Airtel Kenya has accomplished a remarkable milestone by securing its highest voice market share in over three and a half years, reaching 35.1%, equivalent to a staggering 7.8 billion minutes. This surge in market dominance has led to a decline in Safaricom’s share to a three-year low, reflecting the intense competition between the two telecommunications giants.
Recent industry data, covering the quarter ending September, reveals that Airtel’s market share witnessed a notable increase from the previous quarter, rising from 32.3% (6.91 billion minutes). In contrast, Safaricom’s share decreased to 64% (14.2 billion minutes) from 66%. Airtel’s current market share stands as the highest since September 2019 when it peaked at 40.3%, while Safaricom faces its lowest share since June 2020, at 62.1%.
The Communications Authority (CA) attributes Airtel’s success to its competitive pricing strategy. Throughout this period, Airtel strategically offered the most affordable pay-as-you-go rates, averaging Sh2.78 per minute for on-net calls and Sh4.50 per minute for off-net calls. The CA’s report further highlighted that Airtel Networks led with the highest average on-net minutes, while Jamii Telecommunications took the lead in off-net minutes, owing to their appealing tariff structures.
As Airtel gains momentum in the telecommunications landscape, Safaricom faces a formidable challenge in maintaining its market share. The ongoing competition promises continued innovation and improved offerings for consumers, as both companies vie for dominance in Kenya’s dynamic telecom market.
By Delino Gayweh
Serrari Financial Analyst
December 28 , 2023
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