from the norm with most investors entering the Africa’s largest economy and highlighted Ibadan has one of the cities to watch closely in Nigeria.

Even though it has more landmass than Lagos, Ibadan’s popularity, corporate presence and internally generated revenue is nowhere close to Lagos. It doesn’t have an international airport nor a sea front, only roads and bad ones at that and an old railway lines.

It’s skyline isn’t spectacular either. Google image search results have tens of pages of Ibadan’s skyline that made the city to be called the Brown Roof City.

But in spite of the characteristics of an old city that Ibadan has in abundance, history of the city is filled with pacesetting and trailblazing feats. One of such is being the cradle of television in Africa.

Television in Africa started in Ibadan at the TV station that is now known as the Nigerian Television Authority (NTA).

Cocoa House in the city is also one of the continent’s skyscrapers. The city owns Nigeria’s first university that produced the country’s only Nobel Laureate Wole Soyinka, Nigeria’s first teaching hospital, stadium and several others.

In recent times too, Ibadan continues to play critical roles on the national and international levels. It is home to CGIAR’s International Institute for Tropical Agriculture and several other research institutions owned and operated by local and foreign governments.

A recent visit to the newly opened Odua Museum situated at the topmost floor of Cocoa House, the curator said in addition to the city being the capital of the Old Western Region of Nigeria, several landmark incidences that impacted Nigerian history — positive and otherwise — occurred in Ibadan.

Ibadan vs Lagos

Jumoke Verissimo is a notable Nigerian poet who just moved from Lagos to Ibadan. She said unlike Lagos which is fast-paced, Ibadan is laid back and slowly welcomes an individual.

“When I first came to Ibadan I didn’t like it at all. But over time, the city grows on you. Ibadan is so good. When you discover a new place in Ibadan it’s like you’ve discovered a new mind. It is a good city; it’s a big city,” she told AFKInsider.

In terms of size, Ibadan is regarded as the biggest in West Africa and one of Africa’s biggest cities.

“Unlike several other Nigerian cities, I don’t think you can entirely discover Ibadan within a week or two. There are people that were born in the city and are in their eighties yet they cannot say they’ve entirely discovered the city,” she said. “There are always new places and new people to meet. This is a form of exploratory fun for many whenever they are bored. Just go around and meet new people.”

In Lagos, two major worries for residents are the costs of living and transport.

“Depending on where you are staying, where you are working and when you are on the road, you could spend between 4 and 10 hours daily on the road. There are routes that you would spend longer hours on the road but this is not so in Ibadan,” Bimpe Akindele who moved to Ibadan for postgraduate study at the University of Ibadan told AFKInsider.

“Unlike Lagos where commuters have limited options, Ibadan is highly interconnected and there are several options you can take when the traffic is at standstill. By spending lesser time on the road, you will have more time to be productive, rest and relax.”

Cost of living is also considerably lower in Ibadan than in Lagos state.

“I was paying about NGN300,000 in Lagos for a similar place that I got for NGN60,000 in Ibadan,” Kola Oyewole, Kola Oyewole, who moved to Ibadan with his family from Lagos, said.

Emerging Malls

Trade and commerce are the most enterprising fields in the city which is why large malls are springing up in various parts of the city. Shoprite’s largest mall in West Africa is in Ibadan Mall, one of such malls in Ibadan.  There is also the Ventura Mall, Heritage Mall and few others.

Popular brands are also slowly identifying the city as a potential target market. They include KFC, Sony, Samsung, Domino’s Pizza and several others.

Shortcomings

Just like several other Nigerian cities, Ibadan is not entirely void of shortcomings, setbacks and limitations. During electioneering years, the city is usually at the epicentre due to recorded histories of political unrests and bouts. Prior to the advent of the incumbent administration in the state, political clashes involving opposing parties are regular.

Also, Verissimo believes Ibadan is not a commercial city compared to Lagos.

“It’s not a commercial city although I’m not a commercial person. I could want to do some things like expand. Ibadan is very laid back,” Verrissimo said.

However Tundey, a popular musician based in Ibadan disagrees. According to him, his fans in Ibadan are the most proactive, active, and forward loyal followers he has.

“My fans in Ibadan are the best. They are supportive and loyal. They will come to the shows even though most of them are ladies, I still enjoy their loyalty,” Tundey said.

Potentials for the city

Even though Lagos remains attractive to companies, the Ibadan market is quickly emerging and evolving. The success stories of businesses such as the Filmhouse Cinemas and Domino’s Pizza and several others are luring more businesses to the city.

Smile Telecoms reportedly made about US$1 million within in Ibadan alone. This proves that if right steps are taken and appropriate strategies are deployed, several businesses could thrive in the city whose residents say that are always willing to support new enterprises that are springing up across the city.

Ibadan is certainly not Lagos, but the market is big enough and its cost of living and doing business is one of the lowest in Nigeria.