By Alvin Lansana Kargbo
Africell celebrated two significant milestones at The Lead Hotel in Freetown, on Monday, January 13, 2024, marking 25 years of operation across Africa and 20 years of transformative telecommunications services in Sierra Leone. The event, attended by prominent figures including the Chief Minister, Government officials, Africell Executives, partners and loyal customers, highlighted the company’s remarkable journey and its contribution to the country’s digital transformation.
The presence of the Chief Minister underscored the importance of Africell in Sierra Leone’s growth. During his address, he praised Africell’s long-standing commitment to innovation and community empowerment, emphasizing the company’s role in bridging the digital divide in the country. “Africell has been a vital partner in driving progress and fostering economic growth,” he remarked.
The evening also featured a video presentation showcasing Africell’s extensive Corporate Social Responsibility (CSR) initiatives. These initiatives include disaster relief efforts, support for education and youth empowerment through the Africell Impact Foundation. The company’s social contributions further solidified its status as a key player in Sierra Leone’s development.
A key highlight of the event was a raffle draw where 25 lucky winners received exciting prizes, including Star Time decoders, Samsung smartphones, Africell MiFi devices and internet fiber installations. This raffle served as a celebration of Africell’s continued success and as a token of appreciation to its customers.
Africell’s CEO, Shadi Al-Gerjawi, delivered a passionate speech reflecting on the company’s achievements. He highlighted key milestones such as the introduction of mobile and internet technologies, the launch of Afrimoney for financial inclusion and the company’s investment in job creation and community development. “Our journey has always been about more than just telecommunications; it’s about empowering communities and creating opportunities,” he said, stressing that Africell would continue to lead the digital transformation in Sierra Leone.
The event culminated in a ceremonial cake cutting, symbolizing Africell’s ongoing growth and innovation. The company reaffirmed its commitment to connecting people, driving progress and empowering communities in the years ahead.
Earlier and prior to the anniversary celebration, Africell hosted its annual management retreat at Tokeh Resort on January 11-12, 2025. The retreat provided an opportunity for Africell’s leadership to reflect on past achievements and strategize for the future. Ziad Dalloul, Chairman of Africell Group, delivered a compelling address that outlined the company’s journey in Sierra Leone’s competitive telecom sector. He shared insights into Africell’s early challenges, including the dominance of Celtel and how Africell navigated regulatory hurdles to foster a competitive market. “We saw opportunities where others saw barriers,” Ziad Dalloul noted, referring to the company’s efforts to reduce interconnection fees and create a more equitable telecom environment.
Ziad Dalloul emphasized that Africell’s presence in Sierra Leone had not only transformed the telecom sector but had also enhanced consumer experiences by lowering costs and improving competition. He also highlighted the company’s continued mission to positively impact the communities it serves.
During the retreat, Shadi Gerjawi announced that 2025 would be dedicated to giving back to Africell’s subscribers, with monthly rewards and themed celebrations throughout the year. He also reflected on the challenges faced in 2024, acknowledging the tough year while celebrating the company’s resilience. “We ensured that our customers did not experience any service disruptions during our network modernization,” Shadi Gerjawi noted, highlighting the seamless upgrade process that enhanced speed and capacity.
As Africell celebrates 25 years of operations in Africa and 20 years in Sierra Leone, the company remains committed to delivering high-quality, affordable telecommunications services. Looking ahead, Africell is poised to continue its market leadership and maintain its dedication to the Sierra Leonean community, reinforcing its position as a cornerstone of the country’s digital transformation.
