Safaricom has rolled out B-Live, a new internet product that allows customers to purchase data bundles based on time, in a move expected to deepen digital inclusion and enhance customer flexibility.
The innovation gives users access to non-stop browsing for one hour at Sh20, three hours at Sh50, or six hours at Sh150, providing an alternative to the telco’s existing MB/GB bundles. The launch is targeted at a broad spectrum of customers, including students catching up on virtual classes, creators streaming and uploading content, and professionals working on the move.
Safaricom says the product responds to evolving customer needs by offering more control over internet usage.
“We recognise that our customers are different. Some prefer managing their usage in MBs or GBs, while others simply want to enjoy the internet for a set period of time. By adding this option, we’re putting control back in the hands of our customers and enabling them to focus on what matters most — whether that’s learning, creating, connecting, or hustling,” said Fawzia Ali-Kimanthi, Chief Consumer Business Officer, Safaricom PLC.
The launch of B-Live comes as mobile data usage in Kenya continues to grow, driven by increased adoption of e-learning, social media, video streaming, and remote working. Industry players have also been diversifying their offerings to cater to different customer segments, with affordability and flexibility emerging as key selling points.
B-Live bundles are accessible via USSD codes *544# and *555#, with customers able to choose between hourly options. The product builds on Safaricom’s strategy to position itself not only as a telecoms provider but also as a key enabler of Kenya’s digital lifestyle.
Analysts say the move could sharpen competition in Kenya’s telecoms market, where rivals Airtel Kenya and Telkom Kenya have traditionally leaned on aggressive pricing to grow their market share.
By offering flexible time-based bundles, Safaricom is likely to appeal to younger, cost-sensitive users while retaining its premium brand positioning — a strategy that could make it harder for competitors to undercut on price alone.
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