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Safaricom Sustainability Report 2016
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CUSTOMERS
We are delighted to be able to report that we have grown to 25.2 million customers in total this year, which represents
an increase of 7.8% from the previous year. Our broad customer base encompasses the full spectrum of individuals and
organisations across Kenya.
We classify our customers into two main categories: consumer and enterprise. Consumer customers are individual purchasers
of goods and services while enterprise clientele are business of all sizes, ranging from small-to-medium enterprises (SMEs) to
large corporate firms.
While the overall profile of our customers have not changed substantively during the year, the way we classify and serve
them has. In response to the new company strategy, we have tried to understand our customers and their different, specific
needs better. The main way we have sought to do this is by segmenting our broad customer base more distinctly.
Consumer customers have been segmented into four major segments, with 16 sub-segments. The four major segments are:
Discerning Professionals; Hustlers; Youth; and the Masses.
Enterprise customers are now split into four major groups: Large Enterprises; Public Enterprises; Small-to-Medium Enterprises
(SMEs); and Small Offices-Home Offices (SOHO).
•
Consumers
Of our total customer base, 96% are consumer customers. Consumer customers grew by 1.9 million during the year and
we now enjoy 65.6 % of the total Kenyan market in the consumer space. We attribute this 8.2% growth in consumer
customers during the year to the launch of the ‘dandia’ campaign, which resulted in a high acquisition of new
customers.
NO. OF CONSUMER CUSTOMERS
No. of Consumer Customers (million)
Market Share (% Consumer Subscribers)
FY16
FY15
FY14
21.6
67.8%
23.3
67.1%
25.2
65.6%
Despite the overall growth in consumer customers, our share of the consumer market fell by 3.8% to 63.3% during
the period under review. This drop is attributable to a change in the way we define and count our customer base,
from ‘active within the last 120 days’ to ‘active within the last 90 days’. We changed our definition to match industry
standards.