Changing our world to help our customers change theirs

A two-year journey aimed at positioning Cell C, South Africa’s customer-first mobile operator, for sustainability, growth and competitiveness, is yielding success.

In 2019, Cell C embarked on a turnaround strategy that sought to redefine its prospects. There has been a positive trajectory on the implemented changes and this has translated into stabilised margins, growth in quality subscribers and adoption of a new business model that challenges the old norms of how a mobile operator does business.

To complement the momentum of the business changes, Cell C recently launched a new brand positioning and pay-off-line – Change Your World.

This narrative lays the foundation for Cell C as an enabler of positive change internally, as well as for customers and their ever-changing worlds. In addition, it positions Cell C beyond a traditional mobile network operator and rather defines the business as a tech company that is customerfocused, Africa-centric and responsive to consumers’ digital lifestyle needs.

Cell C has taken on a “co-opetition” approach whereby it collaborates with its competition to deliver more efficient use of South Africa’s network infrastructure through roaming agreements. This decision will also see a distinct differentiation between infrastructure providers and service providers.

With Cell C breaking away from the old and embracing a new business model, it will allow it to focus more energy on innovative products and services that will challenge the ‘megs & minutes’ approach and address lifestyle solutions to meet customer needs.