Swift Global turns to franchises as fight for market share hots up in Kenya
Kenyan ISP Swift Global is franchising its branches to make its operations lean as it races to maintain its market share in the increasingly competitive market. It will franchise its three branches including Mombassa, Kisumu and Malindi with its nerve centre being the Nairobi branch.
Competition in the Internet space in Kenya has intensified with the entry of the four mobile operators and others like Access Kenya and Wananchi targeting household customers. This move has put further pressure on traditional ISPs like Swift Global.
Through franchising Swift global expects to cut down on operational costs by about 20 per cent as well as spread its reach without incurring additional expansion expenses. Swift Global also forecasts that it will increase its market share by 40 per cent due to the franchising deals.