Safaricom appoints fixed business director ahead of pay-as-you-go fibre rollout
Safaricom has named Sylvia Anampiu as Director of Fixed Business as Kenya’s largest telecom operator moves closer to launching pay-as-you-go fibre broadband for homes and offices.
The appointment signals a strategic push to reshape how fixed internet is sold in Kenya. Safaricom is preparing to move away from rigid monthly subscriptions toward flexible daily, weekly, and monthly bundles that mirror mobile data pricing. The shift is a core part of the company’s ambition to triple the size of Kenya’s fixed broadband market within five years.
Anampiu assumed the role on January 5 and will oversee strategy, growth, and profitability across Safaricom’s fixed broadband portfolio, covering both residential and enterprise connectivity. A key part of her mandate is leading the rollout of new pricing models aimed at lowering entry barriers for households beyond high-income neighbourhoods.
Safaricom CEO Peter Ndegwa has repeatedly positioned fixed broadband as a major growth lever for the group.
Safaricom currently serves just over 400,000 fixed broadband customers in a market estimated at around 1.2 million users. According to Ndegwa, the total addressable market is closer to four million households and businesses, leaving roughly three million potential customers still unconnected.
The company believes the segment can grow by as much as 50% annually without nearing saturation, supported by a mix of fibre, 5G fixed wireless access, and more affordable customer devices.
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Pay-as-you-go fibre takes shape
Safaricom plans to introduce tokenised Wi-Fi access and prepaid fibre in the second half of its financial year, which runs from October to March. The offering will allow customers to purchase broadband in time-based bundles rather than committing to fixed monthly plans.
The company sees this as a repeat of its mobile data playbook, where flexible pricing dramatically expanded usage and adoption.
By adjusting how it prices, packages, and delivers fixed internet, Safaricom believes it can significantly broaden participation while keeping its cost to serve under control.
Leadership experience and enterprise focus
Anampiu joins Safaricom from Bayobab Kenya, an MTN Group company, where she served as managing director and led fibre network expansion and business restructuring efforts. Her career also includes senior leadership roles at Airtel Africa, Orange Kenya, and Bayer East Africa.
Her appointment strengthens Safaricom’s push to bundle fixed connectivity with ICT, cloud, and IoT services for small and medium-sized businesses, a segment the telco views as underserved and strategically important.
For Safaricom, fixed broadband and enterprise services are no longer just connectivity products. They are increasingly positioned as integrated solutions designed to help customers achieve specific outcomes, as the company tightens alignment across its consumer, business, and public sector offerings.
Safaricom is betting that flexible pricing, stronger leadership, and deeper service integration will unlock the next wave of growth in Kenya’s fixed internet market.
