Pieter Uys, chief executive of Vodacom, South Africa’s biggest cellphone company, said rebranding was necessary as the company had become “complex”.
“We can’t be complex. We can’t take months to respond. We became a complex organisation with layers of management,” Uys said, adding that requiring “hundreds of signatures” for approvals was an example of how complex Vodacom had become.
Telecoms industry analysts have previously said Vodacom, which was realising a maturing voice market in South Africa as cellphone penetration was large, would be under pressure to protect its position. Data, considered the next frontier for telecoms growth, would become the new battleground"
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