Kenyan cellco Safaricom, the country’s largest mobile phone operator by subscribers, has announced that it has reduced the price of sending an on-network SMS to KES1 (USD0.01), down from KES3.5. An SMS sent to an alternative operator’s network will cost KES2, down from KES5. Safaricom has confirmed that the newly reduced rates will be permanent, and apply to both pre-paid and post-paid customers. Newly appointed CEO Bob Collymore commented: ‘In this increasingly competitive environment, Safaricom must continue to ensure that our customers needs are the central point of all our actions’. According to TeleGeography’s GlobalComms Database as at end-September 2010 Safaricom reported a subscriber base of 16.71 million, giving it a market share of 76.9%.