8ta’s future clarified

According to Telkom, its 8ta brand is not being discontinued, but simply repositioned in the market.

This is according to Manelisa Mavuso, managing director of consumer and retail services at Telkom in a press statement issued today (6 March 2012).

Explaining the stance, Mavuso said that Telkom will serve some parts of the cellular market through the Telkom Mobile brand and some parts of the market through the 8ta brand.

Offerings under each brand will be “based on the way customers actually use voice and data, a rather than be limited by traditional marketing models,” he said.

“This decision was taken following a great deal of investigation and deliberation, Mavuso said.

”Market dynamics formed part of the equation, as did the benefits of leveraging off the strong Telkom brand equity in the context of our convergence agenda.”

Mavusa emphasised that 8ta would not be discontinued, pointing out that, since the brand was launched in 2010, 8ta had been successful, particularly in the youth market.

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8ta’s future clarified