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Kenya: CEO Transition at Telkom Kenya Print E-mail
Saturday, 04 July 2009

Zain Kenya have done it, Essar have done it, and now Telkom Kenya are doing it, too: exchanging their CEO.

It was an emphatically cordial transition when outgoing Telkom Kenya CEO Dominique Saint Jean handed over to his successor Mickael Ghossein in a press event on Friday, 26 June 2009. Saint Jean had been the CEO for a year and a half, launching the Orange brand after France Telecom’s acquisition of 51% in Telkom Kenya.

Turning Telkom Kenya from a bloated, wasteful parastatal to a competitive telecommunications firm is necessarily a difficult process. As the third entrant into the market, Orange have been spending heavily, leaving a visual footprint on billboards and other outdoor advertising space already covered densely by its competitors. In addition, the company has shot elaborate commercials and sponsored pageants, competitions, sports, and concerts.

All of which costs money, as did the turnaround of Telkom Kenya. On top of that, Orange, alongside its competitors Zain and Essar, have tried to draw the ever dominant Safaricom into a price war. Zain have recently quietly abandoned their cross-network Vuka tariff of KES8 per minute, but Orange have introduced the similar Niaje tariff Kenya: Press Releases: Orange Mobile Call Rates Drop by Over 40% on New Niaje Tariff : KES8 per minute across networks, and KES4 for Orange to Orange calls. This tariff and other price-focused promotions mean that Orange is not earning much on voice services.

Alongside a legal dispute over pensions payments and disagreements with Orange dealers, Saint Jean has handed Ghossein two key tasks: 

  • The low-price strategy has to yield market share: Telkom Kenyaclaim that they are approaching 2m customers, and are aiming to nudge the market’s number two, Zain, into the third position.
  • Telkom Kenya need to make money elsewhere: The company’s advantage is its integrated services offer, part of which it inherited from Telkom Kenya. In addition, the company has launched business-focused services and is investing in data services.

Perspectives: Ready to Fight for Second Prize?


Safaricom, in the meantime, remain calm and collected. Ghossein may have stated his ambition to take Telkom Kenya to market leadership in broadband, but at the moment, Safaricom retain their overall dominance in the market, and are aggressively pursing an expansion of their data business. With MPESA, they have an additional advantage over Orange – Ghossein was extremely vague on the launch date for Orange Money, a rival service. It is highly unlikely that Orange will be able to dislocate Safaricom, incidentally the only company that has not had any significant management changes. And despite a new funding agreement, Essar have been very quiet, and are disadvantaged by the fact that they were the fourth and last entrant into the market.

The battle will therefore be between Zain and Orange to become number two in the market. If allegations that Zain Group are negotiating to sell their Africa operations turn out to be true Ratio Blog: Africa Agenda: RIP Celtel, Belatedly., then Telkom Kenya stand an even better chance to overtake Zain, as the latter would have to go through yet another internal realignment, and would have to rebrand yet again in a market where it already went from Kencell to Celtel and then to Zain.







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