Confidential
The Vodafone Brand
Make the most of now
WFA/ISA – Global Conference
Grace Molenaar
Head of Brand Development
The Vodafone Brand – Creating a culture of brand engagement
5th Partner Markets Conference
Confidential
The Vodafone Brand
We are committed to building the world’s most valuable communications brand
Vision, 2001
‘To be the World Leader in Mobile Communications………….’
5th Partner Markets Conference
In typically Vodafone style we set ourselves a tough goal for our brand.
We aspired to have a brand that ranked among the world’s greats. We wanted a brand that reflected the passions of our company and delivered extraordinary value to the business. Our journey to this point is by no means complete, but we have laid many important foundations.
But what is it that really creates a great brand?…
Confidential
The Vodafone Brand
Our global brand building journey started only 7 years ago, and has had a number of distinct phases
Brand
Migration
“Hello”
“How Are You?” Launch
Vodafone live! launch
‘Make the Most of Now’ Launch
OpCo ‘How are You?’ and Vodafone live! executions
OpCo ‘How are You?’ Executions
Pre 2001
2001
2002
2003
2004
2005
MTMON Tone of Voice
2006
2007
5th Partner Markets Conference
Confidential
The Vodafone Brand
We have also built the brand by unifying what was a proliferation of sub brands under a single brand hierarchy
Products & Services
In a single brand hierarchy, there is only one brand; everything else is information to help customers navigate (this drove the implementation of our current naming strategy)
Master Brand
The proliferation of sub-brands was hindering our ability to build Vodafone as the leading brand in our category
5th Partner Markets Conference
Confidential
The Vodafone Brand
As a result we have achieved tremendous growth in our brand awareness and preference
Evolution of Preference for Vodafone Brand
Evolution of Spontaneous Awareness for Vodafone Brand
5th Partner Markets Conference
Initial Views
Market Preference Consideration Extension Date delivered Template used Sender Copied
Germany 82% % 3/10/05 No Ohl, Michael, VF-DE Haase, Barbara; Rosenberger, Frank; Kisch, Karsten
Italy 78% % 2/21/05 3/21/05 Yes TOSCANO, Francesco, VF-IT BAGGIONI, SABRINA; DAMONTE, PIER SANDRO
UK 60% % 3/14/05 3/11/05 No Gill, Gerald Tod, Martin; Wetherall, Matthew, Consumer Marketing
Spain 80% % 2/11/05 Yes Oliva, Eugenio, VF-ES Dato, Carmen, VF-ES
Netherlands 60% % 2/16/05 Yes Verhofstad, Frank F. Chastain, Laurent
Greece 89% % 2/10/05 Yes Bozoni, Elena, VF-GR Zarkalis, Athanasios, VF-GR; Kapetanopoulos, Costas, VF-GR; Kalomallos, George, VF-GR
Portugal 83% % 2/21/05 2/22/05 Yes Ribeiro, Nuno Miguel Maia, VF-PT Dias, João Mendes, VF-PT; Pranjivan, Ketan, VF-PT
Sweden 65% % 2/16/05 Yes Ernerdahl, Per Wilson, Geraldine; Moonga, Paul
Hungary 78% % 2/17/05 No @ Millar, Graeme; Kútvölgyi, Barna
Egypt 96% % 3/2/05 Yes Mona Wassel Maraite, Benoit; Nabil, Tarek; Marzouk, Aicha
Ireland 74% % 3/10/05 Yes @ Smith, Natasha; Barton, Jennifer
Japan 71% % 2/18/05 Yes Furuya, Reiko, VF-JP Hayase, Keiju; Miyamoto, Masaki; Kubota, Junko
Australia 69% % 3/3/05 Yes Habashy, Heba Gray-Spencer, Rosie; Moussa, Cindy; Bird, Stuart; Lim, Jeh
New Zealand 74% % 3/15/05 3/16/05 No John Stewart Evangelia Henderson; Linda DiLuzio
Malta Lack of trend data Fiorini, Yvanka, VF-MT
Global (1) % %
Global (2) % % Key to the table
Not Delivered yet
WEIGHTINGS Total Subs VF . VF Subs Competition (1) Using overall market weighting
Germany % (2) Using Share of subs weighting
Italy % Can be challenged
UK % Supported effectively
Spain %
Netherlands %
Greece %
Portugal %
Sweden %
Hungary %
Egypt %
Ireland %
Japan %
Australia %
New Zealand %
stemitsiotisp:
Top 4 of 7 box consideration used locally due to duopoly
@
@
Support
Preference amongst Vodafone Users Consideration among non Vodafone Users
Market FY03-04 FY04-05E FY05-06T Local Market Rationale Market FY03-04 FY04-05E FY05-06T Local Market Rationale
Germany 80% 81% 82% In line with market share and trends Germany 42% 40% 40% In line with market share and trends
Italy 78% 79% 78% Already high levels, close to TIM Italy 28% 26% 26% Strong challenge from 3
UK 60% 60% 60% UK 28% 27% 28%
Spain 70% 78% 80% Keep improving at a slower pace, supported by differentiation plans Spain 31% 28% 29% Program in place to drive consideration up to historical levels
Netherlands 59% 58% 60% Focus to reach relatively high level for this competitive market. Netherlands 49% 42% 40% Stop the long term decline
Greece 86% 88% 89% Close to saturation levels Greece 50% 51% 52% Incremental growth to already positive historical trends
