The British Empire`s 18th-century attempt at turning Africa into an extended arm of Queen Victoria`s realm ultimately failed. Now JSE-listed cellular company MTN is on a similar mission to conquer the continent, although its means of domination differ.

With group president and CEO Phuthuma Nhleko at the helm, MTN has already made serious strides into the continent. Starting off in 1994 as South Africa`s second cellular operator, MTN now has operations in 21 countries across Africa and the Middle East. Nevertheless, there is a quietly growing backlash against the company, which some describe as imperialistic. And there appears to be another battleship on the horizon. Can MTN succeed where Britannia failed?