Melon Mobile, a Mobile Virtual Network Operator (MVNO) operating on MTN South Africa’s network infrastructure, is embracing artificial intelligence (AI) for strategic growth. The MVNO has entered into a partnership with SourseAI, an AI-driven data analytics and decision-making platform, to augment its business intelligence capabilities and enhance customer-centric offerings in a competitive cellular market.
The primary objective of the collaboration is to leverage AI to tailor individualized mobile packages for users, encompassing voice minutes, data, and SMS services. Melon Mobile positions customization as a key differentiator in its market strategy.
The partnership with SourseAI aims to enhance customer understanding, optimize operational costs, and establish a more data-driven decision-making framework.
SourseAI, originally an Australian company, recently registered in the UK and counts Melon Mobile as its inaugural customer in Africa. While SourseAI serves various industries, including media and utilities, it boasts 15 telecoms partnerships across the UK, Europe, Australia, and New Zealand.
Tanya Hyams-Young, CEO of SourseAI, emphasised the challenges faced by traditional telecom operators in genuinely connecting with customers and extracting value from vast datasets. The telecom sector’s competitiveness underscores the importance of effective data utilisation and customer engagement.
Melon Mobile, launched in April 2023, stands out as one of South Africa’s few “pure telecoms” MVNOs, focusing exclusively on telecommunications services rather than offering them as add-ons to existing portfolios. Unlike MVNOs with established customer bases, Melon Mobile, as a pure telecoms player, seeks growth independently.
The implementation of SourseAI’s Atlas is expected to empower Melon Mobile by providing comprehensive tools to understand its business landscape and customer base. The AI-driven platform aims to facilitate proactive solutions tailored to the company’s evolving needs.
