Vodafone 2011 Annual Report Download - page 17
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Business Review
Focus on key areas of growth potential:
Mobile data–strategy
Samsung Galaxy Tab 10.1v
We were the first operator to
launch this Samsung tablet
which uses the Android™ 3.0
Honeycomb operating system
to deliver mobile entertainment
such as gaming, reading
eBooks or updating a social
network status.
How the market is developing
The fastest growing sector of the global telecommunications
market is mobile data. According to industry estimates,
between 2010 and 2014 total global revenue from xed voice
will decline by US$70 billion, mobile voice will increase by
US$24 billion, xed data will increase by US$49 billion and
mobile data will increase by US$138 billion (source: IDC
Worldwide Black Book 2010).
Mobile data penetration of our customer base in Europe is
around 37%, far higher than in developing countries such as
India at around 18% which highlights the opportunities in
emerging markets. Data usage growth on our networks has
been signicant, growing by around 69% across the Group over
the last year compared with 25% for voice.
Mobile data demand is being accelerated by the wide range of
sophisticated devices available, including mobile broadband
sticks, smartphones and tablets, greater network speeds and
an increased range of applications.
Our objective is to deliver data faster, with the best
experience and more protably
To accelerate the opportunities of mobile data we are
investing in:
■network technologies to deliver the best network
experience;
■providing a better data experience to our customers
through all our customer channels; and
■providing leading smart connected devices.
Approach
We already have a strong data position in Europe thanks to our
signicant 3G investment, with over 66,000 3G sites providing
high speed mobile data and 65% of our 3G network providing
theoretical downlink speeds faster than 14.4 Mbps. Some of
our European targets are set out in the table below.
At 31
March 2011
Target by
31 March 2013
Number of 3G sites 66,000 90,000
Percentage of 3G network
at >14.4 Mbps 65% 100%
4.2
3.0
1.8 1.3
Downlink Uplink
Typical achieved speeds in Vodafone’s network (Mbps)
Vodafone’s markets average(1)
Best competitor market average
Note:
(1) Europe region plus Egypt and Vodacom.
Source: Vodafone commissioned third party drive-by tests on data user
speeds (September 2010 – January 2011).
We have also launched commercial initiatives to encourage
mobile data use including:
■tiered pricing plans to give customers more control
(see page 19);
■re-designing customer experience and support systems
to provide a better mobile data experience;
■a multiplicity of data-enabled devices such as
smartphones, tablets, low-cost handsets and USB
sticks; and
■managing smartphone and network yields to deliver
profitable growth.
Vodafone Group Plc Annual Report 2011 15
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