In an e-mail to staff Telkom Mobile MD Attila Vitai said that a decision has been taken that the 8ta brand will progressively be changed to Telkom Mobile.
“As you know, the Telkom brand is well-established in South Africa. You are also aware that convergence is a critical focus area of the Telkom strategy,” said Vitai.
“As we continue to execute our strategy and pursue the convergence agenda, it is important to leverage off the strong Telkom brand equity and our unsurpassed network infrastructure, which includes the mobile network.”
Vitai added that the 8ta leadership team has engaged with Telkom’s exco and the Telkom Board to consider the benefits of creating stronger alignment between the 8ta and Telkom brands.
“By creating Telkom Mobile we will support the group-wide convergence strategy and drive greater alignment,” said Vitai.
“It should be understood that a rebranding initiative is a process and not an event. As the process unfolds, we will continue to provide you with information.”
In an official statement Telkom said that its leadership is confident that the mobile operation has strong prospects for the future.
“We have launched the most competitive prepaid rate in the market. This sets the tone for further product announcements planned over the next weeks,” Telkom said in a press statement.
The company said it is planning a media session to elaborate on the rebranding of 8ta.