Doesn’t this just make you angry?
Cell C has continued its aggressive advertising campaign against MTN’s decision to fight the recently released call termination regulations with a full page advertisement in the Sunday Times.
The advertisement states “Doesn’t this just make you angry”, with an extract of the legal document which MTN lodged in the High Court.
“They are challenging regulations that were designed to create more competition in the cellular industry and ultimately result in lower prices for you,” the ad states.
“So ask yourself, do you want lower prices,” the ad continued.
“Maybe you should change to the network that cut call rates long ago because it’s the right thing to do. A network that offer the lowest guaranteed flat call rate in South Africa.”
“Maybe you should change to Cell C. After all, the power is in your hands.”
MTN High Court extract in the ad
ICASA’s stated objective with the asymmetry is to reduce retail rates. Both Cell C and Telkom have announced they will use the new asymmetry regime to reduce their retail pricing. In support of this, I attach a bundle of press reports marked “ZB 18”. If Cell C and Telkom Mobile were to reduce their retail prices during the period before the review is determined, it would cause a permanent change to the market that would be irreversible even if the review were to succeed. Only the grant of interim relief could prevent this change to the market structure from occurring before the review is determined.
This advertising campaign follows video and radio advertisements which gave the same message.
Cell C has also been posting messages to Twitter and Facebook such as, “Are the giant cellular networks too greedy?”, and, “Do you feel that big cellular networks are making obscene profits?” bearing the hashtag #TalkIsCheap.
Cell C ad in Sunday Times against MTN
More on Cell C’s ad campaign against MTN
Are Vodacom and MTN too greedy?
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