The 8ta brand is here to stay, says Telkom, clearing up a bout of confusion that hit the industry last week when the MD of Telkom Mobile, Attila Vitai, sent a letter to staff members stating the pink and black mobile brand would be gradually dissolved.
Telkom cemented its subsequent statement that its mobile arm would not be phased out - but would merely see a shift in the markets it focuses on - at a media event announcing 8ta's exclusive partnership with the Premier Soccer League (PSL) today.
Manelisa Mavuso, MD of consumer and retail services at Telkom, said 8ta's sponsorship of the league represented "great value" (financially), and that the move was evidence of Telkom's commitment to the 8ta brand. For the next five years, 8ta will own the mobile rights for the PSL business, and associated events.
Massive market
Mavuso said the partnership would be leveraged to drive the 8ta brand into what he says is a vast market that represents millions of soccer fans and, ultimately, potential owners of 8ta's 081 prefix.
He said plans for 8ta were part of Telkom's ultimate mission, steeped in convergence. "8ta is part of Telkom. 8ta is Telkom."
Going forward, said Mavuso, the company will serve some parts of the market through the Telkom Mobile brand, and some parts of the market through the 8ta brand.
"Our offerings under each brand will be based on the way customers actually use voice and data, rather than be limited by traditional marketing models."
He says the decision to split-focus Telkom's mobile business was taken following a great deal of investigation and deliberation. "Market dynamics formed part of the equation, as did the benefits of leveraging off the strong Telkom brand equity in the context of our convergence agenda."
Mavuso says 8ta is exploring ways of serving PSL players and fans alike, with things like WiFi and cheaper calls from within the bounds of soccer stadiums. "We are also looking at launching a Web portal that will leverage content from fans and players."
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