Telkom launched the country’s fourth mobile operator on 14 October 2010. At the time the company promoted it as “8ta, powered by Telkom”, while it was commonly referred to as Telkom Mobile before the launch.
The Telkom Mobile journey actually started a few weeks before the October 2010 launch, though, with “Heita” branding appearing across the country.
Here is a short history of how Heita became 8ta, was later changed to Telkom Mobile, and ultimately fell under the general Telkom brand.
Heita pre-launch advertising campaign
In the run-up to the launch of 8ta, numerous cryptic billboards and print advertisements with the word “Heita” exposed the brand to people. These advertisements were all in black and white, except for a pink dot.
The Heita print advertising was complemented by video commercials.
8ta is launched
On 14 October 2010 Telkom launched 8ta – South Africa’s fourth mobile operator which the company promised would make waves in the local mobile space.
“I’m not exaggerating when I say that this is the start of a new era in mobile phone communication in South Africa. Consumers will at last have a real choice,” 8ta head Amith Maharaj said at the time.
8ta replaced by Telkom Mobile
In March 2013 Telkom Mobile MD Attila Vitai said that a decision had been taken which would see the 8ta brand progressively change to Telkom Mobile.
Vitai said that the Telkom brand was well-established in South Africa, and that it was important to leverage off the strong Telkom brand equity.
Telkom Mobile becomes Telkom
In August 2014 Telkom launched a new brand campaign with the tagline “Tomorrow Starts Today”, which included dropping sub-brands like Telkom Mobile and 8ta.
As part of this re-branding Telkom did away with its keypad icon logo and replaced it with a basic logo only containing the word Telkom. The Telkom brand is now associated with all of its services.