Portugal 87% 81% 83% Reverse trend by supporting brand clarity / positioning Portugal 30% 25% 26% Reverse trend by supporting brand clarity / positioning
Sweden 69% 64% 65% Attempt to reverse the trend, due to intense price war Sweden 35% 36% 35% Sustaining those levels in a very competitive market would be a task
Hungary 85% 81% 78% Hungary 42% 36% 33%
Egypt 95% 96% 96% Specific programs to support customer loyalty Egypt 31% 28% 28% Close value perception gap
Ireland 78% 79% 80% Expecting new players in the market Ireland 56% 54% 50% Stop downward trend fueled by promotional activities
Japan 68% 68% 75% Capitalise on the momentum and keep building Preference Japan 22% 22% 20% Stop the strong decline evident in 2004
Australia 69% 69% 69% Supported by Brand Differentiation Innitiatives Australia 30% 30% 30% Supported by Brand Differentiation Innitiatives
New Zealand 73% 73% 73% New Zealand 33% 33% 33%
Malta Malta
Global (1) Global (1)
Global (2) % % % Global (2) % % %
LRP Targets
Preference amongst Vodafone Users Consideration among non Vodafone Users
Market FY03-04 FY04-05 FY05-06T FY06-07T FY07-08T FY08-09T Local Market Rationale Market FY03-04 FY04-05 FY05-06T FY06-07T FY07-08T FY08-09T Local Market Rationale
Australia 69% 69% 69% 71% 73% 75% Already high levels, close to TIM Australia 30% 30% 30% 31% 32% 33% Strong challenge from 3
Egypt 95% 96% 96% 95% 95% 95% Egypt 31% 28% 28% 29% 31% 33%
Germany 80% 81% 82% 83% 84% 85% Germany 42% 40% 40% 41% 42% 43%
Greece 86% 88% 89% 89% 90% 90% Specific programs to support customer loyalty Greece 50% 51% 52% 52% 52% 52% Close value perception gap
Hungary 85% 81% 78% 79% 80% 81% Expecting new players in the market Hungary 42% 36% 33% 33% 33% 33% Stop downward trend fueled by promotional activities
Ireland 78% 79% 80% 81% 82% 83% Capitalise on the momentum and keep building Preference Ireland 56% 54% 50% 50% 50% 50% Stop the strong decline evident in 2004
Italy 78% 79% 78% 79% 80% 82% In line with market share and trends Italy 28% 26% 26% 27% 28% 29% In line with market share and trends
Japan 68% 68% 75% 78% 80% 82% Keep improving at a slower pace, supported by differentiation plans Japan 22% 22% 20% 22% 23% 24% Program in place to drive consideration up to historical levels
Netherlands 59% 58% 60% 63% 67% 69% Focus to reach relatively high level for this competitive market. Netherlands 49% 42% 40% 41% 42% 43% Stop the long term decline
New Zealand 73% 73% 73% 75% 77% 79% Close to saturation levels New Zealand 33% 33% 33% 34% 35% 36% Incremental growth to already positive historical trends
Portugal 87% 81% 83% 84% 85% 86% Reverse trend by supporting brand clarity / positioning Portugal 30% 25% 26% 28% 30% 32% Reverse trend by supporting brand clarity / positioning
Spain 70% 78% 80% 81% 83% 84% Attempt to reverse the trend, due to intense price war Spain 31% 28% 29% 30% 31% 32% Sustaining those levels in a very competitive market would be a task
Sweden 69% 64% 65% 67% 69% 71% Supported by Brand Differentiation Innitiatives Sweden 35% 36% 35% 35% 36% 36% Supported by Brand Differentiation Innitiatives
UK 60% 60% 60% 63% 65% 67% UK 28% 27% 28% 28% 29% 30%
Malta Malta
Global (1) Global (1)
GROUP % % % % % % GROUP % % % % % %
VF Subs Losses Competition Losses to consideration ratio Consideration to MS ratio MS
Australia 5% 5% 4% 4% 4% Australia 30% 30% 31% 32% 33% 4 Italy Understate
Egypt 2% 2% 2% 2% 2% Egypt 28% 28% 29% 31% 33% 6 UK Understate
Germany 7% 6% 6% 6% 5% Germany 40% 40% 41% 42% 43% 3 Hungary Overstate
Greece 4% 3% 3% 3% 3% Greece 51% 52% 52% 52% 52% 2 Egypt Overstate
Hungary 3% 4% 4% 3% 3% Hungary 36% 33% 33% 33% 33% 3 Ireland
Ireland 11% 11% 10% 9% 9% Ireland 54% 50% 50% 50% 50% 3 Japan
Italy 7% 8% 7% 7% 6% Italy 26% 26% 27% 28% 29% 4 Germany
Japan 6% 5% 4% 4% 3% Japan 22% 20% 22% 23% 24% 3 Spain
Netherlands 10% 9% 8% 8% 7% Netherlands 42% 40% 41% 42% 43% 6 Netherlands
New Zealand 15% 15% 14% 13% 11% New Zealand 33% 33% 34% 35% 36% 3 Greece Overstate
Portugal 6% 5% 5% 5% 5% Portugal 25% 26% 28% 30% 32% 3 Portugal
Spain 6% 5% 5% 4% 4% Spain 28% 29% 30% 31% 32% 4 Sweden
Sweden 6% 5% 5% 5% 4% Sweden 36% 35% 35% 36% 36% 4 Australia
UK 9% 9% 9% 8% 8% UK 27% 28% 28% 29% 30% 2 New Zealand
4player 16%-18%
Assumptions: 3player 22%
This scenario leads to 82% Preference and 32% Consideration by FY08/09. Assumes that there will still be higher priority placed on Preference. Takes into consideration original 06/07 plan shared with PRB, adjusted accordingly. This was reflected in the co 2player 45%
LRP Targets (alt)
Preference amongst Vodafone Users Consideration among non Vodafone Users
Market FY03-04 FY04-05 FY05-06T FY06-07T FY07-08T FY08-09T Local Market Rationale Market FY03-04 FY04-05 FY05-06T FY06-07T FY07-08T FY08-09T Local Market Rationale
