other related services
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The Other Related Services segment houses all
group companies broadly aligned to the South
African information and communication technologies
(ICT) industry. The group’s focus on forward
integrating its supply chain has resulted in this
segment being able to create end-to-end solutions
(from source, through transaction to final delivery)
for both group companies and third-party clients.
Across its current subscription-based businesses,
the group controls access to its proprietary
databases, location based services (LBS) and
aggregated content.
Datacel
Datacel is a national business process outsourcing
(BPO) company operating inbound and outbound call
centres (1 150 seats) that specialise in:
- the telemarketing of cellular products and
financial sector products and services to both
proprietary and third-party databases;
- the provision of inbound customer care and
technical support; and
- the collection of loans and credit card debt on
behalf of major retail chains.
Datacel’s key customers currently include: ACE,
Avusa, Hollard, Metropolitan Life, Pick n Pay, RCS and
Vodacom South Africa.
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The segment is well positioned
to grow its location based
services and aggregated
content subscriber bases
 Case study [PDF - 144 KB]
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Cellfind SA
Cellfind is the market leader in GSM based LBS in
South Africa and has successfully launched the
following products and services in conjunction with
Vodacom South Africa:
- Look4me (410 537 Vodacom subscribers at
31 May) and Look4help (415 301 Vodacom
subscribers at 31 May);
- Look4me For Business;
- Cellfind Assets; and
- 911Alert (100 000 Discovery subscribers at
31 May).
Cellfind is in the process of launching a range of LBS
products for MTN South Africa.
Content Connect Africa (CCA)
CCA is an aggregator of on-portal and off-portal
localised content for mobile operators and third
party clients throughout Africa. CCA has acquired
exclusive distribution rights and licence agreements
for an array of local and international products and
services including: music, entertainment, lifestyle,
sports, fashion, news and games content. CCA has
the exclusive African distribution rights to Prefueled,
a kiosk and web-based digital entertainment
provider of music, video, games and lifestyle
products that dispenses music via WiFi, Bluetooth,
memory card, USB-disk and CD/DVD. |
Significant contributors within the Other Related
Services segment at all levels are Datacel and Cellfind.
A strategic decision was made to substantially increase
the number of seats in the call centre operations due
to the expansion of products and services through this
medium.
The cost pertaining thereto impacted to a degree
on managements’ original expectations for their
performance for the year.
Having said this, the resultant foundation that has
been built has manifested itself positively post the
balance sheet period.
Cellfind remains a steady profit contributor with a
continued increase in its subscriber base from month
to month.
Customer retention is vital in subscription-based
business models and both Datacel and Cellfind have
focused on improving their customer service levels,
new product development and sales and marketing
efforts during the review period.
Key acquisitions during the financial year have resulted
in Datacel becoming a significant BPO business with
the critical mass, diverse business focus and specialist
skills required to attract and secure key national
blue-chip customers.
The Other Related Services segment is well
positioned to grow its LBS and aggregated content
subscriber bases. Whilst Cellfind remains focused on
retaining and growing its current Vodacom subscriber
base, its enhanced product and service offerings will
soon include:
- Look4Traffic: Providing traffic incident information,
traffic flow and camera information and traffic fine
information and payment;
- Look4Music: A Cellfind and CCA joint initiative
providing consumers with focused, genre based
music content;
- Look4Weather: Providing location based automated
weather notifications; and
- CellPortal: Proprietary messaging gateway
targeted at corporate and SMME customers.
In addition, the imminent launch of MTN’s LBS product
and service offering will significantly enhance Cellfind’s
subscriber base, both growing its market share and
leveraging its fixed cost base.
Datacel’s innovative offerings and national reach are
expected to ensure the retention of current customers
and acquisition of future customers. Coupled to a solid
annuity revenue base, the company is well positioned
for future growth.
As part of its African expansion strategy, CCA is
currently signing new, independent artists with strong
local and regional appeal. Prefueled, in association
with several key partners will be merchandised
throughout key locations across South Africa.
In conclusion, the relative contribution from
proprietary and third-party database telemarketing,
subscriber-based LBS and aggregated content to the
group’s revenue, is expected to grow significantly.
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