64 / 80
STAKEHOLDER ENGAGEMENT
| SOCIETY | REGULATORS | SHAREHOLDERS | MEDIA
| CUSTOMERS |
BUSINESS PARTNERS | EMPLOYEES |
64
CUSTOMERS
We are delighted to report that our total customer base grew by 11.8% during the
year to 28.12 million customers in total. 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 includes business of all sizes, ranging from small-to-medium enterprises
(SMEs) to large corporate firms.
CONSUMER CUSTOMERS
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. Of our total customer base, 28.1 million are consumer
customers. Consumer customers grew by 2.97 million during the year and we
now enjoy 72% of the total Kenyan market in the consumer space. We attribute
this satisfying growth in consumer customers during the year to the success of
our ‘Dandia’ acquisition initiatives, which included extremely competitive data
bundle and affordable handset promotions.
Number of Consumer Customers (million)
Market Share (% consumer subscribers)
FY15
FY16
FY17
23.3
67.1%
25.2
65.6%
*
28.1
72.0%
* The revised FY16 figure and significant increase in FY17 reflects the adjusted definition of ‘active’ customers
(from 120-days to 90-days) requested by the CA.