Heita! That’s the name of Telkom’s new mobile business, or at least the part of it that’s going to focus on the mass consumer market.

The traditionally fixed-line operator looks set to launch consumer mobile services using the “Heita!” branding on 14 October.

Heita is township slang and means “hello” or “howzit”.

It’s understood “Heita!” will only be used to market Telkom’s consumer mobile products. The Telkom name will feature more prominently in its business-focused mobile products.

Telkom has already begun a marketing campaign around “Heita!”, erecting billboards in strategic locations along the country’s highways and byways, and launching a range of television advertisements. It’s not stated, however, that the campaign forms parts of Telkom’s mobile launch.

The operator has also created a website, registered by intellectual property attorneys Adams & Adams, which provides more clues as to how it will launch the network.

The website features a range of TV spots that are being used to create interest in the “Heita!” name ahead of the 14 October launch.

And if the site is anything to go by, it appears that social media, especially Twitter, will form an integral part of the launch campaign.

The “Heita!” branding is largely black and white, but appears always to feature a prominent pink dot. The significance of the dot is not yet clear.

What’s also not clear yet is whether the name Telkom will feature at all in the marketing campaign. — Duncan McLeod, TechCentral

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