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Cell C partners with music channel

Simnikiwe Mzekandaba
By Simnikiwe Mzekandaba, IT in government editor
Johannesburg, 07 Oct 2015
Cell C introduces Trace Mobile, a prepaid offering that gives SA's youth access to a music streaming service.
Cell C introduces Trace Mobile, a prepaid offering that gives SA's youth access to a music streaming service.

To meet growing demand from SA's youth for access to entertainment, Cell C has joined forces with a local music channel to introduce a new offering, Trace Mobile.

Trace Mobile is a prepaid mobile plan that will give users access to a music radio streaming service, social networks such as WhatsApp and Facebook at no charge, as well as free lifestyle and entertainment news.

As part of the partnership, Trace Mobile and Cell C branded SIM cards will be sold for R4.99 at all Cell C and PEP outlets, as well as telecoms distribution pop-up stores, Awesome.

The Trace Mobile starter pack offers customers 200% free bonus airtime value on every recharge of R5 or more. The free bonus value can be used for Cell C to Cell C calls, SMSes and data usage. On activation, customers will receive a free music streaming service subscription for a month.

Surie Ramasary, executive head of product management at Cell C, says the telecoms operator is looking at differentiated ways to bring solutions to the consumer, which is why it partnered with Trace music channel.

"We want to make sure we have segmented consumer offerings that meet different consumer needs.

"We understand that our customers want lifestyle experiences, access to the latest music, content and social media, and that is what is on offer with this product."

Trace music channel was the ideal brand for Cell C to work with, states Ramasary.

"This product is really going to help Cell C, in terms of starting relationships that will bring these offerings to market."

Ramasary says Cell C plans to expand this offering and has exciting projects in the pipeline.

Trace CEO Olivier Laouchez says: "The launch of Trace Mobile is a giant step to further strengthen our intimate relationship with millions of South Africans. With our partners Cell C, Universal Music and OnNet, we have redefined the mobile experience to make it simpler, cheaper, more entertaining, and engaging to the tastes of SA's youth."

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