A new South African mobile virtual network operator (MVNO) is set to launch on 1 May 2015, and is promising to shake up the market by providing more flexibility and control, and a cost-effective offering.

The new MVNO is headed up by Brett Howell (CEO), and the company is confident its services will “turn the traditional mobile market model on its head”.

In a pre-launch “BeUnordinary” campaign, the company is taking aim at traditional mobile operators, promising contract-free offerings and much lower rates.

The Twitter account for the BeUnordinary campaign states: “Hello. Fancy a bit of freedom?”.

The company is expected to release more information about its mobile offering this week.

Here are some of the “BeUnordinary” billboards which appeared around Gauteng.

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