Vodafone 1998 Annual Report Download - page 36

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Annual Report and Accounts 1998 - Review of Operations - UK Network
Vodafone Limited had a good year, adding 563,000
customers to give a year-end total of over 3.4 million, a
market share of 38%.
Performance highlights
Vodafone Limited had a good year, adding 563,000 customers to give a year-end total of over 3.4
million, a market share of 38%.
Taking digital alone, Vodafone extended its considerable market lead, growing by 1.1 million customers
to a total of 2.6 million. Digital customers now represent 82% of the UK market and have increased to
75% of the Vodafone customer base as migration from the analogue network continues to be
encouraged.
Average revenue per customer (excluding 'Pay As You Talk') has remained constant at £427 over the
last year - a significant statistic in the light of tariff reductions - and substantially ahead of Vodafone's
key competitors on a like for like basis.
Compared with an average figure for Scandinavia of 39%, overall market penetration in the UK remains
relatively low at 16%, giving scope for continued growth.
Analogue churn continued to be high as these customers tended to churn to digital rather than migrate.
Digital churn remains at around 20%, but the promotion of loyalty schemes, increasingly competitive
tariffs and enhanced customer service are expected to have a beneficial effect on the level of churn in
the future.
http://www.vodafone.com/download/investor/reports/annual98/reviewops/uknetwork.html (1 of 4)29/03/2007 23:07:41