Having received a boost from debt investors who accepted an 80% haircut, Cell C is on a drive to increase its share of the market with a low-cost cellphone package. South Africa's smallest mobile phone operator is wooing users with a R9-all-day unlimited phone call promotion to calls within its own network. Cell C will also give prepaid users a bonus equivalent to three times the expenditure when they recharge.
The company hopes to use these promotions to win market share away from its major competitors who have been making increasing investments in data technology infrastructure.