Safaricom has launched a new product dubbed ‘Safaricom Hook’, a platform that seeks to tap into the youth population in the country while leveraging technology.
Safaricom Hook seeks to hone, nurture and support the digital literacy skills among the Gen Z demographic by offering access to tailor-made offers that will leverage Safaricom’s mobile network, majoring on three key hooks; technology, career and culture.
“At Safaricom, we are keen on helping our young people to leverage the transformative power of technology. Through Safaricom Hook, we aim to provide a platform for young Kenyans seeking inspiration, opportunities, and a sense of belonging in a constantly evolving world,” said Safaricom PLC’s Chief Executive Officer (CEO) Peter Ndegwa.
“As the name suggests, Safaricom wants to create a lasting connection with a generation that has unique needs,” he added.
Safaricom Hook seeks to enable Gen Z to maximize their online potential and enjoy a digital lifestyle by facilitating smartphone access, providing relevant value propositions that will enable the users to determine how much they spend on data and voice, and availing loyalty rewards and delight offers.
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Through the platform, the Nairobi Securities Exchange (NSE)-listed telco will empower the youth with digital skills for a tech future through touchpoints such as Safaricom’s Digital Talent programme, and the Safaricom Engineering Community, and partnerships with several organisations, including the Power Learn Project, who empower African youth through software development.
The Career Hook, which aims to prepare the youth for conventional and unconventional careers, will come to life by working with an array of partners including Meta and Wowzi, who will provide digital training to enable the youth to access the gig economy and Brighter Monday, who will guide those in conventional careers.
On the other hand, the Culture hook seeks to enable GenZ to pursue passion points such as sports, via Safaricom Chapa Dimba and the upcoming Safaricom Athletics series; content creation, through Baze, which enables creators to monetize their music and video content; and Fashion, through partnerships including Artfit, who will mentor upcoming designers.
To promote a saving culture, Safaricom Hook will leverage M-PESA Go, and the Mali wealth management platform.