Twenty-nine cents is set to become Telkom Mobile's signature tariff, as 99c is to Cell C.
Telkom's mobile arm has launched a new prepaid tariff plan - "SIM-Sonke" - that offers prepaid customers on-net calls at 29c per minute, on per-second billing.
Available only in Telkom Mobile's coverage areas, SIM-Sonke customers will pay 29c per minute on per-second billing for calls to any Telkom Mobile SIM, while off-net calls will cost 75c per minute on per-second billing - including calls to Telkom and Neotel landline numbers.
SIM-Sonke customers will also be able to make free unlimited calls to other SIM-Sonke subscribers from 9pm to 6am, extending the night-time benefit window, when recharging.
Customers who recharge with R5 get free evening calls from 9pm until 6am the following day, while a R20 recharge will give customers free evening calls valid for seven days, from the date of recharge. The benefit in the latter instance will be valid from 9pm and expire on the eighth day at 6am.
Telkom Mobile points out that the new prepaid product is a standard tariff, not a promotion.
Citing the ever-growing cost of living incline due to, among other economic factors, petrol hikes and government's planned e-toll system - as well as the characteristically high telephony costs in SA - Telkom Mobile says it has a responsibility to drive lower communications costs.
Telkom Mobile is targeting SA's lower-income communities with SIM-Sonke - a product the company says will not only fulfil a social agenda, but also drive the company's strategy to the end of increasing profit margins.
Telkom Mobile MD Atilla Vitai says, while the company is a profit-making entity and has not launched SIM-Sonke solely for the sake of altruism, it does have a responsibility to drive lower costs in SA.
"As the mobile division on the country's oldest and largest telecommunications company, we believe we have a responsibility to drive the affordable telephony agenda."
Vitai adds SIM-Sonke was planned with simplicity in mind. "We wanted to introduce a no-frills product."
Community base
The other concepts Telkom's new product is based on, says Vitai, is that of community and sharing. The name SIM-Sonke is a play on the Nguni word "Sisonke", which means togetherness.
Vitai says the product contributes to the communities it targets. "The advertising campaign is launching exclusively on community-based media. The radio campaign is one of the single largest campaigns booked on community radio.
"By using community-based media we are able to better customise our communication to tap into the unique qualities of different communities."
The SIM-Sonke starter pack, available at Telkom stores and participating Shoprite Checkers stores for 99c, contains two SIM cards. Telkom Mobile says this enables the buyer to "keep one and give the other to a person that they call a lot".
Mobile number port-ins are supported on SIM-Sonke and customers can check coverage by sending their address via SMS to 43482.