Italy 78% 79% 78% 79% 80% 81% Already high levels, close to TIM Italy 28% 26% 26% 28% 30% 32% Strong challenge from 3
UK 60% 60% 60% 62% 64% 66% UK 28% 27% 28% 30% 32% 34%
Hungary 85% 81% 78% 79% 80% 82% Hungary 42% 36% 33% 33% 33% 33%
Egypt 95% 96% 96% 96% 96% 96% Specific programs to support customer loyalty Egypt 31% 28% 28% 29% 32% 35% Close value perception gap
Ireland 78% 79% 80% 81% 82% 83% Expecting new players in the market Ireland 56% 54% 50% 50% 50% 50% Stop downward trend fueled by promotional activities
Japan 68% 68% 75% 77% 79% 81% Capitalise on the momentum and keep building Preference Japan 22% 22% 20% 22% 24% 26% Stop the strong decline evident in 2004
Germany 80% 81% 82% 82% 83% 84% In line with market share and trends Germany 42% 40% 40% 41% 42% 43% In line with market share and trends
Spain 70% 78% 80% 81% 82% 83% Keep improving at a slower pace, supported by differentiation plans Spain 31% 28% 29% 30% 32% 34% Program in place to drive consideration up to historical levels
Netherlands 59% 58% 60% 61% 63% 65% Focus to reach relatively high level for this competitive market. Netherlands 49% 42% 40% 40% 41% 41% Stop the long term decline
Greece 86% 88% 89% 89% 90% 90% Close to saturation levels Greece 50% 51% 52% 52% 52% 52% Incremental growth to already positive historical trends
Portugal 87% 81% 83% 83% 84% 85% Reverse trend by supporting brand clarity / positioning Portugal 30% 25% 26% 28% 30% 32% Reverse trend by supporting brand clarity / positioning
Sweden 69% 64% 65% 66% 67% 68% Attempt to reverse the trend, due to intense price war Sweden 35% 36% 35% 35% 35% 35% Sustaining those levels in a very competitive market would be a task
Australia 69% 69% 69% 70% 71% 72% Supported by Brand Differentiation Innitiatives Australia 30% 30% 30% 31% 33% 35% Supported by Brand Differentiation Innitiatives
New Zealand 73% 73% 73% 74% 75% 77% New Zealand 33% 33% 33% 34% 35% 36%
Malta Malta
Global (1) Global (1)
GROUP % % % % % % GROUP % % % % % %
VF Subs Losses Competition Consideration levels Average Players # Consideration to MS ratio MS
Italy 7% 8% 7% 7% 7% 26% 26% 28% 30% 32% 4 Italy Understate
UK 9% 9% 9% 8% 8% 27% 28% 30% 32% 34% 6 UK Understate
Hungary 3% 4% 4% 3% 3% 36% 33% 33% 33% 33% 3 Hungary Overstate
Egypt 2% 2% 2% 2% 2% 28% 28% 29% 32% 35% 2 Egypt Overstate
Ireland 11% 11% 10% 9% 9% 54% 50% 50% 50% 50% 3 Ireland
Japan 6% 5% 4% 4% 3% 22% 20% 22% 24% 26% 3 Japan
Germany 7% 6% 6% 6% 6% 40% 40% 41% 42% 43% 4 Germany
Spain 6% 5% 5% 5% 4% 28% 29% 30% 32% 34% 3 Spain
Netherlands 10% 9% 9% 8% 8% 42% 40% 40% 41% 41% 6 Netherlands
Greece 4% 3% 3% 3% 3% 51% 52% 52% 52% 52% 3 Greece Overstate
Portugal 6% 5% 5% 5% 5% 25% 26% 28% 30% 32% 3 Portugal
Sweden 6% 5% 5% 5% 5% 36% 35% 35% 35% 35% 4 Sweden
Australia 5% 5% 4% 4% 4% 30% 30% 31% 33% 35% 4 Australia
New Zealand 15% 15% 14% 14% 13% 33% 33% 34% 35% 36% 2 New Zealand
4player 16%-18%
Assumptions: 3player 22%
This scenario leads to 80% Preference and 34% Consideration by FY08/09. Assumes that Preference is at saturation levels and that higher priority should be placed on Consideration. Takes into consideration original 06/07 plan shared with PRB, adjusted acco 2player 45%
Consumer Targets 0607
FY0304 Actual FY0405 Actual FY0506 YTD FY0607 Group view FY 0607 OpCo View FY0304 Actual FY0405 Actual FY0506 YTD FY0607 Group view FY 0607 OpCo View
Germany 79% 81% 79% 80% 81% Germany 42% 40% 40% 40% 38%
Italy 80% 79% 78% 79% 77% Italy 30% 26% 27% 28% 27%
Japan 68% 68% 76% 79% Japan 20% 22% 17% 20%
UK 62% 60% 65% 67% 64% UK 29% 27% 30% 28% 25%
Spain 70% 79% 79% 80% 80% Spain 28% 28% 24% 25% 25%
Portugal 81% 81% 91% 90% 90% Portugal 29% 25% 24% 26% 26%
Netherlands 60% 58% 64% 68% 67% Netherlands 47% 42% 42% 42% 40%
Greece 88% 88% 85% 85% 82% Greece 50% 51% 43% 43% 33%
Egypt 94% 96% 97% 96% 96% Egypt 32% 28% 31% 32% 50%
Australia 63% 69% 71% 72% 72% Australia 30% 30% 34% 34% 37%
Ireland 79% 79% 79% 79% 75% Ireland 55% 54% 42% 44% 40%
New Zealand 73% 73% 71% 72% 70% New Zealand 33% 33% 33% 33% 33%
Hungary 91% 81% 87% 88% 82% Hungary 40% 36% 28% 29% 28%
Sweden 71% 64% 73% Sweden 33% 36% 24%
Albania 82% 82% 88% 88% 88% Albania 44% 44% 44% 44% 44%
Malta 80% 80% 79% 80% 80% Malta 37% 37% 27% 30% 30%
GROUP % % % % % GROUP % % % % %
74% 75% % 31% 30% %
all countries all countries all countries JP/SW out JP/SW out all countries all countries all countries JP/SW out JP/SW out
Total Subs VF . VF Subs Competition As of date Population SIM Penetration Pop Penetration
Germany 69,355,100 % 25,134,100 44,221,000 1-Apr-05 82,300,000 84% 60%
Italy 63,072,000 % 20,620,000 42,452,000 1-Apr-05 57,690,000 109% 76%
