Launched in 2001, Cell C is South Africa's youngest cellular operator, if you don't count its new piggybacking partner, Virgin Mobile. Five years of brand building, however, has resulted only in mixed perceptions of the company.

The Markinor/ITWeb Mobile Loyalty Survey  reveals that while the company is admired for its advertising and is widely considered to be the cheapest of the cellular operators, it seems to be battling to attract and retain customers.

But Cell C has a plan. “Our strategy is simple: we plan to offer simple, focused products as well as a good customer experience across a customer's entire lifecycle with the company,” says Vanashree Pillay, executive head of corporate communications.