African mobile device brand mi-Fone has launched in South Africa, opting to sell its handsets directly to consumers via an online shopping platform.
The group’s range of smartphones will not be available to South African consumers via any other channel other than the online store.
Available as part of the store’s launch is the limited-edition Android smartphone the mi-FAB 4.5.
The mi-FAB 4.5 runs on Android 4.2 Jelly Bean, features a 1.2GHz quad-core CPU, an 8MP back camera and 5MP front camera, Dual SIM capabilites, and retails for R2,199.
The site has partnered with payment gateways Payfast and Mobicred, and offers a nationwide courier service.
“Mi-Fone’s success in Africa is largely due to our smartly developed, well-priced phones, so I have no doubt that we will be able to impact this (South African) market through our online portal,” said mi-Fone CEO Alpesh Patel.
“There is no doubt that Africa is the ‘mobile continent’, with the industry expecting mobile Internet use to increase 20-fold in the next five years. It is estimated that 20 million South Africans still have no Internet access due to high costs of devices.