Japan 84,339,614 % 15,200,614 69,139,000 30-Sep-04 127,060,000 66%
UK 61,838,000 % 13,973,000 47,865,000 1-Apr-05 59,650,000 104% 80%
Spain 38,858,000 % 10,244,000 28,614,000 1-Apr-05 41,100,000 95% 67%
Portugal 10,768,000 % 3,545,000 7,223,000 1-Apr-05 10,360,000 104% 65%
Netherlands 15,285,000 % 3,515,000 11,770,000 1-Apr-05 16,040,000 95% 80%
Greece 10,539,506 % 3,235,000 7,304,506 1-Apr-05 10,960,000 96% 76%
Egypt 6,526,908 % 2,973,224 3,553,684 30-Sep-04 67,270,000 10%
Australia 16,806,570 % 2,463,570 14,343,000 30-Sep-04 19,180,000 88%
Ireland 3,841,000 % 1,925,000 1,916,000 1-Apr-05 3,830,000 100% 79%
New Zealand 2,996,010 % 1,634,010 1,362,000 30-Sep-04 3,830,000 78%
Hungary 8,414,778 % 1,571,000 6,843,778 1-Apr-05 10,200,000 82%
Sweden 9,639,000 % 1,522,000 8,117,000 1-Apr-05 8,880,000 109% 85%
Albania 1,307,000 % 662,000 645,000 1-Apr-05 4,018,000 33%
Malta 322,000 % 167,000 155,000 1-Apr-05 392,000 82%
403,908,486 % 108,384,518 295,523,968
SOURCE: FT Mobile Communications
POPULATION PENETRATION SOURCE: European Commission (IPSOS / INRA) Jan2004
Consumer Performance 0607
Mar-07 Mar-07
FY0304 Actual FY0405 Actual FY0506 Actual FY0607 YTD FY 0607 Target FY0304 Actual FY0405 Actual FY0506 Actual FY0607 YTD FY 0607 Target Submission Revision Conf call
Germany 79% 81% 80% 84% 83% Germany 42% 40% 40% 37% 40% 2/2/06
Italy 79% 80% 78% 86% 77% Italy 28% 27% 27% 29% 27% 2/16/06 2/22/06
Japan 68% 69% 75% 82% Japan 20% 17% 16% 21% 2/18/06 2/22/06
UK 62% 60% 63% 63% 64% UK 29% 27% 27% 27% 25% 2/10/06
Spain 70% 79% 78% 79% 78% Spain 28% 28% 26% 33% 25% 2/6/06
Portugal 81% 81% 91% 85% 86% Portugal 29% 25% 24% 25% 23% BCF July 8/22/06 e-mails
Netherlands 60% 59% 63% 59% 66% Netherlands 47% 41% 42% 34% 39% 2/17/06 7/27/06 e-mail
Greece 88% 88% 83% 79% 82% Greece 50% 51% 39% 36% 33% 2/7/06
Egypt 94% 96% 96% 95% 96% Egypt 32% 28% 50% 43% 50% 1/30/06
Australia 63% 64% 71% 76% 72% Australia 30% 28% 32% 37% 37% 2/9/06
Ireland 79% 80% 80% 83% 75% Ireland 55% 54% 42% 41% 40% 1/31/06 2/13/06 2/9/06
New Zealand 73% 73% 71% 68% 70% New Zealand 33% 33% 35% 39% 33% 2/3/06 2/21/06
Hungary 91% 86% 87% 85% 82% Hungary 40% 36% 30% 27% 28% 2/9/06
Sweden 71% 64% 66% Sweden 33% 36% 26%
Romania 85% 87% 88% Romania 37% 38% 37% 2/6/06 2/6/06 Adjusted target at the levels of the initial good result known
Czech Republic 84% 84% 86% Czech Republic 25% 21% 26% 8/9/06 e-mail previous level 24/85
Albania 82% 82% 87% 89% 86% Albania 44% 44% 45% 34% 44% 7/26/06 e-mail
Malta 80% 80% 78% 78% 80% Malta 37% 37% 29% 34% 30%
GROUP (1) % % % % % GROUP (1) % % % % %
EUROPE % % % EUROPE % % %
EMAPA % % % EMAPA % % %
GROUP (4) GROUP (4)
74% 75% % 31% 30% %
all countries all countries see table below JP/SW out JP/SW out all countries all countries see table below JP/SW out JP/SW out
Total Subs VF . VF Subs Competition As of date %chg Population SIM Penetration Pop Penetration Potential Figures in line with JOC report
* Germany 72,333,199 % 25,461,359 46,871,840 3Q05 % 79,941,000 90% 60% 23596 In bold blue discrepancies with MB data
* Italy 67,435,451 % 21,465,451 45,970,000 3Q05 % 57,424,000 117% 76% 1473 Bold black submitted targets
* Japan 88,647,072 % 14,511,772 74,135,300 3Q05 % 127,708,000 69% 64603
* UK 62,543,684 % 14,282,184 48,261,500 3Q05 % 59,199,000 106% 80% 8495
* Spain 41,031,740 % 11,548,740 29,483,000 3Q05 % 39,149,000 105% 67% 5947
Portugal 11,560,000 % 4,270,000 7,290,000 1Q06 % 9,861,000 117% 65% 273 MS OIMP
* Netherlands 16,164,930 % 3,979,980 12,184,950 3Q05 % 16,225,000 100% 80% 3305
* Greece 12,041,785 % 4,299,599 7,742,186 3Q05 % 10,753,000 112% 76% 862
* Egypt 11,916,317 % 5,922,156 5,994,161 3Q05 % 67,713,000 18% 69339
* Australia 18,638,000 % 3,016,000 15,622,000 3Q05 % 20,190,000 92% 5590
* Ireland 4,048,500 % 2,013,000 2,035,500 3Q05 % 3,870,000 105% 79% 596
* New Zealand 3,518,130 % 1,956,000 1,562,130 3Q05 % 3,804,000 92% 1047
* Hungary 8,433,812 % 1,742,328 6,691,484 3Q05 % 9,789,000 86% 3313
Sweden 9,639,000 % 1,522,000 8,117,000 1-Apr-05 % 9,039,000 107% 85% 1208
* Romania 12,163,500 % 5,529,000 6,634,500 3Q05 22,727,000 54% 15109
* Czech Republic 10,745,038 % 2,038,038 8,707,000 3Q05 10,658,000 101% 2045
* Albania 1,475,809 % 713,714 762,095 3Q05 % 4,018,000 37% 3346
Malta 322,000 % 167,000 155,000 1-Apr-05 % 392,000 82% 148
452,657,967 % 124,438,321 328,219,646
SOURCE: The Mobile World/ FT Mobile Communications/Telecom Paper
POPULATION PENETRATION SOURCE: European Commission (IPSOS / INRA) Jan2004
FY0506 FY0506
Germany 20107280 25134100 y 20107280 25134100 17688400 44221000 y 17688400 44221000
Italy 16083600 20620000 y 16083600 20620000 11462040 42452000 y 11462040 42452000
