Cell C has relaunched Red Bull Mobile, its mobile partnership with energy-drinks company Red Bull, offering a new product plan aimed at the youth market through a dramatically improved footprint of retail stores.
The partnership was signed three years ago, but Cell C chief commercial officer Jose Dos Santos says the brand “lost its way” in South Africa. It has 120 000 customers, a tiny fraction of Cell C’s 11,5m subscriber base.
Dos Santos blames the poor performance on Red Bull Mobile on a lack of a wide retail distribution channel. Cell C has rectified that by making the new product available through Pick n Pay, Shoprite, Dion, CNA, Jet, Game and some Pep stores. “From tomorrow [Thursday] … this will be in 6 000 outlets, including our own stores,” Dos Santos says.
The new product, which offers a Sim with 200MB of monthly data for 12 months, costs R99 at launch. The promotional launch price will last for two months, after which the price will be R149. Calls are charged at 99c/minute on per-second billing and Cell C’s recharge Supacharge discount benefits. Out-of-bundle data is set at 15c/MB.
The new Red Bull Mobile product is aimed at the youth market – those between 19 and 33 and in living standards measure six and higher.
Red Bull Mobile customers receive access to benefits such as free music downloads, access to Red Bull events and parties. Competitions are also a key component of the product.
Dos Santos emphasises that Red Bull Mobile will continue to be niche product for Cell C. “It won’t have millions and millions of customers, but it is an innovative product that will assist in building revenue. It’s an aspirational product. It’s a youthful, energetic and aspirational product.” — © 2013 NewsCentral Media
