Academic bookstore Van Schaik has become the latest company to announce plans to launch a mobile virtual network operator (MVNO) in South Africa. The new virtual operator, which piggybacks on Cell C’s network, is aimed firmly at the student market.

The “student-friendly” MVNO, which forms part of the updated Van Schaik rewards app, has been built by MVN-X, the MVNO “enablement” company led by former Virgin Mobile South Africa CEO Steve Bailey. It will be the seventh MVNO launched by MVN-X when it goes live in January.

The new MVNO is aimed mainly at students studying at tertiary education institutions, with the app enabling students to earn money and benefit from their standard, everyday behaviour, both in their buying habits in-store as well as their mobile usage, said Bailey. It offers prepaid deals only.

Van Schaik has more than 150 000 active rewards members who will be issued with Sim cards. Together with the National Student Financial Aid Scheme, it intends issuing a further 400 000 cards.

Advertising income will be used to reward members, who will be able to spend their rewards at Van Schaik stores and on airtime.

“The student market in South Africa has largely been underserved in the telecommunications field,” Bailey said. “Students have specific needs, and we are hoping that this new venture both meets and exceeds those needs.”