The end of 8.ta

Telkom’s mobile network, 8.ta, will disappear as an independent brand and be absorbed into the parent company as Telkom Mobile, according to a letter sent to staff this morning.

Telkom staff were informed this morning that its mobile network 8.ta will be rebranded Telkom Mobile to reflect the organisation’s focus on a convergence strategy.

The letter, sent by 8.ta Managing Director Attila Vitai, emphasised that the intention was to provide greater alignment with group strategy rather than reduce the roll of the mobile business.

Attila Vitai’s letterhead on the message to Telkom staff today.

The letter reads in full:

‚”As you know, the Telkom brand is well-established in South Africa. You are also aware that convergence is a critical focus area of the Telkom strategy. As we continue to execute our strategy and pursue the convergence agenda, it is important to leverage off the strong Telkom brand equity and our unsurpassed network infrastructure, which includes the mobile network.

Over the past weeks the 8ta leadership team has engaged with EXCO and the Telkom Board to consider the benefits of creating stronger alignment between the 8ta and Telkom brands. I am excited to announce that a decision has been taken that the 8ta brand will progressively be changed to Telkom Mobile.

By creating Telkom Mobile we will support the group-wide convergence strategy and drive greater alignment.

It should be understood that a rebranding initiative is a process and not an event. As the process unfolds, we will continue to provide you with information.

I want to assure you that this rebranding exercise will support a stronger and more impactful mobile business.

The Company has strong prospects. Today we launched the most competitive prepaid rate in the market. This launch sets the tone for announcements planned over the next few weeks. We remain confident in the business and committed to creating value in the future.

Kind regards,

Attila‚”

*