By Jackson Okoth

Econet Wireless network, the country’s fourth mobile phone operator, goes live this weekend.

"We shall be targeting the youthful segment,18-35-year-old, in our business plan," Michael Foley, Econet Kenya CEO said on Friday during the official launch of the network at Kenyatta International Conference Centre.

Closely watched will be the impact of Econet in the market with dwindling margins, especially in the voice segment.

"Mobile phone service providers are still very expensive, making access to their essential services merely a dream," said Prime Minister Raila Odinga, during the launch. Standard Group Deputy Chairman and Strategy advisor Paul Melly was among glitterati in the corporate sector who attended.

The PM was particularly concerned over the rates charged for roaming services, which he described as exorbitant and beyond reach.

Econet’s entry into the mobile phone market, through its Yu brand, is thus expected to push competition in the voice market a notch higher.

Figures indicate the mobile telephony business is still dominated by one player, controlling over 82 per cent of the market.

With about 20 per cent of subscribers holding more than one SIM card, there is room for more players, said Foley.

"We are relying on the financial backing of Essar Group and Econet Wireless International to increase our presence in this market," Foley told The Standard.

India-based Essar Group, a major shareholder in Econet Kenya, runs a $15 billion business empire, with interests in steel, oil, shipping, power and telcoms.

Powered by Essar Group, Econet Kenya will be tapping this conglomerate’s deep pockets and experience in the Indian telcoms business, to make a dent in the Kenyan market.

"We aim to connect with the consumer and be recognisable in the market," said Anna Othoro, Econet’s marketing director.

"Our brand positioning will be The Simple Things You Do," she added, a message that is aimed at the impressionable youthful mobile phone users.

Econet Kenya has been given a target of three million subscribers by the regulator, Communication Commission of Kenya, within a period of three years.

But Foley is optimistic that its 3-4 years business plan will achieve and surpass this threshold.

"We intend to use the Asian business model to price our products and services," said Foley.

Econet is playing all cards close to the chest and has not let out what calling rates it will be charging, until the network goes live.