Safaricom 2018 Sustainable Business Report

67 INTRODUCTION OUR BUSINESS OUR MATERIAL TOPICS STAKEHOLDER ENGAGEMENT 2018 SUSTAINABLE BUSINESS REPORT CONSUMER CUSTOMERS In order to service the differing needs of our large consumer customer base more precisely, we divided consumer customers into four major segments in FY16. Despite the political turbulence experienced during the year, our consumer customer base grew by just under 1.5 million customers and we continue to enjoy nearly 70 per cent of the consumer market in Kenya. FY18 FY17 FY16 FY15 Number of consumer customers (million) 29.6 28.1 25.2 23.3 Market share (% consumer subscribers) 67% 72%* 65.6%* 67.1% * These figures reflect the adjusted definition of ‘active’ customers (from 120-days to 90-days) requested by the CA. We attribute most of the growth described in the preceding table to gains made following: the launch of our successful Mtaani promotion — a roadshow of entertainment and information that travelled around the country and interacted with customers directly, giving them easy access to customer care and helping them make informed decisions about the products and services best suited to their needs — and the continuation of our Dandia acquisition initiatives, which included extremely competitive data bundle and affordable handset promotions, together with a special Tunukiwa offer and a 15 per cent bonus on recharge via M-PESA. We also introduced our FLEX and Safaricom Platinum products during the year. (Please refer to the Innovation section on page 47 of this report for further information about the new services and products introduced during the year.) During the year, we launched the Jichanue self-service tips initiative with the help of local comedienne Jemutai. Jichanue is designed to help customers solve common issues, such as how to retrieve an M-PESA mini-statement or request a reversal, how to request a PUK number or report fraudsters.