Mobile service provider Safaricom has launched a communication and empowerment platform called BLAZE.

The telco says 25% of its marketing budget has been used to conceptualise, develop and launch the sub-brand aimed at users aged 26 years and younger.

Bob Collymore, CEO of Safaricom, said, "BLAZE will not just change the future of communication in Kenya; it'll change how we as a company relate with Kenyan youth."

Sylvia Mulinge, Director for Consumer Business at Safaricom elaborated on 'Create Your Plan', a service that allows subscribers to control how much they spend on voice, data and SMS each time they purchase airtime.

"If, for example, you buy 100 bob worth of credit, you have the freedom to choose how much of that should go into data, voice or SMS, depending on your preferred usage. To do this, all you have to do is go to the BLAZE website and, using a simple slider, swipe left or right to select how much goes to each service,"

Mulinge added that those who prefer not to do allott their spend online have the option of doing do by following voice prompts.

The new platform, which includes access to 3G and 4G enabled devices, has been in the making for a year.

"Safaricom is banking on the youth to deliver 25 per cent of its future growth, in terms of both customer numbers and revenue, by offering more relevant products and services to this segment," concluded Mulinge.

BLAZE subscribers will also get mentorship opportunities, including the chance to win funding for their businesses as well as a chance to audition for the BLAZE TV show, called Be Your Own Boss.

Subscribers will also have access to M-PESA-based services in addition to a loyalty programme with rewards specifically designed for young Kenyans.