Safaricom has appointed Sylvia Anampiu as Director of Fixed Business as the telco accelerates plans to roll out Safaricom pay-as-you-go fibre, a move set to change how home and office internet is accessed in Kenya.
The appointment comes as Safaricom prepares to disrupt the fixed broadband market by introducing flexible pricing models under its Safaricom pay-as-you-go fibre strategy, allowing customers to buy internet access on daily, weekly or monthly terms instead of rigid monthly subscriptions.
Anampiu, who assumed the role on January 5, will oversee strategy, growth and profitability across Safaricom’s fixed broadband portfolio, covering both residential and enterprise connectivity. A key part of her mandate is driving the expansion of Safaricom pay-as-you-go fibre to make high-speed internet more affordable and accessible beyond high-income neighbourhoods.
Safaricom Chief Executive Officer Peter Ndegwa has previously described fixed broadband as central to the company’s next growth phase, with Safaricom pay-as-you-go fibre expected to play a major role in expanding market reach.
“We have just over 400,000 customers on fixed broadband today, in a market that is only serving about 1.2 million,” Ndegwa said. “At a country level, the opportunity is closer to four million, leaving roughly three million people still to be connected.”
Safaricom Pay-As-You-Go Fibre Targets Market Expansion
Safaricom believes the fixed broadband segment can grow by up to 50 per cent annually without reaching saturation, supported by a mix of fibre connections, 5G fixed wireless access and more affordable customer devices. The introduction of Safaricom pay-as-you-go fibre is expected to significantly lower entry barriers for households and small businesses.
The company plans to roll out tokenised Wi-Fi access and prepaid fibre solutions in the second half of its financial year, which runs from October to March. Under the Safaricom pay-as-you-go fibre model, customers will be able to purchase broadband in time-based bundles rather than committing to long-term monthly plans.
“In the same way we transformed mobile data with flexible pricing, we are now doing the same for fixed,” Ndegwa said. “By changing how we price and go to market, Safaricom pay-as-you-go fibre will allow us to expand participation while managing our cost to serve.”
Anampiu joins Safaricom from Bayobab Kenya, part of the MTN Group, where she served as Managing Director and led fibre network expansion and business restructuring. She has previously held senior roles at Airtel Africa, Orange Kenya and Bayer East Africa.
Her appointment also supports Safaricom’s broader strategy to bundle Safaricom pay-as-you-go fibre with ICT, cloud and Internet of Things (IoT) services for small and medium-sized enterprises, a segment the telco says remains underserved.
According to Ndegwa, fixed broadband and enterprise services are key to ensuring customers “buy outcomes, not products,” as Safaricom tightens integration across its consumer, business and public sector offerings anchored by the rollout of Safaricom pay-as-you-go fibre.
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