Free data offer aims to boost internet use in Kenya

Free data offer aims to boost internet use in Kenya

It’s not every day we announce an operator deal to attract customers, but the latest campaign by leading Kenyan operator Safaricom arguably has wider significance than a mere marketing ploy.

Safaricom has announced a new campaign that will see customers get free data every day – depending on their data usage profiles. The campaign is designed to allow customers to redeem free daily internet offers by dialling a specific number every 90 days.

“The 90-day free data campaign seeks to ensure that no customer is left behind by ensuring that all our customers can now access the internet, even at no cost,” said Peter Ndegwa, CEO, Safaricom.

According to the Gadgets Africa website, there are 25 million mobile broadband connections in Kenya; that means nearly two-thirds of the country doesn’t use the internet.

But demand is picking up – and this free data offering aims to encourage this. In fact growing demand for data has seen Safaricom roll out campaigns such as Browse Bila Waas, which rewarded subscribers with free 500MB daily bonus data with every purchase of a personalised no-expiry data bundle.

Another incentive is that device prices are falling. Last July Safaricom announced a partnership with Google that allows customers to access a brand new 4G-enabled smartphone by paying for the phone in small daily instalments.