Power control at the base station is typically used in wireless cellular networks in order to optimize the transmission subject to quality of service (QoS) constraints. It has been shown that the power control problem in the wireless cellular network framework can be efficiently solved using the socalled geometric programming. However, in order to enable the application of geometric programming the signal to interference ratio (SIR) has been considered instead of signal to interference plus noise ratio (SINR). Such problem reformulation is imprecise and might be loose because it does not take into account the noise component, especially for low signal to noise ratio (SNR) operation. In this paper, we show that the power control problem for wireless cellular systems can be efficiently solved via the so-called difference of two convex functions (D.C.) programming. Numerical simulation example demonstrates significant performance advantages of the proposed approach.