Abstract

Founded in November 2001, Cell C is owned by 3C Telecommunications, which is 60% owned by Oger Telecom South Africa, a division of Saudi Oger; 25% owned in an unencumbered holding by CellSAf, (a Broad-Based Black Economic Empowerment entity representing over 30 black empowerment companies and trusts), and 15% by Lanun Securities SA (Lanun is a wholly owned subsidiary of Saudi Oger Ltd).

In 2011, Cell C enlisted South African comedian, Trevor Noah, as their spokesperson, in a marketing campaign where he was given the title as their "CEO" (Chief Excellence Officer). The current Chief Executive Officer is Jose Dos Santos. Cell C has recently shaken up the South African market by introducing a flat call-rate of 99c / min, to any network, and the lowest data rate, as well: 0.15c/MB. Their market strategy appears to be "more subscribers, paying less," which is a significant challenge to the high-margin stance of the other network operators.