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Before Lars Reichelt appeared on the scene, South Africa’s mobile phone industry looked rigid, uncompetitive and overpriced. To many it seemed nothing more than a cartel. And when Cell C obtained SA’s third network licence it apparently took the view it could do no better than play by the rules of the Big Two – Vodacom and MTN.
But since Reichelt has taken the helm at Cell C he’s shaken up the industry like nobody else has been able to, refusing to accept the status quo, tackling the market leaders on both price and service and re-focusing the third network operator on data.
Market observers scoffed as Reichelt broke one rule after another, adopting a rebel stance and earning headlines through unconventional marketing. Some have called it the “Nando’s of mobile telephony”. When he appointed a comedian – Trevor Noah – as “CEO“ (Customer Experience Officer) they were scornful about the dangers of admitting publicly things could go wrong. But consumers have a new respect for honesty.
In turn both outrageous and canny, Reichelt has rebranded Cell C, rolled out a new network infrastructure, reduced corporate debt and given real reasons to believe competition has finally arrived in SA’s cellphone industry.
But since Reichelt has taken the helm at Cell C he’s shaken up the industry like nobody else has been able to, refusing to accept the status quo, tackling the market leaders on both price and service and re-focusing the third network operator on data.
Market observers scoffed as Reichelt broke one rule after another, adopting a rebel stance and earning headlines through unconventional marketing. Some have called it the “Nando’s of mobile telephony”. When he appointed a comedian – Trevor Noah – as “CEO“ (Customer Experience Officer) they were scornful about the dangers of admitting publicly things could go wrong. But consumers have a new respect for honesty.
In turn both outrageous and canny, Reichelt has rebranded Cell C, rolled out a new network infrastructure, reduced corporate debt and given real reasons to believe competition has finally arrived in SA’s cellphone industry.
