One on one with Cell One

AS Cell One celebrated its first anniversary this month, The Namibian’s Tonderai Katswara interviewed Cell One’s Manager for Corporate Communications, Rejoice Itembu, on the past, the present and the future for the country’s second mobile phone operator.

TK: What major achievements and challenges has Cell One managed during the past year? RI: Within its first year of rollout Cell One has built a quality and modern mobile network capable of delivering the latest mobile communication solutions. This network is available in all 13 regions of Namibia and to about 70 per cent of the Namibian population.Cell One offers a fully fledged product portfolio with both Prepaid and Postpaid services offering voice, SMS and data as well as other Value Added Services.Cell One has employed almost 150 staff and ensured relevant training that has contributed to the improvement of their skills level.Cell One is also proud of introducing several first offerings to Namibia’s mobile market such as free SMS, which proved to be very popular among consumers.As a start-up operation we had to establish the right mix of people, systems and other resources to ensure efficient processes capable of delivering Cell One’s mandate in a very short time.Staying on par with latest technologies available internationally and developments in the African mobile market is a challenge.Various mobile operators like Telecom Uganda and MTN Nigeria have launched exciting services that may be applicable to the Namibian market.It takes constant research and time to develop such exciting services.TK: What could be done to improve Namibia’s telecoms industry? What does your company suggest in this regard? RI: The Telecommunications Act should be passed by Parliament as soon as possible to ensure effective regulation, a strong regulator and a conducive environment for the operators.TK: What distinguishes Cell One from other players in the local telecoms industry? RI: Cell One stands out in terms of simplicity of processes.While using latest technologies, we pay attention to the ease of customer interface.Whether it is getting started with a prepaid starter pack or applying for a post-paid application or even obtaining settings for mobile Internet usage – it is a short and simple process.Cell One also prides itself in its knowledge and responsiveness to customers’ preferences and needs.It is that responsiveness that has brought popular offerings such as Free SMS for the first time to the Namibian mobile market.TK: What market share does your company hold in the country? Besides percentage, could you please provide actual (approximate) subscriber figures? RI: Due to the highly competitive nature of the mobile telecoms market, we would like to keep this information confidential at this stage.Cell One has however seen a steady uptake of customers since launching on 16 March 2007.TK: Roughly how much of that is in rural and remote areas? RI: Cell One has a very strong presence, especially in the north-central rural areas.Our goal is to ensure that no one is left behind in terms of access to mobile communications solutions.TK: What are you doing to rope in the marginalised sections of society into the telecoms industry? RI: Access to and affordability of mobile communications services are key for benefiting the lower end of the market and these are two aspects that Cell One was able to address in the first year of operations.We are aware of the need for education of marginalised groups in terms of basic literacy as well as about the benefit of mobile communications in development.For this reason, Cell One has committed significant resources to education through its corporate social responsibility programmes.TK: What progress has been made in terms of Internet connectivity by your company? RI: Mobile Internet is a standard feature in the Cell One network and all Cell One subscribers are able to use data services.As such Internet access is available within the entire coverage area of Cell One.3G services are provided in the Windhoek area in addition to our normal data coverage and will be expanded to other areas depending on demand.This service has been available to all Cell One customers since December 2007 – first on a trial basis and then commercially since March 1 2008.TK: Could you explain why it is costly to phone MTC from a Cell One line vis-a-vis Cell One to Cell One calls? RI: If you peruse the available mobile operator tariffs closely, you will realise that Cell One has the most affordable rates for both Cell One to Cell One and Cell One to MTC calls.Tariffs between cellular operators depends on an interconnect agreement and Cell One negotiates the best possible rates on an ongoing basis.TK: Can you comment on the ‘war’ going on between you and your rival, MTC? RI: Cell One is focused on developing products and services for the customers based on the understanding of their preferences and needs.By doing this we have been able to position ourselves as the trendsetter and the rest is known to everyone.TK: How much money, and what percentage is it of your revenue, are you spending in advertising and marketing your products? RI: Based on the need to educate the market about the Cell One brand, as well as the products and services being offered, there is a business case for spending that matches the need.Spending on marketing activities is however in line with the actual return on investment.TK: Is that sustainable? RI: Yes.Everything we do has to be sustainable.Otherwise we won’t do it.TK: Finally, what plans do you have for the future? What can customers look forward to? RI: Our promise to the customers is the provision of choice.Cell One will continue to offer