Safaricom unveils Hook, a new platform that seeks to empower the youth by leveraging the power of technology.
The platform, which focuses on three main themes—technology, career, and culture—aims to nurture and support the aspirations of the Gen Z demographic and transform their lives by serving as an enabler of technology and providing access to specially made offerings that will make use of Safaricom’s extensive mobile network.
Peter Ndegwa, CEO of Safaricom, stated that the telco was committed to assisting young people in utilizing the revolutionary potential 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. As the name suggests, Safaricom wants to create a lasting connection with a generation that has unique needs,” Ndegwa stated.
By facilitating smartphone access, offering pertinent value propositions like Make Your Own Bundle, which gives users the freedom to decide how much they spend on data and voice, and making use of loyalty rewards and delight offers, Safaricom Hook aims to enable Gen Z to maximize their online potential and enjoy a digital lifestyle.
Through touchpoints like the Safaricom Digital Talent Programme, the Safaricom Engineering Community, and partnerships with various organizations, including the Power Learn Project, which empowers African youth through software development, Safaricom will equip the youth with digital skills for a tech future.
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 provide guidance for those in conventional careers.
In the Culture hook, Safaricom 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, among others.
To promote a savings culture, Safaricom Hook will leverage M-PESA Go, and the Mali wealth management platform.