Speaking at an event in Johannesburg, Knott-Craig said that the 25% figure was definitely not plucked out of thin air, but is in fact the market share which is needed to create a sustainable telecommunications business in any market.
Knott-Craig said that he is confident that Cell C can grow its market share to around 25% over the next three years, and will achieve this by providing consumers with what they want.
The new Cell C CEO’s strategy will revolve around a high quality network, better billing, excellent customer support and a strong data strategy.
Knott-Craig said that the mobile telecommunications business model is changing, with data becoming increasingly important.
He said that higher data speeds are crucial for consumers to enjoy what is available in the online world, and that higher speeds will have to be accompanied by lower data prices.
Despite the lower margins associated with data, he is confident that a sustainable business model can be created based on high volume, low margin data services.
With a quality network, good billing systems, a high level of customer support and flexible products, Cell C will be well positioned to reach its goals – especially with one of the global top mobile leaders heading up the company.