Ratio Magazine :: The Inside Track to East Africa’s Economies - Kenya: Zain Kenya Retrenches 141 Staff with New Business Management Model

N.S.E Share Price

...NSE SHARE Index: 4264.66

UP by 3.08 points | Kakuzi Ord.5.00 77.00 -3.00

| Rea Vipingo Plantations Ltd Ord 5.00 16.45 0.00 | Sasini Ltd Ord 1.00 11.55 0.00 | AccessKenya Group Ltd Ord. 1.00 10.00 0.00 | Car & General (K) Ltd Ord 5.00 49.50 DNT | CMC Holdings Ltd Ord 0.50 10.40 -0.10 | Hutchings Biemer Ltd Ord 5.00 20.25 DNT | Kenya Airways Ltd Ord 5.00 39.50 0.00 | Marshalls (E.A.) Ltd Ord 5.00 14.20 DNT | Nation Media Group Ord. 2.50 173.00 -1.00 | Safaricom Ltd Ord 0.05 4.20 0.05 | Scangroup Ltd Ord 1.00 60.00 -0.50 | Standard Group Ltd Ord 5.00 39.50 DNT | TPS Eastern Africa (Serena) Ltd Ord 1.00 66.50 0.00 | Uchumi Supermarket Ltd Ord 5.00 14.50 DNT | Barclays Bank Ltd Ord 2.00 69.50 0.50 | Centum Investment Co Ltd Ord 0.50 22.25 0.25 | CFC Stanbic Holdings Ltd ord.5.00 79.00 0.00 | Diamond Trust Bank Kenya Ltd Ord 4.00 146.00 -1.00 | Equity Bank Ltd Ord 0.50 28.75 0.25 | Housing Finance Co Ltd Ord 5.00 28.00 0.75 | Jubilee Holdings Ltd Ord 5.00 187.00 1.00 | Kenya Commercial Bank Ltd Ord 1.00 23.25 0.25 | Kenya Re-Insurance Corporation Ltd Ord 2.50 10.60 -0.10 | National Bank of Kenya Ltd Ord 5.00 47.00 0.50 | NIC Bank Ltd 0rd 5.00 52.00 0.50 | Olympia Capital Holdings ltd Ord 5.00 5.00 0.05 | Pan Africa Insurance Holdings Ltd 0rd 5.00 76.00 -3.50 | Standard Chartered Bank Ltd Ord 5.00 275.00 3.00 | The Co-operative Bank of Kenya Ltd Ord 1.00 20.25 0.25 | Athi River Mining Ord 5.00 180.00 -1.00 | B.O.C Kenya Ltd Ord 5.00 150.00 DNT | Bamburi Cement Ltd Ord 5.00 197.00 0.00 | British American Tobacco Kenya Ltd Ord 10.00 280.00 6.00 | Carbacid Investments Ltd Ord 5.00 145.00 -1.00 | Crown Berger Ltd 0rd 5.00 32.50 -1.50 | E.A.Cables Ltd Ord 0.50 19.15 -0.40 | E.A.Portland Cement Ltd Ord 5.00 100.00 -3.00 | East African Breweries Ltd Ord 2.00 181.00 1.00 | Eveready East Africa Ltd Ord.1.00 2.55 0.00 | KenGen Ltd Ord. 2.50 15.50 -0.05 | KenolKobil Ltd Ord 0.05 9.40 -0.10 | Kenya Power & Lighting Co Ltd Ord 2.50 22.50 0.50 | Mumias Sugar Co. Ltd Ord 2.00 8.10 -0.30 | Sameer Africa Ltd Ord 5.00 6.15 -0.05 | Total Kenya Ltd Ord 5.00 28.00 0.25 | Unga Group Ltd Ord 5.00 10.35 -0.10 | City Trust Ltd Ord 5.00 186.00 DNT | Eaagads Ltd Ord 1.25 50.00 -4.50 | Express Ltd Ord 5.00 7.50 -0.20 | Williamson Tea Kenya Ltd Ord 5.00 200.00 0.00 | Kapchorua Tea Co. Ltd Ord