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Industry analysis and market trends for Vodafone

Paper Type: Free Essay Subject: Marketing
Wordcount: 1340 words Published: 2nd May 2017

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Vodafone PLC is one of the world’s largest mobile communications companies by revenue, operating across the globe providing a wide range of communications services. The company’s vision is to be the communications leader in an increasingly connected world.

Vodafone was formed in 1984 as a subsidiary of Racal Electronics PLC. Then known as Racal Telecom Limited, approximately 20% of the company’s capital was offered to the public in October 1988. It was fully demerged from Racal Electronics PLC and became an independent company in September 1991, at which time it changed its name to Vodafone Group PLC.

Following its merger with AirTouch Communications, Inc. (‘AirTouch’), the company changed its name to Vodafone AirTouch PLC on 29 June 1999 and, following approval by the shareholders in General Meeting, reverted to its former name, Vodafone Group PLC, on 28 July 2000. (History – Vodafone.2010 [Online]).

Group highlights for the 2010 financial year:

Financial Highlights:

Total revenue of £44.5 billion, up to 8.4% with improving trends in most markets through the year.

Adjusted operating profit of £11.5 billion, a 2.5% decrease in a recessionary environment.

Data revenue exceeded £4 billion for the first time and is now 10% of service revenue.

£1 billion cost reduction programme delivered a year ahead of the schedule; further £1 billion programme now underway.

Final dividend per share of 5.65 pence, resulting in a total for the year of 8.31 pence, up 7%.

Higher dividends supported by £7.2 billion of free cash flow, an increase of 26.5%.

Operational Highlights:

Vodafone is one of the world’s largest mobile communication companies by revenue with 341.1 million proportionate mobile customers, up 12.7% during the year 2010.

Improved performance in emerging markets with increasing revenue market share in India, Turkey and South Africa during the year 2010.

Expanded fixed broadband costumer base to 5.6 million, up 1 million during the year 2010.

Comprehensive Smartphone range, including the iPhone, Blackberry Bold and Samsung H1.

Launch of Vodafone 360, a new internet service for the mobile and Internet.

High speed mobile broadband network with peak speeds of up to 28.8 Mbps.

(Vodafone Group 2010 Annual Report, p. 1)

Chairman’s Statement:

“The company continues to deliver strong cash generation, is well positioned to benefit from economic recovery and looks to the future with confidence”

Sir John Bond

Chairman, Vodafone

Chief Executive’s Review:

“In a challenging economic environment our financial results exceeded our guidance on all measures; we increased our commercial focus, delivered our cost reduction targets ahead of schedule and maintained strong capital investment levels.”

Victorio Colao

Chief Executive, Vodafone

Telecommunication Industry

At a glance:

The telecommunication industry has grown rapidly in size to provide essential services that facilitate a fundamental human need to communicate.

There are 4.7 billion mobile customers across the globe with growth around 20% per annum over the last three years. Vodafone is a leading company with a 7% share of the global market. The majority of customers are in emerging markets such as India and China. In contrast growth has been more muted in developed regions such as Europe which are relatively mature. ( Vodafone Group 2010 Annual Report, p. 4)

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On-going competitive and regulatory pressures have contributed to significant reductions in mobile prices which are being partly offset by higher mobile usage. Competition in the telecommunications industry is intense. Consumers have a large choice of communication offers from established mobile and the fixed line operators. The combinations of competition and regulatory pressures have contributed to a 17% per annum decline in the average price per minute across their global network over the last three years. (Vodafone Group 2010 Annual Report, p. 4)

Major Trends:

The mobile industry continues to evolve rapidly, driven by new source of revenue, raising Smartphone proliferation and new technologies.


Around 80% of our service revenue comes from traditional voice and messaging services. The remaining 20% stems from the faster growing areas of mobile data and fixed broadband. (Vodafone Group 2010 Annual Report, p. 5)

Network and product evaluation:

This industry is undergoing significant technological change, with faster download speeds and product innovation improving the customer experience.

They have been a pioneer in a range of new products. These include high speed mobile broadband for Internet and email access and femtocells to enhance customer’s indoor 3G signals via their household broadband connection. (Vodafone Group 2010 Annual Report, p. 5)

Market Trends:

If we observe and study the market trends in Europe alone, the trends seems to be improving continuously in Service Revenue, Enterprise Service Revenue, volumes in outgoing voice and data revenue.

Vodafone demonstrates a strong economic stability in terms of revenue growth.

Major Competitors:

According to research by London-based firm IRS, competencies are most often used in:

Performance management/appraisal.

Personal-development planning.

Management training and development.

Job descriptions.

Role specifications.

Management selection.

(Sue Dewhurst and Liam FitzPatrick, 2007, How to develop outstanding internal communications, pp: 14.)

Vodafone PLC got many a few core competitors and the competency can be measured in terms of marketing strategy, revenue or the services it offer. Here, we are considering three core competitors as Virgin Group, British Telecommunications PLC and O2 Group.

Let’s throw some light on these companies to know more about the financial and market status.

About British Telecom Group PLC:

BT (British Telecom) Group PLC is operating in more than 170 countries, is one of the leading providers of communication solutions and services. Their principal activities include networked IT services, local, national and international telecommunications services, and higher value broadband and Internet products and services. (Our Company – BT.2010 [Online])

BT Group PLC is listed as BT.A in London Stock Exchange.

About Virgin Group:

Virgin Group is a leading branded venture capital organization and it is one of the world’s most recognized and respected brands. The Virgin Group was started in 1970 by Sir Richard Branson, which has gone on to grow very successful businesses in sectors ranging from mobile telephony to transportation, travel, financial services, media, music and fitness. (About Us – Virgin. 2010. [Online])

Virgin Group is listed as VMED in London Stock Exchange.

About O2 Group:

O2 Group, also known as Telefónica O2 UK Limited, is a leading provider of mobile and broadband services to consumers and businesses in the UK. O2 is the leader in non-voice services, including texts, media messaging, games, music and video, as well as data connections via GPRS, HSDPA, 3G and WLAN.

O2 UK is part of the Telefónica O2 Europe group which comprises integrated fixed/mobile businesses in the UK, Ireland, Germany, the Czech Republic and Slovakia – all of which use O2 as their consumer brand. Recently, O2 has established the Tesco Mobile joint venture business in the UK and Ireland. O2 is a completely owned subsidiary of Telefónica S.A. (O2 UK History – Telefónica O2 UK Limited. 2010. [Online]).

O2 Group is listed as TCEZ in London Stock Exchange.


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