Safaricom has appointed Sylvia Anampiu as Director of Fixed Business, underscoring its push to transform Kenya’s broadband market with flexible, pay‑as‑you‑go fibre internet for homes and offices.
The appointment comes as Safaricom prepares to shift fixed internet pricing away from rigid monthly plans to daily, weekly, and monthly bundles that mirror mobile data packages. The model is central to the company’s ambition to triple the size of Kenya’s fixed broadband market within five years.
Leading Safaricom’s Fixed Broadband Strategy
Anampiu, who assumed the role on January 5, will oversee strategy, growth, and profitability across Safaricom’s fixed broadband business, spanning home and enterprise connectivity. She will also drive new pricing models aimed at lowering entry costs for households outside high‑income areas.
She describes herself as a natural leader passionate about commercial strategy, team building, and customer‑focused innovation, with a track record of guiding companies through rapid growth and transformation.
Market Potential
Safaricom CEO Peter Ndegwa has positioned fixed broadband at the center of the company’s next growth phase.
- Safaricom currently serves 400,000 fixed broadband customers.
- Kenya’s market has about 1.2 million users, but the potential is closer to 4 million.
- That leaves 3 million people still unconnected, representing a significant growth opportunity.
Ndegwa projects the segment could grow by up to 50% annually, powered by fibre, 5G fixed wireless, and cheaper customer devices.
Flexible Internet Access
Safaricom plans to roll out tokenized Wi‑Fi access and prepaid fibre bundles in the second half of its financial year (October–March). Customers will be able to buy broadband in time‑based packages instead of committing to monthly contracts.
“In the same way we transformed mobile data with flexible pricing, we are now doing the same for fixed,” Ndegwa said. “By changing how we go to market and how we price, we can expand participation and still manage our cost to serve.”
Sylvia Anampiu’s Experience
Anampiu joins Safaricom from Bayobab Kenya (MTN Group), where she served as Managing Director and led fibre expansion and business restructuring. She has previously held senior roles at Airtel Africa, Orange Kenya, and Bayer East Africa.
Her appointment also supports Safaricom’s broader push to bundle fixed connectivity with ICT, cloud, and IoT servicesfor small and medium‑sized businesses — a segment the company sees as underserved.
Safaricom’s fixed broadband and enterprise services strategy is designed to ensure customers “buy outcomes, not products,” as Ndegwa put it. By integrating consumer, business, and public sector offerings, Safaricom is positioning itself to deliver affordable, flexible, and future‑ready connectivity for millions of Kenyans.
