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Safaricom has announced the appointment of Sylvia Anampiu as Director of Fixed Business, marking a significant step in the telecommunications company’s ambitious plan to revolutionize Kenya’s fixed broadband sector. The strategic leadership change signals Safaricom’s commitment to making fibre internet more accessible and affordable for both households and enterprises across the country through innovative prepaid connectivity solutions.
Anampiu officially took up her new role on January 5, bringing with her extensive experience in telecommunications and commercial leadership. She will be responsible for steering the overall direction, expansion strategy, and financial performance of Safaricom’s fixed broadband business, with a particular emphasis on residential and corporate connectivity solutions.
The appointment comes at a pivotal moment as Safaricom prepares to fundamentally transform how Kenyans access fixed broadband services. The telecom operator is set to introduce prepaid daily, weekly, and monthly fibre internet packages, moving away from the traditional fixed monthly subscription model that has dominated the market for years. This shift represents a major change in how fixed broadband services are delivered and consumed in Kenya.
Safaricom believes this new prepaid approach to fibre internet will be instrumental in driving broadband adoption across the country. By offering flexible payment options that align with how Kenyans already purchase mobile services, the company aims to remove barriers to entry and make high-speed internet accessible to a much broader segment of the population, particularly households in lower income areas who may not be able to commit to monthly subscriptions.
Safaricom has set an ambitious target to triple the size of Kenya’s fixed internet market within the next five years. Currently, the company serves approximately 400,000 fixed internet customers, while national fixed broadband usage stands at around 1.2 million connections. However, Safaricom’s research suggests that potential demand could reach up to 4 million users, indicating a massive untapped market opportunity.
The telecommunications giant has identified fixed broadband as a cornerstone of its next phase of growth and business expansion. To achieve this threefold increase, Safaricom plans to leverage multiple technologies and strategies, including expanded fibre networks, fixed wireless access using advanced 5G technology, and more affordable customer equipment that reduces the initial cost barrier for new subscribers.
As part of this strategic transformation, Safaricom is preparing to launch prepaid fibre bundles and innovative token based Wi-Fi access during the second half of its current financial year, covering the period from October to March. These new offerings will allow customers to purchase fibre internet access for specific time periods, whether for a single day, a week, or a month, eliminating the need for long term commitments.
This flexible approach to fixed broadband mirrors the convenience and control that mobile internet users have enjoyed for years. Customers will be able to buy fibre internet access as needed, making it easier to manage household budgets and adjust connectivity spending based on changing needs. The token based system is expected to be particularly appealing to customers who may not need continuous internet access or who prefer the flexibility to control their spending.
Sylvia Anampiu joins Safaricom from Bayobab Kenya, an MTN Group subsidiary, where she served as Managing Director and was instrumental in driving fibre network growth and implementing operational restructuring initiatives. Her appointment brings valuable expertise in fixed broadband business development and network expansion to Safaricom’s leadership team.
Throughout her career, Anampiu has held senior positions at several major telecommunications and commercial organizations, including Airtel Africa, Orange Kenya, and Bayer East Africa. This diverse professional background has equipped her with comprehensive experience across telecommunications infrastructure, commercial strategy, and business leadership, making her well-suited to lead Safaricom’s fixed broadband expansion.
Beyond residential connectivity, Anampiu’s appointment supports Safaricom’s broader vision to deliver comprehensive integrated digital solutions for small and medium sized businesses across Kenya. The company plans to combine fixed internet services with ICT infrastructure, cloud computing platforms, and Internet of Things connectivity to create complete business solutions.
Through this holistic approach, Safaricom aims to move beyond simply selling standalone fibre internet products. Instead, the company intends to provide flexible, future ready connectivity solutions that address the evolving digital needs of Kenyan businesses. This strategy positions Safaricom as a complete digital transformation partner rather than just an internet service provider.
A key focus area for Anampiu will be expanding fibre internet accessibility to underserved communities and lower income areas throughout Kenya. The new prepaid pricing models are specifically designed to remove financial barriers that have traditionally prevented many households from accessing high speed fixed broadband services.
By offering daily and weekly prepaid fibre internet options alongside traditional monthly packages, Safaricom hopes to democratize access to reliable, high speed connectivity. This approach recognizes that not all households have consistent monthly budgets for internet services and that flexible payment options can significantly increase adoption rates among price sensitive customer segments.
