YAS touts high-quality connectivity in new campaign

DAR ES SALAAM: Yas Tanzania has launched a campaign aimed at encouraging consumers to prioritize reliable, high-quality connectivity as demand for digital services continues to grow across the country.

The Company’s Chief Technology and Information Officer, Mr Emmanuel Mallya said new campaign titled ‘Experience a quality network’ that the initiative marks a shift from infrastructure rollout to customer experience.

The campaign is part of the company’s broader strategy to strengthen network performance and position itself within Tanzania’s increasingly competitive telecommunications sector, where quality of service, speed, and coverage have become key differentiators.

According to Yas, the initiative follows a cumulative investment exceeding 1tri/- in network expansion and modernization. The company says the investment has enabled it to significantly extend its coverage footprint and improve service reliability across Tanzania.

He noted that while the company has spent several years building and upgrading its network, the current focus is on ensuring that customers fully benefit from those investments across different aspects of their daily lives.

Mallya said the network is designed to support a wide range of cases, including business online, education, entertainment streaming, and agriculture, among other activities, reflecting the growing role of connectivity in Tanzania’s socio-economic development.

Yas reports that it currently operates more than 4,800 network sites nationwide, approximately 1,000 more than the next service provider. This infrastructure, the company says, allows it to reach over 95% of the population across both urban and rural areas, including previously underserved regions.

In addition to expanding tower infrastructure, Yas has invested heavily in fiber optic networks to strengthen backbone capacity and improve data transmission speeds. Yas offers 4G as the minimum technology across all its towers, while rolling out 5G services in selected strategic towns to support higher data demands and emerging digital applications.

Industry analysts note that such investments are increasingly important as Tanzania experiences rapid growth in smartphone penetration, mobile financial services, and digital entrepreneurship, all of which rely on stable and high-speed internet connectivity.

Yas’ network performance has also received international recognition from Ookla, a global authority on internet testing and analysis. Based on data from its Speedtest platform, Ookla has ranked Yas as the fastest network in Tanzania for three consecutive years.

While speed remains a key metric, Mallya emphasized that the campaign is intended to highlight broader aspects of network quality, including consistency, accessibility, and reliability.

He said improved network performance enables users to carry out online business transactions more efficiently, access digital learning platforms without interruption, and consume entertainment content with minimal buffering.

The campaign also comes at a time when telecommunications companies in Tanzania are increasingly competing on service experience rather than just pricing, as consumers become more aware of quality differences between networks.

Through ‘Zingatia Mtandao wa Viwango’, Yas is seeking to influence consumer behavior by encouraging users to make more informed choices about connectivity, particularly as digital services become more central to economic participation and daily life.

The company says the campaign will be rolled out across multiple platforms, including mass media, digital channels, and on-ground activations, with messaging focused on demonstrating the practical benefits of a high-quality network.

The launch underscores a broader industry trend in which connectivity is no longer viewed solely as a utility, but as a critical enabler of productivity, innovation, and inclusive growth.