preferred and needed services at competitive rates for the benefit of all Namibians.Our goal is to build and sustain a high quality, reliable mobile network that supports the diverse communication needs of all Cell One customers.This network is available in all 13 regions of Namibia and to about 70 per cent of the Namibian population. Cell One offers a fully fledged product portfolio with both Prepaid and Postpaid services offering voice, SMS and data as well as other Value Added Services. Cell One has employed almost 150 staff and ensured relevant training that has contributed to the improvement of their skills level.Cell One is also proud of introducing several first offerings to Namibia’s mobile market such as free SMS, which proved to be very popular among consumers.As a start-up operation we had to establish the right mix of people, systems and other resources to ensure efficient processes capable of delivering Cell One’s mandate in a very short time.Staying on par with latest technologies available internationally and developments in the African mobile market is a challenge.Various mobile operators like Telecom Uganda and MTN Nigeria have launched exciting services that may be applicable to the Namibian market.It takes constant research and time to develop such exciting services. TK: What could be done to improve Namibia’s telecoms industry? What does your company suggest in this regard? RI: The Telecommunications Act should be passed by Parliament as soon as possible to ensure effective regulation, a strong regulator and a conducive environment for the operators. TK: What distinguishes Cell One from other players in the local telecoms industry? RI: Cell One stands out in terms of simplicity of processes.While using latest technologies, we pay attention to the ease of customer interface.Whether it is getting started with a prepaid starter pack or applying for a post-paid application or even obtaining settings for mobile Internet usage – it is a short and simple process.Cell One also prides itself in its knowledge and responsiveness to customers’ preferences and needs.It is that responsiveness that has brought popular offerings such as Free SMS for the first time to the Namibian mobile market. TK: What market share does your company hold in the country? Besides percentage, could you please provide actual (approximate) subscriber figures? RI: Due to the highly competitive nature of the mobile telecoms market, we would like to keep this information confidential at this stage.Cell One has however seen a steady uptake of customers since launching on 16 March 2007. TK: Roughly how much of that is in rural and remote areas? RI: Cell One has a very strong presence, especially in the north-central rural areas.Our goal is to ensure that no one is left behind in terms of access to mobile communications solutions.TK: What are you doing to rope in the marginalised sections of society into the telecoms industry? RI: Access to and affordability of mobile communications services are key for benefiting the lower end of the market and these are two aspects that Cell One was able to address in the first year of operations.We are aware of the need for education of marginalised groups in terms of basic literacy as well as about the benefit of mobile communications in development.For this reason, Cell One has committed significant resources to education through its corporate social responsibility programmes. TK: What progress has been made in terms of Internet connectivity by your company? RI: Mobile Internet is a standard feature in the Cell One network and all Cell One subscribers are able to use data services.As such Internet access is available within the entire coverage area of Cell One.3G services are provided in the Windhoek area in addition to our normal data coverage and will be expanded to other areas depending on demand.This service has been available to all Cell One customers since December 2007 – first on a trial basis and then commercially since March 1 2008. TK: Could you explain why it is costly to phone MTC from a Cell One line vis-a-vis Cell One to Cell One calls? RI: If you peruse the available mobile operator tariffs closely, you will realise that Cell One has the most affordable rates for both Cell One to Cell One and Cell One to MTC calls.Tariffs between cellular operators depends on an interconnect agreement and Cell One negotiates the best possible rates on an ongoing basis. TK: Can you comment on the ‘war’ going on between you and your rival, MTC? RI: Cell One is focused on developing products and services for the customers based on the understanding of their preferences and needs.By doing this we have been able to position ourselves as the trendsetter and the rest is known to everyone. TK: How much money, and what percentage is it of your revenue, are you spending in advertising and marketing your products? RI: Based on the need to educate the market about the Cell One brand, as well as the products and services being offered, there is a business case for spending that matches the need.Spending on marketing activities is however in line with the actual return on investment. TK: Is that sustainable? RI: Yes.Everything we do has to be sustainable.Otherwise we won’t do it. TK: Finally, what plans do you have for the future? What can customers look forward to? RI: Our promise to the customers is the provision of choice.Cell One will continue to offer preferred and needed services at competitive rates for the benefit of all Namibians.Our goal is to build and sustain a high quality, reliable mobile network that supports the diverse communication needs of all Cell One customers.

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