Vodafone 2008 Annual Report Download - page 28

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Customer usage patterns continue to show that, on average,
Vodafone Passport customers both talk more and pay less
per call when abroad. Customer research also indicates that
Vodafone’s customers have a greater preference for Vodafone
Passport over the regulated roaming rates, which has been
substantiated by the relative uptake of the two propositions
since the summer of 2007.
Vodafone Passport was not directly affected by regulation
relating to roaming prices introduced by the European Union
in June 2007. However, by 31 August 2007, all of Vodafone’s
12 European markets had reduced the price of their Vodafone
World tariff in order to comply with the regulation.
Fixed location based services
The Group is delivering on customers’ total communications
needs and driving greater voice usage through offering integrated
communications services.
Vodafone At Home
Vodafone At Home comprises a range of offers designed to
introduce Vodafone into the household as a total communications
provider. Vodafone At Home voice propositions offer customers
the opportunity to satisfy their communications needs through
one operator and with a single device.
Continued progress has been made to drive customer uptake
of Vodafone At Home voice services with an option for at home
calling now available in most of the Group’s European markets.
These take the form of either zonal tariffs, through which
customers can call for a reduced rate when in their home area,
All of the Group’s
mobile operations
offer messaging
services, which allow
customers to send
and receive messages
using mobile handsets
and various other
devices.
Products and Services continued
£4,079m
Messaging revenue
(2007: £3,587m, 2006: £3,289m)
or alternatively in several markets unlimited calling to fixed line
numbers for a fixed subscription has been introduced, providing
a strong incentive for customers to use their mobile rather than
their fixed line in the home environment.
The development of Vodafone’s total communications capability,
including the increasing availability of fixed broadband in many
markets, will widen the range of services which can now be
offered as part of the Vodafone At Home portfolio.
Vodafone Office
Vodafone Office is the umbrella name for a series of products
and services designed to meet all business customers’
communications needs.
Vodafone Wireless Office provides companies the opportunity
to embrace the benefits of mobilising their workforce and reduce
their number of fixed desk phones, facilitating the transfer of
voice minutes from the fixed to the mobile network. The solution
includes a closed user group tariff, allowing employees to call
each other for a flat monthly fee. In Germany, Spain, Greece, Italy
and Portugal, the offer has been expanded to include location
based office zone charging, giving preferential rates when
calling from an office location. Additionally, in some markets,
geographic numbers have been introduced, enabling further
fixed to mobile substitution.
Additionally, the Group is actively promoting fixed line telephony
to business customers in six controlled markets, in line with its
total communications strategy.
Messaging services
All of the Group’s mobile operations offer messaging services,
allowing customers to send and receive messages using
mobile handsets and various other devices.
SMS messaging
SMS messaging allows customers to send and receive simple text
messages and experienced usage growth of 38.9% in the year
ended 31 March 2008, driven by improved marketing analytics
to support best practice sharing and value focused pricing.
MMS messaging
MMS messaging, offering customers the ability to send
and receive multiple media, such as pictures, music, sound,
video and text, to and from other compatible devices,
is also available in all Group mobile operations. MMS usage
experienced a 15.8% growth in the 2008 financial year across
the Group through improved service quality, value focused
pricing and a broader portfolio of devices.
26 Vodafone Group Plc Annual Report 2008
Vodafone – Business
Vodafone – Business
SMS
Allows customers to send and receive
simple text messages.
MMS
Allows customers to send and receive
multiple media, such as pictures, music,
sound, video and text.
Messaging
2008
2007
2006
SMS usage for the Group’s
principal mobile markets(1)
Billions of messages
44.648.962.1
Note:
(1) Germany, Italy, Spain and the UK