Africell’s CEO reaffirms long-term commitment to connectivity, innovation, and human capital

At the NaTCA Consumer Parliament 2026, Africell Sierra Leone’s CEO, Shadi Gerjawi, reaffirmed the company’s long-term commitment to driving digital transformation, expanding connectivity, and investing in national development. Gerjawi addressed a diverse audience that included the Honourable Minister of Communications and Innovation, Members of Parliament, the Director General of the National Communications Authority, the Mayor of Kenema City, traditional leaders, government officials, sector representatives, civil society organisations, media, and consumers, framing Africell’s plans as both a business strategy and a civic commitment to Sierra Leone’s future.

Gerjawi cited Africell’s 21st year of operations in the country as a watershed moment that demonstrates the company’s ongoing commitment to “connecting people, building networks, and investing in this country and its future.” He stated that Africell entered Sierra Leone with a long-term vision and is still committed to supporting the country’s development trajectory, emphasising that the company sees itself as a strategic partner in national progress rather than just a telecommunications service provider.

Reflecting openly on recent operational challenges, the CEO revealed that the previous year saw one of the most extensive network modernisation initiatives in the company’s history. Gerjawi admitted that the modernisation process was complex and technically demanding, and that customers faced disruptions during the transition. He emphasised, however, that Africell worked “tirelessly to ensure that customer experiences were minimally disrupted,” and claimed that the effort has resulted in tangible improvements such as faster internet speeds, increased network capacity, and higher overall service quality. “Our customers deserved better, and we delivered better,” he said, emphasising the company’s commitment to continuously improving telecommunications services in Sierra Leone.

Gerjawi also positioned Africell as a technological pioneer in Sierra Leone’s telecom industry. He recalled previous milestones, such as the introduction of 3G services in 2011 and 4G in 2018, and stated that Africell was the first telecommunications company in Sierra Leone to acquire 5G spectrum. These milestones, he suggested, reflect a desire to stay at the forefront of technological advancement while broadening access beyond capital. “Sierra Leone is moving forward, and Africell is proud to help lead that progress,” he said, emphasising the company’s commitment to ensuring that districts outside of Freetown have access to modern connectivity and digital opportunities.

Beyond infrastructure, Gerjawi emphasised Africell’s investments in human capital and digital literacy as critical to the company’s social impact strategy. He cited the Africell Learning and Training Centre on Wilkinson Road as an example of practical investment: a free facility established to assist students, job seekers, and entrepreneurs by providing them with critical digital skills for tomorrow’s workforce. According to the CEO, over 500 schoolgirls from remote districts have participated in Africell’s digital training programmes, and approximately sixty women entrepreneurs have received training and support to help them grow their businesses. “This isn’t charity. “This is an investment in our people and our future,” Gerjawi stated, emphasising the importance of skill development in achieving broader economic inclusion.

To increase access to digital services, Africell has also launched AI EVA, a voice-powered artificial intelligence service that assists customers in local languages. Gerjawi explained that the service acknowledges that not all Sierra Leoneans own smartphones or possess advanced English literacy. “Customers can use AI EVA to ask questions in local languages. No smartphone is required. “No internet is required,” he told the audience, emphasising the importance of making technology serve everyone rather than just a select few.

Gerjawi reiterated Africell’s willingness to support the Sierra Leone government’s digital transformation agenda whenever necessary, reinforcing the company’s image as a partner in national innovation and development. He directly appealed to consumers for their continued trust and honest feedback, promising that the company would listen carefully and ensure that every investment—from new towers to service upgrades—improved the customer experience.
Gerjawi concluded his remarks by thanking participants at the Consumer Parliament, requesting ongoing stakeholder engagement, and praying for Sierra Leone’s continued peace and development. The CEO’s address included technical updates, a reaffirmation of long-term commitment, and a strong call for collaboration among private sector actors, the government, and communities as Sierra Leone pursues a digitally connected future.