I will change the rules: Alan Knott-Craig

New Cell C CEO, Alan Knott-Craig plans to grow Cell C’s market share to 25%, and will achieve this by ‘changing the old rules’ of the South African cellular environment.

“If you’re not sitting at 25%-plus it’s very difficult to compete,” Knott-Craig said. “You’re always sucking the hind tit. In this game numbers do matter, size does count.”

Knott-Craig explained that “it will be less about finding new products, than changing old rules.”

The rules which Knott-Craig is referring to, however, are not around the regulatory environment in South Africa, but rather the way contracts are structured; billing is done; and how distribution channels get managed.

It is well-known that Knott-Craig sees a string distribution channel as a key component to running a successful telecoms company.

Knott-Craig also previously said that there will be a strong focus on improved network quality and coverage when he takes over at Cell C.

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I will change the rules: Alan Knott-Craig