One of the most recognisable brands around the world – thanks largely to their sports sponsorship that has seen their “speechmark” logo adorned on everything from Formula One cars through to Manchester United shirts – Vodafone are one of the major forces in the telecommunications business, not just in the UK but globally.
Founded in 1982, three years later the company was responsible for the first ever cellular call in the UK and has grown with the industry that it was crucial in the creation of – Vodafone is now estimated to have around 19 million subscribers.
As is standard in the mobile market, Vodafone offer two types of tariff to customers – Monthly (or Contract) is the most popular, with Pay As You Go (PAYG) no longer the most dominant form of billing. The growth of customers opting to take out contracts has coincided with rising consumer demand for more expensive handsets and higher data allowances – both of which are generally offset when taking out a monthly deal with the company.
In order to try and negate the impact of rewards schemes run by competitors (such as O2 Priority Moments), Vodafone launched Freebee Rewardz in 2011, which gives PAYG customers prizes for topping up their balance. Along with Vodafone VIP – which gives customers a chance to buy tickets for major events up to 48 hours before general release – this forms part of a wider, more inclusive marketing strategy that the company is looking to employ. This is further illustrated by Vodafone recently launching their own broadband service, aimed at adding extra value to existing customers.