Cell C has big plans for 2005

Johannesburg, 02 Feb 2005

Having recently celebrated its third 'birthday`, mobile operator Cell C has launched a campaign to educate consumers about its range of products and services.

According to Simon Camerer, Cell C`s head of marketing, the new campaign, called "the A to Z of C", will use the alphabet as a device to remind consumers about the company`s offerings.

"The aim is to be humorous and light-hearted, while reinforcing the fact that while we may be smaller than the other two operators, we are certainly a viable alternative," says Camerer.

"Although Cell C`s market positioning resonates with a certain market segment, namely the teen and 20-something crowd, we are looking at the broader market in terms of our friends and family, per second billing and Half Tiger offerings."

He says there are a number of other innovations on the horizon, with the company`s 3G plans on track to take shape in the second half of this year, and trials being conducted with EDGE in certain 'business corridors` too.

"EDGE is an easier technology to roll-out than 3G, since, with a few modifications, our network is already EDGE-capable, while 3G requires the installation of completely new base stations.

"We are also looking into the opportunities presented by the liberalisation of the market and have plans to capitalise on this, although there are no firm dates when this will happen by," he says.

Camerer believes one of the key factors in Cell C`s continued growth will be the advent of mobile number portability, where users can change operators, but retain their same telephone number.

"There is still growth in the market, but it is getting close to saturation point, so competition is increasing. Number portability therefore becomes the next big competition driver, and we believe it will benefit a smaller player like us far more than the other operators," he says.

"Our current campaign is all about reinforcing our brand in the marketplace, particularly with Vodafone increasing its profile in the South African market and Virgin Mobile making overtures about entering the game as well."