MellowVans, a Stellenbosch-based electric vehicle (EV) manufacturer, has collaborated with Itemate Solutions to roll out a novel mobile storefront solution for African telcos. This initiative not only champions cost-effective, sustainable transport but also promises enhanced customer outreach in a challenging regulatory environment.
Neil du Preez, CEO of MellowVans, a company notable for being South Africa’s first automotive Original Equipment Manufacturer (OEM) to secure European and British homologation, notes that MellowVans are uniquely adapted to the African market, a region characterised by demanding terrain and often unreliable infrastructure. “Our vehicles, known for their robustness and low maintenance, have become emblematic of cost-efficient urban delivery solutions in South Africa,” says du Preez. “With the success of a proof-of-concept trial with Telkom, we are now scaling an adapted version specifically tailored to the requirements of telcos across the continent.”
At the core of this partnership is the seamless integration of MellowVans’ three-wheel electric vehicles with a bespoke point-of-sale (POS) system from Itemate Solutions. This mobile POS platform transforms the MellowVan into a mobile telco shopfront, enabling field agents to provide a full suite of services, from customer sign-ups and RICA compliance to airtime sales and SIM card registrations. Such capability offers telcos the opportunity to deliver personalised service directly to customers, circumventing the need for customers to journey to brick-and-mortar locations—a strategic advantage in Africa’s often sparsely populated rural regions.
The driving force behind this innovation is Itemate Solutions, a seasoned provider of digital solutions with an extensive track record across Africa and the Middle East. For CEO Robert van Breukelen, the partnership addresses an increasingly stringent regulatory landscape that has intensified the need for robust customer registration protocols in the telecoms sector. “Our solution is positioned to fulfil a critical need for telcos to expand their customer base while adhering to complex compliance requirements. The EV-based mobile storefront represents an environmentally conscious, economically viable, and mobile alternative to traditional outlets,” remarks van Breukelen.
The advantages of MellowVans’ electric vehicles extend beyond mere cost-efficiency. The road-legal, three-wheel EVs are manufactured in Stellenbosch using 70% local content, with each vehicle offering a range of up to 130 kilometres per charge at a negligible operating cost of just 15 cents per kilometre, based on Eskom’s current energy tariffs. According to du Preez, this low-cost, sustainable model holds considerable appeal for a growing list of South African brands, including takealot, Spar, Woolworths, and DHL, who rely on MellowVans as part of their delivery fleet. Moreover, each vehicle is equipped with a real-time data platform that provides operational insights into vehicle performance, driver behaviour, and other essential metrics, granting operators greater oversight and control over their fleet.
Van Breukelen highlights an added advantage of the branded MellowVans, which function as mobile storefronts designed to attract customer attention and enhance brand visibility. “By deploying their own agents in these branded EVs, telcos can reduce dependence on third-party field agents, which has the added benefit of enhancing customer security. Furthermore, the integration with our custom POS allows for meticulous tracking of sales and customer data, streamlining compliance and reporting obligations,” he explains.
A recent pilot project conducted with Telkom in Gauteng, KwaZulu-Natal, and Free State has offered promising insights into the solution’s viability for other African markets. The initiative has demonstrated not only the vehicle’s suitability for African roads but also its potential to simplify customer acquisition and compliance tasks in more remote areas. Encouraged by these results, du Preez confirms that MellowVans is in discussions with several telcos across the continent, underscoring the need to ramp up production to accommodate anticipated demand.
The partnership stands as a testament to the power of innovation in addressing regional challenges, blending sustainable transport with cutting-edge digital solutions to meet both consumer expectations and regulatory demands. As Africa’s telecom industry faces mounting compliance requirements, solutions like MellowVans’ mobile storefront may well prove integral to the sector’s growth trajectory, bridging the gap between urban centres and remote communities.
This collaboration between MellowVans and Itemate Solutions signals a shift towards accessible, climate-conscious, and versatile service solutions within Africa’s telecommunications landscape, marking a notable advancement in how companies engage with their customers across varied and often challenging geographies.
