Ratio Magazine :: The Inside Track to East Africa’s Economies - Kenya: Press Releases: Safaricom Launches Low-Cost Airtime Vouchers

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Kenya: Press Releases: Safaricom Launches Low-Cost Airtime Vouchers

Thursday, 19 November 2009

Nairobi, 19 November 2009 --- Safaricom subscribers can now buy airtime for as low as KES5. This follows the launch of two ultra-low denomination airtime vouchers by the listed telecoms operator for KES5 and KES10. The airtime denominations, branded Bamba 5 and Bamba 10 respectively, will be available as scratch cards and also through electronic top-up.

In a strategic move that is likely to significantly alter the competitive space in Kenya’s telecoms business, the vouchers launched by Safaricom represent the lowest airtime denominations in the Kenyan market today. Previously, the KES10 Safaricom airtime was available through electronic top-up only.

“Constant innovation is our living mantra at Safaricom. With these new vouchers, our customers can now buy air-time for as low as KES5 or KES10. This will enable our prepay subscribers to enjoy our services all the time, even when they are not in a position to raise higher sums of money. The launch of these vouchers is driven by the need to be sensitive to the needs of our customers, especially in these tough economic times,” said Safaricom Chief Commercial Officer Peter Arina.

The firm’s affordable rates and per-second billing model would ensure that those who buy these new air-time denominations find use for the same. Under Safaricom’s Supa Ongea tariff, where the rate charged is determined by location and time of placing a call for instance, subscribers can call for as low at KES0.80 per minute.

“Our innovative pricing, including per second billing will ensure high utility for these new vouchers. Our nationwide retail and dealer network will ensure that we reach as many subscribers as possible as we continue to deepen our market penetration,” added Mr. Arina at the media launch.

The introduction by Safaricom of ultra-low airtime vouchers is motivated by the need to fulfill the changing needs of subscribers who had asked for it and research that pointed to increased low-unit usage. The new vouchers will be available to the firm’s over 14m subscribers and will be applicable for normal usage on existing rates.

Safaricom pioneered low-denomination vouchers in the Kenyan market when it launched its Bamba series, culminating in the landmark KES20 voucher. Recently, it introduced the environmentally-friendly paper-less recharge product that allows subscribers to buy air-time valued at KES10.

The introduction of ultra low denomination air-time vouchers is expected to further deepen Safaricom’s leadership in the local market, which has seen it gain a market share of 77.5% by numbers and 83% by revenue.

For the six months to 30 September 2009, Safaricom achieved a 21.4% gallop in subscriber numbers to 14.51m, against 11.96m previously. During the same period, according to results released last week, turnover hit KES40.66bn, compared to KES34.51bn during the half-year to 30 September 2009.

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