Dos Santos said that it took the incumbents the better part of two years to respond to Cell C’s “99c for real” call rate that offered pricing of 99c/minute, billed per second.
This rate was also not just for pre-paid users, but became available to Cell C’s contract customers soon after it was first launched.
Price competition in South Africa has been two years in the making, Dos Santos said.
Dos Santos also spent some time arguing that Cell C’s existing products, which feature their standard 99c/minute to all networks call rate, actually offer more value than MTN and Vodacom’s new 79c/minute pre-paid price plans.
Despite this, he said they listened to customer feedback and launched their own promotional pre-paid price plan that features the even lower all-network call rate of 66c/minute, billed per second.
Unlike the larger operators, Cell C also launched new contract packages which it has dubbed “ChatMore” that feature a call rate of 79c/minute.
Both the pre-paid price plan and 3 new contract packages are not permanent yet. Cell C said that its 66c/minute pre-paid price plan will be valid until at least the end of September, while the ChatMore contracts are month-to-month.
Renewal of the pre-paid price plan is dependant on the outcome of the Mobile Termination Rate Review process currently being undertaken by the Independent Communications Authority of South Africa (Icasa).