Safaricom has appointed Sylvia Anampiu as Director of Fixed Business, effective January 5, 2026, signalling the telco’s commitment to transforming Kenya’s broadband market through flexible, pay-as-you-go pricing models.
Anampiu, who joins from Bayobab Kenya (MTN Group), will lead strategy, growth, and profitability across Safaricom’s entire fixed broadband business, including both home and enterprise connectivity. Critically, she will oversee the rollout of new pricing models designed to lower entry barriers for households outside high-income neighbourhoods – addressing affordability as a core barrier to fixed broadband adoption.
The appointment arrives as Safaricom prepares to shift fixed internet pricing from rigid monthly subscriptions to flexible daily, weekly, and monthly options that mirror its successful mobile data model. CEO Peter Ndegwa framed this as central to the company’s next growth phase: “We have just over 400,000 customers on fixed broadband today, in a market that is only serving about 1.2 million. At a country level, the opportunity is closer to four million. That leaves roughly three million people still to be connected.”
Safaricom projects the fixed broadband segment can grow by as much as 50% annually without hitting saturation, powered by a mix of fibre-to-the-home, 5G fixed wireless access, and cheaper customer devices. The company explicitly targets tripling Kenya’s fixed broadband market size within five years.
Anampiu brings substantial telecommunications and infrastructure experience to the role. At Bayobab Kenya, she led fibre network expansion across East Africa and orchestrated regional business restructuring. Her career also spans senior roles at Airtel Africa, Orange Kenya, and Bayer East Africa, giving her expertise in operations, finance, and cross-border regulatory environments.
Safaricom plans to roll out tokenised Wi-Fi access and prepaid fibre in the second half of its financial year (October to March 2026), allowing customers to purchase broadband in time-based bundles rather than committing to monthly plans.
“In the same way we transformed mobile data with flexible pricing, we are now doing the same for fixed,” Ndegwa said. “By changing how we go to market and how we price, we can expand participation and still manage our cost to serve.”
Anampiu’s appointment also supports Safaricom’s strategy to bundle fixed connectivity with ICT, cloud, and IoT services for small and medium-sized businesses. Ndegwa emphasized that fixed broadband and enterprise services are essential to ensuring customers “buy outcomes, not products” as Safaricom integrates across consumer, business, and public sector offerings.
