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Let’s take a few steps back to see how we got here, Telkom Kenya was previously a part of the Kenya Posts and Telecommunications Corporation(KPTC) which was the sole provider of both postal and telecommunication services. The company was established as a telecommunications operator in April 1999, after the split of KPTC into the Communications Commission of Kenya (CCK), the Postal Corporation of Kenya (POSTA) and Telkom Kenya. The company is 60 per cent owned by Helios Investment Partners(Through Jamhuri Holdings LTD), with the remaining stake held by Kenyans through the Government of Kenya. The firm has had various branding and re-branding journies which clearly shows that they are still trying to establish themselves as a serious contender going after Safaricom’s market share.
Airtel Kenya Ltd, a subsidiary of Airtel Africa (owned by Bharti Airtel), is the second largest telecommunications services provider in Kenya after Safaricom PLC. It has an estimated 9.7 million subscribers and a 19.7% market share.
In 2010, Bharti Airtel acquired Zain Africa’s business for $10.7 billion. The acquisition deal covered Zain operations in 15 countries including Kenya but excluding Sudan and Morocco. The deal increased Bharti Airtel’s overall customer base to 180 million subscribers, including the 131 million subscribers it had in India in April 2010.[
In the acquisition deal, Zain received $7.9 billion in cash, with Bharti Airtel assuming $1.7 billion of consolidated debt obligations.
In 2018, it was announced that Airtel Kenya was considering a merger with Telkom Kenya. Airtel Kenya backed out of the talks in June 2018 after Telkom said that they will be making structural changes to its real estate assets which apparently made Airtel executives smell a rat. The talks resumed in early 2019 according to reporting by Business Daily
Kenyans will always have their opinion on all matters corporate especially if it’s by companies that everyone knows and what better way to voice their views than the platforms that have now morphed into online communities(#KOT and KOF?-Guys what’s the equivalent of KOT on Facebook?)
Let’s have a look at what the internet said when the news broke that this merger is finally happening:-
1. The Search Terms “Airtel Kenya” and “Telkom Kenya” of course has taken a spike for the past seven days.
According to Google Trends,for the last 30 days,there was a 26% increase in the “Airtel Kenya” search term popularity between January 1st 2019 and February 1st 2019 while “Telkom Kenya” had an increase of 7% search term popularity increase closing at 53% and 41% respectively in keyword search popularity as of January 31. For the past seven days, a time in which the news of the merger was officially released, the search terms for the 2 keywords dramatically increased with Airtel Kenya rising to 89% as of 9th February 2019 and Telkom Kenya surging to an all-time high of 49%
In General, “Airtel Telkom merger” keyword search reached an
2.What #KOF said(Still looking for the equivalent of KOT on Facebook😎)
Obviously, not much was said on Facebook since most keyboard wars don’t happen in this universe.Most of the popular posts about this were by news outlets and blogs but a few Kenyans threw their word in. To many, this merger will only make sense if it brings in a new product that will give Mpesa a run for its money. They want to know if “Hey
2.What #KOT said(Who started #KOT hashtag btw?🤔)
If you want to know Kenyans’ opinions on most issues more so those areas that seem to affect everyone, make Twitter your number one friend
The most talked about subject on this was not even the size of the deal or the market share and stuff. Kenyans were wondering who told/advised them to call the new organization Airtel-Telkom (scratch cards will look like posters😂).#KOT never ceases to amaze me with the twitter rants, all in the spirit of the #handshake movement:-
3.Traffic Contribution from social media to Airtel and Telkom websites.
While most people don’t like leaving a social network to visit the advertisers’ website page, both brands are doing pretty well in terms of their total traffic that comes from social media. Airtel gets 5% of its total traffic from social media while Telkom gets 4% of its total traffic from social media. My guess is as good as yours, Airtel has invested heavily on social media
Brands should consider having a few billboards that just say “Follow us on Social Media” which is basically driving offline traffic to online(Who would take a minute nowadays and read all the jargon on Billboards anyway?, most people are either reading news or Facebooking and tweeting on their way to work)
As brands evolve, their communication should evolve as well