M.Phil. (Business Management) / The purpose of the research was to explicate business competitive challenges through increasing scientific knowledge relating to the effect of Value Chain on the Customer Experience within the South African Mobile Telecommunications industry. Operators display a tendency of commoditised competition, offering little differentiation that Customers value. The qualitative and time bound study analysed the perspective of sixteen interviewees, representing the full Value Chain from respective operators. Following the aim to understand the participants’ perception of how the Value Chain impacts Customer Experience, the Content Analysis method of analysis was utilised for the gathering of insights. Findings reflect a lack of maturity in the understanding of Customer Experience and Value Chain, and a resulting incapability to maximise the effect of the Value Chain on the Customer Experience. Notwithstanding, there exists an opportunity to apply a Value Chain perspective in order to improve the Customer Experience and enhance mutual value.