(Telecompaper) South African operator Telkom announced the launch of the Telkom Mobile brand to focus on "data-hungry consumers" also making high volumes of voice calls. The existing 8ta mobile brand will remain a "sub-brand" of Telkom Mobile, the company said. Telkom Mobile MD Attila Vitai said the new Telkom Mobile is based on an existing robust and growing network that will benefit from continuing infrastructure investment. The new brand is positioned to take advantage of changes in consumer knowledge, expectations and behaviour, Vitai said. 8ta will be the brand name for a core set of products within Telkom Mobile, building on its loyal following in key parts of the market. Telkom said it decided to adopt its own brand for mobile services based on market dynamics, the benefits of leveraging off the strong Telkom brand heritage and its extensive infrastructure. The Telkom Mobile brand will also position Telkom uniquely in the area of converged services. Vitai said the costs of introducing Telkom Mobile are modest, with existing budget allocations being used to establish the business as a mobile brand. Telkom launched 8ta as the fourth mobile operator in South Africa in October 2010, after selling its stake in Vodacom. The operator last reported 1.5 million subscribers at 8ta at the end of September 2012.
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