MTN has defended its two-page newspaper advertisement at the weekend in which it said sarcastically that it was “guilty” – of doing many things right by consumers and the country. It says the ad campaign was in response to a “virulent attack” by Cell C on its brand and reputation.
However, its ad should not be construed as an attack on Cell C, MTN says.
“We are fighting for the consumers who deserve a strong, reliable and progressive network, and a conducive business environment in which competition is fair,” it says in written response to a query from TechCentral. “We spelt out the truth about who we are and what we stand for. We are unashamedly pro consumer, and we are unashamedly South African and will continue to improve our services for our consumers.”
It says it “reserves the right to dispel fallacies and inaccurate media statements made by Cell C following its decision to file papers against the Independent Communications Authority of South Africa (Icasa)”. MTN and Vodacom are suing Icasa, seeking to have its final call termination rate regulations overturned. The regulations, which favour smaller market players, including Cell C, bring down the rates operators may charge each other to carry calls between their networks.
“We sought to articulate the contribution that MTN has made in developing the ICT sector, the role it has and continues to play in socioeconomic development, and the significant contribution MTN has made in accelerating access to telecoms services to millions of South Africans,” the operator says.
“MTN believes that the decline in mobile termination rates must be driven by a fair process and appropriate costing study ensuring the rates are reflective of the costs incurred by all players in the market, including smaller players. MTN is of the view that the regulations do not meet these requirements and it has instituted legal proceedings against Icasa.
“MTN has asked the court to review what has happened and to set aside those parts of the regulations which it finds are irregular. This is a right which is afforded to all companies which are affected by the actions of administrators.
“The decision by MTN to launch the ‘We’re guilty’ ad campaign is in response to the virulent attack by Cell C on its brand and reputation.” — (c) 2014 NewsCentral Media
- See also: Cell C hits back at MTN open letter