# Amazon to launch satellite internet service in South Africa Competition with Elon Musk's Starlink heats up in Africa - **Source:** [Fortune](https://fortune.com) - **Published:** 2026-07-16 - **Topic:** [Business](https://brifing.si/c/business) - **Original article:** - **On Brifing:** https://brifing.si/s/8d566272-9042-4c3d-bcbd-3b607336fd25 ## Amazon steps into Africa Amazon announced it will launch its Leo satellite internet service in South Africa by 2027. The company's first satellite internet agreement on the continent, made with Herotel, positions it as a competitor to Elon Musk's Starlink in this key market of 62 million people. Financial details have not yet been disclosed. ## Musk's claims of being blocked Elon Musk claims he couldn't launch Starlink in South Africa due to regulations requiring foreign communication companies to have 30% local ownership by Black or non-white partners for licensing. Musk called these affirmative action policies 'racist,' sparking controversy about investment conditions in the country. ## Historical context South Africa's regulations aim to redress opportunities denied to non-whites during apartheid. While the government supports the Amazon deal - with the Communications Minister attending the signing ceremony - the policies highlight the country's conditional openness to tech investments, creating challenges for global players. ## Satellite internet market With over 1.5 billion people and limited fixed internet in rural areas, Africa presents vast potential. Amazon Leo (formerly Project Kuiper) has deals in 10+ countries, while Starlink operates in 160+ nations and already serves 20+ African countries. The competition could significantly improve digital access across the continent. ## Technological race Amazon currently has 390+ low-orbit satellites, compared to Starlink's 10,000+. This rivalry between tech giants carries potential to bridge the digital divide in developing nations. Amazon plans additional partnerships with local experts like Vanu Inc., specializing in mobile internet solutions for emerging markets. ## Global implications This development marks a critical step in Africa's digital transformation. Amazon's entry could boost internet penetration and stimulate economic growth. However, regulatory barriers and Musk's reaction demonstrate the need for global tech companies to rethink their emerging market strategies, balancing business objectives with local requirements. ## Sources covering this story - https://fortune.com/2026/07/16/musk-white-south-africa-amazon-starlink/ — --- _Summary written by Brifing from the original reporting. Copyright in the original article belongs to its publisher; read the full piece at the link above._