There is something to be said about a company that can maintain what at least resembles some measure of consistency in the rapidly ever-changing technology landscape.
The meme of the ICT industry is based largely on being on the cutting-edge of the latest innovation and emerging solution.
In fact, you aren't considered relevant if you are not offering something better than your competitor, or - at the very least - offering a product or solution that functions on the technology of the day; albeit that the next version of that technology is already being developed.
My point in stating this obvious truth is not to question it, or even to offer an alternative vision. In fact, my belief is that it is largely this thinking that has delivered the great innovations of today - much of which features in almost every aspect of our lives.
Rather, I question whether this fast-paced approach to technology and the businesses that promote it do so at the expense of consistency.
Although, one might argue that the consistency lies in the consistent need for innovation. But, these businesses are exactly that: businesses. Hence, innovation, no matter how cutting-edge, must be done in a sustainable and consistent fashion.
It is my belief that this type of consistency is not often seen in many companies today - much less in SA's telecommunications landscape. However, third mobile operator Cell C has managed to convey exactly this sentiment, while, and this is the ironic part, it undertakes to completely redefine itself and the way it does business.
Despite the great many changes that the operator has undertaken over the past few months, Cell C has maintained its momentum, and in so doing, a measure of consistency and - by extension - security, which is one of the most sought-after sentiments of the average South African cellular consumer today.
Marketing fluff
It all started with what seemed to be a bad joke, when Cell C CEO Lars Reichelt published his charming letter of apology to South African comedian Trevor Noah for its poor network coverage and large number of dropped calls.
Cell C has maintained its momentum.
Leigh-Ann, telecoms editor, ITWeb
At the time, I criticised the company for its outlandish, and probably expensive, marketing gimmick, arguing that the money spent on the advertorial would be better spent on actually providing better quality instead of apologising for not.
Shortly after, Cell C unveiled its new brand, and revealed its new brand ambassador - Trevor Noah. The public reacted quite harshly to it, arguing that the whole set-up was actually insulting.
Reichelt also went on at the time about how the new logo reflected Cell C's new customer-centric focus, and so on...
However, the jaded public waved it off as yet another marketing stunt that would be forgotten in a matter of days.
C for yourself
But alas, Cell C's logo is widely recognised and has become a familiar sight almost everywhere, albeit for controversial reasons. And, although we have been bombarded to the point of nausea by Noah's face and voice, he has become synonymous with Cell C.
The comedian has taken to social media platforms, calling Cell C out on many customer complaints. In fact, the company gives regular updates on how its “Tell Trevor” complaints site is working, and the stats are good.
Moreover, Cell C offers subscribers from other networks the opportunity to vent about their dropped calls on Cell C's Web site.
The marketing stunt may have been extensive, but in the face of much initial adversity, the company continued its strategy and has subsequently successfully redefined its image for the better.
Big promises
But image isn't everything and, in its marketing campaign, Cell C made a great many promises about its new HSPA+ network.
To date, Cell C offers fast Internet at the most competitive pricing. The operator has met and exceeded its network coverage targets in all major metropolitan areas, and subsequently, national coverage targets have been met.
Cell C currently offers 34% nationwide coverage and is focused on longer term targets, including 67% population coverage by mid-2011 and 97% coverage across the country by the end of 2011.
The operator offers speeds of up to 21Mbps and plans to double that to 42Mbps in the next three to four months.
The customer feedback has been great - if our reader comments are anything to go by. I believe the company's success is rooted in its consistency in not only making the bold promises, but continuing to deliver on them.
Cell C has not revolutionised the market, it has not suddenly offered a groundbreaking new technology that, for example, embeds a microchip in your brain that helps you telepathically transmit your thoughts instead of making a telephone call.
Rather, it has successfully balanced an innovative new network with sound service delivery. Its messages to market, and the affirmation of those messages, have been consistent, despite quite a backlash from competitors and the public alike.
Cell C is fast becoming a force to be reckoned with in the local telecoms space, and a large portion of it is consistently delivering on a basic, but sound theory: Do what you say you will.
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