Kenya's biggest voice and internet services provider, Safaricom, has introduced a promotional discount on its Home Fibre services. The company is offering a 25 per cent reduction on its four most popular packages - Bronze, Silver, Gold, and Diamond - for new customers for the month of August. This pricing is aimed at attracting new subscribers and defending its market leadership against a backdrop of increasing competition.
Safaricom holds the largest share of the fixed internet market at 36.5 per cent, but it faces significant pressure from key competitors. Jamii Telecommunications Ltd. JTL , which operates as Faiba, holds a 22.5 per cent market share, making it Safaricom's closest rival. Zuku, a pioneer in the market, commands a 14.4 per cent share.
The entry of new players, most notably Starlink with a 0.9 per cent market share, has also intensified competition, particularly in underserved regions where the satellite internet provider can offer high-speed connectivity where fibre infrastructure is absent.
Safaricoms relationship with Starlink is complex and has evolved from a position of initial rivalry and regulatory concern to one of potential partnership. While the two are direct competitors for internet subscribers in Kenya, recent developments suggest a more pragmatic approach.
When Starlink entered the Kenyan market, it was seen as a significant disruptive force. Safaricom initially expressed reservations, lobbying the Communications Authority of Kenya CA to require satellite internet providers to partner with local network operators. This move was intended to ensure regulatory oversight, protect Safaricoms extensive local investments, and promote a level playing field. 4
