Econet Wireless Kenya plans to roll out at the end of November and will be known simply as ‘Yu’. Following cut throat competition in the Mobile service provider market by Safaricom, Zain and Orange, the Company’s strategy has been guided by the fact that average revenue per user (ARPU) for voice calls in Kenya is on decline. Econet Wireless Kenya Chief Executive Officer and Yu Director, Michael Foley said they would target the Youth. Foley said, “Yu will initially roll out in Nairobi and Mombasa, and rapidly spread out to cover the rest of the Country within the first quarter of 2009.”

Following the launch of the network, Yu will unveil a variety of low cost services including mobile banking for their Consumers in two Months. Foley added, “We have no intention of flooding the market, and will proceed in caution, limiting the number of sim cards we put in the market. This is purely to ensure customers who get on board receive good quality services. ”

The CEO revealed that Yu, which will be powered by Essar Global Ltd, has invested $180 million (14billion) so far. He projected a similar amount to be invested into the Kenyan market between November and March next year, noting that the company has so far recruited more than 200 staff.

Foley added, “Currently, there are between eight and nine million Kenyans who own mobile phones. The market is promising and there is plenty of room for growth.”

In coming weeks, customers will receive Yu sim cards using prefixes 750, 751 and 752 and use the services offered by the fourth entrant in the mobile service provider industry. Yu marketing director Anne Othoro said the brand is all about the consumer, and will go with the tagline, ‘It’s the Simple Things Yu Do’.