Safaricom has announced the appointment of Sylvia Anampiu as the Director of Fixed Business, signaling a major strategic shift as the telecommunications giant prepares to disrupt the home and office internet market with flexible “pay-as-you-go” pricing.
Anampiu, who assumed the role on January 5, will lead strategy, growth, and profitability across Safaricom’s fixed broadband portfolio, covering both home and enterprise connectivity. Her appointment comes as the telco prepares to roll out prepaid fibre and tokenised Wi-Fi access, allowing customers to purchase broadband in daily, weekly, or monthly bundles rather than committing to traditional fixed monthly plans.
Safaricom says the new pricing model, designed to mirror the flexibility of mobile data, forms a core part of its ambition to triple the size of Kenya’s fixed broadband market over the next five years.
Speaking in December, Safaricom Chief Executive Officer Peter Ndegwa said fixed broadband will be central to the company’s next phase of growth.
“We have just over 400,000 customers on fixed broadband today, in a market that is only serving about 1.2 million,” Ndegwa said. “At a country level, the opportunity is closer to four million. That leaves roughly three million people still to be connected.”
The company expects the fixed broadband segment to grow by up to 50 percent annually without nearing saturation, driven by a combination of fibre, 5G fixed wireless access, and more affordable customer devices.
Safaricom plans to introduce prepaid fibre and time-based broadband bundles in the second half of its financial year, which runs from October to March. The move aims to lower the cost of entry for households beyond high-income neighborhoods and expand broadband adoption across underserved communities.
“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.”
Anampiu joins Safaricom from Bayobab Kenya, part of the MTN Group, where she served as Managing Director and led fibre network expansion and business restructuring initiatives. She has previously held senior leadership roles at Airtel Africa, Orange Kenya, and Bayer East Africa.
Her appointment also supports Safaricom’s broader strategy to bundle fixed connectivity with ICT, cloud, and Internet of Things (IoT) services for small and medium-sized businesses—an area the company views as significantly underserved.
According to Ndegwa, fixed broadband and enterprise services are increasingly critical as Safaricom shifts toward integrated solutions that allow customers to “buy outcomes, not products,” tightening alignment across its consumer, business, and public sector offerings.
[Secure Your Seat at Africa Tech Summit Nairobi 2026 | February 11–12 here] Use code TTRENDS10 at checkout to save 10% on your pass and join the leaders building Africa’s $1 trillion cross-border payment future.
Go to TECHTRENDSKE.co.ke for more tech and business news from the African continent.
Follow us on WhatsApp, Telegram, Twitter, and Facebook, or subscribe to our weekly newsletter to ensure you don’t miss out on any future updates. Send tips to editorial@techtrendsmedia.co.ke
