SA's third-largest cellular operator, Cell C, aims to add at least another five million subscribers to its base in the next few years, says newly-appointed CEO Alan Knott-Craig Snr.
Currently, the company had a subscriber base of 9 million customers.
Speaking to ITWeb after news of his appointment, Knott-Craig said Cell C is headed for big things, as long as it puts its head down, does what is needed, and does it well,. “If we can do that, I don't think there is anyone that can be considered a threat in terms of competition.”
Knott-Craig, who takes up the post on 1 April, aims to leave the company in a stronger position than ever before when his contract expires in three years' time. “I want to leave Cell C in a financially strong position and see the people happy and having fun. It is very important to put down a proper management structure if we are to survive going forward.”
A reorganisation of the company will stand it in good stead to achieve its various marketing, financial and customer-related goals, says Knott-Craig. He plans to prioritise this and build a strong, organised team. “The company must be in top shape if it is to do well against other companies in the industry.”
Back to basics
Knott-Craig says Cell C was the obvious choice to recommence his foray in telecommunications. “I have always liked Cell C and thought that they could do better.”
He says he sees Cell C achieving great things in the industry in coming years and that putting first things first in terms of its network is imperative.
“A priority is the network, without which you cannot build and grow. We need to build a world-class network with a footprint that matches, if not betters, others.”
He says the industry's future will be largely invested in data and Cell C will focus on getting ahead in the data game. “If you are not in the data game, you are not in the game.”
There are two considerations as far as data goes, he notes, the amount of people using bandwidth, and the speeds at which they want to use it. “SA is not there yet in terms of capacity but we are building it. It is a time-consuming process.”
Data will continue to be a steering factor in telecommunications, says Knott-Craig. “Data will continue to be big, if not the biggest part, of our lives.”
In terms of voice, Knott-Craig says he doesn't see much change, except for a price drop with the application of voice over IP.
Welcome move
Simon Duffy, who has been acting as CEO since Lars Reichelt left the company suddenly in July last year, says he could not think of a better candidate to head up SA's third cellphone operator than Knott-Craig. “He is literally unrivalled in the telecommunications industry.”
Duffy is confident that not only will Knott-Craig take Cell C forward with its entrenched strategy, but that he will also raise aspirations for new goals.
The strategy is a simple, three-tiered one: build the network, deliver the best customer experience and beat the competition, says Duffy. “It's that simple really - the hard work is the execution of it.”
Rumours were circulating towards the end of last year that Knott-Craig would take up the position. He will join the company and the Cell C board of directors on 1 April, when his two-year restraint of trade within the ICT industry is up.
This week, Knott-Craig resigned as non-executive director from JSE-listed construction firm Murray & Roberts. The construction company said he had resigned “due to other business commitments,” but did not give any further details.
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