Vodafone new strategy

Pushed by a recent forecast that its revenues could flatten at best, and recent or anticipated moves in the market, Vodafone seems to draw lessons and refine its strategy. Pure mobile-only operators are threatened by fixed mobile convergence (most continental European incumbents have re-integrated their mobile arm into the parent company to better focus on FMC and bundled services). So what they claim now: consider customer needs (bundle services and FMC), capture new revenue streams from converged and IP, seem a significant move and almost a U-turn in Vodafone strategy. Accordingly, it will organize its business into three distinct units – Europe, Emerging markets and “New business and innovation”. Simultaneously, it will target more productivity and agility, cutting costs and streamlining operations. Not enough information is currently available to fully understand the new strategy, but it is a milestone in Vodafone life, worth considering and monitoring in coming months.