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Consumers Love The Catfights In South Africa’s Competitive Telecoms Market

Consumers Love The Catfights In South Africa’s Competitive Telecoms Market

From MyBroadband.

South Africa’s telecommunications and Internet market are fiercely competitive, with companies fighting for market share in a relatively small economy.

The competitiveness of the market is illustrated through the advertisements of these companies, which often take aim at competitors.

While local companies do not directly engage in comparative advertising, many marketing campaigns nail competitors without leaving too much to the imagination.

These ads often generate a positive response from consumers, who seem to appreciate competition between companies.

Here are some of the prominent advertising campaigns in South Africa’s competitive telecoms market, where a telecoms player promoted its products, while simultaneously taking aim at a competitor:

  • In February 2014, Cell C launched a marketing campaign which had South Africans sharing their views on MTN’s court application against Icasa’s call termination rate cuts. MTN hit back against Cell C in an advertisement in the Sunday Times on March 16, 2014. Cell C then hit back with an edited version of the MTN “We’re Guilty” ad.

You can read more at MyBroadband.

In the reader-comments section of the MyBroadband story, RJ responded, “OK, I was laughing out loud with some of these. I really miss South African ads. It just is not the same here in Sweden 🙂 Way too ‘civilized.'”

And this, from Allin: “Generally the ads are better than the products.”