Jamii Telecommunications Limited (JTL) has overtaken Telkom Kenya to become the country’s fourth-largest mobile operator, pushing the State-owned telco to fifth position in a rapidly shifting market.
Latest data from the Communications Authority of Kenya (CA) shows JTL grew its subscriber base to 826,006 users as of December, edging past Telkom, which dropped to 744,902 subscribers over the same period.
The shift marks a continued slide for Telkom, which has now lost two positions in just over a year, having been overtaken by Equitel in the quarter to September 2024.
Telkom has undergone multiple restructuring efforts in recent years, including changes in ownership structure and strategic direction.
Market slide
Its declining market share reflects broader challenges in retaining customers, particularly in a market where pricing, network quality, and digital services increasingly shape user decisions.
Telkom’s relatively limited presence in these segments has left it exposed, especially as consumers shift towards data-driven usage and integrated service ecosystems.
CA data shows JTL expanded its customer base by 7.1 percent in the three months to December, adding 54,851 subscribers from 771,155 recorded in September.
Telkom, on the other hand, shed 123,886 users over the same period, a 14.3 percent contraction from 868,788 subscribers in September.
The decline extends a prolonged erosion of Telkom’s customer base amid intensifying competition and shifting market dynamics.
Competitive push
The telco has been steadily losing ground since 2022, when regulatory enforcement on SIM card registration triggered a wave of disconnections that significantly reduced its subscriber base.
The firm has since faced mounting pressure from both traditional operators and newer entrants leveraging niche strategies and bundled offerings to capture market share.
Equitel, now in third position, grew its subscriber base by 1.1 percent during the period under review to 1.5 million users as of December.
The rise cements Equitel’s position as a mid-tier player, supported by its integration with banking services that continue to attract customers seeking combined financial and telecom solutions.
Fragmented field
JTL’s rise underscores increasing fragmentation at the lower end of the market, where operators are competing aggressively for niche segments and enterprise clients.
The operator, which runs the Faiba brand, has been expanding its footprint through data-focused offerings and fixed-mobile strategies, positioning itself as an alternative to traditional voice-centric models.
Market leader Safaricom further tightened its dominance during the review period, adding 1.3 million subscribers to close December with 52.4 million users. Airtel Kenya, meanwhile, recorded a rare loss of 1.1 million subscribers to end the period at 22.9 million users, down from 24.1 million in September.
The overall shifts highlight an increasingly competitive environment in Kenya’s telecommunications sector, with operators under pressure to innovate and retain customers in a market approaching saturation.
