Airtel Kenya CEO Adil El Youssefi takes Viola Kipchumba (center)through the process of subscribing to Airtel Unliminet. Looking on is radio personality Amina Abdi. |
The
quarter under review exhibited mixed trends in terms of local mobile voice
traffic per operator.
Airtel
Kenya Limited experienced an increase in total local mobile voice traffic that
stood at 1.85 billion up from 1.83 billion minutes reported during the previous
period.
Its
market share for the whole financial year grew significantly to stand at 16.4
per cent up from 10.7 per cent market shares reported in the previous year.
This growth could be attributed to Airtel’s acquisition of Essar’s yuMobile
subscriptions late last year.
The
total number of SMS sent has maintained an upward trend regardless of the stiff
competition from OTTs. During the quarter under review, local SMS traffic stood
at 6.57 billion up from 6.55 billion messages reported in the previous quarter.
Similarly, the volume of SMS sent throughout the year grew significantly to 27.4
billion up from 24.4 billion messages sent during the previous year. This could
be attributed to the lowering of SMS tariff and provision of lucrative SMS
bundles by a majority of mobile operators.
Airtel
Kenya’s SMS traffic volume gained 1.1 percentage points on market share to
stand at 8.0 percent with 527 million SMS during the quarter up from 452million
messages registered during the last quarter. The total messages sent throughout
the year stood at 1.5 billion up from 731 million messages sent during the
previous year.
Airtel’s
market share for data grew year on year from 13.5% in the previous year 2013/14
to 19% by the end of the year June 2015. Safaricom’s market share for data
dropped from 71.6% in the previous year to 63% by the end of the year.
The
growth in mobile voice traffic, SMS traffic and data for the second largest
operator in the country may be attributed to its innovative product- Airtel
#UnlimiNet that was launched early this year. The product continues to
champion #UnlimitedConnections to Kenyans by ensuring that
they are always connected by the ability to call all networks and remain
connected with friends and family on social media platforms and profession
networks on the internet even after they run out of data bundles. Airtel
UnlimiNet allows customers to enjoy free minutes voice calls
and SMSs to any network, making it the most
affordable cross-network voice call offer in Kenya with blended rates as low as
Ksh 1.7 per minute.
The
growth may also be attributed to the company’s network upgrade exercise
undertaken in the months of April, May and June that significantly enhanced Airtel’s
network capacity, robustness and help deliver best-in-class experience that
include improved voice quality.
Early
this month, Airtel launched a 50-day-long national consumer promotion dubbed Smartika
na 5X, that will give its customers a chance to win 50 cars in the 50
day period, as well as daily prizes of cash and airtime. The promotion
gives an opportunity to its prepaid customers who achieve their targets on “5X
bonus” to win one of the fifty cars, airtime worth Ksh. 2,000 or cash prize
worth Ksh. 2,000. 5X bonus is a prepaid special offer where
customers on the Airtel network have the opportunity to enjoy 500% airtime
bonus on meeting a daily target on airtime used.
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