The mobile service carrier space in Kenya has for long proven to be a tough nut to break for Orange. So much so that it forced one of its major shareholders (the French Orange) to pack up and leave, selling its 70% stake at the telecom to Helios; the other 30% is owned by the Kenyan Government parastatal Telkom Kenya.
The duo (Telkom Kenya and Helios) are on a new growth strategy, one that would hopefully propel the telecom from the tail end of telecoms lineups to the front. Currently, the market leader is Safaricom, followed from afar by Airtel Kenya, and Orange comes in a much distant third.
Orange as the company is still known, plans to undergo rebranding and bring in major overhauls to show the new change of guard. Although Telkom Kenya being the founder of the telecom company in Kenya, before partnering with French Orange leading to the rebranding to Orange telecom company, it has failed miserably to capture nor retain its market share.
Ironically, Telkom Kenya was the pioneer telecom service in the country; back in the era of landline services. The company …read more