2022 Sustainable Business Report

66 | SAFARICOM SUSTAINABLE BUSINESS REPORT 2022 KPI SUMMARY OUR MATERIAL TOPICS OUR BUSINESS OUR STAKEHOLDERS The merging of two separate platforms into one robust CVM platform has helped to drive down operational costs and helped us to achieve the following: • 20 campaigns running daily • 12 million campaign SMSes sent to customers daily • Two million offers to customers daily • Up to 5% conversions realized • Daily revenue of KSh 2 million. DIGITISING THE CUSTOMER FY19 FY20 FY21 FY22 Smart phones connected to the network (millions) 12.2 15.0 16.7 18.5 4G enabled smartphones (millions) 3.2 6.1 8.5 11.1 CONTINUING TO OFFER INNOVATIVE SOLUTIONS Under our Customer Obsession journey, we: • Partnered with M-Kopa Solar for a pay-as-you-go model for device acquisition, achieving total sales on KSh 427 000 – growth of 145% year on year. • Launched new secure, 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. • Provided fixed convergence in the form of the Home Plus product that allows shared connection for home and away from home. • Established a new digital streaming platform that aggregates broadcast ready local & international content. Engaged 9 local content creators in partnerships on Baze Video for exclusive content. Over 700K customers access content monthly. • Launched the Mwelekeo ni internet campaign which focused on introducing affordable data offers and adding new devices to Lipa Mdogo Mdogo device financing plan. These included: - Nyakua Data Dabo which gives customers more value through data offers such as Tunukiwa*444#, enabling access to affordable 4G devices through Lipa Mdogo and showcasing the transformative power of the internet. - Nyoosha Shilingi, a new data offer that stretches the value of data purchased by up to 100% on select data bundle plans at the same price OUR CUSTOMER PROFILE (million) TOTAL MARKET SHARE (%) FY19 FY19 FY20 FY20 FY21 FY21 FY22 FY22 19.3 22.6 29.5 20 24.9 31.8 23.77* 28.3 31.5 25.2 30.5 32.8 62.4 64.5 64.4 65.3 Mobile data customers M-PESA customers Total number of consumer customers *Mobile data customers number updated from prior year