Johannesburg, 13 Oct 2010
Incoming mobile operator, Telkom Mobile, will hit the ground running as ITWeb has exclusively learnt the newcomer will offer Microsoft's latest Windows 7 smartphone range upon launch.
While commenting on the availability of Windows Phone 7 devices in SA, Microsoft marketing lead for Windows Phone, Nkosi Kumalo, let slip that Telkom Mobile will carry the new smartphones at launch.
It is speculated that Telkom Mobile will be officially unveiled tomorrow evening, as the fixed-line operator has invited the industry to an event that will see Telkom “stepping into an era with unlimited possibilities”. However, the company refused to confirm whether this is the launch event.
ITWeb has also confirmed with Nokia that its high-level smartphone, the Nokia N8, will be made available through Telkom Mobile. The cellular manufacturer was unable to comment on timing or pricing at this stage.
BlackBerry refused to comment as to whether its devices would be available through Telkom Mobile, saying only: “We work closely with our carrier partners to make all of our latest devices available. When a new product is ready to be launched with one of our carrier partners, we will issue a joint press release announcing the launch of the new product.”
Telkom would not comment on any queries related to the devices that would be offered by Telkom Mobile. The fixed-line operator also remains mum on whether the Heita! branding is associated with the company.
Nonetheless, analysts agree the company is poised for launch and is likely to cause quite a stir in the market.
Smartphone coup
WWW Strategy MD Steven Ambrose notes that SA is traditionally a handset-driven market with consumers wanting to own the latest and best available devices.
We are heavily handset-dominant; more so in the corporate market, in which smartphones are pervasive, explains Ambrose. “If Telkom Mobile is going to significantly attack the market, it must offer high-end devices.
“It is therefore not inconceivable that Telkom Mobile will have a significant smartphone range upon launch. And it would be quite a coup, for Telkom Mobile, to be the first to launch the Windows 7 range in SA.”
First place numbering
Another victory for Telkom Mobile includes the securing of '081' numbering range.
The Independent Communications Authority of SA has confirmed Telkom Mobile will use the '081' number range upon launch.
Vodacom operates within the '082' range, MTN under the '083' range and Cell C the '084' range.
The existing trends suggest the newcomer would have had to operate within the '085' range. Having secured the '081' range may create the impression that Telkom Mobile is first in the mobile industry.
Despite concerns that the newcomer would be faced with an uphill challenge entering an already saturated mobile market, analysts say mobile is inevitably the next step for the company and is integral for long-term growth.
Telkom evolution
“All companies must evolve, especially those in the fast-moving telecommunications space. Mobile will be an important part of Telkom's strategy going forward, but will not be initially a significant contributor to revenue,” comments Ambrose.
“What developing mobile capacity will do is enable Telkom to grow, develop capacity, and compete going forward,” he continues.
Frost & Sullivan industry analyst Spiwe Chireka points out that fixed-line revenue is dwindling, which has forced Telkom to develop a mobile offering. She explains that unlike the slow-paced fixed-line market, the mobile market involves quick turnaround and business agility.
“Mobility is a noteworthy contributor to any telecommunications operator, and in Telkom's case will offset slow growth in its fixed-line business,” she states.
Chireka explains that Telkom has a unique opportunity in offering sought-after convergence between fixed, mobile and data offerings. She maintains that the biggest challenge for Telkom will be its entry into an already saturated market.
“Mobile will not in the short-term make or break Telkom, they are too significant a company for that, but mobile is a significant long-term strategic play for Telkom, and one in which they must succeed,” concludes Ambrose.
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