Please call me when the war is over. For now, it's all unfolding with gathering pace and though we're not quite caught in the crossfire, it’s a battle to keep an eye on.
It began with the introduction of a service which would enjoy a meteoric rise in popularity. But its origins are now disputed. It is, of course, the "Please Call Me" message service.
The South African mobile service is no longer a game owned by MTN and Vodacom. When my mother called last night with a Cell C number, a loyal MTN user for decades now, and started convincing me to get Cell C (providing proper substantial evidence)…I knew things have changed.
"Hey, I just met you. And this is crazy. But I've got data. I won't call, maybe".
Apart from being a cheesy re-imagining of a pop song that surged through the airwaves last year, that opening line points to a question which has perhaps been on the minds of telecoms gurus for quite some time now: Are voice calls finally sliding further down the pecking order for mobile phone users?