Vodafone 2013 Annual Report Download - page 28
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Strategy (continued)
Consumer2015
Emerging markets1
Emerging markets are important to us – they account for 68% of
ourcustomers and 75% of the total call minutes across our networks.
These markets are likely to become even more relevant due to a
combination of strong population and economic growth, and the
increase in mobile penetration.
123 4
Market context:
Emerging markets such as India and Africa
are already a signicant part of Vodafone.
They account for 30% of the Group’s service
revenue, and our business in India alone
accounts for around half of our base station
sites and voice calls across the Group.
Emerging markets represent a signicant
opportunity for future growth. Almost all
of the 1.5 billion new mobile phone users
by 20152 are expected to come from
emerging markets. Smartphones are also
proving popular in emerging markets, and this
is expected to continue. For example, In India,
the number of smartphone users has grown
already from 11 million in 2010 to 33 million
in 20122.
Towards 2015:
These markets offer very attractive long-
term opportunities from sustained GDP
growth, the scope for widespread mobile
data adoption and the fullment of unmet
needs such as basic nancial services. We aim
to maximise these opportunities through
smart data pricing, the development of low-
cost smartphones and selective innovation
in areas in which we can truly differentiate.
Strengths:
We are a leading operator in our emerging
markets with either a number one or
two revenue market share position in
most countries.
Actions:
Through our ongoing investment we have
built a strong platform of high quality
networks, a broad distribution reach
and attractive add-on services, such
as mobile payments.
Progress:
Emerging markets represent our fastest
growing geographies. During the year service
revenue increased by 8.4%*, including: India
10.7%*, Turkey 17.3%* and Ghana 24.2%*.
Notes:
1 Vodafone’s emerging markets comprise Vodacom, India, Egypt,
Turkey, Ghana, Qatar and Fiji.
2 Refers to calendar year.
Access to energy
Extending access
to energy in remote
regions without grid
electricity enables
more people to use our
mobile services and
brings wider social and
environmental benets.
Our new solar-powered
solution, ReadySet, is
able to charge up to
eight mobile phones
per day and provide
electric lighting, offering
a greener and cheaper
alternative to kerosene
lamps. Entrepreneurs in
Tanzania use ReadySet
to earn around US$44 a
month, while families in
Kenya use M-Pesa to pay
towards a similar system,
M-Kopa, designed for
home use.
26 Vodafone Group Plc
Annual Report 2013