Vodafone 1998 Annual Report Download - page 37

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Annual Report and Accounts 1998 - Review of Operations - UK Network
Key developments
There have been a number of initiatives this year
that have already had a significant and positive
effect on trading and which are set to sustain still
further growth in the future.
These included increased capital investment in the
network to improve quality of service, a change in
market focus, a new image and corporate identity,
along with a major advertising initiative to
communicate the new set of values, simplified and
reduced tariffs and the introduction of the 'Pay As
You Talk' service to expand the market into a new
sector.
Increased Capital Expenditure
Vodafone increased the level of capital expenditure
on network infrastructure to keep ahead of the
growing demand for mobile phone services and to
maintain the reliability and quality of the network. In
addition, Vodafone has installed base stations in
key areas such as the terminal buildings at
Heathrow Airport and at the NEC and Olympia
exhibition centres.
Marketing
In order to increase market penetration in the UK to the levels that already exist in other parts of the
world, a significant change took place in Vodafone's marketing strategy. The objective was to focus not
only on the increasingly mature business market but also on the fast-growing mass consumer sector.
The objective was to focus not only on the
increasingly mature business market but also on
the fast-growing mass consumer sector
Unobtrusive base station (top right) in a
The research undertaken prior to the redesign of the
corporate identity established the need to communicate
new brand values to this mass market audience.
As a result, the year saw the biggest national advertising
campaign ever mounted by Vodafone. Based around the
new identity, it played a major part in establishing the new
image and stimulating the consumer market. The theme
'The word is Vodafone' was designed to underline the
proposition that the Vodafone network appeals to people
from all sectors of society and strongly reinforced
Vodafone's leadership in conveying more calls, and hence
more words, than any other mobile network.
http://www.vodafone.com/download/investor/reports/annual98/reviewops/uknetwork.html (2 of 4)29/03/2007 23:07:41