Mi-Fone, billed as being Africa’s first devices brand, is now offering its smartphones to South African customers via an exclusive online shopping platform.
The company acknowledged that it is attempting to follow in the footsteps of Chinese success story Xiaomi – which sold over 20 million phones online in 2013 – by adopting an internet business model and cutting out the middle man (network operators and traditional retail chain stores).
A statement from Mi-Fone said the company is partnering with payment providers Payfast and Mobicred in an effort to offer consumers “smartphone technology at affordable price points without the hassle of MNO contracts”.
According to CEO Alpesh Patel (pictured above): “It is estimated that 20 million South Africans still have no internet access due to high costs of devices. Mi-Fone’s success in Africa is largely due to our smartly developed, well priced phones, so I have no doubt that we will be able to impact this market through our online portal, enabling Africans to access technology directly at very affordable prices.”
There is no word yet on whether Mi-Fone will replicate the online model across the numerous (“12 plus”) African markets in which it operates.
The online platform will be launched with a limited edition smartphone, the mi-FAB 4.5, available on a first-come, first-serve basis (prepaid) and priced at ZAR 2199 (just under $200).
The phone, described as the “ultimate selfie snapper”, includes a 5 megapixel front camera, a dual SIM feature, will be unlocked to use with any operator and comes with a range of free products as part of an introductory offer.
Speaking at the GSMA Mobile 360 Africa conference last month, Patel revealed that the company’s biggest challenge “is the mindset of the African consumer. I think they respect international brands more than homegrown ones.”
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