By 
Safaricom Appoints Sylvia Anampiu to Lead Pay-As-You-Go Fibre Push
Safaricom has appointed Sylvia Anampiu as Director of Fixed Business as the company prepares to roll out pay-as-you-go fibre broadband for Kenyan homes and offices.
The move comes as Kenya’s largest telco plans to change how fixed internet is sold. Safaricom will shift from rigid monthly subscriptions to flexible daily, weekly, and monthly bundles, similar to mobile data pricing.
The strategy forms part of Safaricom’s plan to triple Kenya’s fixed broadband market over the next five years.
Rethinking Fixed Internet Pricing
Safaricom aims to lower the barrier to fixed broadband adoption by introducing prepaid fibre and tokenised Wi-Fi access.
The company plans to roll out the new pricing model in the second half of its financial year, which runs from October to March. Customers will buy internet in time-based bundles instead of committing to long-term contracts.
Chief Executive Peter Ndegwa said the shift mirrors Safaricom’s earlier transformation of mobile data pricing.
“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 while managing our cost to serve.”
A Market with Untapped Potential
Fixed broadband sits at the centre of Safaricom’s next growth phase.
The company currently serves just over 400,000 fixed broadband customers. Nationwide, only about 1.2 million Kenyans have access to fixed internet.
Ndegwa estimates the market potential at close to four million users, leaving roughly three million people still unconnected.
Safaricom expects the segment to grow by up to 50 per cent annually. The expansion will rely on a mix of fibre connections, 5G fixed wireless access, and more affordable customer devices.
Safaricom Appoints Sylvia Anampiu to Lead Pay-As-You-Go Fibre Push
Anampiu’s Role and Experience
Anampiu took up the role on January 5. She now leads strategy, growth, and profitability across Safaricom’s fixed broadband portfolio.
Her responsibilities cover both home and enterprise connectivity. She will also oversee the rollout of new pricing models aimed at households outside high-income neighbourhoods.
Anampiu joins Safaricom from Bayobab Kenya, part of the MTN Group, where she served as Managing Director. She previously led fibre network expansion and business restructuring.
She has also held senior roles at Airtel Africa, Orange Kenya, and Bayer East Africa.
Strengthening Enterprise and SME Offerings
The appointment supports Safaricom’s broader push into enterprise services.
The company plans to bundle fixed connectivity with ICT, cloud, and Internet of Things solutions for small and medium-sized businesses. Safaricom sees this segment as largely underserved.
According to Ndegwa, fixed broadband and enterprise services will help customers “buy outcomes, not products” as the company deepens integration across its consumer, business, and public sector offerings.
Comments