Ord 5.00 125.00 DNT | Kenya Orchards Ltd Ord 5.00 3.00 DNT | Limuru Tea Co. Ltd Ord 20.00 305.00 DNT | Kakuzi Ord.5.00 77.00 -3.00 | Rea Vipingo Plantations Ltd Ord 5.00 16.45 0.00 | Sasini Ltd Ord 1.00 11.55 0.00 | AccessKenya Group Ltd Ord. 1.00 10.00 0.00 | Car & General (K) Ltd Ord 5.00 49.50 DNT | CMC Holdings Ltd Ord 0.50 10.40 -0.10 | Hutchings Biemer Ltd Ord 5.00 20.25 DNT | Kenya Airways Ltd Ord 5.00 39.50 0.00 | Marshalls (E.A.) Ltd Ord 5.00 14.20 DNT | Nation Media Group Ord. 2.50 173.00 -1.00 | Safaricom Ltd Ord 0.05 4.20 0.05 | Scangroup Ltd Ord 1.00 60.00 -0.50 | Standard Group Ltd Ord 5.00 39.50 DNT | TPS Eastern Africa (Serena) Ltd Ord 1.00 66.50 0.00 | Uchumi Supermarket Ltd Ord 5.00 14.50 DNT | Barclays Bank Ltd Ord 2.00 69.50 0.50 | Centum Investment Co Ltd Ord 0.50 22.25 0.25 | CFC Stanbic Holdings Ltd ord.5.00 79.00 0.00 | Diamond Trust Bank Kenya Ltd Ord 4.00 146.00 -1.00 | Equity Bank Ltd Ord 0.50 28.75 0.25 | Housing Finance Co Ltd Ord 5.00 28.00 0.75 | Jubilee Holdings Ltd Ord 5.00 187.00 1.00 | Kenya Commercial Bank Ltd Ord 1.00 23.25 0.25 | Kenya Re-Insurance Corporation Ltd Ord 2.50 10.60 -0.10 | National Bank of Kenya Ltd Ord 5.00 47.00 0.50 | NIC Bank Ltd 0rd 5.00 52.00 0.50 | Olympia Capital Holdings ltd Ord 5.00 5.00 0.05 | Pan Africa Insurance Holdings Ltd 0rd 5.00 76.00 -3.50 | Standard Chartered Bank Ltd Ord 5.00 275.00 3.00 | The Co-operative Bank of Kenya Ltd Ord 1.00 20.25 0.25 | Athi River Mining Ord 5.00 180.00 -1.00 | B.O.C Kenya Ltd Ord 5.00 150.00 DNT | Bamburi Cement Ltd Ord 5.00 197.00 0.00 | British American Tobacco Kenya Ltd Ord 10.00 280.00 6.00 | Carbacid Investments Ltd Ord 5.00 145.00 -1.00 | Crown Berger Ltd 0rd 5.00 32.50 -1.50 | E.A.Cables Ltd Ord 0.50 19.15 -0.40 | E.A.Portland Cement Ltd Ord 5.00 100.00 -3.00 | East African Breweries Ltd Ord 2.00 181.00 1.00 | Eveready East Africa Ltd Ord.1.00 2.55 0.00 | KenGen Ltd Ord. 2.50 15.50 -0.05 | KenolKobil Ltd Ord 0.05 9.40 -0.10 | Kenya Power & Lighting Co Ltd Ord 2.50 22.50 0.50 | Mumias Sugar Co. Ltd Ord 2.00 8.10 -0.30 | Sameer Africa Ltd Ord 5.00 6.15 -0.05 | Total Kenya Ltd Ord 5.00 28.00 0.25 | Unga Group Ltd Ord 5.00 10.35 -0.10 | City Trust Ltd Ord 5.00 186.00 DNT | Eaagads Ltd Ord 1.25 50.00 -4.50 | Express Ltd Ord 5.00 7.50 -0.20 | Williamson Tea Kenya Ltd Ord 5.00 200.00 0.00 | Kapchorua Tea Co. Ltd Ord Ord 5.00 125.00 DNT | Kenya Orchards Ltd Ord 5.00 3.00 DNT | Limuru Tea Co. Ltd Ord 20.00 305.00 DNT

