Following recent reports,  Starlink has confirmed that it has reached capacity in quite a few African countries, including Kenya. Beyond that, the high-speed, low-latency internet service that promised to bridge digital divides in underserved regions has experienced a wave of complaints from users, more so in Kenya.

A surge of service interruptions and connectivity issues, especially following the recent heavy rains, has raised questions about whether Starlink might have overextended itself by entering the African terrain – Kenya as a case in point – without understanding the local operability nuances. More fundamentally, this admission provides an opportunity for local internet service producers (ISPs) to glean important lessons in quality of service, reliability, and customer value proposition.

The promise vs. reality

The announcement of Starlink’s inroads into Kenya was marked by what seemed like overwhelming market support. This was largely due to unfounded claims against the market leader, Safaricom, and partly the promise of delivering reliable, high-speed internet to remote and underserved regions. Kenya, like many African nations, grapples with limited broadband infrastructure, particularly in rural areas. Although the urban population has enjoyed relatively decent internet access through various ISPs, rural connectivity has lagged. Starlink’s model, promising satellite-driven internet capable of bypassing traditional infrastructure hurdles, seemed like an answer to Kenya’s connectivity challenges. However, the admission of a connectivity peak, recent network strain and frequent service interruptions suggest that Starlink may have underestimated the environmental and logistical complexities of operating in Kenya.

The outages reported by users after the heavy rains are particularly concerning, as the satellite internet system is theoretically less prone to terrestrial disruptions. However, Kenya’s unique weather patterns and regional infrastructure complexities appear to be challenging even Starlink’s advanced satellite technology. This underperformance has prompted questions: did Starlink rush into the Kenyan market without a comprehensive feasibility study that would have highlighted these environmental factors? If so, the strategy to rapidly expand capacity may have been premature, sacrificing quality for speed, a trade-off that may ultimately erode the company’s reputation in this region.

Feasibility and market readiness: A missed step?

A thorough feasibility study assesses market readiness and uncovers challenges that may not be immediately apparent to foreign tech giants entering developing markets. Starlink’s model, heavily reliant on satellites orbiting thousands of kilometres above the earth, may have underestimated the geographic and meteorological nuances of Kenya. Although Starlink has managed to thrive in many developed markets, Kenya presents a unique combination of environmental and technical variables that make satellite internet more complex. Seasonal weather patterns, like the heavy rains, could introduce additional atmospheric interference that wasn’t fully accounted for. Given Kenya’s variable climate and periodic, intense rainy seasons, it’s possible that Starlink’s planners didn’t weigh the effects of weather on satellite signal clarity as thoroughly as needed.

Moreover, the demand may have exceeded initial expectations, leading to oversubscription. Starlink’s high costs relative to local ISPs mean that the target demographic may be tech-savvy urban and semi-urban dwellers or businesses in remote areas rather than the broader population. Such oversubscription could strain network capacity, resulting in slowed speeds and disrupted service. This is particularly detrimental to a brand that positioned itself as a premium service for reliable, consistent internet. Starlink’s entry, therefore, might have benefitted from a more gradual, regionally phased rollout that could have minimised the risk of capacity issues and helped the company adapt its technology to Kenya’s environmental demands.

Value over rhetoric: Lessons for local ISPs

For local ISPs, Starlink’s struggles serve as a cautionary example of the importance of delivering genuine, consistent value over flashy branding or grand promises. The local internet service market has long been dominated by several providers who, despite their issues with infrastructure and pricing, have gained deep market knowledge and a robust understanding of local demands. Unlike satellite-based solutions, local ISPs operate with physical infrastructure that can be optimised and adjusted according to the specific requirements of different Kenyan regions.

While Starlink has tried to differentiate itself through promises of state-of-the-art technology, local ISPs have the advantage of adaptability and responsiveness. Local providers can fine-tune their services based on direct customer feedback and respond to infrastructural challenges with a flexibility that satellite-based services can’t easily match. Rather than relying on rhetoric and grandiosity, local ISPs should take this opportunity to emphasise customer-focused service improvements, reliability, and reasonable pricing. For many customers, internet access is not about glamour but about steady, reliable connectivity at an affordable price point. Local ISPs can strengthen their customer base by focusing on these core values and ensuring consistent service, particularly in adverse weather conditions, where they may now have the edge over satellite services.

In conclusion, Starlink’s current woes in Kenya should be seen as a lesson in the importance of feasibility and service quality over market hype. This scenario is simply a reminder to local ISPs that consistency, reliability, and customer-oriented service are more valued than grandiose promises. As local ISPs observe Starlink’s pitfalls, they have an opportunity to position themselves as dependable providers by prioritising customer needs and adapting to environmental and infrastructural challenges with agility.