Vodafone 2014 Annual Report Download - page 19

We continuously improve the speed
of ourEuropean network to create the
bestdata experience for our customers
and had a target of 75% of smartphone
data sessions to be at least 3Mbps by 2015.
We track our relative performance
by measuring the change in our revenue
market share against our key competitors.
We aim to gain or hold revenue market
share in most ofour markets.
The ordinary dividend remains the primary
method of shareholder return and we have
an outstanding record of growth here.
Our target was to maintain the dividend
per share at its 2013 level.
We use NPS to measure the extent
to which our customers would
recommend us to friends and family.
We aim to increase or maintain the number
of markets where we are ranked number
one by NPS.
The employee engagement score
measures employees’ level of
engagement– a combination of pride,
loyalty and motivation. Our goal here
is to retain our top quartile position.
Diversity increases the range of skills
and styles in our senior leadership
team, our 223 most senior managers.
Increased female representation is one
measure of diversity. Our goal is simple,
to increase the proportion each year.
Achieved
More work to do
Achieved
Achieved
Achieved
KPIs achieved
201220132014
75% at least 400Kbps
75% at least 1Mbps
75% at least 3Mbps
201220132014
11 out of 17 markets
9 out of 17 markets
7 out of 17 markets
201220132014
9.52p
10.19p
11.00p
201220132014
77
78
77
201220132014
11 out of 21 markets
8 out of 21 markets
9 out of 21 markets
201220132014
19%
20%
22%
Achieved
Notes: 1 EBITDA and AOP have been redened to exclude restructuring costs. AOP has also be redened to exclude amortisation of customer bases and brand intangible assets. Comparatives have been restated.
2 Europe now excludes Turkey.
Mobile network performance oor (Europe2)
We achieved our 2015 target this year.
Our new target is for 90% of data sessions
in Europe to be at least 3Mbps by March
2016. See page 30 formore detail on our
Network strategy.
We lost share in the majority of our European
markets over the year but gained share
in some of our key emerging markets,
including India, South Africa and Turkey.
The Verizon Wireless transaction enabled
us to increase the dividend per share
by 8%to 11.00 pence and we now expect
to increase it annually.
This year we increased the number of markets
where we are ranked number one but the
total of nine markets remains too low. We aim
to improve our position over the coming year.
Our employee engagement score remains
broadly stable and we retained a top quartile
position. More information can be found
on page 36.
Gender diversity is a key area of our global
diversity strategy and we have continued
to make progress in this area. We also
increased the number of women on both
the Executive Committee and the Board.
See page36 for more details.
Relative mobile market share performance
Ordinary dividend per share
Consumer net promoter score (‘NPS’)
Employee engagement
% of women in the senior leadership team
Want to nd out more?
All KPIs are shown on a management
basis
03
See how these targets are used with the
incentive plans for senior management
69
17Overview Strategy review Performance Governance Financials Additional information