Japan 11400461 15200614 0 0 11062240 69139000 0 0
UK 8802990 13973000 y 8802990 13973000 12923550 47865000 y 12923550 47865000
Spain 7990320 10244000 y 7990320 10244000 7439640 28614000 y 7439640 28614000
Portugal 3225950 3545000 y 3225950 3545000 1733520 7223000 y 1733520 7223000
Netherlands 2214450 3515000 y 2214450 3515000 4943400 11770000 y 4943400 11770000
Greece 2685050 3235000 y 2685050 3235000 2848757 7304506 y 2848757 7304506
Egypt 2854295 2973224 y 2854295 2973224 1776842 3553684 y 1776842 3553684
Australia 1749135 2463570 y 1749135 2463570 4589760 14343000 y 4589760 14343000
Ireland 1540000 1925000 y 1540000 1925000 804720 1916000 y 804720 1916000
New Zealand 1160147 1634010 y 1160147 1634010 476700 1362000 y 476700 1362000
Hungary 1366770 1571000 y 1366770 1571000 2053133 6843778 y 2053133 6843778
Sweden 1004520 1522000 0 0 2110420 8117000 0 0
Romania 4229685 4976100 y 4229685 4976100 2209289 5971050 y 2209289 5971050
Czech Republic 1540757 1834234 y 1540757 1834234 1959075 7836300 y 1959075 7836300
Albania 575940 662000 y 575940 662000 290250 645000 y 290250 645000
Malta 130260 167000 y 130260 167000 44950 155000 y 44950 155000
88661609 115194852 76256629 98472238 86416686 309331318 73244026 232075318
% % % %
YTD0607 YTD0607
Germany 25,461,359 y 21260235 25461359 46,871,840 y 17108222 46871840
Italy 21,465,451 y 18395892 21465451 13193390 45,970,000 y 13193390 45970000
Japan 0 14,511,772 0 0 0 74,135,300 0 0
UK 14,282,184 y 8954929 14282184 12934082 48,261,500 y 12934082 48261500
Spain 11,548,740 y 9065761 11548740 9581975 29,483,000 y 9581975 29483000
Portugal 3608150 4,270,000 y 3608150 4270000 1807920 7,290,000 y 1807920 7290000
Netherlands 3,979,980 y 2332268 3979980 12,184,950 y 4118513 12184950
Greece 4,299,599 y 3379485 4299599 7,742,186 y 2787187 7742186
Egypt 5,922,156 y 5614204 5922156 5,994,161 y 2571495 5994161
Australia 2280096 3,016,000 y 2280096 3016000 5764518 15,622,000 y 5764518 15622000
Ireland 1670790 2,013,000 y 1670790 2013000 826413 2,035,500 y 826413 2035500
New Zealand 1335948 1,956,000 y 1335948 1956000 1,562,130 y 606106 1562130
Hungary 1,742,328 y 1480979 1742328 6,691,484 y 1826775 6691484
Sweden 0 1,522,000 0 0 0 8,117,000 0 0
Romania 4810230 5,529,000 y 4810230 5529000 2521110 6,634,500 y 2521110 6634500
Czech Republic 2,038,038 y 1716028 2038038 1837177 8,707,000 y 1837177 8707000
Albania 713,714 y 637347 713714 762,095 y 257588 762095
Malta 129759 167,000 y 129759 167000 52080 155,000 y 52080 155000
86672100 124438321 86672100 108404549 77794551 328219646 77794551 245967346
TARGETS 0607
Germany 25,461,359 y 21132928 25461359 18748736 46,871,840 y 18748736 46871840
Italy 21,465,451 y 16528397 21465451 12411900 45,970,000 y 12411900 45970000
Japan 14,511,772 0 0 15568413 74,135,300 0 0
UK 14,282,184 y 9097751 14282184 12065375 48,261,500 y 12065375 48261500
Spain 11,548,740 y 9008017 11548740 7370750 29,483,000 y 7370750 29483000
Portugal 3672200 4,270,000 y 3672200 4270000 1676700 7,290,000 y 1676700 7290000
Netherlands 3,979,980 y 2626787 3979980 12,184,950 y 4752131 12184950
Greece 4,299,599 y 3525671 4299599 7,742,186 y 2554921 7742186
Egypt 5,922,156 y 5685270 5922156 5,994,161 y 2997081 5994161
Australia 2171520 3,016,000 y 2171520 3016000 5780140 15,622,000 y 5780140 15622000
Ireland 1509750 2,013,000 y 1509750 2013000 814200 2,035,500 y 814200 2035500
New Zealand 1369200 1,956,000 y 1369200 1956000 1,562,130 y 515503 1562130
Hungary 1,742,328 y 1428709 1742328 6,691,484 y 1873616 6691484
Sweden 0 1,522,000 0 0 0 8,117,000 0 0
Romania 4865520 5,529,000 y 4865520 5529000 2454765 6,634,500 y 2454765 6634500
Czech Republic 2,038,038 y 1752713 2038038 2263820 8,707,000 y 2263820 8707000
Albania 713,714 y 613794 713714 762,095 y 335322 762095
Malta 133600 167,000 y 133600 167000 46500 155,000 y 46500 155000
97021480 124438321 85121827 108404549 92229872 328219646 76661459 245967346
Traffic Lights
EARLY WARNING
Jan-07 CUM. PERFORMANCE TARGETS (VERY CLOSE TO TRAFFIC LIGHT BOUNDARY)
Spont. Awareness User Preference Competition Consideration User Preference Competition Consideration User Preference Competition Consideration
Germany % % % 83% 40% % %
Italy % % % 77% 27% % %
UK % % % 64% 25% % %
Spain % % % 78% 25% % %
Portugal % % % 86% 23% % %
Netherlands % % % 66% 39% % %
Greece % % % 82% 33% % %
Egypt % % % 96% 50% % %
Australia % % % 72% 37% % %
Ireland % % % 75% 40% % %
New Zealand % % % 70% 33% % %
Hungary % % % 82% 28% % %
Romania % % % 88% 37% % %
Czech Rep. % % % 86% 26% % %
Albania % % % 86% 44% % %
Malta % % % 80% 30% % %
GROUP % % % % %
Total Subs VF . VF Subs Competition As of date Population SIM Penetration Pop Penetration
