Telecommunications firm Yas Tanzania has launched a new campaign, ‘Zingatia Mtandao wa Viwango’ (Experience a quality network), as it shifts focus from infrastructure expansion to improving customer experience in a rapidly evolving digital market.
The campaign, unveiled in Dar es Salaam on April 28, 2026, comes after the company invested more than TZS 1 trillion in network expansion and modernization, a move that has significantly improved its nationwide coverage and service reliability.
Speaking during the launch, Yas Chief Technology and Information Officer, Emmanuel Mallya, said the initiative reflects a new phase for the company, where emphasis is placed on ensuring customers fully benefit from the infrastructure already in place.
He explained that while the company has spent years building and upgrading its network, the current priority is to enhance how users experience connectivity in their daily activities, including business operations, education, entertainment, and agriculture.
According to the company, it currently operates more than 4,800 network sites across the country, about 1,000 more than its closest competitor.
This reach enables Yas to cover over 95 percent of Tanzania’s population, including both urban centres and previously underserved rural areas.
Beyond tower expansion, Yas has also strengthened its fibre optic infrastructure to improve data transmission capacity and speed.
The company offers 4G connectivity as the baseline across its network, while gradually rolling out 5G services in selected towns to meet growing demand for high-speed internet and advanced digital applications.
Industry observers say such investments are timely as Tanzania continues to witness growth in smartphone usage, mobile financial services, and digital entrepreneurship, all of which depend on reliable and fast internet.
Yas’ performance has also gained global recognition from Ookla, which ranked it as the fastest network in Tanzania for three consecutive years based on data from its Speedtest platform.
However, Mallya noted that the new campaign goes beyond speed, aiming to highlight other aspects of network quality such as consistency, accessibility, and reliability.
He said improved connectivity allows users to conduct online transactions efficiently, access digital learning platforms without disruption, and stream entertainment content smoothly.
The campaign also reflects a broader shift within Tanzania’s telecommunications sector, where companies are increasingly competing on service quality rather than pricing alone, as consumers become more aware of performance differences between networks.
Through ‘Zingatia Mtandao wa Viwango’, Yas aims to encourage users to make informed decisions about their connectivity choices, especially as digital services become more central to economic participation and everyday life.
The campaign will run across multiple platforms, including mass media, digital channels, and field activations, with messaging focused on demonstrating the real-life benefits of a high-quality network.
The launch highlights a wider industry trend in which connectivity is no longer seen simply as a utility, but as a key driver of productivity, innovation, and inclusive economic growth.
