Watch out Vodacom and MTN (and 8ta)

New Cell C CEO is ready to change the mobile game in South Africa, and win over millions of consumers in the country

By - March 28, 2012
Alan Knott-Craig Cell C

Alan Knott-Craig on 28 March 2012 said that he plans to grow Cell C’s market share to 25% – and will achieve this by “changing the old rules” of the South African cellular environment.

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.

He said that he sees no reason why Cell C’s network should not be better than that of Vodacom and MTN, considering that they have the same spectrum but fewer customers on the network.

Alan Knott-Craig

Alan Knott-Craig

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.

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Alan Knott-Craig on network quality and pricing

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