Cell C’s ambition is to build South Africa’s most agile, capital-efficient connectivity platform through differentiated execution that drives sustainable growth, scalable returns and long-term value creation across financial, operational, human and societal dimensions.

Cell C now faces a different set of strategic challenges, shaped by platform economics, evolving industry structures and a changing regulatory landscape. The prior strategy provided the stability and simplification required to reset the business. The focus now shifts to how the organisation compounds the structural advantages it has built. This carries forward what has been established over the past three years and sharpens it toward sustainable growth, disciplined execution, and long-term value creation.

The 2030 pillars are the expression of this direction. Anchored in Cell C’s distinctive strengths and structural advantages, and informed by the evolving competitive, regulatory and market context, they focus the organisation on areas where it can scale advantage rather than replicate incumbent models. Together, they position Cell C as a lean, customer-aligned, partner-powered challenger that competes on simplicity and commercial agility.

Building brand momentum and trust is the overarching outcome of this strategy. It will be earned through consistent execution across all five strategic pillars. Stronger commercial performance, reliable connectivity, simpler customer experiences, responsible conduct and transparent engagement will reinforce confidence among customers, employees, partners, investors, regulators and communities. In turn, greater trust and brand relevance will support customer acquisition and retention, deepen stakeholder relationships and strengthen Cell C’s capacity to grow sustainably.

Our strategy considers our material matters (page 28), and all 10 material matters are addressed across our five pillars, while the effective management of our risks (page 42) remains essential to successful execution.