Safaricom 2023 Sustainable Business Report

64 OUR BUSINESS KPI SUMMARY OUR MATERIAL TOPICS SAFARICOM SUSTAINABLE BUSINESS REPORT 2023 OUR STAKEHOLDERS GROWING OUR CUSTOMER BASE Our targeted consumer offerings as described on the previous page, together with revised pricing, all had a positive impact on our customer base and customer digitisation growth. The number of customers increased by 3.1% to 43.75 million, while M-PESA customers increased from 30.53 million in FY22 to 32.11 million in FY23. Mobile data customer penetration was 64% of the total customer base. Mobile data revenue grew strongly, from KSh 48 billion in FY22 to KSh 53.59 billion in FY23. Similarly, there was good growth in 30-day active mobile data customers from 25.22 million last year to 26.07 million this year. Access to the internet creates a platform for transformation, and we have focused on customer acquisition by launching the Open Market bundling that has seen an improved attachment rate of 4G devices by 20.6% YoY to 13.2 million devices. Similarly, the MBs per user have grown by 28.9% year-on-year. Fibre to the home customers grew by 17.9% year-on-year to 195 741 homes. Since inception in April 2021, the number of customers engaging daily on the reverse call service has increased significantly, with reverse calls almost doubling from 73 million to 130 million. 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 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 FY23 FY22 FY22 FY21 FY21 FY20 FY20 OUR CUSTOMER PROFILE (MILLION) TOTAL MARKET SHARE (%) 64.5% 64.5% 65.3% 65.7%