06 August 2024

Cell C is considering a rebranding to become more competitive in the country’s telecoms market, as per Jorge Mendes, chief executive.

The rebranding project is part of the turnaround strategy initiated in 2017 and which led to the recapitalisation of Cell C completed in September 2022. In June 2023, the company finalised its migration to a virtual access network provided by MTN, abandoning its own network infrastructures.

The deal also comes as Blue Label, Cell C’s largest shareholder, seeks to acquire a majority stake in the operator. The company is targeting an additional 4.04% stake to reach 53.5%. The Competition Commission of South Africa (CCSA) gave the green light for the deal in April.

Cell C’s rebranding is expected to come with innovative services that will help Cell C gain traction with South African telecom consumers.