Vodafone 2015 Annual Report Download - page 25

Expanding our
worry-free propositions
A crucial part of our strategy to encourage
greater data usage is to remove the concern
many customers have about using data.
The main way we have done this is through
ourVodafone Red plans.
Vodafone Red offers unlimited calls and texts
with generous data allowances – letting our
customers use their phones without worrying
about their bill. We now have 16.4 million Red
customers across all our European markets,
improving customer satisfaction and reducing
the level of customers deciding to leave us.
We have extended worry-free usage even
further for some customers with integrated
European roaming, Secure Net (our mobile
security software) and cloud storage offered
with many high-value plans.
Vodafone Red also helps protect our business
against over-the-top voice and messaging
services that let customers use their data
allowance rather than their voice and
messaging allowances. We now have 62%
of our mobile service revenue in Europe
coming from customers’ committed bundles,
up from 58% a year ago.
Expanding worry-free roaming
We have continued to take the concern
out of roaming for our customers with our
daily offer, which allows customers to take
their home tariff abroad for a small fee.
We now have 20 million customers who
have registered for this offer compared with
14 million a year ago, accounting for 33%
of consumer roamers.
We now also offer 4G roaming in all our 4G
markets, letting our customers enjoy 4G
abroad in up to 54 countries. Customers using
our daily offer typically use their phone more
and generate higher roaming ARPU than those
on standard tariffs.
A major xed operator
The story is not just about mobile data.
As a result of recent acquisitions and our
organic strategy, we now have 11.3 million
xed broadband customers and 9.1 million
TV customers across Europe.
As we become a larger xed operator,
we are increasingly providing customers
with both mobile and xed services.
Consumers increasingly want one plan that
includes their xed, mobile and TV packages
and we are making progress towards providing
this across our markets.
Our unied communications strategy
is discussed in detail on the next two pages.
Customer experience
While our strategy across Europe is focused
on providing a great data experience,
it is important that we work on our everyday
interactions with customers.
As part of Project Spring we are upgrading
around 8,000 of our stores to enhance the
experience we offer customers. We have
upgraded around 3,250 so far.
We are also upgrading our customer service,
with 24/7 telephone support available in all
markets and signicant increases in the use
of our mobile and online based care products.
We now have 12.5 million ‘My Vodafone
App’ users who can check their balance and
usage, and access help and support, wherever
they are.
Bundling content encouraging
data usage
We have also increased average data usage
by offering customers content packages as part
of their price plans. We include services such
as Netix, Spotify and Napster within selected plans
across eight European markets.
Customers who sign up to these content packages
typically use at least twice as much data as similar
customers who do not have bundled content.
Mobile customers with bundled price plans in Europe
Overview Strategy review Performance Governance Financials Additional information Vodafone Group Plc
Annual Report 2015
23