Cell C is blazing a trail in local broadband connectivity after the launch of Africa's first HSPA+ 900 network in Port Elizabeth
The company officially switched on the high-speed network offering data speeds capable of up to 21.6 Mbps, dubbed 4GS - 4 Great Speed and 4 Great Service as part of its nationwide network rollout.
Speaking at a launch event in The Windy City on Friday, Cell C CEO, Lars P. Reichelt said the first phase of rollout, expected to be completed by the end of 2010, would cover approximately 34 percent of the South African population.
Reichelt explained that the network would be launched on a city-by-city basis and two more cities would come "on-air" in September.
The company said it would continue to expand its network rollout and aims to cover 67 percent of the population by mid 2011.
"Its good when a plan comes together and the plan really is coming together," said Reichelt citing the well-known A-Team motto. "We are joining the dots," he said.
Reichelt had recently admitted publicly that the group's network was failing its customers.
The chief executive apologised to the group's customers in a full-page advert in Business Day, following criticism from comedian Trevor Noah, who has subsequently become the advertising face of the group's new corporate identity.
The new look came with a new logo and tag line: "The power in your hands".
Reichelt said the decision to change the brand was a call to action in line with the current changes in the company.
"Change is good, change is difficult, it can take longer than we would like, but change is needed," he said.
"To date, 1600 HSPA+ 900 sites have been deployed and we are currently running large scale user tests in 10 major cities. We'll launch the network in each of those cities once we are happy with the network coverage and quality.
"What is significant about Cell C's network, is that the HSPA+ release 7 network is IP across all network elements. This is a first for Africa, and will be rolled out countrywide and not only in pockets," Reichelt said.
"We guarantee that we will continue to launch exciting and innovative products to make life simpler," he said.
Noah, who had previously recorded a comedy clip criticising the group's service and then posting it on social media sites Facebook and YouTube, has been appointed customer service officer for Cell C, to be the company's "eyes and ears".
Cell C said the Tell Trevor campaign has been a great success.The campaign, which was launched four weeks ago, has already resulted in more than 30 000 posts.
"We have provided customers with a platform to raise their views - good or bad - and the number of web posts and SMS's we've received thus far reflects consumers' desire to be heard," said Reichelt. - I-Net Bridge.
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