MTN has begun a national campaign to encourage and educate its subscribers on how to use SMS as a communication medium.
The campaign, called SMS Ya Seiva, is taking place at 21 taxi ranks in all nine provinces until 12 August.
The purpose of SMS Ya Seiva is to educate and encourage customers to use SMS, MTN says.
The campaign includes product demonstrations, promotional activities, an SMS dictionary, and industrial theatre to create entertainment value for consumers, it says.
A "how-to" comic book has been developed to educate consumers on various MTN products.
Donovan Smith, GM of consumer segment marketing at MTN SA, says while demand and use of SMS has grown each year among most cellphone users, usage remains at low levels for a large portion of the population.
He says the reason for the low usage is a lack of literacy, coupled with SA`s extensive range of indigenous languages.
The result is some consumers with low education levels have been uninterested in SMS or data facilities, compared with users who are better educated, he says.
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