Less than three years after Telkom unveiled its mobile arm, the company is shelving its original pink and black brand.
This comes four months after Telkom said it would not be wiping out the 8ta brand, but rather integrating it, side-by-side with Telkom Mobile.
Atilla Vitai, MD of Telkom Mobile - which was officially launched as the company's new mobile brand in March - says all new products coming from the company's mobile arm from now on will be launched under the name of Telkom Mobile.
"We believe 'Telkom Mobile' is more appropriate, given the company's convergence strategy and because we want to leverage off the historical name of Telkom.
"What we will do with the 8ta brand going forward is not much of a priority to be honest. We will carry on launching new products and enhancing those we already have in our portfolio, under the Telkom Mobile brand."
Vitai says the company is still making use of 8ta outlets to market and sell fixed-line and mobile products, and will continue to do so.
Michael Hare, president of the South African Communications Union, says 8ta has been withdrawn as a brand and outlets will - over time - change to Telkom Mobile.
He points out that Telkom has not been marketing 8ta.
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