A Cell C television advertisement campaign implies Vodacom and MTN are slowing the implementation of mobile number portability (MNP).
"Cell C`s MNP advert, flighting on various South African television channels, was conceptualised using the analogy of cats and 'fat cats`, as we believe it is a concept most people can identify with," Cell C says.
"We are hoping the advert will convey the importance with which we view the introduction of MNP to SA.
"Cell C has consistently been pushing for a level playing field, which MNP represents, so that our core value proposition of simplicity, value and especially choice could be enjoyed by all South Africans."
Cell C says it has been committed to the MNP process and has been doing its utmost to ensure there are no unnecessary delays.
Earlier this year Synovate released a research report stating 21% of cellphone users believed they would change their networks when MNP is introduced. The report revealed Cell C would suffer a large loss on its contract customer base, with the losses exceeding overall gains.
Cell C, however, says its own research, conducted twice over an 18-month period, consistently reveals it will be the net gainer from MNP, in both the prepaid and postpaid markets.
MTN`s Megan Ashman, GM for corporate marketing, products and solutions, says in response to the advertisement that MTN's aim is to streamline the cost for customers. "`Fat cat` and customer centricity do not go hand in hand."
Vodacom declined to comment on the issue.
Related stories:
Number portability 'will not cause churn`
Cell C bullish on MNP
Share