Smell of opportunity: perfume entrepreneur Bathabile Moreki enters telecoms with MVNO launch

Growing up in QwaQwa in the Free State in a household that depended on one income and without her mother, Bathabile Moreki learnt from an early age that opportunities are not equally available to everyone.

Entrepreneur Bathabile Moreki is expanding beyond fragrances into telecommunications, launching a mobile virtual network operator (MVNO) aimed at making connectivity more affordable while creating income opportunities for independent business owners.

TPC Africa Mobile, which launched in Midrand on Saturday, will use MTN’s network to offer branded mobile services, combining airtime, data and digital financial services through its app.

Moreki, founder of The Perfume Co. Africa, said the idea was inspired by the needs of her existing distribution network, which relies heavily on mobile connectivity to market products, communicate with customers and manage orders.

“We realised that we use a lot of data and airtime, but it would be nice for us to also sell those products that we are already using,” she said.

The move builds on a business that Moreki says has grown a network of more than 300,000 independent resellers. The company plans to recruit resellers from its wider network as well as unemployed people seeking income opportunities. Resellers will earn commissions and receive training in sales, marketing and compliance through online sessions.

Moreki said the group invested about R1.2m in the venture with part of the investment used to brand SIM cards with the company’s identity.

So many things are going up. We just want to also offer something that is affordable.

TPC Africa selected MTN after market research indicated customers viewed its network as stronger in rural areas. The partnership also gave the company an opportunity to negotiate packages suited to its target market.

Moreki said rising living costs and increasing demand for internet access among entrepreneurs, students and households had created demand for more affordable connectivity options.

“We just want to bring convenience at a broader scale instead of just people having to walk to the nearest shopping centre,” she said.

TPC Africa Mobile joins over 20 MVNOs using the infrastructure of network operators like MTN and Cell C to offer customers data and voice services. MTN currently hosts about 20 MVNOs.