Telkom plans to to ditch the name “8ta” for its consumer mobile business after pouring millions of rand into building the brand following its launch in 2010.
According to a letter sent to Telkom employees by Telkom Mobile MD Attila Vitai, the company plans a gradual phasing out of the brand. The letter, first published by technology website Gadget, reads:
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 [the executive committee] 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.
In the business market, Telkom has always used the Telkom Mobile rather than 8ta branding.
Telkom says it will hold a media briefing soon to explain the decision to rebrand its mobile business. — (c) 2013 NewsCentral Media