Safaricom has appointedd Sylvia Anampiu as Director of Fixed Business, effective January 5, 2026, to spearhead its fixed broadband strategy amid rising competition in Kenya’s home internet market.
This leadership change supports the company’s pivot toward flexible, pay-as-you-go fibre offerings inspired by the successful “Kadogo Economy” model in mobile data, aiming to expand accessibility and capture greater market share in the evolving “Living Room War.”
Sylvia Anampiu, newly appointed Director of Fixed Business at Safaricom.
Anampiu brings extensive telecommunications expertise from her prior role as Managing Director of Bayobab Kenya (MTN Group), where she drove fibre network expansion and business restructuring, alongside senior positions at Airtel Africa, Orange Kenya, and Bayer East Africa.
Her appointment aligns with Safaricom’s ambition to triple Kenya’s fixed broadband market size over the next five years, building on its current base of approximately 400,000 customers in a national landscape serving around 1.2 million connections.
Leveraging Expertise to Drive Strategic Transformation
Under Anampiu’s leadership, Safaricom’s Fixed Business unit will prioritise innovation in pricing and distribution to overcome affordability barriers that have limited fibre-to-the-home adoption, particularly beyond high-income segments.
The focus includes introducing tokenised Wi-Fi access and prepaid fibre bundles, enabling customers to purchase connectivity for short durations such as 24 hours, three days, or one week rather than committing to traditional monthly subscriptions averaging KES 3,000.
This approach mirrors the flexible, micro-transaction mechanics that propelled Safaricom’s mobile data dominance, adapting them to fixed infrastructure to attract a broader demographic, including households with irregular incomes.
By lowering entry barriers and integrating fixed connectivity with complementary services like ICT, cloud, and IoT for small and medium-sized enterprises, the strategy seeks to enhance customer retention and revenue diversification.
Competitive Landscape and the Living Room War
Kenya’s home broadband sector faces intensified rivalry from Starlink’s satellite-based solutions and Airtel’s 5G fixed wireless offerings, both challenging traditional fibre providers on coverage, speed, and pricing.
Starlink satellite dish installation, representing emerging competition in Kenya’s broadband market.
Safaricom counters by leveraging its extensive terrestrial network, established customer base, and proven pricing innovation to maintain leadership.
READ ALSO:Starlink Shakes Up Kenyan Internet Market with Affordable Data Plan
The tokenised model positions the company to capture informal and underserved segments, where rigid subscriptions deter adoption, while bundling enhances value for enterprise users.
Airtel Kenya’s 5G Smart Connect outdoor Wi-Fi router, highlighting fixed wireless alternatives in the market.
Potential for Market Expansion and Digital Inclusion
The initiative targets substantial growth, with projections for up to 50% annual expansion in the fixed segment through a combination of fibre-to-the-home, 5G fixed wireless, and cost-effective devices.
This could significantly increase penetration toward an estimated demand of 4 million connections, promoting digital inclusion and supporting Kenya’s digital economy.
By extending the Kadogo Economy principles to fixed broadband, Safaricom aims to democratise high-speed internet access, fostering greater participation in online services, education, and commerce.
Future Outlook
Sylvia Anampiu’s appointment equips Safaricom with seasoned leadership to execute a transformative strategy in the competitive home broadband arena.
Through flexible, tokenised offerings that adapt proven mobile success to fixed services, the company strengthens its prospects in the Living Room War, potentially solidifying market leadership and advancing digital inclusion across Kenya.
As of January 19, 2026, this development signals a proactive response to evolving consumer needs and competitive pressures.
For the latest updates, refer to official announcements from Safaricom.
Safaricom fixed broadband Overview
Safaricom fixed broadband price and Safaricom fixed broadband packages in Kenya vary by technology and speed, covering Home Fibre, 4G/5G wireless, and business options.
For Safaricom Home Fibre, typical plans include speeds and monthly prices such as Bronze (15 Mbps at about KES 2,999), Silver (30 Mbps at about KES 4,100), Gold (80 Mbps at about KES 6,299), Diamond (500 Mbps at about KES 12,499), and Platinum (1 Gbps at about KES 20,000).
These figures reflect the standard Safaricom fixed broadband price in Kenya for fibre service.
Safaricom also offers Safaricom WIFI packages using wireless technology where fibre may not be available.
Through 4G or 5G home wireless plans, customers can purchase routers and subscribe to data bundles.
Safaricom 5G router packages include monthly 5G bundles such as unlimited plans with speeds from about 10 Mbps – 250 Mbps at various price points (for example, KES 2,999 for 10 Mbps, KES 5,000 for 100 Mbps, and KES 10,000 for 250 Mbps) once a router is activated.
Routers themselves are available at subsidized prices from Safaricom shops and partner outlets.
For enterprises, Safaricom Business internet packages include business fibre connections with discounted pricing on standard speeds—for example, recent promotions have lowered entry-level business fibre to around KES 2,249 per month for 15 Mbps and KES 4,724 for 100 Mbps plans.
These offerings are tailored for enterprise connectivity needs on fixed broadband services.
Overall, Safaricom continues to expand its fixed broadband footprint through Home Fibre, 4G/5G wireless home Wi-Fi, and business connectivity options, with pricing and plans designed to serve residential users, remote workers, and businesses across Kenya.
Ronnie Paul is a seasoned writer and analyst with a prolific portfolio of over 1,000 published articles, specialising in fintech, cryptocurrency, climate change, and digital finance at Africa Digest News.
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