Prior to September, Cell C signed up around 700,000 new subscribers each month, but according to Knott-Craig, the net additions were close to zero.
The group’s poor net additions were partly due to churn, and partly because the company was cleaning its subscriber databases to rid it of any inactive subscribers and other “rubbish”.
September however, showed a great turnaround for Cell C, with a high number of both gross additions and net additions – partly fuelled by the company’s aggressive data products, it said.
The next challenge will be for the mobile operator to make these new customers stay. Knott-Craig said that the company is working hard to get its new subscribers onto “sticky” products to lower its churn rate.
The group chief said that the best way to retain customers is to offer great prices, and that is what Cell C will continue to focus on.