MVNOs are companies that piggyback
off the infrastructure of network operators but interface
directly with subscribers themselves.
Virgin flopped and in five years they have
only managed 300 000 subscribers, and Cell C, who owns 50%
of Virgin Mobile anyway, is in the process of offloading
this stake to handset distributor Allied Mobile.
In the meantime, Cell C has been courting
Red Bull, and Cell C CEO Lars Reichelt yesterday confirmed
that Red Bull will launch a venture using the Red Bull branding,
but that it won't be a virtual mobile network operator.
accorrding to Reichelt Cell C will be “running the
show” and Red Bull Mobile customers will be Cell C
customers.
So how will Red Bull give Cell C wings?
Analysts are saying what Red
Bull needs to do is bring exclusive applications to the
most popular handsets and mobile operating systems. It also
needs to bring all its marketing muscle to bear across as
many media outlets as possible.
I disagree.
The one thing that Vodacom, MTN and Telkom
have in common in an Achilles’ Heel sort of way is……….
AFTER-SALES SERVICE AND CUSTOMER CARE.
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Have
you ever called any one of their help-lines? |
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If Cell C is serious about Red Bull giving
their brand wings, they should develop Red Bull Mobile as
the brand that offers you excellent service at the same
rates as the competition.
How many people do you know who would, at
the drop of a hat, convert to an alternate provider that
offers AND delivers excellent after-sales
service and real customer care?
