Unpacking Poa! Internet’s ‘Kadogo Economy’ Weekly Unlimited Internet Proposition.

A few weeks ago as I was commuting back to Nairobi from a work-related trip upcountry when I indulged in one of my favorite habits: “billboard surfing.” Amid the usual clutter of ads, one billboard stood out — a vibrant and attention-grabbing ad for Poa! Internet, a leading Internet Service Provider (ISP) in Kenya that focusses on underserved markets with highly affordable offerings.

It wasn’t just the bold colors or its strategic location in a peri-urban area that caught my eye; it was the clarity and relevance of its messaging. It had large easy-to-read copy that clearly communicated the offers and the inclusion of a QR code as well as a prominently displayed phone number that made it effortless for anyone to take immediate action, if interested. These, for me, are some of the key attributes that make any out-of-home or ‘OOH’ advertising work well.

However, what really caught my attention was what I saw as a unique proposition for an unlimited home internet service in the context of Kenya. Poa! Internet’s unlimited internet service has a speed of 5Mbps, with flexible payment options — weekly at KES 450 or monthly from KES 1,575. The weekly billing offer reflects a deeper trend in Kenya’s economy: the enduring influence of the Kadogo Economy.

The Kadogo Economy: A Uniquely Kenyan Phenomenon

The Kadogo Economy — rooted in the Kiswahili word kadogo, meaning “a small thing” or “something small” — has been a defining feature of Kenya’s vibrant consumer market for decades. It’s a model that enables consumers to purchase goods and services in small, affordable quantities, making essentials accessible even to those with limited daily incomes. This concept emerged in the 1990s due to tough financial times for many Kenyans and has since evolved to touch almost every sector of the Kenyan economy.

Some of the most notable examples include:

• Cooking Oil ATMs: These dispensing machines at supermarkets and kiosks allow consumers to buy just enough oil for a single meal.
• Milk Hawkers: Hawkers sell milk in quantities as small as 10 shillings, catering to daily needs.
• Small Packaging: Companies like Unilever and BIDCO introduced sachets for products like cooking fat and detergent, ensuring affordability for lower-income households.

In Kenya’s digital economy, the Kadogo concept has transformed how services are offered. Think back to Safaricom’s groundbreaking prepaid airtime scratch cards over 20 years ago, with denominations as low as KES 5. These cards democratized access to mobile connectivity. Today, Safaricom continues to innovate within this framework, offering internet bundles for as little as KES 20 for 1GB of data, valid for an hour.

Poa! Internet and the Kadogo Economy

Poa! Internet’s billboard embodies the Kadogo Economy in Kenya’s increasingly digital-first era. By offering flexible weekly and monthly payment options for their unlimited 5Mbps internet service, Poa! Internet ensures that more households in urban and peri-urban areas of Kenya can afford reliable Internet connectivity. Indeed, while the monthly payment is more economical, the weekly option caters to those who manage their finances on a short-term basis — a reality for many Kenyans.

What makes this particularly groundbreaking is that as far as I know, no other ISP in Kenya currently offers unlimited internet with a weekly payment model. This is not just about affordability; it’s about accessibility. Poa! Internet has strategically designed a service that resonates with the everyday financial rhythms of its customers, making connectivity more inclusive.

The Kadogo Economy: Enabling Digital Inclusion in Kenya

Whether it’s cooking oil sold by the spoonful, detergent in sachets, or internet services payable weekly, the Kadogo Economy remains a powerful driver of growth and inclusion. It’s a model that challenges businesses to innovate while ensuring essential goods and services are accessible to all Kenyans.

Poa! Internet’s flexible weekly payment option for unlimited internet shows how this economic model continues to evolve in the digital age, bringing solutions to underserved communities and bridging the digital divide. What are your thoughts on how the Kadogo Economy is impacting the digital economy in Kenya? I’d love to hear your thoughts!