Safaricom Market Share Takes A Nosedive

In Kenya Safaricom’s market share dropped by 1.6 percentage points to 65.4% in the three months leading to June as it felt the pressure that was brought by Telkom Kenya and Bharti Airtel’s Kenyan unit who were gaining an influx of mobile phone customers at a much faster pace.

The Communications Authority of Kenya announced in an official report on its website that Airtel’s market share increased by 1.7 percentage points to 21.4% and Telkom Kenya grew its market share by 0.2 percent to 8.8%.

Quarter on quarter, Safaricom’s customer pool increased by 0.7%, or 209 863, while Airtel built up momentum as its subscribers grew by 11.9%, or 1.03 million.
Telkom also showed that it is beginning to be taken seriously by the Kenyan consumers when its customer base climbed by a respectable 5%, or 190 369, according to updated information from the industry regulator.

Mobile phone penetration in Kenya increased to almost 98% in the three months. It had been sitting at 95.1% in the preceding quarter, but since then, users in East Africa’s largest economy increased to 45.5 million from 44.1 million, according to a report issued by the industry regulator.

There were 29.6 million mobile money accounts in Kenya at the end of June and transactions worth more than 1.4-trillion shillings (US$13.6-billion) were made in the time-space between April and June.

With figures like these, it has become clear that Safaricom can no longer rest on its laurels because the competition is coming hard and fast, and the consumers now have the opportunity to shop around until they find the service provider that serves them best.

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