Safaricom taps big data analytics to grow revenues

Tuesday February 23 2016

A subscriber uses Safaricom's M-Pesa platform. FILE PHOTO | DIANA NGILA

A subscriber uses Safaricom's M-Pesa platform. FILE PHOTO | DIANA NGILA | NATION MEDIA GROUP

By JAMES KARIUKI
More by this Author

Safaricom has hired big data analytics firm, Flytxt to help monetize mobile consumer data and enhance revenues.

The Netherlands based company which provides mobile consumer analytics solution services said it would enable Safaricom to improve customer experience through personalized and contextually relevant engagement with customers.

Safaricom‘s Consumer Business Director Ms Sylvia Mulinge said better understanding of their  customers would enable them offer individualized services to their customers that help add value to phone usage.

Safaricom which boasts of a 25 million client base is East Africa’s largest telecommunications company with a products portfolio in voice, data, mobile money and enterprise segments and is an affiliate of the UK based Vodafone Group.

Flytxt’s Senior Vice President-Global Sales Hetarth Patel said the partnership with Safaricom was built with two other engagements with its parent company, Vodafone which has already demonstrated impressive results in returns.

Flytxt has a presence across Africa through partnerships with top tier Telecommunications companies, including a group level agreement with MTN.