Phones for the informal

In line with the company's strategy to provide access to affordable communication technologies for all South Africans, the Emerging Market Channel at MTN South Africa has introduced low-cost cellphones with multi-functionalities and features to meet the needs of mass and emerging market consumers.

The new scheme was piloted in December 2007, and the company says that the pilot was so successful that it has decided to increase the choice of cellphones on offer by introducing a variety of cellphone brands. This addition will empower those who were previously excluded from the cellular market due to affordability and physical access.

To bring the new phones to the consumer, the company's products will now be easily accessible through the company's 186 distribution partners across South Africa, with the primary focus on rural, township and peri-urban areas.

The intention is to offer consumers in the mass and emerging markets a diverse product offering. Consumers who previously aspired to owning a cellphone or those that wanted a more aspirational cellphone will now be able to purchase units that will range from R200 to R600 each and will be available in their own environments.