Cell C Reclaims Postpaid Customer Management to Strengthen Brand Control

Cell C, one of South Africa's key mobile service providers, has embarked on a strategic venture to reassert itself in the competitive telecoms market by retrieving complete management of its contract customers. Jorge Mendes, the CEO of Cell C since June 2023, has announced the initiative to reintegrate the postpaid segment to reform and personalize customer relationships.

In an industry move that turned heads last year, Cell C disclosed an unexpected direction with their contract and broadband clientele authorizing roaming on Vodacom's far-reaching network. This announcement was notably distinct from its prior strategy, wherein Cell C had declared plans to halt its proprietary cellular tower operations and instead rely on a pioneering "virtual RAN" handled by their industry counterpart, MTN.

Jorge Mendes described the roaming situation for Cell C contract customers on Vodacom as "abnormal" and signaled a shift. The arrangement entails a blend of services handled partly by Cell C and partly by Infinity, a component seen from Vodacom's perspective; whereas, Comm Equipment Company, a subsidiary of Blue Label, is responsible for managing the postpaid subscriber base.

Mendes clarified that the thrust of their revised strategy is to take back total control and provide seamless service experiences under the Cell C brand — from customer call centers to billings. And while contract subscribers will maintain the ability to roam on Vodacom's network, the prepaid customer sector and partners like FNB and Capitec Connect will operate on MTN's virtual RAN.

Moreover, Cell C explores innovations that could permit clients to dynamically switch between MTN's virtual RAN and Vodacom's roaming, optimizing network signals. Expandable to the Multi-Operator Core Network (MOCN) roaming sphere, wherein various core networks can reap the shared use of one radio access network, the company is testing these capabilities to boost customer service and overall experience.

Mendes predicts that this critical consolidation of the postpaid business could transpire over several months, promising a carefully engineered transition prioritizing end-to-end service management. Whether these services culminate through outsourced partnerships or are facilitated in-house remains a tactical decision that Cell C will navigate to ensure brand coherence and excellence.

This rededication to customer service could not only reshape Cell C’s market engagement but also solidify subscriber loyalty in an industry where competition is stiff and every interaction counts. This move to reintegrate its contract management functions reflects Cell C's broader vision to reclaim its brand presence and ensure customer satisfaction remains paramount amid evolving market dynamics.