Airtel Africa has appointed Eddy Kapuku as the managing director of Airtel Madagascar. He succeeds Maixent Bekangba who has been in charge since 2015.

Kapuku intends to focus on increasing the company's growth momentum and partnerships with government to develop the country's economy, specifically in the area financial inclusion.

"Financial inclusion, bridging the digital divide and network rollout are at the heart of our priorities," he added.

According to Kapuku Airtel Madagascar will also aggressively pursue more widespread adoption of its mobile money service Airtel Money as a way to improve earnings.

"We offer the possibility of developing, securing and facilitating income-generating activities, both in rural and urban areas, thanks to a wide coverage throughout the country as well as a service specifically dedicated to mobile money: Airtel Money," Kapuku said.

He emphasised the company's interest in achieving price optimisation of its services, particularly as the high cost of internet access continues to represent a challenge to increasing internet penetration and adoption levels.

Kapuku added: "Indeed, the cost of the internet in Madagascar still remains relatively high compared to the tariffs of similar countries. Initiatives are being taken by the competent authorities so that the entities concerned can address this issue and the result of this collaboration would be to offer subscribers affordable rates and at the same time facilitate access of the general public to ICT services."

With a population of 26 million, only 12% of citizens have access to fixed and mobile internet.

Experts believe the market is still in its early stages and presents growth potential to operators that can provide top quality and cost-effective services to the subscribers while also achieving maximum national coverage.

Kapuku began his venture in telecommunications as a telecoms engineer. He also has expertise in marketing, product development and sales. Prior to his latest appointment, he served as marketing director in Gabon and in the DRC in 2016.