yu adds 700,000 subscribers following ‘free calls’ tariff

30 Jan 2012

Essar Telecom Kenya, which operates under the ‘yu’ brand name, reportedly gained more than 700,000 subscribers in the three month period ended 31 December 2011. Madhur Taneja, manager of Essar’s Kenyan unit, told The Star that the company’s customer base exceeded 2.3 million at end-2011, largely thanks to its unparalleled ‘free calls from 6am to 6pm’ offer, which replicated an earlier, limited promotion on a permanent basis. The 6am to 6pm offer – during which subscribers only pay for the first minute of each call – was introduced by yu in September 2011, in a belated attempt to rejuvenate its stagnating subscriber base; the move was widely perceived by industry insiders as the last throw of the dice for the ailing cellco, which was dogged with takeover rumours during mid-2011. According to the latest data published by the Communications Commission of Kenya (CCK), yu claimed 1.629 million customers at end-September 2011, equivalent to a 6.6% market share, making the cellco Kenya’s third largest player in terms of subscribers.

Kenya, Essar Telecom Kenya (yu)