25% market share achievable: Knott-Craig

Cell C CEO Alan Knott-Craig says that it remains possible for Cell C to gain a 25% share of South Africa’s cellular market, but regulatory intervention will be needed to level the playing field.

When Knott-Craig rook the reins at Cell C on 1 April 2012, he said that his aim was to grow Cell C’s market share to 25%.

At the time, Knott-Craig said that he will achieve this by “changing the old rules” of the South African cellular environment.

Cell C currently claims a 14% market share in SA, while Vodacom’s share is over 52% with 30.6 million customers; MTN, with 25.4 million subscribers, has an approximate share of 33%.

This means that Cell C will have to wrestle a significant number of subscribers from Vodacom and MTN to meet its target.

In an interview with BusinessTech last week, Knott-Craig said that he believes this remains a reachable target, given that regulatory environment changes take effect.

The Cell C CEO highlighted the need for asymmetric termination rates, a more effective porting regime and stronger regulation to create a level telecoms playing field.

We are making a difference: Alan Knott-Craig

Knott-Craig said that, while running a smaller operator in South Africa has proven to be very challenging, he believes the company is making a difference.

He said that the local cellular market looks very different now than it did twelve months ago, which includes much lower prices to consumers.

However, this is only the beginning. Knott-Craig has assembled a very strong team around him, which includes many industry veterans from Vodacom and MTN.

Knott-Craig said that Cell C can do far more, both in terms of pricing and service delivery, as long as the regulator and government do what is needed to improve telecoms and broadband in South Africa.

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25% market share achievable: Knott-Craig