Safaricom Names Sylvia Anampiu to Lead Fixed Broadband Division

Safaricom  has appointed Sylvia Anampiu as Director of Fixed Business, reinforcing its strategy to accelerate the evolution of Kenya’s fixed broadband sector through more affordable and flexible fibre internet offerings for households and enterprises.

The leadership change comes as the telecom operator prepares to redefine fixed internet pricing by introducing prepaid daily, weekly, and monthly packages, replacing the long-standing reliance on fixed monthly subscriptions. Safaricom believes this shift will be critical to expanding broadband adoption and is targeting a threefold increase in the size of Kenya’s fixed internet market within the next five years.

Anampiu officially assumed the role on January 5 and will be responsible for shaping the overall direction, expansion, and financial performance of Safaricom’s fixed broadband business. Her focus includes residential and corporate connectivity, alongside the rollout of innovative pricing models designed to make fibre internet accessible to a broader segment of the population, particularly in lower-income areas.

Safaricom’s management has identified fixed broadband as a cornerstone of its next phase of growth. While the company currently serves around 400,000 fixed internet customers, national usage stands at approximately 1.2 million connections. Safaricom estimates that demand could reach up to 4 million users, leaving a substantial portion of the population yet to be connected. Growth in the segment is expected to be driven by expanded fibre networks, fixed wireless access using 5G technology, and more affordable customer equipment.

As part of this transition, Safaricom plans to launch prepaid fibre bundles and token-based Wi-Fi access during the second half of its financial year, from October to March. These offerings will allow customers to purchase internet access for specific time periods, eliminating the need for long-term commitments and aligning fixed broadband usage with the flexibility already familiar to mobile users.

Anampiu joins Safaricom from Bayobab Kenya, an MTN Group company, where she served as Managing Director and played a key role in fibre network growth and operational restructuring. Her professional background also includes senior roles at Airtel Africa, Orange Kenya, and Bayer East Africa, giving her broad experience across telecommunications and commercial leadership.

Beyond consumer connectivity, her appointment supports Safaricom’s wider ambition to deliver integrated digital solutions for small and medium-sized businesses, combining fixed internet with ICT, cloud, and IoT services. Through this approach, Safaricom aims to move beyond selling standalone products and instead provide flexible, future-ready connectivity solutions that meet the evolving needs of Kenyan customers.