
M-Pesa’s success is largely acknowledged as underpinning Safaricom’s dominance in the Kenyan mobile market (its share is close to 73 percent). Since its launch in 2007, the mobile money platform has grown exponentially and now has 18.1 million customers. M-Pesa’s popularity is mainly due to the vast size of its agent network. Rivals Airtel and Orange not only have smaller networks, but the growth of their mobile money services has been limited by the exclusivity provisions that prohibited M-Pesa agents from marketing other services and the fact that M-Pesa transaction fees are double for unregistered users than for registered users. Airtel, in fact, filed a petition with the Competition Authority of Kenya (CAK) in 2012 asking it to force Safaricom to open up its network, and a decision was due by June 30, 2014. However, there has been no announcement from the CAK.

Furthermore, as reported in a previous issue of The Tarifica Alert, the strategy adopted by MVNO licensee Equity Bank may also undermine Safaricom’s M-Pesa based dominance in the market. While Safaricom has challenged Equity Bank’s strategy through a complaint to the regulator, it may have seen the writing on the wall. Therefore, it may focus more on strengthening and expanding its product portfolio. For example, it has partnered with Kenya Commercial Bank to offer the Biashara Small range of financial and communication products targeting small and medium-sized businesses—a segment that Equity Bank will also be targeting.
The above item appeared in a recent issue of The Tarifica Alert, a weekly resource that analyzes noteworthy developments in the telecoms industry from around the world. To access all of the latest articles and issues: http://www.tarifica.com/TarificaAlert.aspx
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