Telkom announced the launch of Telkom Mobile today (19 March 2013), which it said is aimed at data-hungry consumers that make high volumes of voice calls.
The new Telkom Mobile is based on an existing robust and growing network that will benefit from continuing infrastructure investment, Vitai said.
The new brand is positioned to take advantage of changes in consumer knowledge, expectations and behaviour, Vitai said.
“Pretty much everyone has at least one mobile device and most use them for more than basic calls and messaging. There is a significant core group of consumers who expect to be able to do more with their devices in their own time and on their own terms. They know a lot about mobile products and are getting better at understanding complex deals and associated terms and conditions. With this increasing savvy they want simplicity and the ease of selection and use of their mobile products,” said Vitai.
“Telkom Mobile is a response to these consumer requirements and to opportunities that a faster, top quality network offers for launching products that are attractive to heavy and high-end users.”
Vitai emphasised that 8.ta will continue to be the brand name for a core set of products within Telkom Mobile, which is a business unit within Telkom Group.
He said that 8.ta has developed a strong and loyal following in key parts of the market and will therefore remain as an important product for those customers.
Manelisa Mavuso, Telkom’s managing director of consumer and retail services said the decision to launch Telkom Mobile was informed by a great deal of investigation.
Considerations included market dynamics, the benefits of leveraging off the strong Telkom brand heritage and its unsurpassed infrastructure. He said that he believes Telkom Mobile will position Telkom uniquely in the convergence arena.
Vitai said the costs of introducing Telkom Mobile are modest with existing budget allocations being used to establish the business as the leading mobile brand.