The war between Cell C and MTN has continued with a response from Cell C to MTN’s double page spread in last week’s Sunday Times newspaper.

The war of words is over the mobile termination rates (MTRs) which are the costs that networks must pay each other when a call is placed from one of its subscribers to that other network, e.g.: a Cell C subscriber calling an MTN subscriber would result in Cell C paying MTN.

Currently ICASA is flip–flopping on its decision to have the networks paying different MTR rates, which has drawn legal drama from both MTN and Vodacom and even forms part of the regulator’s new high level enquiries.

The advertisement’s “We’re Guilty” headline served as a tongue in cheek opener to MTN’s real message about how, although it makes billions in profits every year, it funnels 83% of the money back into South Africa to create employment and other fuzzy warm feelings.

Below you’ll find the transcribed version of MTN’s original advert with the parts taken out by Cell C in their ‘new version’ of the advert which will no doubt land them in some sort of hot water given the past dealings that our networks have had with the Advertising Standards Authority.

“Dear Cell C. You are right.

You said we are making billions, and that is correct. We are also guilty of investing 83% of those billions, back into South Africa. We’re guilty of inventing PayAsYouGo, a world-first product that opened the world of cellular connectivity to South Africans from all walks of life, instead of just the wealthy. We’re also guilty of playing a major role in the success of Africa’s first World Cup. We’re guilty of being a major taxpayer who contributes to the creation of employment for thousands of South Africans. We’re guilty of introducing Mahala calls to South Africa, which forced our competitors to cut their prices. We’re guilty of not wanting to fight with you, because there are millions of South Africans that we’d rather fight for.

We believe they deserve better. They deserve a network that works. A network that hardly ever drops their calls. A network that offers access to world-class Internet, all across our country.

A truly South African network that creates lasting infrastructure, investments and even wealth. For everyone.”

P.S. We’ve never stopped doing what’s right for the people of South Africa and we never will.
Turn to page 9 to see what we mean.

Image: Shutterstock