Vodafone 2008 Annual Report Download - page 7

Messaging revenue increased by 8.1% on an organic basis, with a
28.1% increase in the total number of text and picture messages
sent. This reflects strong performances in the year in Italy and
the UK, primarily through targeted promotions and tariffs.
In 2006, we set out a number of core cost reduction programmes
that are now delivering results and have contributed to the key
cost targets we met this year, with savings of around £300 million
during the year, bringing the cumulative savings to date to around
£550 million. We have achieved mobile capital expenditure at
10% of mobile revenue for 2008, with important contributions
from centralising key purchasing activities and consolidating
our data centres, while having enhanced the speed and data
capability of our mobile networks. These programmes, together
with the outsourcing of certain IT operations, have also contributed
to maintaining broadly stable operating expenses for 2008
compared to 2006. This has been achieved in a period when
customers have increased on an organic basis by 19%, voice
minutes by 36% and data volumes by over tenfold.
Innovate and deliver on our customers’ total
communications needs
Our strategy is to expand beyond our core mobile services
to offer a choice of communications, entertainment and internet
services, with a focus on four key areas. These areas generated
around 13% of Group revenue this year and we expect this to
increase to around 20% in 2010.
Over the year, data revenue increased by 40.6% on an organic
basis to £2.2 billion, principally driven by continued strong
growth in business email and PC connectivity devices, which
in total nearly doubled to 5.8 million. We have seen strong take
up this year of USB modems, which provide easy to use mobile
broadband access for PCs and laptops to consumers and
business customers. For consumers, we also took the
opportunity to refresh our mobile internet offerings during the
year in eight markets, resulting in 2 million customers signing
up to flat rate mobile internet access.
Our data revenue growth is being enabled by the investment in our
3G networks which now offer up to 3.6 Mbps and by the end of the
year will begin to offer 14.4 Mbps, which will provide a compelling
alternative to fixed broadband for many customers. We have a clear
technology path which will ultimately lead to 4G technology but not
before 2010. Unlike the transition from 2G to 3G, we are shaping 4G
today together with Verizon Wireless and China Mobile to ensure a
smoother transition for the industry, with no step change in cost.
In addition, some customers need the data speeds of fixed
broadband and during the year we established fixed broadband
capability in our European markets as part of our strategy to
deliver total communications. We are leveraging our brand,
distribution and customer relationships to provide an attractive,
integrated proposition. At the end of the year we had 3.6 million
fixed broadband customers in 13 markets, principally in Germany
and in our newly acquired businesses in Italy and Spain.
We are substituting fixed line voice services for mobile in the
home or the office by offering fixed location pricing plans giving
customers fixed line prices when they call from within or around
their home or office. We have made good progress over the year
and now have 4.4 million Vodafone At Home customers and over
3 million Vodafone Office customers, up from 3.3 million and
2.3 million, respectively, a year ago.
Mobile advertising is another focus area for us and we have
been trialling various business models, including targeted
demographic advertising through display and search advertising,
and now have agreements with over 40 leading brands. We
believe mobile advertising represents a significant opportunity
for us and, throughout the year, have put in place the right
foundations to grow this business in the future.
Deliver strong growth in emerging markets
Our emerging market assets continue to perform well. Vodafone
Essar in India is delivering very strong growth and performing in
line with our acquisition plan. Revenue increased by over 50%
during the year on a pro forma basis, driven by rapid expansion
of the customer base, with an average of 1.5 million net
customer additions per month since acquisition. We have also
established an independent tower company with two other
operators to drive further strong, cost efficient growth.
Vodacom recorded constant currency revenue growth of
16.9% from its market leading position in South Africa and
strong growth in its southern Africa operations. We also saw
revenue growth of 29.9% in Egypt, 20.3% in Romania and
pro forma growth of 24% in Turkey, all on a constant currency
basis. The value of our investment in China Mobile has increased
by over 60% since the beginning of the year to £4.8 billion
currently, with its customer base increasing 24% to 392.1 million
and market penetration at 41%.
In addition to strong customer growth, we are differentiating
ourselves through a number of initiatives. Most significantly,
we are leveraging the Group’s scale to provide low cost
handsets, which retail for as little as $20 and enable us to
address developing economies without the need for subsidies.
We shipped 7 million handsets in the year, mostly to India,
making us the second largest supplier of handsets in that market.
48
38
13
1
43
44
12
1
Total communications revenue
(share of total communications revenue, %)
2008 2007
Total (£bn)
Mobile data
Fixed line services
Fixed location mobile services
Advertising and other
4.6 3.3
+38%
Vodafone Group Plc Annual Report 2008 5