Global Courant
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Cell C, South Africa’s fourth largest mobile operator, has announced the appointment of Jorge Mendes, a former Vodacom executive, as its new CEO. Mendes will take over as CEO in early July and brings with him more than 25 years of experience in the telecommunications industry. He succeeds Craigie Stevenson, who stepped down in March this year to pursue other opportunities.
Mendes’ appointment comes at a critical time for Cell C as the company faces increased competition in the marketplace. Cell C recognizes the challenges it is currently facing and believes that Mendes’ track record of driving growth and profitability in difficult market conditions will be critical in restoring the company’s position as a major player in the industry.
Cell C successfully completed a debt recapitalization process in September, with lenders agreeing to an offer of 20 cents for every rand of debt, resulting in a total debt reduction of R7.3 billion. The company was heavily indebted and as part of its strategy decided to divest its costly tower network. This change allowed Cell C to rely on its partner network, MTN, allowing its customers to roam freely. However, this decision resulted in a 1% decrease in subscribers, bringing the total to approximately 12.8 million in the first half of 2022.
Cell C Chairman Joe Mthimunye expressed his excitement about Mendes joining the team, highlighting his deep knowledge of the telecommunications industry and his impressive track record of success. Mthimunye believes Mendes’ vision and leadership will propel Cell C to new heights of growth and profitability in the coming years.
Mendes expressed his enthusiasm for the opportunity to contribute to the history of Cell C. He emphasized that his primary focus will be on providing a customer-centric approach that exceeds the expectations of South Africans. Recognizing consumer desires for honesty, transparency and affordable, worry-free solutions, Mendes is committed to providing customers with flexibility and control, ultimately making Cell C the brand of choice for discerning South Africans seeking the best experience.
Finally, Cell C’s appointment of Jorge Mendes as CEO comes at a critical time in the company’s history. Mendes is expected to lead Cell C in reclaiming its position as a key player in the telecommunications industry, thanks to his extensive industry experience and proven ability to drive growth and profitability. Cell C’s recent debt recapitalization and strategic decisions demonstrate the company’s commitment to overcoming obstacles and providing exceptional customer service. Mendes’ customer-centric approach aligns with the evolving needs of the South African consumer, with the goal of positioning Cell C as the brand of choice for superior telecommunications experiences.