Germany 72,333,199 % 25,461,359 46,871,840 3Q05 79,941,000 90% 60%
Italy 67,435,451 % 21,465,451 45,970,000 3Q05 57,424,000 117% 76%
UK 62,543,684 % 14,282,184 48,261,500 3Q05 59,199,000 106%
Spain 41,031,740 % 11,548,740 29,483,000 3Q05 39,149,000 105% 80%
Portugal 11,560,000 % 4,270,000 7,290,000 1Q06 9,861,000 117% 67%
Netherlands 16,164,930 % 3,979,980 12,184,950 3Q05 16,225,000 100% 65%
Greece 12,041,785 % 4,299,599 7,742,186 3Q05 10,753,000 112% 80%
Egypt 11,916,317 % 5,922,156 5,994,161 3Q05 67,713,000 18% 76%
Australia 18,638,000 % 3,016,000 15,622,000 3Q05 20,190,000 92%
Ireland 4,048,500 % 2,013,000 2,035,500 3Q05 3,870,000 105%
New Zealand 3,518,130 % 1,956,000 1,562,130 3Q05 3,804,000 92% 79%
Hungary 8,433,812 % 1,742,328 6,691,484 3Q05 9,789,000 86%
Romania 12,163,500 % 5,529,000 6,634,500 3Q05 22,727,000 54%
Czech Rep. 10,745,038 % 2,038,038 8,707,000 3Q05 10,658,000 101% 85%
Albania 1,475,809 % 713,714 762,095 3Q05 4,018,000 37%
Malta 322,000 % 167,000 155,000 1-Apr-05 392,000 82%
354,371,895 108,404,549 245,967,346
SOURCE: The Mobile World/ FT Mobile Communications/Telecom Paper
POPULATION PENETRATION SOURCE: European Commission (IPSOS / INRA) Jan2004
Consumer Targets 0708
Mar-07 Mar-07
FY0304 FY0405 FY0506 FY0607 FY 0607 Target FY 0708 Target Mkt View FY 0708 Target Group View FY0304 FY0405 FY0506 FY0607 FY 0607 Target FY 0708 Target Mkt View FY 0708 Target Group View Submission Revision Conf call Comments
Germany 79% 81% 80% 84% 83% 83% 83% Germany 42% 40% 40% 37% 40% 41% 41% E-mail 30/1
Italy 79% 80% 78% 86% 77% 80% 81% Italy 28% 27% 27% 29% 27% 27% 27% 2/1/07 Soon 2/9/07 Brand Preference Users we will move from 80% to 81%. Agreed Brand Consideration No User Target (27% fy 07_08). Brand KPI Business – we don’t set any target about them for fy 07_08 due to not enough historical dataset, we will monitor them and starting ju
Japan 68% 69% 75% 82% Japan 20% 17% 16% 21%
UK 62% 60% 63% 63% 64% 67% 67% UK 29% 27% 27% 27% 25% 25% 25% 2/23/07 E-mail 1/3
Spain 70% 79% 78% 79% 78% 76% 77% Spain 28% 28% 26% 33% 25% 26% 26% 3/30/07 Need to reschedule. E-mail 9/3. NOT FINAL. E-mail on 30/3. Business KPIs not set.
Portugal 81% 81% 91% 85% 86% 85% 81% Portugal 29% 25% 24% 25% 23% 25% 24% 2/26/07 Not submitted. Need a plan in place for KPI behaviour understanding. Joao e-mail 19/3
Netherlands 60% 59% 63% 59% 66% 61% 60% Netherlands 47% 41% 42% 34% 39% 33% 33% 2/28/07 23/2 initial communication e-mail. 26/3 final communication. Updated recommendation on targets not submitted yet.
Greece 88% 87% 83% 79% 82% 83% 83% Greece 50% 51% 39% 36% 33% 37% 37% 2/28/07 E-mail 6/2
Egypt 94% 96% 96% 95% 96% 92% 92% Egypt 46% 46% 50% 43% 50% 30% 39% 2/15/07 22/3 E-mail from Nagia
Australia 63% 64% 71% 76% 72% 75% 75% Australia 30% 28% 32% 37% 37% 37% 37% 2/22/07 Fully aligned. Need to check discrepancies in the data (localluy submitted to MB Global reporting). E-mail 7/3
Ireland 79% 80% 80% 83% 75% 80% 80% Ireland 55% 54% 42% 41% 40% 37% 37% 2/14/07 They are coming back with revised Business KPIs on total consideration. Final e-mail 14/2
New Zealand 73% 73% 71% 68% 70% 64% 64% New Zealand 33% 33% 34% 39% 33% 36% 36% 2/15/07 Coming back with revised proposal. E-mail 13/3
Hungary 91% 86% 87% 85% 82% 82% 82% Hungary 40% 36% 30% 27% 28% 27% 27% 2/22/07 Agreed to Pref at 84% and Cons at 28%
Sweden 71% 64% 66% Sweden 33% 36% 26%
Romania 85% 85% 85% 87% 88% 91% 91% Romania 37% 37% 37% 38% 37% 37% 37% 2/27/07 Target levels too low. Waiting for resubmission. E-mail 7/3. Completed
Czech Republic 84% 84% 84% 84% 86% 86% 86% Czech Republic 22% 22% 22% 21% 26% 22% 22% 2/21/07 In agreement. E-mail 5/3
Albania 82% 82% 87% 89% 86% 89% 84% Albania 44% 44% 45% 34% 44% 34% 32% 2/21/07 Comparing data. Amalinda's ball. Regulations on registration of users impacting consideration. Not agreed yet. E-mail 20/2. Joanne's e-mail 19/7
Malta 80% 80% 78% 78% 80% 76% 76% Malta 37% 37% 29% 34% 30% 33% 33% 2/1/07 None 2/8/07 In agreement with submission given the market dynamics (Two fixed line operators moving into triple and quad play, MVNO already signed up with VF). Plan for Chooser BHT for FY0809. E-mail 9/2
GROUP (1) % % % % % % % GROUP (1) % % % % % % %
EUROPE % % % % % % % EUROPE % % % % % % % 3/19/07 Nagia's e-mail 19/3 to Selda. Received 73/40 31/1 e-mail
EMAPA % % % % % EMAPA % % % % %
GROUP (4) GROUP (4)
74% 75% % 31% 30% %
JP/SW in - RO/Cz out JP/SW in - RO/Cz out see table below JP/SW out JP/SW out JP/SW in - RO/Cz out JP/SW in - RO/Cz out see table below JP/SW out JP/SW out
Pref Users / Cons Non users implemented FY0506, so historical data never really agreed with markets. Blue represents OpCo view. MB view is different.
