Essar Telecom Kenya (ETK), the country’s third largest cellco by subscribers, is preparing to double its investments to gain an edge in the highly competitive mobile market, reports IT News Africa. Country manager Atul Chaturvedi asserted that the company has already invested USD300 million in ETK’s network, and plans sizeable future investments to enhance its network quality and improve its data services. Chaturvedi commented: ‘Investments are pretty regular; the question is making the right investment decisions that ensure that our brand is visible to our customers and attractive enough to win over new customers’. However, he dismissed reports that Essar, which operates under the brand name Yu, is looking to invest in a 3G network, citing the low number of 3G enabled devices in the market. According to TeleGeography’s GlobalComms Database, as at June 2010 ETK reported 1.49 million subscribers, which equates to a 7.4% market share.