Safaricom’s regional strategy
Telecom operator Safaricom has embarked on a regional strategy that will see it tailor products to customers’ specific needs.
The move will see Safaricom open regional headquarters in six key regions across the country as it seeks to enhance the experience of its services to its over 25 million customers.
Over the last 15 years, Safaricom has grown to become the most profitable company in East and Central Africa.
At the back of this has been a strong market share with over 25 million users locked to its services.
But as the company has continued to grow, it has faced challenges in addressing the specific needs of its customers.
According to the company’s senior management, this has resulted in unique regional challenges that it had not been adequately addressing.
Safaricom has split its business into six key regions namely Nairobi East and Nairobi West, Coast, Mt. Kenya, Rift Valley while Western and Nyanza have been consolidated into one region.
Through this approach, Safaricom will be able to develop products that address specific rather than mass needs.
Safaricom will use the opportunity to also seek pointers to areas it can improve on its services.
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