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8ta 'will not be discontinued'

Bonnie Tubbs
By Bonnie Tubbs, ITWeb telecoms editor.
Johannesburg, 04 Mar 2013

Telkom has repositioned its stance on the future of the 8ta brand - initially said to be tabled for dissolution in a letter by Telkom Mobile MD Attila Vitai to staff members on Friday.

The company now says 8ta will not be discontinued, but rather shifted into specific market segments. In a statement over the weekend, Telkom said it had announced to its employees that only elements of the market that had been serviced and marketed under the 8ta brand, "will soon be served under the Telkom Mobile brand".

Vitai's letter to staff on Friday had given the conflicting impression that the 8ta brand, in which Telkom has invested millions since its 2010 launch, would be gradually done away with. "I am excited to announce that a decision has been taken that the 8ta brand will progressively be changed to Telkom Mobile."

Corroborating Vitai's letter, and in response to ITWeb's query as to 8ta's future, Telkom said: "Telkom has decided to progressively change the 8ta brand to Telkom Mobile."

What's to come

Telkom's most recent statement reiterates that a media briefing will be held (at a time to be "communicated shortly") to clarify and elaborate on the rebranding of the 8ta business.

In the meantime, Telkom says the launch of a new Telkom Mobile brand - in a bid to "support the group-wide convergence strategy and drive greater alignment" - is on the horizon and will support a more effective business, with stronger commercial prospects.

The company says the 8ta brand has been successful, in specific segments. "[The brand] will not be discontinued. It has been particularly successful in the youth market." Telkom says new propositions will be developed and launched, under the 8ta brand, in due course.

Telkom says its recent prepaid proposition is a taste of what is to come "over the next few weeks" in the market.

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