KISUMU, KENYA – Telecommunications giant Safaricom PLC (NSE: SCOM) has launched a bold new campaign dubbed “Maisha Poa Ni Digital”, targeting millions of Kenyans still using 2G feature phones by enabling access to affordable 4G+ smartphones bundled with free data and flexible payment plans.
The campaign, launched in Kisumu on May 16, aims to fast-track digital inclusion across rural and peri-urban communities, giving more citizens the tools to access vital digital services—from e-learning and eCitizen portals to M-PESA and telehealth platforms.
“A smartphone is a gateway to jobs, financial inclusion, and empowerment,” said Safaricom CEO Peter Ndegwa during the unveiling. “Our goal with this campaign is to bridge the digital divide by providing affordable smartphones and flexible payment plans that open access to communication, business, learning, and essential services.”
Under Maisha Poa Ni Digital, customers can acquire a 4G+ smartphone with:
- A Ksh. 500 deposit,
- Daily instalments of just Ksh. 30 through the popular Lipa Mdogo Mdogo service,
- And a complimentary 5.5GB data bundle upon purchase.
The devices are available at all Safaricom shops, authorized dealers, and Lipa Mdogo Mdogo agents across the country. Customers can also check their eligibility by dialing *544*5#.
The campaign is a continuation of Safaricom’s digital transformation journey. With over 97% of Kenya’s population now covered by 4G, the company is aggressively pushing smartphone penetration to ensure no Kenyan is left behind in the digital revolution.
By moving more users to 4G devices, Safaricom is also boosting access to mobile money services, government platforms, and online educational content, while paving the way for broader financial inclusion.
“As we mark 25 years of transforming lives, we remain committed to using technology to deliver meaningful, customer-driven solutions that uplift individuals, businesses, and communities,” added Ndegwa.
The “Maisha Poa Ni Digital” campaign underlines Safaricom’s commitment to inclusive innovation, aligning closely with its purpose of transforming lives through connectivity, technology, and opportunity.
For many Kenyans still navigating life offline, the arrival of an affordable 4G smartphone may well be the beginning of a whole new digital chapter.
By Kelly Were
