Newcomer 8ta has leapfrogged its bigger competitors Vodacom, MTN and Cell C as the first South African mobile operator to offer an exclusive data bundle with the sale of Apple's popular tablet PC at local iStore outlets.
This is despite Vodacom and MTN's pre-existing distribution deals with Apple for the distribution of the iPhone in the country.
The two operators last week noted that neither had immediate plans to distribute the iPad but that its existing data offerings were on offer for use with the iPad 3G+WiFi models.
However, 8ta today announced it had landed a deal with Core Group, Apple's local distributor, to offer prepaid data bundles at a preferential rate that is exclusive to iStore sales of the device.
When questioned as to why the newcomer was selected over its bigger competitors, Core Group communications manager Taryn Hyam explained the deal was negotiated directly with Apple, but stated 8ta's bundles are aggressively priced and are a great option for connectivity for the iPad user.
Bragging rights
WWW Strategy MD Steven Ambrose explains that 8ta is taking advantage of the buzz around the local release of the iPad. He argues that it is significant that the big networks MTN and Vodacom did not move quickly enough and get involved from the beginning.
“The nature of the timelines leading up to the launch and the nimbleness of the youngest operator 8ta is probably what contributed to this coup.”
“In business, timing is everything, and it is a bold move by 8ta to grab this opportunity and run with it,” he notes.
Ambrose says the brand positioning of 8ta, as the preferred mobile data provider to the iconic iPad from Apple, will only assist 8ta in market positioning going forward.
8ta data
The deal will see 8ta SIM cards being offered to iStore customers seeking to purchase the 3G+WiFi models of the popular device.
Amith Maharaj, managing executive of 8ta, explains that the prepaid data bundles will be offered at a preferential rate and that postpaid data bundles for the iPad will be offered at a later stage.
The preferential rate is set at R1 per MB and the bundles will be valid for a month post-purchase.
Customers will be able to manage and purchase their data bundles through 8ta's iPad user portal. Hyam explains that the user will be able to access the portal via the iPad Safari Internet browser instead of having to remove the SIM card and manage it from a cellular device.
She adds that customers will have to bring the necessary documentation for RICA registration should they opt for the 8ta data deal when purchasing their iPads.
iPhone incoming?
Due to confidentiality agreements, 8ta would not comment as to whether an iPhone offering was in the pipeline; however, it previously stated it was in negations with Apple for the device.
Maharaj comments that 8ta is looking forward to a long and mutually beneficial relationship with Apple.
The operator is also in talks with BlackBerry to offer its range of smartphones. This was expected to be concluded by mid-January but 8ta has yet to announce an offering.
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