A new mobile virtual network operator (MVNO) is set to launch in South Africa in early May 2015. While details of the new player, including its name, are still unclear, it has launched a teaser campaign with the tagline ‘BeUnordinary’ with a series of billboards appearing across Gauteng.
The CEO of the new MVNO, Brett Howell has said the company is confident that its services will “turn the traditional mobile market model on its head” with a promise to shake up the market by providing more flexibility and control, and a cost-effective offering.
Historically MVNOs have struggled in the South African market which is dominated by well-established service providers, although this may change as traditional operators have been implementing a series of price hikes recently. This could lead to consumers turning to MVNO offerings in search of a better deal.
Howell comes from a marketing, strategic and operations background in the telecoms industry. The management team also includes Steve Bailey, who is best known for his stint as Virgin Mobile SA CEO about four years ago, and for his current telecoms venture MVN-X.