Safaricom 2023 Sustainable Business Report

100 OUR BUSINESS OUR STAKEHOLDERS OUR MATERIAL TOPICS SAFARICOM SUSTAINABLE BUSINESS REPORT 2023 KPI SUMMARY Mobile data customers M-PESA customers Total number of consumer customers * Mobile data customers number restated from prior year 24.9 28.3 30.5 32.1 31.8 31.5 32.8 33.11 20 *23.77 25.2 26.07 FY23 FY22 FY21 FY20 OUR CUSTOMER PROFILE (MILLION) FY23 FY22 FY21 FY20 64.5% 64.5% 65.3% 65.7% OUR STAKEHOLDERS CONSUMER CUSTOMERS DIGITISING THE CUSTOMER FY20 FY21 FY22 FY23 Smart phones connected to the network (million) ^ 15.0 16.7 18.5 20.3 4G enabled smartphones (millions) ^ 6.1 8.5 11.1 13.2 ^ PWC assured FY23 NET PROMOTER & BRAND CONSIDERATION SCORES FY20 FY21 FY22 FY23 NPS (consumer) ^ 59 65 64 63 NPS (enterprise)* 29 31 35 36 Brand consideration ^ 70 81 80 80 * No 1 in each year ^ PWC assured FY23 ENTERPRISE CUSTOMERS PROFILE OF OUR ENTERPRISE CUSTOMERS FY20 FY21 FY22 FY23 Total number of Small and Medium enterprises (thousands) 75 101 90 133 SME revenue growth (2022-2023) 48% 12% 34% 18% Total number of micro enterprises (thousands) 210 299 210 560 Micro enterprises revenue growth (2022-2023) 48% 20% 92% 12% Total number of large and public enterprises 1 200 1 255 1 365 1 593 Large enterprise revenue growth (2022-2023) 19% -15% 19% 18% Market share in corporate segment (by customers) 99% 99% 99% 99% Market share in SME segment (by customers) 20% 25% 32% 92% Number of enterprise customers (thousands) 286 401 360 695 Market share by revenue (excluding payments) 53% 55% 58% 61% Note: The redefinitions in table are based on the Strategic Plan 2020-2024 by the Micro and Small Enterprises Authority. CALL CENTRE PERFORMANCE FY20 FY21 FY22 FY23 Abandon rate 14% 7% 24% 40% Average number of calls answered weekly 99 800 98 251 105 321 86 782 Call answer rate 86% 84% 76% 58% NPS (COPS, overall) 38 48 83 **47 Service level* 77% 89% 63% 49% MySafaricom app downloads 264 947 206 337 373 117 182 217 * % of call answered withing 20 seconds **April statistics ZURI AT A GLANCE FY20 FY21 FY22 FY23 Total unique users 446 417 1 960 617 3 293 259 12 202 236 New users 344 190 1 514 200 2 903 235 **535 790 Total interactions (Daily average) 1 567 10 366 24 480 120 659 ** April statistics TOTAL MARKET SHARE (%)