According to communications Authority of Kenya sector statistics report for the period of July to September 2014, the first quarter of the 2014/2015 budgetary year, indicates that Orange is ahead of the market on key performance indicators such as growth of subscriber base and growth of cross network voice and SMS traffic.
The report shows the telecommunications company has upheld its strong performance trend of 2014 into the first quarter of 2014/15 sector evalution period. The operator has grown its market share to 9.2%, up from 8.3% recorded in the previous quarter.
‘Corporate Ziada’ a reward scheme that allows a corporate entity to earn and redeem points as opposed to the majority that can only cater for individual subscriptions is among efforts put in by the telecommunications company to maintain subscriber base in the last quarter of 2014.
By the first half of 2014, Orange recorded 8% revenue growth for the overall business after the aggressive ‘Did You Know’ campaign that drew subscribers to its tujuane tariff launched beginning of 2014. The tariff translated to having the highest net additions during the quarter to 337,000 as compared to the fourth quarter 2013/2014 statistics. By the end of March, the number of mobile subscribers recorded 15.6% increase in comparison to March 2013.
Orange’s voice traffic share increased marginally to 4.4% during the quarter under review from 4.0%, translating to a voice traffic expansion from 294 million minutes to 356 million minutes. In relation to the same period last year, the telco recorded a higher voice traffic share growth than the competition.
The off-net share increased to 11.3% with on-net traffic growing to 3.4%. This contributed to an increased Average Usage Per User (AUPU) of 42 minutes per month from 38 minutes. Growth was also recorded on SMS traffic with the Orange SMS AUPU growing from 3.1 SMS to 5.2 SMS.
The company’s Chief Executive Officer Vincent Lobry says that the statistics confirm that the company’s strategy over the past year that focused on providing value- for-money call tariffs and increased access to Orange broadband Internet, is indeed working.