Safaricom Twaweza

ANNUAL REPORT 2018

Chairman's Statement CEO's Statement Taarifa ya Mwenyekiti Taarifa ya Mkurugenzi Mkuu
Leadership
Who Leads Us Who Governs Us
Corporate Governance Risk Management
Enterprise Risk Management Risk Management Framework Risk Governance
M-Pesa
Our Strategic Pillars
Customer First
Person To Person Reversals My Safaricom App Jitambulishe - Leveraging Voice Biometrics To-Boost Security
Relevant Products
Partnering To Deliver Video Content Safaricom Digital TV and Internet Box Fixed Data – Fibre to the Home (FTTH) Songa Music App Safaricom QR Code Safaricom Platinum – For the Discerning Professional How we Enhanced M-PESA For Visually Impaired Customers Relevant Products and Services
Operational Excellence
Daraja our bridge to M-PESA’s future Safaricom introduces 4G+ Ookla M-PESA certification
Our Brand Assets
Safaricom marks 5 years in Deaf Half Marathon sponsorship Breaking the two-hour marathon barrier Safaricom Athletics Series The Safaricom Marathon in Lewa SOYA Chapa Dimba SKIZA Safaricom International Jazz Festival Turned Five
Our People
Revamping our culture
Our Social Impact
The M-PESA Foundation: Large Scale Programmes Partnering with Communities: Our Foundations
Our Sustainable Future
Focus on Our Four Material Matters Integrating the Sustainable Development Goals: Our nine priorities Sustainability at Safaricom
Our Technology
Women In Technology Leaving No One Behind Maintaining our lead with the best technology Digital transformation
Our Enterprise
The digital farmer of the future, today Fibre to the Business (FTTB) M-PESA for Businesses MASOKO M-TIBA Shupavu 291

Relevant Products and Services

Over the last 18 years, we have evolved from a voice and text outfit to walk the extra mile in the digital journey in order to deliver cutting-edge products and services to our customers. We have invested in developing an insight of our customers’ needs, wants and behaviours, and are providing propositions to lead in chosen segments including the Segment of One.

We have embraced a new level of targeting and rejected the outdated view of customers as large, indistinct, and coherent segments. To tailor offerings to specific customer needs, we are employing analytical marketing, mining the Big Data already at our disposal to respond continually to the behaviour of individuals and market micro-segments. We have found this to be cost-effective as investment can increasingly be channeled productively, rather than wasted through overly simplistic assumptions about the general market.

Powered by data analytics, we are using segmentation to offer relevant products cognizant of the reality that each customer cluster has a different addressable value. Subscribers constantly connect to our networks through voice, SMS, M-PESA and other smartphone interactions, and hence we have access to huge quantities of data. Our vision is to manage it effectively.

We now offer value propositions tailored to each target customer’s needs. We mine the data we have at the deepest level possible in order to deliver our segmentation proposition to the most granular detail possible.

We have moved from the aggregate to the unique customer level in our targeting efforts. We are identifying pockets of value in the market in order to better customise their experience. We strive to complement the quality of network experience with personalised products and pricing offers resulting in customers getting much more to use by paying a little more.

These personalised offers drove reduction of our effective pricing for data and SMS by 29% and 12% respectively, with voice prices remaining flat. Effective data prices are down more than 60% over the last four years as we focus on improving the value we offer to our customers.