Telkom has announced the launch of Telkom Mobile, amid a restructuring process, efforts to get the company back on track financially, and a shake-up of its mobile arm 8ta in terms of marketing audience.
Telkom positions the new mobile brand as "a high-quality network offering great value to data-hungry consumers and those who make high volumes of voice calls".
Telkom Mobile, says the company, will run off the local telco giant's existing network, which is set to benefit from continuing infrastructure investment.
Telkom Mobile MD Attila Vitai introduced the spin-off mobile brand at a media briefing in Centurion this morning. He says the company has matured to the point that it can attract high-value customers. Since launching in 2010, 8ta has traditionally focused on the mass market. Vitai says the new brand is positioned to take advantage of "changes in consumer knowledge, expectations and behaviour".
The offering is steeped in converged connectivity and will focus on both data and voice customers. Telkom's belief in convergence is patent, says Vitai, and will be used to differentiate Telkom Mobile from other players in the space.
High-end users
The Telkom Mobile and 8ta brands will co-exist and focus on the disparate spectrums of end-users. Telkom Mobile will become the core of the business, which is increasingly moving towards the convergence of fixed and mobile communications, and focus on high-end customers whether consumer or business-based, says Vitai.
"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."
Vitai says Telkom Mobile is a response to these consumer requirements, and will see the launch of products "that are attractive to heavy and high-end users". He was reluctant to expand on the products in line, saying more information on specific Telkom Mobile offerings is as imminent as tomorrow. Advertising for Telkom Mobile will start making appearances in radio, television and print media as of tomorrow, says the company.
Manelisa Mavuso, Telkom's MD of consumer and retail services, says the launch of Telkom Mobile is a milestone in the implementation of the company's plans to increase revenue and meet its business plan targets as a converged entity.
Vitai emphasises that 8ta 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 says 8ta has developed a strong following in key parts of the market, and will remain as an important product for those customers.
Vitai says the costs of introducing Telkom Mobile are "modest", in line with existing budget allocations for the business.
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