Safaricom - 2021 Sustainable Business Report

63 SAFARICOM SUSTAINABLE BUSINESS REPORT 2021 / STANDING TOGETHER: GOING BEYOND / OUR MATERIAL TOPICS //// OUR STAKEHOLDERS / KPI SUMMARY CONSUMER CUSTOMERS The ongoing pandemic caused economic hardship for many Kenyans. Despite the sustained pressure on shrinking consumer wallets, we added an additional 2.82 million consumer customers during the year, growing the number of one month active customers to 31.45 million, M-PESA customers increased by 3.4 million and showing a steady growth in mobile data customers over the last four years. GOING BEYOND IN FY21 Recognising the economic stress many of our customers were under, we focused on enhancing value for money for our customers through our products and services and enhancing their experience. • Value-for-money offerings include: - Tunukiwa, a service aimed at giving our prepaid, postpaid and hybrid subscribers the opportunity to choose personalised offers for data, SMS, voice and Talk time. - Unlock Free 500MBs, a data campaign whereby customers are assigned a daily data offer or purchase a data bundle for a value equal to or greater than their daily offer and are thereafter awarded a free data amount of 500MBs that expires at midnight. - Facebook Kadogo, which allows our customers to enjoy free Facebook even when they run out of internet bundles. • We also launched new secure, stable and reliable digital channels offering best in class customer experience compared to traditional USSD through the MySafaricom App which had 2.5 million downloads with a 4.5/5 rating and 50% monthly active customers. TOTAL ONE-MONTH ACTIVE CUSTOMERS (MILLIONS) FY18 FY19 FY20 FY21 MOBILE DATA CUSTOMERS M-PESA CUSTOMERS TOTAL CONSUMER CUSTOMERS 31.5 28.3 20.0 28.6 24.9 19.6 26.7 22.6 18.8 24.9 20.6 17.7 TOTAL MARKET SHARE (PER CENT) FY18 FY19 FY20 FY21 67.0% 62.4% 64.5% 64.4% OPENING UP NEW HORIZONS With more people staying at home during the pandemic, interest in gaming rose. We responded by launching an online gaming competition for customers using our Games Lounge service. The 8-week MobiPlay Challenge saw customers compete on simple puzzle, arcade and action games with daily and weekly prizes as well as a grand prize up for grabs. Customers who subscribed to the daily KSh10 Games Lounge bundle, received a 50MB gaming pass to compete in daily and weekly challenges on the platform. The competition ran from 7th July 2020 to 4th September 2020, with 10 daily winners for 60 days, 5 weekly winners for 8 weeks and a grand prize winner. Our gaming customer base increased significantly from 180 000 to 520 000 by year-end.