In the South African telecoms market, Cell C faces competition from major players like Vodacom, MTN, and Telkom.
As of the second quarter of 2022, the company held the fourth position in terms of subscriber numbers, with a market share of 12%.
Brand Refresh on the Horizon
South African telecoms company Cell C is planning a brand refresh to enhance its competitiveness in the national market.
The initiative was revealed last week by Jorge Mendes, the company’s CEO, in an interview with ITWeb.
Details Under Wraps
While Mr. Mendes did not disclose specifics about how Cell C’s brand image would be altered, he indicated that the refresh is imminent.
“We are likely a few weeks or a month and a half away from the brand overhaul. We have dedicated significant effort over the past year to identify and engage with our customers,” he explained.
Turnaround Strategy and Recapitalization
The brand refresh is part of a broader turnaround strategy initiated in 2017, culminating in Cell C’s recapitalization, finalized in September 2022.
In June 2023, the company completed its migration to a virtual network provided by its partner MTN, thereby relinquishing its own network infrastructure.
Blue Label’s Pursuit of Majority Stake
This move also coincides with Blue Label, Cell C’s principal shareholder, seeking to acquire a majority stake in the operator.
The company aims to secure an additional 4.04% stake to reach 53.5%. The South African Competition Commission (CCSA) approved this transaction in April.
Innovative Services and Market Share
The anticipated rebranding of Cell C is expected to be accompanied by innovative services that will enable the company to establish a stronger foothold among South African telecom consumers.
According to Statista data, Cell C held a 12% market share in the second quarter of 2022. During the same period, its competitors Vodacom, MTN, and Telkom held respective market shares of 41%, 31%, and 15%.