Safaricom 2023 Sustainable Business Report

63 OUR BUSINESS KPI SUMMARY OUR MATERIAL TOPICS PATHWAY TO A PURPOSE-LED TECHNOLOGY COMPANY OUR STAKEHOLDERS • Enhanced customer service delivery through deployment of the Falcon tool, as well as a self-service business hub. • Increase in mobile data revenue from KSh 48 billion in FY22 to KSh 53.59 billion in FY23. • Growth of 17.9% in fibre to the home customers. • Launch of Shiriki, an affordable easy to use voice/data product targeted at small and medium enterprises / micro enterprises. • Access to support and quick resolution of issues. • Need for enhanced value given reduced earnings and the constrained macro- economic environment. CONSUMER CUSTOMERS TARGETING OUR CUSTOMERS MORE CLOSELY Facilitated by our Agile methodology, we are focusing more closely on meeting the specific needs of our customers while providing enhanced value. The shift to Agile has resulted in quicker go-to-market with new products and improvements. We revamped our monthly plans to consolidate PostPay and All-in-One monthly plans under our ‘Go Monthly’ proposition, delighting customers with lower prices and enabling them to enjoy a digital lifestyle in an affordable manner. Customers on the 5k and 10k plans have access to unlimited data capped at 45GB and 100GB respectively, after which they will browse at 3Mbps speed. Plans have a validity of 30 days, and only data will roll over upon renewal of PostPay or purchase of another monthly bundle. From as low as KSh 500 per month, customers who prefer minutes or internet only can also enjoy the minutes or data-only Go Monthly plans respectively. Go Monthly customers now enjoy free 2GB YouTube every month and can now use their minutes to call across all local networks as well as China, India, the USA and Canada. We have also introduced a device bundling option that will enable Go Monthly customers to acquire 4G and 5G smartphones via a monthly repayment plan inclusive of data, voice, and SMS bundles. Other ways in which we continued to deliver relevance and value were the through the introduction of hourly Okoa data, through cashless payment service Lipa na M-PESA and our ongoing drive to increase the penetration of 4G-enabled mobile devices through our device financing programme while providing the right content to encourage usage. CUSTOMERS The Bonga loyalty scheme continued to be very popular. Under the scheme, customers earn Bonga points for spend on voice calls, SMS, or data. We have partnered with various businesses to help customers maximise their points. For example, ‘Fly with Bonga Points’ is a campaign based on a partnership between Safaricom and Kenya Airways. It allows customers to redeem their Bonga Points for Kenya Airways tickets. Lipa Na Bonga is a service that allows customers to redeem their Bonga Points and pay for goods and services at all Lipa Na M-PESA buy goods tills countrywide, as well as some select Paybill numbers. We have also partnered with a few merchants to give customers Bonga Deals. Bonga Deals are discounts negotiated on behalf of Safaricom customers to give them extra deals, besides using Bonga points to redeem for goods or services. In addition, Safaricom and the Nairobi Securities Exchange (NSE) have a partnership that enables Kenyans to invest in stocks using their accrued Bonga points. Bonga data bundles is a service that allows Safaricom subscribers to access and buy data bundles using their Bonga points and redeem their minutes for talk-time, MMS and SMS bundles. Sambaza Bonga allows customers to transfer their Bonga points to family and friends for them to redeem for merchandise and goodies later. Bonga for Good enables customers to donate their Bonga points to charity. PARTNERING TO MAXIMISE BONGA POINTS ISSUES FOR OUR CUSTOMERS OUR HIGHLIGHTS