1) The document summarizes a presentation given on empowering consumers through education, information, and outreach during ICT Week 2016 in Kenya. 2) It provides data on Kenya's ICT sector and regulatory framework for consumer protection. 3) Key aspects of consumer empowerment discussed include access to information from regulatory and consumer organizations, and resources to help consumers make informed decisions. 4) Various consumer education campaigns in Kenya are outlined, including on digital migration, mobile and internet services, postal/courier services, and child online protection.

1. Empowerment of Consumers :Through
Education , Information and Outreach
Presentation During the ICT Week 2016
Theme: ‘ICT Entrepreneurship for Social Impact’
17th May 2016
Laico Regency, Nairobi
Presenter: Mrs Patricia Muchiri
Assistant Director/ Consumer Affairs

2. Kenya Country Data
37.7 Million Mobile Cellular Subscribers (87.7 % penetration)
Total Area: 580,367 sq km (Land and Water)
Population: 43 Million (46% Adults; 54% <19 years)
Source:
Source: Kenya National Bureau of Statistics (2014) Kenya Fact Sheet 2014
Communications Authority of Kenya, Q2 statistics report 2015/2016
CIA The World Fact book
Internet Subscribers: 23,794,550
Internet users: 35.5 Million (Est. 82.6 % Penetration)
Information and Communication 1.2% of GDP

3. Consumer Protection Regulatory
Framework
The Constitution of Kenya, 2010
Articles 46 and 47
The Kenya Information and Communications Act, 1998
Sections 6,27,38,39,46K,66, 82 and 83R
Kenya
Information and
Communications
(Consumer
Protection
Regulations),
2010
Kenya
Information and
Communications
(Dispute
Resolution)
Regulations,
2010
Kenya
Information and
Communications
(Broadcasting
Regulations),
2009
Kenya
Information and
Communications
(Tariff
Regulations),
2010
Kenya
Information and
Communications
(Competition and
Equality of
Treatment)
Regulations,
2010
Consumer
Protection
Act, 2012

4. Two Types of Consumers
Source:
http://cdn2.hubspot.net/hub/174091/images/modern%20consumer.jpg?t=1463066958837

5. Consumers Ecosystem
• Access to myriad of
communication services
• Exposed to competing
technologies -2G,2.5, 3G, 4G,
(LTE), Fixed Line, Wimax,
Wireless, Fiber etc
• Limited knowledge in matters
ICT?
• Very competitive fast paced
market place
• Too much information i.e. adverts
• Where to seek redress?
• Bombardment of Information in
the Market place
Source:
http://www.experian.co.uk/assets/marketing-services/images/lucy-cross-channel-image-web.gif
http://www.featheringtheemptynest.com/wp-content/uploads/2016/03/Overwhelmed-by-technology.-830x537.png

6. Key Drivers of Consumer
Protection Regulations
• Product availability and variety
• Quality
• Efficiency & Reliability
• Safety
• Accessibility
• Affordability
• Confidentiality
• Comparability of products and
services

7. Consumer Protection Policies:
Limitations• Market Failures e.g. Lack
of transparent prices
• Mergers can be
disruptive
• Consumer Behavior
• Lack of adequate
information/education
• Lack of strong Consumer
Organizations
Source:
http://www.researchea.co.ke/images/shopping-cart1.jpg

8. Aspects of Consumer
Empowerment
Organizations that
Support Consumers
(Regulators , Consumer
Protection Agencies and
Consumer Organizations)
Resources to Enable
Consumers Make
Decisions (Increase
Confidence, Ease
Decision Process, Provide
Skills and Knowledge)

9. Consumer Education
• The process that provides consumers with
information and reinforces their capacity to
think critically about product choices.
• The process of educating and developing the
knowledge, understanding and skills that
everyone needs in order to live in a consumer
society.
• Ability to interprate consumer information so
that consumer can make informed, discerning
and responsible choices.

10. Objectives of CE
• To enable consumers interpret available information and
make informed discerning and responsible consumer
choices;
• Enable consumers to know their basic rights and
responsibilities;
• To enable consumers analyze consumer information;
• Enable consumers develop confidence and skills to
complain effectively and resolve problems related to
communication services;
• Give information that will enable consumers to know
where to seek for help and advice when necessary;
• Enable consumers to recognize the wider social and
economic impact of their decisions.

