So today I woke up to this from the folks over a @orange_kenya
Which is a follow up to a full page ad from yesterday where they prove to be the cheaper option for making calls either way you slice it.
Have been an Orange customer since they started operations and I am particularly a sucker for their brand and marketing. Whoever manages this is pretty good at their job. The marketing is however miles away from the actual service that you recieve. I have for instance been complaining about the notification of the end of an unlimited internet subscription cycle. Currently at the end of the month data just starts using your airtime. An SMS a day before this happens would enable me to promptly subscribe again for the next month. But now I am left with no Airtime, no data and feeling annoyed.
Either way Orange are a giant that has been sitting in its own pee for a long time and at least I think they are now starting to think of taking on the new giant whom they allowed to grow up.
I have always advocated for the underdogs to accept their place and work with it instead of calling themselves leading anything. Safaricom is the mother and father of the telco industry as it stands. Market dual SIM phones like your life depends on it, because it does. Orange should infact be only selling Dual SIM versions of all the popular hardware. And sell them at cost. Then market your network as cheap for calls and data. Dont ask anyone to dump Safaricom because they wont. My Safaricom line has never left my side and remains my main line. I however make most of my calls and data and text from my Orange line for purely economic reasons.
Invite users to try out your ecosystem without destabilizing their routine. Cannibalize Safaricom’s market slowly and eventually profits will come.
The way out is not in price wars as Airtel has realized. Be the side chick and even though you may never manage to replace the wife, you will get most of the money. Which is the whole point anyway. Dont seek to replace Safaricoms SIM, fight for space next to it. There is a reason Safaricom never sells any Twin SIM handset. Its a mortal threat and they know it.
I thought Yu were going to go this route but they just joined the Line and are now angling for an exit.
Orang has another Troika in its arsenal but is content with leaving it as a dumb data pipe. The CDMA network that the predecessor Telkom Kenya worked so hard to build is basically now Modemland. Launch a slew of Smartphones that run on CDMA and sell them for cheap. Make data on this network cheaper than on GSM because I believe technically this is the case. Now you know that anyone who buys this handset is not going anywhere and the tech assures this.
Why they are not negotiating with AT&T for their old iphone 4 s that run on CDMA to resell locally for super cheap is puzzling. Here they have a network hat is mostly idle that assures lock in and revenue and they do nothing to monetize it.
Meanwhile lets see how much money Safaricom makes this quarter.