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 at the beginning of July, bringing with him over 25 years of experience in the telecommunications industry. He succeeds Craigie Stevenson, who stepped down in March of this year to pursue other opportunities.
Mendes’ appointment comes at a critical time for Cell C, as the company faces increasing market competition. Cell C recognises 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 key player in the industry.
Cell C successfully completed a debt recapitalization process in September, in which lenders agreed to a 20cent offer for every Rand of debt, resulting in a total debt reduction of R7.3 billion. The company had been dealing with significant debt burdens, and as part of its strategy, it decided to divest its costly tower network. This change enabled Cell C to rely on its partner network, MTN, allowing its customers to roam freely. This decision, however, resulted in a 1% decrease in subscribers, bringing the total to around 12.8 million in the first half of 2022.
Cell C chair Joe Mthimunye expressed his excitement about Mendes joining the team, highlighting his deep understanding of the telecommunications industry and his impressive track record of success. Mthimunye believes that Mendes’ vision and leadership will propel Cell C to new heights of growth and profitability in the coming years.
Mendes expressed his excitement about the opportunity to contribute to Cell C’s history. He emphasised that his primary focus will be on providing a customer-centric approach that exceeds South Africans’ expectations. Recognising consumers’ desires for honesty, transparency, and affordable, worry-free solutions, Mendes aims to provide customers with flexibility and control, ultimately making Cell C the preferred brand for discerning South Africans seeking the best experience.
Finally, Cell C’s appointment of Jorge Mendes as CEO comes at a critical juncture in the company’s history. Mendes is expected to lead Cell C in reclaiming its position as a key player in the telecommunications industry, owing 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 South African consumers’ evolving needs, with the goal of positioning Cell C as the go-to brand for superior telecommunications experiences.
