The 107 strategic appointments Cell C CEO Jorge Mendes has made since joining the network operator played a crucial role in the short-term progress of its turnaround strategy, he says.of top man at SA’s fourth-biggest mobile operator last July, replacing Douglas Craigie Stevenson, is tasked with turning the company’s fortunes around.
The new appointments, he explained, have been responsible for supporting Cell C’s strategy, including introducing a new billing system, implementing the newly-launched brand refresh, growing the mobile virtual network operator business, increasing the retail distribution network, executing the objectives of the consumer-facing business, modernising the network and growing Cell C’s SME-focused unit.
“We’re back to growing our fibre business as a reseller, and we’re building our enterprise business focused on SMEs and large enterprises. Blue Label’s Comm Equipment Company is being integrated back into Cell C, and we are seeing growth in that area too.” Over the years, Cell C incurred R5 billion of shareholder debt, and its majority shareholder Blue Label Telecoms previously said it
“The rebrand is going well, and in all fairness, all the KPIs are treading in the right direction. The reality is that it’s only been two months since our brand refresh, but customers are growing and we have big plans for Black Friday.
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