HOW WE MONITOR INNOVATION
Our response to this multi-dimensional material matter is primarily managed through four sets of indicators: Net Promoter Score (NPS) and Brand Consideration scores; mobile data usage and revenue; M-PESA usage and revenue; and social innovation users/subscribers. We use our NPS and Brand Consideration scores to track customer satisfaction with, among other things, our new products and services and, in particular, how well we are servicing the specific demands of the growing youth sector.
Mobile data usage and growth provides us with insight into how well our data-related product and service innovations are being adopted and used. As our M-PESA platform is the main way we drive financial inclusion, we use M-PESA usage and revenue indicators to help manage this aspect of innovation. In terms of our social innovations, we use numbers of active users/subscribers to gauge the impact and success of these new products and services.
CUSTOMER SATISFACTION IMPROVING
4G ADOPTION DRIVING MOBILE DATA GROWTH
TRANSFORMING LIVES THROUGH SOCIAL INNOVATION
We continue to take our promise to transform lives and contribute to sustainable living throughout Kenya very seriously and are committed to improving the quality of life of Kenyans wherever possible. One of the key ways we seek to achieve this commitment is through our social innovation initiatives. Our approach to social innovation is to empower and uplift communities and individuals through sustainable and value-adding commercial products and services. We acknowledge that technology and money alone will not solve deep social issues in the long-term and that we need to seek innovative ways of removing the barriers to access that prevent communities from economically empowering themselves.
During the period under review, we continued to build on our work in areas such as agriculture, education and health, where technology is a critical tool that can make a significant difference to people’s lives. We use numbers of active users/ subscribers as a primary gauge of the impact and success of the new products and services we develop, together with usage data.
Among the applications and programmes we continued to develop during the year were the following:
We launched our ride-hailing (taxi) app, Little, in July 2016 and 1,600 drivers signed up within its first three months. A collaboration with Nairobibased software company, Craft Silicon, Little is not only the cheapest ride-sharing service in Kenya, with no flat rates or price surges, but it also ensures drivers earn reasonable incomes and only deducts 15% of fares to cover service expenses, unlike Uber and other rival apps, which deduct 25% and upwards. Little runs on iOS, Android, and Windows devices and will soon be available for USSD (nonsmartphone) users. The app accepts cash, card and M-PESA payments. It also offers free Safaricom Wi-Fi to passengers.