FY0304 FY0304
Germany 19855939 25134100 y 19855939 25134100 10556322 25134100 y 10556322 25134100
Italy 16289800 20620000 y 16289800 20620000 5773600 20620000 y 5773600 20620000
Japan 10336418 15200614 0 0 3040123 15200614 0 0
UK 8663260 13973000 y 8663260 13973000 4052170 13973000 y 4052170 13973000
Spain 7170800 10244000 y 7170800 10244000 2868320 10244000 y 2868320 10244000
Portugal 2871450 3545000 y 2871450 3545000 1028050 3545000 y 1028050 3545000
Netherlands 2109000 3515000 y 2109000 3515000 1652050 3515000 y 1652050 3515000
Greece 2846800 3235000 y 2846800 3235000 1617500 3235000 y 1617500 3235000
Egypt 2794831 2973224 y 2794831 2973224 1355790 2973224 y 1355790 2973224
Australia 1552049 2463570 y 1552049 2463570 739071 2463570 y 739071 2463570
Ireland 1520750 1925000 y 1520750 1925000 1058750 1925000 y 1058750 1925000
New Zealand 1192827 1634010 y 1192827 1634010 539223 1634010 y 539223 1634010
Hungary 1429610 1571000 y 1429610 1571000 628400 1571000 y 628400 1571000
Sweden 1080620 1522000 0 0 502260 1522000 0 0
Romania 4229685 4976100 y 4229685 4976100 1841157 4976100 y 1841157 4976100
Czech Republic 1540757 1834234 y 1540757 1834234 403532 1834234 y 403532 1834234
Albania 542840 662000 y 542840 662000 291280 662000 y 291280 662000
Malta 133600 167000 y 133600 167000 61790 167000 y 61790 167000
86161035 115194852 74743998 98472238 38009388 115194852 34467005 98472238
% % % %
FY0405 FY0405
Germany 20358621 25134100 y 20358621 25134100 17688400 44221000 y 17688400 44221000
Italy 16496000 20620000 y 16496000 20620000 11462040 42452000 y 11462040 42452000
Japan 10488424 15200614 0 0 11753630 69139000 0 0
UK 8383800 13973000 y 8383800 13973000 12923550 47865000 y 12923550 47865000
Spain 8092760 10244000 y 8092760 10244000 8011920 28614000 y 8011920 28614000
Portugal 2871450 3545000 y 2871450 3545000 1805750 7223000 y 1805750 7223000
Netherlands 2073850 3515000 y 2073850 3515000 4825700 11770000 y 4825700 11770000
Greece 2814450 3235000 y 2814450 3235000 3725298 7304506 y 3725298 7304506
Egypt 2854295 2973224 y 2854295 2973224 1634695 3553684 y 1634695 3553684
Australia 1576685 2463570 y 1576685 2463570 4016040 14343000 y 4016040 14343000
Ireland 1540000 1925000 y 1540000 1925000 1034640 1916000 y 1034640 1916000
New Zealand 1192827 1634010 y 1192827 1634010 449460 1362000 y 449460 1362000
Hungary 1351060 1571000 y 1351060 1571000 2463760 6843778 y 2463760 6843778
Sweden 974080 1522000 0 0 2922120 8117000 0 0
Romania 4229685 4976100 y 4229685 4976100 2209289 5971050 y 2209289 5971050
Czech Republic 1540757 1834234 y 1540757 1834234 1723986 7836300 y 1723986 7836300
Albania 542840 662000 y 542840 662000 283800 645000 y 283800 645000
Malta 133600 167000 y 133600 167000 57350 155000 y 57350 155000
87515184 115194852 76052680 98472238 88991427 309331318 74315677 232075318
% % % %
FY0506 FY0506
Germany 20107280 25134100 y 20107280 25134100 17688400 44221000 y 17688400 44221000
Italy 16083600 20620000 y 16083600 20620000 11462040 42452000 y 11462040 42452000
Japan 11400461 15200614 0 0 11062240 69139000 0 0
UK 8802990 13973000 y 8802990 13973000 12923550 47865000 y 12923550 47865000
Spain 7990320 10244000 y 7990320 10244000 7439640 28614000 y 7439640 28614000
Portugal 3225950 3545000 y 3225950 3545000 1733520 7223000 y 1733520 7223000
Netherlands 2214450 3515000 y 2214450 3515000 4943400 11770000 y 4943400 11770000
Greece 2685050 3235000 y 2685050 3235000 2848757 7304506 y 2848757 7304506
Egypt 2854295 2973224 y 2854295 2973224 1776842 3553684 y 1776842 3553684
Australia 1749135 2463570 y 1749135 2463570 4589760 14343000 y 4589760 14343000
Ireland 1540000 1925000 y 1540000 1925000 804720 1916000 y 804720 1916000
New Zealand 1160147 1634010 y 1160147 1634010 458994 1362000 y 458994 1362000
Hungary 1366770 1571000 y 1366770 1571000 2053133 6843778 y 2053133 6843778
Sweden 1004520 1522000 0 0 2110420 8117000 0 0
Romania 4229685 4976100 y 4229685 4976100 2209289 5971050 y 2209289 5971050
Czech Republic 1540757 1834234 y 1540757 1834234 1723986 7836300 y 1723986 7836300
Albania 575940 662000 y 575940 662000 290250 645000 y 290250 645000
Malta 130260 167000 y 130260 167000 44950 155000 y 44950 155000
88661609 115194852 76256629 98472238 86163891 309331318 72991231 232075318
% % % %
YTD0607 YTD0607
Germany 25,461,359 y 21260235 25461359 46,871,840 y 17108222 46871840
Italy 21,465,451 y 18395892 21465451 13193390 45,970,000 y 13193390 45970000
Japan 0 14,511,772 0 0 0 74,135,300 0 0
UK 14,282,184 y 8954929 14282184 12934082 48,261,500 y 12934082 48261500
Spain 11,548,740 y 9065761 11548740 9581975 29,483,000 y 9581975 29483000
Portugal 3608150 4,270,000 y 3608150 4270000 1807920 7,290,000 y 1807920 7290000
