Safaricom undergoes brand re-positioning after 17 years with the tagline ‘Twaweza’
For almost two decades now, Safaricom has been at the forefront of Kenya’s mobile communication needs. From the days of lining up for hours in order to access the ‘Simu Ya Jamii’ to getting your first phone which had to be sustained by airtime of over 500 Bob to a time where we can access mobile loans in seconds just shows that nothing is impossible with Safaricom.
These days, Safaricom is not just a mobile network, it’s a lifestyle enabler. We are now able to connect to other parts of the world at incredible speeds thanks to 4G, 4G+ and Safaricom Fibre, we are able to pay our water, electricity and health bills and we have money at our fingertips thanks to the genius invention that is M-Pesa which now has over 26 million customers and over 140,000 M-PESA Agent outlets countrywide.
It has been a great joy to see how much the country has come and it’s even more exciting to imagine the future we can have, all thanks to the power of working together; because let’s face it, no one is where they are today because they worked alone.
With all these bold steps that Safaricom has been making, Safaricom Limited on Saturday night, announced the repositioning of the Safaricom brand from a telecommunications brand to a digital lifestyle enabler through a new brand campaign titled Twaweza: when we come together, great things happen. The new brand position seeks to connect Kenyans to each other and connect them to knowledge and information in a bid to democratize technology to bring out the best of their trademark resourcefulness, creativity and enterprising spirit. Safaricom also unveiled a new logo at the event, and there was a celebration with fireworks.
Twaweza has been defined as the spirit that helps families, friends and loved ones achieve their dreams beyond their imagination. It’s the spirit that makes us do more, be more and become better as a community. Over the past few months, we have seen a couple of projects like SHOFCO and Ghetto Classics, being highlighted for the power harnessed in the community to see these projects come to pass. These are just but the few examples that show just how much a community can achieve when they come and work together.
Speaking at the event, Safaricom CEO Bob Collymore said that the company is now focused on building a more human network that leverages the strength of individual talent and the overall power of community. He added and said that they are seeking to build the future of Kenya, which is intimately tied to that of the country, by helping Kenyans across the nation to make great things happen for them.
Currently, the Safaricom network currently covers over 70 per cent of the country and has over 28 million subscribers providing over 200,000 touch points for its customers and offering over 100 different products under its portfolio. Listed on the Nairobi Securities Exchange and with annual revenues in excess of Kshs 200 Billion, Safaricom invested Kshs 38 billion in building its network last year, providing over 80% of Kenya’s population with 4G, 3G and 2G coverage. Safaricom has harnessed its proprietary fiber infrastructure to build a dedicated enterprise business, providing managed IT services to clients in the East African region, as well as to deliver fiber to homes country-wide.