Telkom South Africa Ltd., Africa’s largest fixed-line phone company is aiming to capture 15% of South Africa’s mobile-phone market in five years after its wireless service starts on Oct. 18.
According to Amith Maharaj, the division’s managing executive, Telkom’s 8ta mobile unit will seek clients among the company’s 4.3 million fixed-line users, of which 2.1 million are businesses.
The company’s mobile offering has been in development for two years and is part of its strategy to offset the fixed-line business’s falling revenue and market share. Telkom’s voice traffic fell 9.3% in the year ended March 31 because of competition from fixed-line rivals and wireless services.
According to Maharaj, 8ta’s call charges will be about 60% lower than the average rates South African mobile-phone users now pay. Customers will earn free air time by receiving calls, and 50 free text messages for the rest of the day after sending at least five messages. The company is targeting as many users as possible. Telkom wants users to talk more on the phone. South Africa has an average of 90 minutes of monthly use per client, compared with 160 minutes in Chile and 190 minutes in Turkey, countries with similar levels of gross domestic product per capita.
Telkom is spending $880 million on building its mobile network. It has constructed 800 base stations and plans 3,200 more. It has a national roaming agreement with MTN Group Ltd., Africa’s largest mobile phone operator.
Telkom will be the fourth mobile operator in South Africa and will compete with MTN, Vodacom Group Ltd., the largest provider of mobile phone services to South Africans, and Cell C Ltd., which is the third-largest operator. Telkom previously owned a 50% stake in Vodacom, which it disposed of through a sale and spinoff.