In terms of the agreements, the joint venture will utilize the Virgin Mobile brand, and operate as an independent service provider on the Cell C network.

The joint venture, which is expected to launch during the first half of next year, will trade as Virgin Mobile SA.

Commenting on the deal, Talaat Laham, chairman and CEO of Cell C says: 'Cell C constantly seeks to introduce new products and services into the SA market. We look forward to a long and rewarding relationship with Virgin.'

Sir Richard Branson of Virgin comments: 'SA is a key market for Virgin, and a country that I personally love very much.

"Our partnership with Cell C will bring a new approach to the mobile market, and will be a refreshing alternative from the bland offerings of other players."