Safaricom Adapts to Gen Z: ‘Safaricom Hook’ for the Online-First Generation

Uasin Gishu county Governor Jonathan Bii receives a Safaricom HOOK jacket from Peter Ndegwa - CEO Safaricom PLC during the launch of Safaricom -Hook AKA S- Hook youth platform in Eldoret Uasin Gishu County at Eldoret Sports Club.
Image Credit: Safaricom

Safaricom has designed a product targeting Gen Z, a digital native demographic. Dubbed “Safaricom Hook” the product recognizes that this generation will spend most of their lives online and from an early age. Therefore, Safaricom Hook is tailored to enable Gen Z meet their technology needs, enhance career aspirations and keep up with the cultural changes of the digital world.

We aim to provide a platform for young Kenyans seeking inspiration, opportunities, and a sense of belonging in a constantly evolving world. As the name suggests, Safaricom wants to create a lasting connection with a generation that has unique needs,” said Peter Ndegwa, CEO, Safaricom PLC.

In 2016, Safaricom launched Blaze a product targeting young millennials who were under 26 years of age. Safaricom Hook seems much similar to Blaze albeit it has been updated to keep up with the times. The new platform has made slight changes to the age this time. Safaricom says the platform is meant for customers aged between 10 to 24 years.

Safaricom’s Hooks

One similarity with Blaze is the Make Your Own Bundle product that is part of Safaricom Hook platform. This appears to have borrowed inspiration from Create Your Plan that was open to Blaze subscribers. Make Your Own Bundle gives users the ability to customize a plan for data and voice. In addition , it has loyalty rewards for subscribers.

It is clear that the youth of today must be tech savvy to advance their careers. Hence, Safaricom has designed Tech Hook under the youth platform. Tech hook has programmes designed to develop tech skills. One of them is the Digital Talent Programme announced last week. The second one is the Safaricom Engineering Community. The telco is also partnering with different organisations such as the Power Learn Project. The objective of the partnerships is to develop the next crop of Software Engineers.

Career Hook is the other feature under Safaricom Hook. Sports initiatives like the Chapa Dimba football series and the Safaricom Athletics series feature here. Content creation is very much a part of Gen Z life and Safaricom has enabled this through Baze. Baze enables young talent to earn from their content hosted on the platform. Again, this borrows from Blaze BYOB program that encouraged youth entrepreneurship.

Financial wellbeing has not been left out, products like M-Pesa Go and Mali Wealth Management will help promote a savings culture among Gen Z.