Etisalat Opens Ecommerce Store For Nigerians To Sell And Buy , calls it Smearena

it may come as a surprise to you that Etisalat, one of the leading network providers in our country nigeria has finally done something that noone else in their field has done before to the best of my knowledge. They recently opened an online store, smearena.com.ng!
Website: www.smearena.com.ng

This is a proof that there is little to no limit to what these guys can do.
All industries these days are expanding rapidly and encroaching into other places. 

What does SmeArena Do? What happens there?
SME Arena helps small & medium-sized businesses in Nigeria drive networking, profitability and brand awareness through:

According to them 

...reach millions of people nationwide by signing up on our unique platform that brings together buyers and sellers with the ultimate goal of aiding them attain entrepreneurial and social fulfilment.

at sme arena we speak quality... premium always meet premium... and value promised is always value delivered.

1. Community: Get Social with one’s business. Under the Community feature, vendors have access to targeted social networks and both vendors and users are empowered via direct interaction with each other.
2. Marketplace: SME merchants can open a store and sell their products on the online marketplace.
3. Directory: The Directory allows business to be listed on SME Arena for free. This feature helps SMEs expand their client base and gain increased awareness for their businesses.

Looking at SmeArena...
Etisalat is a very Big company and will no doubt try to use their influence to get attention to their new startup. But, in the presence of already established ecommerce websites like Jumia and Konga, do you think they will achieve their aim of building a successful ecommerce solution here in Nigeria?