In June 2001, after winning a lengthy court tussle with disgruntled losers for SA’s third mobile licence, Cell C proclaimed itself ready to transform the local industry.

Huge banners outside the Sandton Convention Centre read: "It’s all systems go at Cell C." Inside the hall, it was standing room only as CEO Talaat Laham proclaimed: "We are ready with a dazzling marketing campaign which will present potential customers with a range of offerings to suit their needs."

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