Kampala — THE seventh mobile operator in Uganda, Smiles Communication, starts operations today, using the 02 code.

Irene Charnley, Smiles' chief executive officer, yesterday said the firm targets the un-served, bottom of the pyramid consumers in Africa and the Middle East.

"For the first time, individuals are offered free electronic identities and voice message boxes without needing to own a phone," said Charnley.

Using their telephone number, or Smile ID, together with a secure PIN code, customers can login to any Smile phone, she said.

"Once logged in, customers can make low-cost calls and have access to a range of unique Smile features which traditional payphone and mobile operators do not offer such as; a free phone number and voice mailbox, free message retrieval from any Smile phone, a contact list that is accessible from any Smile phone, a current airtime balance that is always visible as well as voucherless airtime top-ups and transfers," she said.

Smiles is a South African based telecommunications operator.