Amazon finds space in SA

It's a chilly morning in July 2026, and Amazon is about to make a notable step in the South African market. The e-commerce giant, known for disrupting industries with its innovative strategies, is about to enter the country's satellite Internet space. But this time, it's not going to try to change the rules; it's going to change the strategy.

As I sit here, sipping my coffee and thinking about the implications of this move, I am reminded of the struggles of another player in the same space. Starlink, the Elon Musk-owned satellite Internet company, has been trying to launch in South Africa since at least 2024. However, the country's telecoms licencing rules have stood in the way, requiring operators to have at least 30% ownership by historically disadvantaged groups (HDGs). SpaceX, Starlink's parent company, has argued against this requirement and has refused to restructure its ownership to meet it. But Amazon, it seems, has chosen a different path.

Amazon's satellite Internet service, Amazon Leo, is partnering with Herotel, a South African fibre network operator that is being acquired by Vumatel. Herotel already holds the licences needed to provide Internet services, which makes it the perfect partner for Amazon's satellite broadband service, Evry. Instead of becoming a licenced telecom operator itself, Amazon has chosen to supply the satellites while Herotel handles regulation, customer support, installation, and local operations.

This partnership is a clever move by Amazon, as it allows the company to bypass the regulatory hurdles that have held back Starlink. By partnering with a local operator that already has the necessary licences, Amazon can focus on what it does best: providing innovative technology and services to its customers.

So, what can customers expect from Evry? Pricing is still under wraps, but residential users can expect download speeds of up to 400 megabits per second (Mbps), while business customers using larger terminals could reach 1Gbps. This is a significant improvement over the speeds offered by other satellite Internet providers in the country.

As Evry prepares to launch in 2027, it's clear that Amazon is serious about making a mark in the South African market. With its innovative strategy and partnership with Herotel, Amazon is poised to take on the competition and provide a new option for customers looking for fast and reliable Internet services.

The launch of Evry is not just a win for Amazon; it's also a win for the South African market. With more players in the satellite Internet space, customers will have more options to choose from, which will drive innovation and competition. This, in turn, will lead to better services and lower prices for consumers.

As I reflect on this story, I am reminded of the power of innovation and strategic thinking. Amazon's decision to partner with Herotel has allowed the company to bypass regulatory hurdles and launch a new service in the South African market. This is evidence of the importance of adaptability and creativity in business.

As we look to the future, it's clear that the launch of Evry will mark a new era for satellite Internet in South Africa. With its fast speeds and innovative technology, Evry is poised to take on the competition and provide a new option for customers looking for fast and reliable Internet services. As a writer, I am excited to see how this story will unfold and what implications it will have for the industry.

• Amazon's satellite Internet service, Amazon Leo, is partnering with Herotel to launch a new service called Evry in 2027.
• Herotel already holds the licences needed to provide Internet services in South Africa.
• Evry will offer download speeds of up to 400 megabits per second (Mbps) for residential users and 1Gbps for business customers.
• Pricing for Evry is still under wraps.

The last sentence should leave the reader with NEW information, not a recap.