Vodafone 1998 Annual Report Download - page 35

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Annual Report and Accounts 1998 - Review of Operations - Introduction
In particular, the state of market development and size of opportunity led Vodafone to revise its
approach to market growth. Action was taken to stimulate and enlarge the market whilst continuing to
provide the highest quality of service from the network.
Vodafone is now firmly focused on customer service, total quality
and value for money
Changes have been
implemented to the
channels of distribution that the Group uses to reach its customers. Historically, Vodafone had acquired
a number of service providers with disparate brand names, all of which had a high street presence. All
these operations have now been consolidated under the single Vodafone brand and the business
rationalised to provide three discrete channels of distribution. These are Vodafone's own retail
operations, a channel to meet the needs of corporate customers and a channel to sell through
independent distributors and the retail multiples. Full details of these changes and the positive impact
that they have had on Vodafone's business can be seen in the other sections of the Review of
Operations.
Concurrently, Vodafone also reviewed the way it was perceived in the marketplace and how its core
identity could be more powerfully expressed. This resulted in a new corporate identity for Vodafone and,
therefore, in little more than six months, a new strategy and a new corporate identity were developed,
both of which were formally announced in July. As a consequence, Vodafone is now firmly focused on
customer service, total quality and value for money.
http://www.vodafone.com/download/investor/reports/annual98/reviewops/intro.html (2 of 2)29/03/2007 23:07:29