Frehiwot Banks Big on Devices, Digital Ecosystem in Bold Three-Year Strategy

Ethio telecom CEO, Frehiwot Tamiru, has an ambitious to aggressively deploy device sales, broaden service uptake, and regional expansion in the next three years. In a strategic shift her management designed to deepen revenue streams and expand digital penetration plan, she wants to transform the state-owned enterprise’s evolving identity from a conventional telecom operator to an integrated digital services provider.

The strategy, christened, “Next Horizon: Digital & Beyond 2028,” the CEO sets a revenue target of 235.8 billion Br next year, hoping to attain a 45.6pc surge over the current fiscal year. Device sales are projected to account for 11.5pc of this total, a noteworthy shift for a company historically dependant voice and data services.

Frehiwot aspires to distribute 3.5 million customer devices in one year, including handsets under the company’s brand. She signalled a desire for a departure from the traditional service model toward vertical integration in hardware, a move that seeks to lower barriers to smartphone access, particularly in underserved segments.

Speaking at an event held today at the Science Museum on Menelik II Avenue, Frehiwot declared that Ethio telecom is “going beyond services to make digital access more affordable.”

Telebirr, Ethio telecom’s mobile money platform, continues to claim a cetral place in her fintech ambitions. She plans to expand the company’s subscriber base to 62.5 million next year, facilitating transactions worth 4.43 trillion Br. It shows her growing confidence in digital financial services as a scalable growth engine, potentially positioning Telebirr as a dominant force in the yet to be developed mobile payments market.

Frehiwot also plans to expand 4G coverage, covering areas eith 85pc of the population; roll out 5G in 10 additional cities; and, build 1,228 new mobile sites, of which 322 are slated for rural areas.

The CEO also revealed that Ethio telecom is laying the groundwork for regional market entry, disclosing her ambitions to scale beyond the domestic market. While she remained short in details, she signalled exploratory efforts into neighboring countries.

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