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Our strategy forms a key part of our intellectual capital, and it underpins our purpose of transforming lives. The year under review constituted the final year of a five-year plan designed to set us on the path of becoming a technology company by 2025. |
We design our strategy to reflect the consideration we give to the macro-economic environment in which we operate, as well as to what differentiates us from our competitors. In addition, we take into account feedback and input from our customers, bolstered by our commitment to our society as a responsible corporate citizen. At the heart of our strategy is our determination to enable Safaricom to decisively deliver what our customers need, and to empower and enable them to transform their lives through technology.
| Strategic Pillars | Strategic Priorities | How we measure success |
|---|---|---|
|
“Protect and grow” the core |
Protect and grow consumer mobile |
Grow integrated bundle revenue contribution Maintain customer market share |
| Deepen the adoption of core enterprise | Grow penetration of integrated solutions in base | |
| Future proof financial services core business |
Monthly-active Fintech customers Customer growth for business (Pochi + LNM Merchants) |
|
|
Accelerate the “transition to TechCo” |
Scale consumer digital services | Grow TechCo revenue by 49% |
| Establish enterprise (including Public Sector) solutions | Service revenue contribution from new growth areas (incl. M-PESA+ ICT, IoT) |
|
| Scale financial services |
% of Fintech revenue from digital financial services (wealth, insurance, credit) # of developers (on Daraja) |
|
|
Boost and evolve Ethiopian business |
Grow Ethiopian business in a sustainable way |
Remain within funding budget for Ethiopia Contribution margin Total sites GSM gross subscribers (90-day) |
| Leapfrog Ethiopian business to TechCo and accelerate financial services | M-PESA subscribers (30-day) | |
|
Fund future growth and unlock value through innovation delivery models |
Reduce overall cost to service | Deliver value from implementation of five large-scale AI use casesNetwork sites solarised to save KShs 479 million |
| Adapt to new infrastructure delivery models | Evolve Group Holding Structure | |
| Create verticals through carve-outs | Evolve Group Holding Structure |
| Strategic Priorities | How we measure success |
|---|---|
|
Build e2e device play |
Grow attached 4G+ Devices Grow number of 4G/5G devices financed and insured device Device supply from EADAK |
|
Supercharge fixed broadband delivery |
Grow fixed connected customers % of Fixed Home incident service requests closed within 12 hours Reduce Enterprise Fixed Churn Rate Reduce Fixed Delivery Cycle Time for 90% of installations |
|
Deliver superior customer experience
|
Customer journey NPS Grow monthly active users on SuperApp Improve Consumer Brand Love Core Net Promoter Score |
|
Organisation and operating model |
Accelerate Safaricom adoption of Agile ways of working Reduce deepest organisational layer |
|
TechCo operations powered by AI |
AI adoption
Digital maturity Index Percentage of growth contributed by Tech solutions |
|
TechCo capabilities, people and culture |
% of staff 2+1 tech courses certified Reduce tech talent attrition Spirit of Safaricom index Improve engagement index |
|
Community, industry and regulators |
Improve reputation score Secure operating licences and resources Drive Global Sustainability score |
As we build a customer-centric and purpose-led business, our focus remains on what matters most: our customer. We are committed to providing truly differentiated experiences and propositions for our various customer segments. Our FY25 focus is therefore:
Embed customer-first tech capabilities in order to be Africa’s leading Technology company by 2030, and we have prioritised seven strategic areas:
- Deliver frictionless digital first customer experience
- Unlock segment led growth opportunities for the core business
- Deploy five large-scale, revenue-generating tech solutions
- Invest in tech capabilities to accelerate path towards TechCo
- Scale best-in-class fixed broadband services
- Accelerate Ethiopia commercial execution
- Secure social license to operate both in Kenya and Ethiopia
