In what appears to have become a race of three, fourth mobile operator 8ta has entered the mobile price war with the launch of an aggressively-priced prepaid offer that effectively gives subscribers free, open-use airtime.
“8ta More” rewards customers with instant airtime on a sliding scale when they recharge with R10 or more. Airtime can be used for voice, data or standard rate SMS and MMS to any network, and is valid for use for seven days from purchase.
A three-tiered scale, buying airtime to the value of R10 to R29 will yield a 20% reward, R30 to R49 a 50% reward in free airtime, and R50 and more will see airtime doubled - customers get 100% airtime free. The operator says free airtime will be used first, as it expires after a week.
Speaking at the launch of the product in Melrose Arch yesterday, 8ta's senior managing executive, Amith Maharaj, said the new product would improve the average minutes of use in SA - an element he says is indicative of the state of a country's economic development.
bank on.”
8ta More will be available as of 12 August, when new customers will be automatically provisioned on the prepaid offer and existing 8ta prepaid subscribers will have the option to migrate to the plan via USSD (*180#) or by calling 180.
99c fight
8ta's prepaid offer comes in the wake of a barrage of local and international voice and data deals from Cell C. The third mobile operator now offers both prepaid and contract customers a 99c tariff on per second billing, in and out of peak times and to any local network.
First mobile operator, Vodacom, has also introduced a number of promotions over the past couple of months - seemingly in reaction to Cell C's edging into the market. In May, shortly after Cell C's 99c offering came to light, Vodacom launched “Freedom 99”, a prepaid voice promotion that allows customers to make calls for 99c per minute, at any time - but only off-net and on per-minute billing.
Second mobile operator, MTN, has chosen not to retaliate by shooting off new products, rather maintaining it already offers the most affordable rates.
Where MTN did appear to react, however, was on the marketing front - where it apparently parodied Cell C's recent advertising campaign featuring “Papa”, a character with an American accent.
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