11. Consumer Campaigns
Digital Migration
Chukua Hatua
Postal/Courier
Campaign
Anti-counterfeit
ICT Consumer Forums
SIM Card Registration
Child Online
Protection Campaign

12. Chukua Hatua Campaign
 National campaign
 Targeted Consumers of Mobile and
Internet Services
 To clearly define the role of
regulator as a protector of the
consumer
 Educate consumers on their rights
and responsibilities
 Get consumers to know its up to
them to get value
 Arm consumers with
knowledge/info to make informed
decisions
 2008/09

13. Digital Migration
• Prior to Migration
– Awareness on Digital Migration from
Analogue to Digital Broadcasting
• Post Digital
– Increase level of awareness on digital
migration specifically demystifying the
issue of free-to-air vs pay TV.
– To enable consumers develop confidence
and skills to demand and obtain
appropriate set top box and service.
– Communicate the benefits of digital
broadcasting
– To provide information that will enable
consumers to know where to seek for
help and advice when necessary

14. Kaa Macho Campaign:
Postal & Courier Operators
• Enabled postal and courier consumers interpret available
information and make informed discerning and responsible
choices;
• Created awareness on issues affecting the Postal and Courier
sector amongst consumers
• Enabled postal and courier users to know their basic rights and
responsibilities;
• Enabled postal and courier users/consumers analyze consumer
information & develop confidence and skills to complain
effectively ;
• Encouraged postal and courier operators adhere to the law and
license conditions in servicing of this sector;
• Empowered SME’s with information on what they must know as
users of postal and courier services.
• National campaign carried out in FY 2011/012

15. Child Online
Protection Campaign
• Provided consumers with the information and
skills to enable them practice safe internet use
and minimize/eliminate exposure to risks and
vulnerabilities on the internet.
• Informed consumers especially the children
and youth about benefits of the use of the
internet
• Triggered the development of other initiatives,
services and mechanisms within the industry
and amongst other key stakeholders to protect
children online.

16. COP Campaign Phase II : Areas of Focus
National Framework on COP/
Action Plan
Curriculum
Development and
Training Manuals
Outreach
Activities
(Schools)
Training
and
Capacity
Building
Research
Advertising
and
Publicity
Partnership
and
Support of
Industry
initiatives
Review of Legal
and Regulatory
Tools
Technical
Tools
Consumer
Education

17. County ICT Consumer
Forums
• “Kikao Kikuu”: open forums/ barazas involving the
general public, key county opinion leaders and the county
Government
• Main objective
– Create a platform that is of interest to consumers and
encourage active participation and engagement
between communication service providers, consumers
and the Authority.
• Aim:
– To empower consumers and increase their confidence
in the communications market

18. Concept of the Forum
Principles:
• Interactive
• Informative
• Collaborative
• Participatory
• Involvement

19. Objectives of the
Forum• The creation of a strong partnership with Counties;
• To develop an interface for dialogue with Consumers
and County Governments;
• To create a platform for interaction between
communication service providers and consumers;
• To increase consumer awareness on rights and
responsibilities;
• To increase the level of awareness of CA’s role and
mandate;
• The forum is a tool for dissemination of information;

20. • Done in the Counties: So far we have been to Nairobi,
Mombasa , Uasin Gishu,Nakuru , Taita Taveta, Meru,
Laikipia , Meru and Machakos .
• 3 day road show
• 2 day Exhibition
• Baraza – Kikao forum where the Chief Guset is HE the
Governor
• Host 300 pax
• Panel of Experts
• Supported by Extensive Publicity & PR
• Pre-selected topic
Proposed Forum

21. General Consumer Issues in
County Forums
• Poor Mobile Network Coverage & forced Roaming
• Regulations on access to minor’s mobile phone records by
parents/guardians,sale of counterfeit phones in the Kenyan
Market and issues of sending of money to wrong recipient
through use of mobile money transfer services
• Request for more Education by Consumers on Counterfeit
communication devices
• Request for the regulation of Content on electronic media
• Setting up of Do Not Disturb Register
• Enhanced Role of licensee in consumer protection especially on
Mobile Money Transfer
• Concerns on regulation on Data Protection in Kenya

22. Cont ….Consumer Issues -Kikao
Kikuu
• In availability of funds at Mobile money agents to facilitate
transactions
• Access to customer care services
• High telecommunication tariffs
• Consumer mechanism on regulation on termination of services
• Regulation on transmission of unsolicited messages
• Request for support to train the County Government staff on issues of
e-government and communication
• Internet security and safety options when accessing open Wi-Fi
networks
• Content regulation of broadcast media
• Elimination of counterfeit communication equipment
• Regulation on Blogging
• What is the Procedure for licensing of community radio station?
• Support for and development of local content for broadcast
• Protection mechanism for consumers of communication services that
have been terminated

23. Consumers Role in Innovation
• Consumer provide insight and feedback on
the utility, estimated value, design, features
of the products/services
• Empowered consumers always demand to
quality services, drive competition and
demand value for their money

24. Thank You
cpa@ca.go.ke
Info@ca.go.ke
www.ca.go.ke
Communications Authority of Kenya
ca_kenya