Telcos train sights on restless youth to grow Internet market share

There have been concerns that technology is compromising the health and growth of the youth by denying them enough sleep.

But other analysts have also hailed a more connected world — the worldwide web— saying it helps in reducing criminal activities when most people find no room to idle.

They are always chatting, thus, as the saying goes, keeping away the devil.

In Kenya, the youth are emerging a crucial segment for the mobile phone companies whose competition is increasing by the day.

And for a good reason. The profits running into billions, going by the market leader Safaricom’s results over the years.

The youth are behaving in a way that has caught the attention of hawk-eyed marketers that spend sleepless nights about the restless youth who cannot put away the mobile phones even when driving or on the matatu.

Endless courting

Their hands are busy texting and roaming the Internet. They are gossiping or searching for deals, something interesting in their profession, they would say.

They just got busier. That way, providing a business opportunity for the telcos.

A recent PwC human resource survey indicated that the young professionals, fondly known as the Generation Y, are constantly looking for the challenging in their careers.

Ahead of the completion of the SIM card registration — closing at end of this month— that will give a more accurate subscriber figures, the operators are courting the youth endlessly.

Safaricom is the leader with a market share estimated at more than 80 per cent. Zain, which will soon rebrand to Bharti Airtel, is the follower while others are Essar (Yu) and Orange.

From inception, Yu targeted the youth by unveiling competitive calling rates and free text messages.

This is changing as other players close in on the window, smashing the myth that the youth do not have crucial demand.

“Research has shown that the youth want affordable and flexible tariff plans to stay in touch with their friends and family 24 hours. We will always strive to create value for our customers by providing innovative and affordable communication services,” said Mr Rene Meza, the Zain Kenya managing director.