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Vodacom's reputation deemed tops

The operator heads the list of SA's top 20 JSE-listed companies in terms of reputation, with MTN taking fifth place.

Staff Writer
By Staff Writer, ITWeb
Johannesburg, 24 Apr 2013

SA's largest mobile operator Vodacom is considered to have the best reputation of the country's top 20 JSE-listed companies.

This is according to research and consulting firm Reputation Institute, and comes as the operator took first place in the 2013 RepTrak Pulse survey, with 74.17 out of a possible 100 points - an improvement of 6.64 points compared to last year.

MTN, SA's second largest mobile operator, took fifth place this year - a relegation compared to last year's second place that gained the company the RepTrak Pulse title of most reputable telecommunications company in SA. Cell C has not been surveyed as it is not a listed company, and Telkom, which came 17th last year, did not measure up this year and was not included in the top 20 at all.

The RepTrak Pulse survey measures the reputations of SA's biggest listed companies (based on revenue) annually, using seven criteria: products and services, innovation, performance, citizenship, workplace, and leadership.

Methodology

Conducted during the first two months of each year, the survey collects more than 3 000 ratings from the economically active segments of the general public in four major provinces, namely Gauteng, KwaZulu-Natal, Western Cape and Eastern Cape.

Trevor Ndlazi, the Reputation Institute's country manager for SA, says the survey is indicative of South Africans' increasing desire for innovation. "This driver has steadily increased over the past five years. South Africans want companies to innovate and respond to their specific needs. They are tired of companies 'recycling' goods and services. What's good or what works in one country will not necessarily meet the needs of South Africans."

Consistent with preceding years, SA's big banks rank within the top 20, with Sanlam and Standard Bank overtaking Absa this year, by more than two points. First National Bank, says the institute, leads the industries with regard to reputation, even overtaking Vodacom's runner-up Old Mutual, but the was not rated because it is a wholly-owned subsidiary of FirstRand. Nedbank dropped to ninth position this year - down one place from last year.

Globally, the financial and telecommunications sectors tend to score poorly among their respective audiences. Ndlazi says, comparing this year's global survey, Vodacom's score is "markedly higher" than other international telecommunications companies.

This is how SA's listed companies fared:

  1. Vodacom (74.17)
  2. Old Mutual (69.94)
  3. Pick 'n Pay (69.38)
  4. Sasol (69.05)
  5. MTN (68.93)
  6. Sanlam (68.89)
  7. Standard Bank (68.50)
  8. Absa (66.22)
  9. Nedbank (65.42)
  10. Shoprite (64.01)
  11. SAB Miller (59.97)
  12. Bidvest (59.38)
  13. Barloworld (53.55)
  14. Imperial Holdings (53.02)
  15. Anglo American (51.90)
  16. AngloGold Ashanti (50.41)
  17. BHP Billiton (49.90)
  18. British American Tobacco (48.98)
  19. Massmart (48.29)
  20. Goldfields (48.18)

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