Access Kenya changes marketing strategy, targets youthful consumers

AccessKenya Group MD Mr. Jonathan Somen
AccessKenya Group MD Mr. Jonathan Somen
AccessKenya Group MD Mr. Jonathan Somen

AccessKenya is looking to up the brand’s interactivity with youthful internet users through targeted media campaigns. With this they aim to increase the numbers in their fixed price internet connectivity products in the next financial year. This will be done via digital media platforms and radio, AccessKenya Group Managing Director Jonathan Somen notes that these consumers are key in driving digital content. They aim to change the image of a “suit and tie heavy corporate entity” to a chic and current brand.

The Marketing campaign will be aimed at encouraging this target group to generate and share content online. Mr Somen said that costs improvements will only take place once internet usage has reached a threshold where all ISPs can now leverage on the customer numbers to achieve more economies of scale and ultimately lead to better offerings in the market. With a 40% market share, Access Kenya has added Disaster Recovery, remote assistance, and network solutions among their new managed IT services solutions.
“We are still keeping ahead of the competition and we realize that we also need to speak more to the young people even as we remain the preferred business solutions partner to the larger and midsized corporate companies,” said Mr. Kevin Keya, AccessKenya Corporate Communications Manager.

This is a reactionary strategy after recent CCK statistics showed that mobile phone service providers have captured the majority internet users, ofcourse due to such factors as mobility, broken down costs like small packaged bundles and ease of access to service. But according to Somen, most of their residential broadband customers come from using mobile modems at home seeking to acquire faster and consistent internet at home/office.

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