For over a decade, Jason Harmsen has worked in a corner of the mobile industry that few consumers fully understand — but more of them are using every year.
As Managing Director of Huge NXTGN, Harmsen helps organisations become mobile service providers without laying down infrastructure or building core network technology. The company is part of the Huge Group, a telecommunications conglomerate that supplies what Harmsen calls a “basket of enablement services.” Together, they power a growing class of mobile virtual network operators, or MVNOs—brands that offer mobile connectivity by leasing access from established networks.
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In South Africa, the MVNO model is still relatively new, but momentum is building. “We’re at about four million subscribers in the MVNO space now,” Harmsen says. “That’s still single digits. But globally, the share ranges from 10% to over 40%, depending on the market.”
Huge NXTGN’s pitch to new entrants is direct: connectivity doesn’t have to be expensive, risky or complex. Its enablement stack offers businesses a way to launch MVNOs with minimal upfront investment, faster go-live timelines, and optional integration of services like fixed LTE, eSIMs, and even AI-driven support platforms.
Not just mobile, but embedded
The term Harmsen uses most often is “embedded telecoms.” It describes a shift from telecoms as a standalone product to something woven into a broader customer experience. A bank or a retailer, for example, can add mobile connectivity to their existing platforms—tying rewards, pricing and customer behaviour into a single digital experience.
“Every MVNO is different,” Harmsen says. “It’s not just about toggling data and minutes. You’re building a solution around a customer and what that customer is already doing.”
He’s quick to point out that this model is particularly powerful in markets with entrenched consumer relationships. Retailers and financial institutions already have scale and trust—two of the most critical success factors in an MVNO launch.
“MVNOs only need to convince a portion of an existing base,” Harmsen says. “That’s where the value sits: in changing behaviour inside a relationship that already exists.”
Lowering the barriers to entry
The telecom space has traditionally been capital-intensive, making it difficult for most companies to enter. Harmsen estimates that some prospective MVNOs in South Africa have faced initial costs in the tens of millions of rand. Huge NXTGN seeks to change that.
Through integrations with mobile network operators—currently including MTN—Huge NXTGN hosts a multi-tenant technology stack that allows new MVNOs to onboard quickly. In some cases, launches can happen in a matter of weeks.
“It’s about reducing the risk,” Harmsen says. “You don’t need R20 million upfront just to see if an idea works.”
Huge NXTGN also supports international clients and is actively expanding in markets across Africa. In many African countries, MVNOs remain underdeveloped, with market penetration below 1%. Harmsen believes that could shift dramatically—with proper regulatory support.
“In Nigeria, more than 35 MVNO licences have been issued, but there are no active MVNOs yet,” he says. “The right structures and commercials still need to be finalised. But we’re involved in those conversations. We even help regulators frame the discussion where needed.”
Tech without the hype
While Huge NXTGN is working with advanced features like eSIM provisioning and machine learning, Harmsen resists the hype cycle. When asked about artificial intelligence, he describes a measured integration focused on operational efficiency—chatbots, product set design, and workflow automation.
“It’s exciting, and also a little scary,” he admits. “But it’s not as integrated as it should be—yet.”
The company is also realistic about eSIM adoption. Despite growing global availability, South Africa remains early in the curve. Huge NXTGN has incorporated digital eSIM support into its platform, but Harmsen expects significant market shift only in the coming years.
“By 2028, it could be 50% of devices,” he says, citing market research. “But today, it’s still in single digits.”
The case for convergence
One of the most visible trends in the MVNO market is convergence. Financial services and retail brands—among them FNB Connect and Pick n Pay—are launching mobile offerings that link telecom services directly to rewards and spending behaviour.
“MVNOs work best when they’re not just selling airtime,” Harmsen says. “They work when they’re part of something bigger—a converged product that creates value inside an existing brand relationship.”
Harmsen argues that it’s not about competing on price, but on relevance. A customer already banking with a brand is far more likely to adopt a mobile product if the offering is tied to something they already value: better rates, enhanced rewards, or exclusive access.
“That’s the trick,” he says. “You’re shifting the customer’s behaviour in a way that benefits both sides. And if the MVNO gets it right, the consumer wins.”
Listen to the full interview on the Venturepod podcast:
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