What you need to know about the new direct marketing guidance note
Nadine Mather and Chloë Loubser
SA cellphone market booming
Vodacom has announced that its customer base in South Africa had passed the 16 million mark, putting paid to long held speculation that the local market was nearing saturation. Vodacom believes this figure will more than double in the next three years.
Alan Knott-Craig, Group CEO, Vodacom, says: "We believe that should current business models remain in place, the market will continue to grow, ultimately reaching 40 million in the next three to five years, representing a penetration rate approaching 90%. The South African cellular industry is an international success story, with penetration rates of over 57% on a population basis.
"Some 27 million South Africans are now empowered with cell phones to participate in South Africa's economy, connect with family and friends and become part of the global communications environment. Cell phones have effectively 'democratised' communication, embracing previously disenfranchised South Africans from all over the country."
The announcement comes in the midst of a cell phone market which is under Government scrutiny and in the midst of further liberalization: "Government and ICASA should be commended for allowing free market forces to flourish in South Africa and for creating an environment which has ultimately enabled 27 million people access to communication, translating into social upliftment, job creation, and contributing to a stable and active economy."
