iSmart, a Digicall Group company, has launched a mobile virtual network operator (MVNO) called SmartMobile – which runs on Cell C’s network.
News of the launch dates back to 2014, when MVN-X, the platform iSmart uses for its service, said that SmartMobile would launch in the first quarter of 2015.
More recently, iSmart CEO Andre Geboers told the Sunday Times his company’s focus would be on customer service, and they would offer rewards to users every six months if they paid their bills.
“We’re going to be well priced, but we are not the cheapest,” he said.
The mobile space is not new turf for the company, which has been around for 10 years and has activated more than 600,000 customers for Autopage and MTN.
iSmart said it spent R40 million over the past four years on research and development and billing systems in the build up to its launch.
The call rate on the new SmartMobile MVNO plan is 99 cents a minute, on any network, at any time.
There are various bundled options covering both mobile handsets and tablets, including the iPad Mini, Nokia Lumia 520, the Samsung Galaxy Star, and other low-cost devices.
Subscribers are able to top up their airtime.