Safaricom has rolled out a new nationwide campaign, Maisha Poa Ni Digital (“Life Is Cool Digital”), to increase 4G smartphone adoption and enhance digital inclusion across Kenya. The initiative encourages users of basic 2G phones to upgrade to affordable 4G-enabled devices.
Although Safaricom’s 4G network now covers more than 97% of Kenya’s population, a large portion of users still rely on feature phones. The new campaign seeks to address this gap by offering entry-level 4G smartphones bundled with 5.5 GB of free data. Customers can access these phones through a flexible payment plan, with a deposit of KES 500 (around USD 3.87) and daily payments from as low as KES 30 (USD 0.23).
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The goal is to empower underserved populations, particularly in rural and peri-urban areas, by improving access to essential digital services such as M-PESA, eCitizen, online education, and health platforms.
Safaricom CEO, Peter Ndegwa, emphasized the broader impact of smartphone ownership:
“A smartphone is a gateway to jobs, financial inclusion, and empowerment. Our goal with this campaign is to bridge the digital divide by providing affordable smartphones and flexible payment plans.”
This campaign builds on earlier efforts. Safaricom has already distributed over two million smartphones through its device financing program. In 2019, the company, in collaboration with Google, launched Maisha Ni Digital (“Life Is Digital”), which introduced the country’s most affordable 4G handset, running Android Go and priced under USD 40. That campaign included simplified onboarding, content curation, and ongoing customer support.
In a parallel move to boost digital adoption at home, Safaricom has partnered with retailer, Quickmart, to make its 4G and 5G home internet services more accessible. The operator has also launched a self-service router activation feature, allowing customers to easily set up their home connections after purchase.
