Cell C is gearing up to reclaim its position as South Africa’s third-largest telecommunications company following a recent rebranding initiative. On August 15, 2024, the company unveiled a new logo and brand identity, aiming to enhance its market presence and challenge industry giants Vodacom and MTN.
Cell C’s Chief Marketing Officer, Melanie Forbes, emphasized that while South Africans are aware of the brand, the company struggles with consideration as a top provider. She stated, “We encourage all South Africans to experience the best of both worlds — the best network with the best value.”
The company aims to not only improve its telecommunications services but also make a positive impact on socio-economic development in South Africa. Forbes highlighted the loyalty of millions of South Africans who have supported Cell C, which remains among the top 30 brands in the country.
CEO Jorge Mendes reiterated the goal of reclaiming Cell C’s status as a challenger brand. He noted that the company lost its third-place ranking to Telkom in 2020 and is determined to regain it. Mendes aims to foster a corporate culture that prioritizes employee retention and satisfaction, stating, “I want to have the best corporate culture in the country.”
Mendes believes that with the recent brand refresh, Cell C can compete effectively against Telkom, and potentially encroach on Vodacom and MTN’s market share. He expressed confidence in the company’s ability to improve key performance indicators such as revenue and market share while maintaining sustainability.
However, this ambition poses a challenge, as Cell C relies on partnerships with Vodacom and MTN for network services. Since 2020, Cell C has not operated its own mobile network, depending on Vodacom for roaming services and MTN for virtual network access. Mendes acknowledged the potential conflict of interest if Cell C becomes a strong competitor, which could strain these partnerships.
Despite these challenges, Cell C has reported improvements in its network quality, with recent tests showing increased average download speeds. The company’s mobile data performance has significantly improved over the past year, allowing it to regain some competitive edge.
As Cell C embarks on this new chapter, it aims to reshape its narrative and position itself as a serious contender in the South African telecommunications market. With a focus on enhancing service quality and maintaining strong partnerships, Cell C is determined to rise in the ranks and become a formidable player against Vodacom and MTN.
