New and existing customers prefer its data offerings rather than its voice packages. FILE PHOTO | NMG
Telkom Kenya’s new half-a-million customers — gained after rebranding early last year — spent more on data than phone calls.
The
firm’s position in the Internet market grew as its market share rose to
7.3 per cent as of last September, from 6.2 per cent in June 2017, a
rare positive trajectory for a company whose mobile data business has
steadily declined in the past few years.
However, voice traffic numbers seemed impervious to the widening of Telkom Kenya’s subscription base.
During
the quarter Telkom Kenya’s voice traffic declined 1.5 per cent to 589.8
million minutes while its market share was shaved 0.3 percentage
points.
These figures suggest that the company’s new and existing customers prefer its data offerings rather than its voice packages.
Last
June Telkom Kenya rebranded, dropping the Orange identity and bringing
to the market new service packages with an eye on fresh customers.
The
latest statistics from the Communications Authority of Kenya (CA) show
that rebranding has started bearing fruit as the company’s customer
numbers grew 18.54 per cent to 3.4 million.
The
CA said that the rise “is attributed to customer acquisition campaign
carried out by the service provider following its rebranding in
mid-year.”
Of the tier one mobile operators, Telkom
Kenya was the only one that recorded significant growth in its
subscriptions and data customer numbers during the quarter.
Airtel’s
subscription market share fell from 15.3 per cent to 14.9 per cent
during the quarter. Safaricom’s market share by mobile subscriptions
fell from 72.6 per cent to 71.9 per cent.
Safaricom’s
market share in the data market declined to 76 from 77.1 per cent,
while Airtel recorded a marginal increase to 15.7 from 15.6 per cent.
Following
its rebranding, Telkom Kenya focused its energy on the data segment of
the market, launching 4G services and introducing cheap data packages
for subscribers.
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