About Us

Company Background

In August 2007, Anthony Goodman, CEO and founder of AG Cellular decided to use his extensive experience in the mobile hardware space which he had acquired since 1994, to launch his own cellular brand. The cellular market in South Africa was and still is dominated by a few major players yet AG Cellular has successfully managed to compete directly with these market leaders and has captured a significant portion of the proudly South African market.

AG Cellular is the one of the leading cellular brands in South Africa, and in the four and a half years since its establishment in retail, it has put ±1 000 000 AG handsets into the hands of its South African and African consumers. Since the brand was born, not only have the company's numbers rapidly grown, but so too has the companies headcount, jumping from 35 to over 100 employees at present.

AG Cellular was nominated for being one of the top 500 companies in South Africa (Impumelelo Magazine) in 2010.

The business currently has two main divisions:

The main division is the mass retail space with national distribution partners such as Edcon, Foschini Group, Pick n' Pay, and GloCell.

The second division being AG Cellular's contract business. It is here that AG Cellular services the individual mass market in South Africa. The contract business has been designed to serve a market that has been prejudiced due to the extremely high credit vetting system set out by cellular networks in this country. As a result these individuals have to use prepaid airtime as they have no access to more affordable post-paid airtime at better rates. AG Cellular affords people who have passed our own much less stringent credit vetting system the opportunity to purchase a handset and a hybrid contract.

Company Overview

Vision: Creating a unique and reliable path of communication transcending the borders of Africa.

Mission: Achieving the AG dream by keeping people in touch through excellence in a solution centric environment.

Core Values: Overcoming challenges by acting with passion, achieving with integrity and delivering with confidence.

Competitive Advantage

The cellular market in South Africa is dominated by a few major players such as Nokia, Samsung, LG and Blackberry. AG Cellular has successfully managed to compete directly with these market leaders and has managed to capture a significant portion of the South African and African market. In essence we have broken through the barriers to enter this market by focusing on two major factors. First and foremost we have the ability to supply our consumers with quality products at affordable prices. And secondly our products are equipped with technology such a dual and quad SIM card, and social networking functions that speak directly to the needs and wants of our consumers.

AG Cellular handsets are sourced from various manufacturers, each handset goes through vigorous testing. AG Cellular handsets are made to the exact specifications that AG Cellular sets out for each handset; these specifications would include features and benefits as well as branding and packaging, all adding to the overall AG Cellular brand and end user experience. Our passion for our products and the African market, has resulted in becoming our competitive edge in such a saturated industry.

Another factor that has aided in our success and growing appeal is the fact that most of our handsets are endorsed by local celebrities in order to appeal to the aspirational element in all our consumers. We have carefully chosen the celebrities who endorse our products as they are respectable and reputable brand ambassadors. Additionally we sell concept phones that tell a story and appeal to the emotive side of consumers. Both the celebrities and the concepts attract our trendy, brand conscious consumers who are looking for unique and exciting new products.

AG Cellular has a very good understanding of its consumers and is always striving to ensure that their clients receive top quality products and services. AG Cellular's unique product offerings and prices and are ideally suited to the South African consumer and AG Cellular would like to have direct access to the majority of this market. In this way, AG Cellular can offer the right type of product mix and services to the right type of client so as to ensure the best possible growth for all going forward.

Finally, AG Cellular has a strong focus on after sales and customer service. AG Cellular has invested large amounts of time and money in a customer support desk where all our clients are serviced with one simple call. This ensures that the end users of AG Cellular handsets are getting the best possible personalised service and their overall brand experience is a good and loyal one.