Vodafone 2010 Annual Report Download - page 14

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Proportionate mobile
customers across the globe.
341.1m
(2009: 302.6m; 2008: 260.5m)
BrandFinance global ranking
7th
most valuable brand
(2009: 8th; 2008: 11th)
12 Vodafone Group Plc Annual Report 2010
Customers and distribution
Our title sponsorship of the Vodafone
McLaren Mercedes F1 team delivered
strong coverage across an exciting and
hard contested 2009 championship. In
addition to press and news coverage we
integrated the sponsorship into a wide
variety of business activities including
communications, events, content, and
acquisition and retention promotions to
maximise the impact and return on its
investment. Significant sponsorship and
support is also undertaken at a local
country level where it builds awareness
and brand value by resonating with our
customers and their interests.
Global sponsorship
Customers are at the core of everything we do. Through our products and services we endeavour
to address all our customers’ communications needs.
Enterprise
Vodafone also caters to all business segments ranging from small-
office-home-office (‘SoHo’) and small-medium enterprises (‘SMEs’) to
corporates and multinational corporations (‘MNCs’). While our core
mobile voice and data business continues to grow, our enterprise
customers are increasingly asking for combined fixed and mobile
solutions for their voice and data needs as well as integrated services
and productivity tools.
International customer base with diverse needs
Vodafone has a truly international customer base with 341.1 million
proportionate mobile customers across the world. We continually
seek to develop new and innovative propositions that deliver relevance
and value to all our customers and build a long lasting relationship
meeting their expectations and needs. As customers move between
work and home environments and look for integrated solutions,
we have a suite of propositions which often bundle together
voice, messaging, data and increasingly fixed line services to meet
their needs.
Brand
We have continued to build brand value by delivering a superior,
consistent and differentiated customer experience. During the 2010
financial year we evolved our brand positioning to “power to you”
emphasising our role of empowering customers to be able to live
their lives to the full. It is a further expression of the importance of the
customer being central to everything we do and is reinforced in
communications substantiating how products and services impact
and empower our customers.
We regularly conduct brand health tracking which is designed to
measure the performance of the brand in each country and generate
insights to manage the brand as effectively as possible. External
benchmark studies have shown that Vodafone brand equity has
maintained a top ten position in a number of rankings of brands across
all industries including the seventh most valuable brand in the world
as measured by BrandFinance.
Customer segmentation
Consumer
Consumer customers are typically classified as prepaid or contract
customers. Prepaid customers pay in advance and are generally not
bound to minimum contractual commitments offering great
flexibility and cost control. Contract customers usually sign up for a
predetermined length of time and are invoiced for services, typically
on a monthly basis. Increasingly we offer SIM-only tariffs allowing
customers to benefit from our network whilst keeping their existing
handset. Around a third of our proportionate customer base including
consumer and enterprise customers are contract customers and the
remainder are prepaid.