A recent study commissioned by Cell C in partnership with Kantar shows that connectivity now underpins everything from digital payments and bookings to delivery management and staff coordination.
The findings reflect a broader shift. Businesses are increasingly “always-on,” relying on stable internet and cloud-based tools to remain competitive. As digital adoption accelerates, connectivity is becoming as essential as electricity or transport infrastructure.
Experts say reliable networks now form the backbone of operational efficiency, enabling companies to manage staff, process transactions, and meet client expectations without interruption.
For South African businesses, internet downtime is no longer just a technical inconvenience. It can mean lost revenue, disrupted operations, and reputational damage.
Demystifying the cloud
Chris Lazarus, Chief Officer for Sales, Regions & Customer Care at Cell C, said many companies are already using cloud services without realising it.
“Many businesses are using platforms like WhatsApp as part of daily operations without thinking of it as ‘the cloud’. Our role is to demystify these technologies and encourage conversations around digital transformation,” he said.
Lazarus added that Cell C wants to position itself not just as a connectivity provider, but as a business ally, offering customised solutions and human support.
To highlight the need for modern systems, Cell C launched a marketing campaign featuring filing cabinets in public spaces. The visuals symbolise outdated processes that hinder adaptation in a digital economy and encourage companies to move toward cloud-enabled operations.
AI to reduce downtime
Cell C is also investing in future-ready infrastructure. In partnership with global technology firm Odine, the company signed a Proof of Concept (PoC) agreement to test AI-driven network quality enhancements.
Schalk Visser, Chief Technology Officer at Cell C, says the initiative is aimed at improving network reliability.
“By exploring how AI can enhance network quality, we’re taking steps toward a more consistent and reliable experience,” Visser said.
The AI system, developed by OdineLabs , Odine’s R&D subsidiary is designed to enhance connection continuity, resilience, and efficiency. It also supports Cell C’s capex-light strategy, using automation and AI orchestration to build a more agile, future-ready network.
As companies become increasingly dependent on digital platforms, connectivity is emerging as core economic infrastructure. With AI-driven improvements being tested, telecom operators are positioning reliability not just as a service feature, but as a foundation for sustained business growth in South Africa’s digital economy.
