Case Study: Simu ya Jamii, Safaricom, Kenya

In August 2006, a Shared Access to Voice pilot project known locally as 'Simu ya Jamii' was launched in Kenya by Safaricom in partnership with the Development Fund. 100 'Business in a Box' solutions were set up around Nairobi, run by entrepreneurs who had previously worked with Safaricom as informal payphone operators. Each entrepreneur was provided with Psitek's Jembi GSM Payphone, marketing material, and financial support to brand their kiosk with the distinctive Safaricom green colour. By November, Safaricom realised the value of this venture and committed to a commercial roll-out of Simu ya Jamii, targeting sales of 30,000 units, starting in January 2007. In February 2007, the Association for the Physically Disabled of Kenya (APDK) and a local MFI, launched a pilot for the wheelchair-bound, of which 50 are youth participants.

The World Health Organisation (WHO) estimates there are 1.3 million physically disabled in Kenya and according to the International Labour Organisation (ILO), up to 80% of these are unemployed in the developing world. By combining Safaricom's Simu ya Jamii offering (phone, tariff and marketing materials) with a business trike (by APDK), a 'Business in a Box' has been tailored for the physically disabled. The capital expenditure for a wheelchair phone is lower than a traditional PCO as a wheelchair costs less than a roadside cabin. This illustrates how a strong sense of social responsibility, combined with good business opportunity can be used to excellent effect.

"The disability component of our Simu ya Jamii programme highlights the innovative ways in which Safaricom achieves our core mission of serving our customers responsibly. We are providing an income generating activity for those with limited job opportunities. But also this programme makes good business sense. Tricycle units have a great advantage over stationary kiosks, thereby expanding the reach of our mobile service to customers for whom short travel may not be efficient"

Michael Joseph
CEO
Safaricom