How Safaricom reconnected with Kenyan youth
Safaricom is a major player in Kenya, where the mobile operator boasts 26.6m subscribers - more than half the population - annual revenues of $1.5bn and is also home to M-Pesa, the phenomenally successful mobile payments system that now handles around 40% of the country's GDP.
But, Andrew Riungu, consumer segments research manager, explained to the Qual360 audience gathered in Amsterdam in February 2017, the brand wasn't cutting it with Kenya's youth - 15-34 year olds account for more than one third of the population, 15-26 year-olds for 17% - and...