'YU' by Econet Wireless - What Subscribers Really Want

Kenya now has four mobile phone operators: Safaricom, Zain Kenya, Telkom Kenya's Orange Mobile and Yu by Econet Wireless. We are yet to test-drive the Yu network, after its formal launch on November 28, 2008.

All of these companies are backed by very moneyed global operations viz: Vodafone (Safaricom), Zain (Zain Kenya), France Telcom (Orange/Telkom Kenya) and Essar Global (Econet Wireless Kenya).

What this means is that the battle for subscribers in Kenya has just began. Following is a brief look at these Kenyan mobile operators, and their services and products with respect to what subscribers really want.

These are personal opinions as I wonder, "Who will emerge vitorious?" I can however safely say that the Purple Cow will.

Safaricom
A lot has been said about this giant company. Since 2000, Safaricom has suprised everyone with its aggressive and very fruitful marketing strategy, brand awareness and generation of super profits. Among other things.

Safaricom is quite confident of its position as the market leader. In anticipation of reduced subscribers and eroded voice revenues, Safaricom is banking on the M-PESA money transfer service and data services through its 3G network and One Communications subsidiary.

Zain Kenya
Since the August rebranding from Celtel to Zain Kenya, Zain embarked on an aggressive marketing and subscriber recruitment drive.

The attractive VUKA tariff and unlimited call (Jiachilie) and (Club 20) SMS plans have seen many join the network.

There has been talk of a revolutionary mobile banking product 'Zap' but this is yet to be officially launched.

Internet services by Zain are offered via EDGE technology, which is relatively slow compared to Wifi, WiMAX, EVDO or 3G.

Orange Mobile
Orange Mobile came into the market with a promise to offer high quality services & products and value for money. That said, Orange first adopted an on-net pricing approach but then drastically reduced calling rates to a Ksh 1 per minute rate within the Telkom network and Ksh 1 cross-network SMS rate to recruit subscribers.

The true test of customer loyalty (or lack of it) is on December 8 when the Orange/Telkom calling rates are reviewed to more commercially viable rates.

The Orange Broadband EVDO internet service is well beyond what many Kenyans can afford and has a somewhat limited reach, with the connection reverting to slower CDMA outside of major towns in Kenya.

YU
It has been years since we first heard about Econet Wireless Kenya. Lawsuits, ownership wrangles, political issues and license withdraws denied Kenyans a third mobile phone company for almost half a decade.

With the official launch of the YU network, Kenyans are waiting to see what Yu is offering.
For starters, guys can reserve numbers at www.yu.co.ke. Over and above that, Econet Wireless Kenya has been quite secretive about many things, including their tariffs and call rates. A comment on a Daily Nation article and this Business Daily article however indicate that the Yu rates may be Ksh 3 within the Yu network and Ksh 7 across networks.

We can only wait and see what Yu has in store for us.

What Subscribers Really Want

> Simple tariffs - no more timing to make calls

> High Quality network - no call drops, congestion or undelivered text messages

> Affordable cross-network tariffs

> Efficient and effective customer care

> Affordable international call and SMS rates

> Fast, reliable and unlimited internet services

> Convenient and secure money transfer services

> Wide network coverage

> Customer oriented services and products

> Countrywide distribution network


Feel free to add some more below

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Whoever endears themselves to the subscribers with a great combination of the above and gets to stand out will emerge victorious.
The Mobile Operator who can transform their business and be remarkable will win the subscribers hearts, and pockets.

All the same, our best days are ahead of us as we get better value for our money, thanks to this scramble for subscribers in Kenya.

What do you think?