Kenya: Zain Kenya Retrenches 141 Staff with New Business Management Model

Tuesday, 31 March 2009

Alongside a restructuring, centralisation and standardisation of its operations across its networks in the Africa and the Middle East is run, Zain also announced that it would let 141 staff go in order to make operations more efficient. By Andrea Bohnstedt.

2008 was the year Zain Kenya stopped snoozing on the job. With the rebranding from Celtel to Zain, the establishment of the Africa headquarters in Nairobi, and a new MD for Zain Kenya, the company finally got round to clawing back – at a cost some market share from competitor Safaricom, who by that time held more than 80% of the market. Under new MD Rene Mesa, the company introduced a number of interesting products and tariffs, including the across-network KES8 Vuka tariff.

On 30 March 2009, Zain’s Africa CEO Chris Gabriel announced a comprehensive restructuring of the group’s business would be run Africa Agenda: Press Releases: Zain Restructures Operations to Improve Efficiency. The press conference was heavy on management speak – rightsizing, enhancing the customer experience, brand promise, leveraging, and so on , but none of the measures presented a as a ‘modular’ management system announced were really surprising: Zain Group now operates in 16 African and six Middle Eastern countries after having continuously expanded and acquired new country licenses, and so efforts the decision to standardise processes and systems across operations are to be expected, as was the decision to centralise e.g. purchasing in order to create economies of scale.

Gabriel slipped in the probably most explosive piece of news at the end of his presentation: Earlier that day, he announced, Zain Kenya had also retrenched 141 of its staff across different areas, including finance, sales, technical, and customer services, and will now operate with around 550 staff. Additional changes for staff will result from the company’s decision to work more with global strategic partners. A significant number of Zain staff will, in future, be employed directly by these strategic partners – but with the same pay and employment conditions, and with a continued Zain identity.

Perspectives

‘About time’, was the comment of an employee who did not want to be named (and who obviously still has his job). The Kenya operation had for a long time been trailing the success of the overall group, and anything that will make the operation more efficient can only be useful, especially since competition in Kenya has tightened in 2008 with the entry of two new operators, Telkom Orange and Econet/Essar’s Yu. The latter is rumoured to be an acquisition target for MTN, but Telkom Orange certainly has a broad range of products and services, including former parastatal Telkom’s landline and wireless network.

Gabriel was keen to emphasise that the retrenchments were part of a strategic business reorganisation whose development had predated the global economic crisis. However, in a more difficult economic environment both globally and in Kenya, and after a financial year where Zain had to spend to recover market share, the staff reductions will help to make the company leaner to address these challenges.

Even more so in the current economy, retrenchments are unpopular and difficult to manage. Zain emphasised that retrenched staff had been given generous remuneration packages and support from outplacement services. The fact that the HR market in the telecoms sector is very tight as well may make it easier for released employees to find new positions.

Chris Gabriel stated that agreements with strategic global partners mostly in the area of technology had already been signed. Especially for an area as diverse as Africa, the company may find it more challenging to find a partner who can cover all African operations in areas such as advertising and customer services. In Kenya, Zain (then still Celtel) had previously run into trouble when Kenyans – subscribers of ‘peculiar’ habits, as competitor CEO Michael Joseph once notoriously remarked – did not warm up to the advertising artwork produced in South Africa: The models ‘didn’t look Kenyan’.

Share this article with others: