Cell C has moved to signal that it remains a force to be reckoned with in South Africa’s telecoms industry.
refreshed its brand at a major launch event in Johannesburg aimed at signalling that the mobile operator remains a force to be reckoned with in South Africa’s telecommunications industry.
CEO Jorge Mendes, a former Vodacom executive who took the reins at the troubled mobile operator in 2023, said the brand refresh forms a key part of the turnaround plan being driven by the company’s leadership team.“We want to build the best culture in the country, not only in the telco business but in any business,” Mendes declared at Thursday’s launch. “I believe we have the best strategy in the country in this space.”has had “many rebrands” in the past.
The company no longer operates its own radio access network – the part of the network that serves consumers with the tower infrastructure – and now leans on its bigger rivals to provide RAN services. This is after it determined that competing in capital expenditure for network infrastructure had put it on a hiding to nothing, contributing to the huge debts that almost dragged it under.
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