Netherlands 3,979,980 y 2332268 3979980 12,184,950 y 4118513 12184950
Greece 4,299,599 y 3379485 4299599 7,742,186 y 2787187 7742186
Egypt 5,922,156 y 5614204 5922156 5,994,161 y 2571495 5994161
Australia 2280096 3,016,000 y 2280096 3016000 5764518 15,622,000 y 5764518 15622000
Ireland 1670790 2,013,000 y 1670790 2013000 826413 2,035,500 y 826413 2035500
New Zealand 1335948 1,956,000 y 1335948 1956000 1,562,130 y 606106 1562130
Hungary 1,742,328 y 1480979 1742328 6,691,484 y 1826775 6691484
Sweden 0 1,522,000 0 0 0 8,117,000 0 0
Romania 4810230 5,529,000 y 4810230 5529000 2521110 6,634,500 y 2521110 6634500
Czech Republic 2,038,038 y 1716028 2038038 1837177 8,707,000 y 1837177 8707000
Albania 713,714 y 637347 713714 762,095 y 257588 762095
Malta 129759 167,000 y 129759 167000 52080 155,000 y 52080 155000
86672100 124438321 86672100 108404549 77794551 328219646 77794551 245967346
TARGETS 0607
Germany 25,461,359 y 21132928 25461359 18748736 46,871,840 y 18748736 46871840
Italy 21,465,451 y 16528397 21465451 12411900 45,970,000 y 12411900 45970000
Japan 14,511,772 0 0 15568413 74,135,300 0 0
UK 14,282,184 y 9097751 14282184 12065375 48,261,500 y 12065375 48261500
Spain 11,548,740 y 9008017 11548740 7370750 29,483,000 y 7370750 29483000
Portugal 3672200 4,270,000 y 3672200 4270000 1676700 7,290,000 y 1676700 7290000
Netherlands 3,979,980 y 2626787 3979980 12,184,950 y 4752131 12184950
Greece 4,299,599 y 3525671 4299599 7,742,186 y 2554921 7742186
Egypt 5,922,156 y 5685270 5922156 5,994,161 y 2997081 5994161
Australia 2171520 3,016,000 y 2171520 3016000 5780140 15,622,000 y 5780140 15622000
Ireland 1509750 2,013,000 y 1509750 2013000 814200 2,035,500 y 814200 2035500
New Zealand 1369200 1,956,000 y 1369200 1956000 1,562,130 y 515503 1562130
Hungary 1,742,328 y 1428709 1742328 6,691,484 y 1873616 6691484
Sweden 0 1,522,000 0 0 0 8,117,000 0 0
Romania 4865520 5,529,000 y 4865520 5529000 2454765 6,634,500 y 2454765 6634500
Czech Republic 2,038,038 y 1752713 2038038 2263820 8,707,000 y 2263820 8707000
Albania 713,714 y 613794 713714 762,095 y 335322 762095
Malta 133600 167,000 y 133600 167000 46500 155,000 y 46500 155000
97021480 124438321 85121827 108404549 92229872 328219646 76661459 245967346
Total Subs VF . VF Subs Competition As of date %chg Population SIM Penetration Pop Penetration Potential Figures in line with JOC report
* Germany 72,333,199 % 25,461,359 46,871,840 3Q05 % 79,941,000 90% 60% 23596 In bold blue discrepancies with MB data
* Italy 67,435,451 % 21,465,451 45,970,000 3Q05 % 57,424,000 117% 76% 1473 Bold black submitted targets
* Japan 88,647,072 % 14,511,772 74,135,300 3Q05 % 127,708,000 69% 64603
* UK 62,543,684 % 14,282,184 48,261,500 3Q05 % 59,199,000 106% 80% 8495
* Spain 41,031,740 % 11,548,740 29,483,000 3Q05 % 39,149,000 105% 67% 5947
Portugal 11,560,000 % 4,270,000 7,290,000 1Q06 % 9,861,000 117% 65% 273
* Netherlands 16,164,930 % 3,979,980 12,184,950 3Q05 % 16,225,000 100% 80% 3305
* Greece 12,041,785 % 4,299,599 7,742,186 3Q05 % 10,753,000 112% 76% 862
* Egypt 11,916,317 % 5,922,156 5,994,161 3Q05 % 67,713,000 18% 69339
* Australia 18,638,000 % 3,016,000 15,622,000 3Q05 % 20,190,000 92% 5590
* Ireland 4,048,500 % 2,013,000 2,035,500 3Q05 % 3,870,000 105% 79% 596
* New Zealand 3,518,130 % 1,956,000 1,562,130 3Q05 % 3,804,000 92% 1047
* Hungary 8,433,812 % 1,742,328 6,691,484 3Q05 % 9,789,000 86% 3313
Sweden 9,639,000 % 1,522,000 8,117,000 1-Apr-05 % 9,039,000 107% 85% 1208
* Romania 12,163,500 % 5,529,000 6,634,500 3Q05 22,727,000 54% 15109
* Czech Republic 10,745,038 % 2,038,038 8,707,000 3Q05 10,658,000 101% 2045
* Albania 1,475,809 % 713,714 762,095 3Q05 % 4,018,000 37% 3346
Malta 322,000 % 167,000 155,000 1-Apr-05 % 392,000 82% 148
452,657,967 % 124,438,321 328,219,646
SOURCE: The Mobile World/ FT Mobile Communications/Telecom Paper
POPULATION PENETRATION SOURCE: European Commission (IPSOS / INRA) Jan2004
Total Subs VF . VF Subs Competition As of date Population SIM Penetration Pop Penetration
Germany 69,355,100 % 25,134,100 44,221,000 1-Apr-05 82,300,000 84% 60%
Italy 63,072,000 % 20,620,000 42,452,000 1-Apr-05 57,690,000 109% 76%
Japan 84,339,614 % 15,200,614 69,139,000 30-Sep-04 127,060,000 66%
UK 61,838,000 % 13,973,000 47,865,000 1-Apr-05 59,650,000 104% 80%
Spain 38,858,000 % 10,244,000 28,614,000 1-Apr-05 41,100,000 95% 67%
Portugal 10,768,000 % 3,545,000 7,223,000 1-Apr-05 10,360,000 104% 65%
Netherlands 15,285,000 % 3,515,000 11,770,000 1-Apr-05 16,040,000 95% 80%
Greece 10,539,506 % 3,235,000 7,304,506 1-Apr-05 10,960,000 96% 76%
Egypt 6,526,908 % 2,973,224 3,553,684 30-Sep-04 67,270,000 10%
Australia 16,806,570 % 2,463,570 14,343,000 30-Sep-04 19,180,000 88%
Ireland 3,841,000 % 1,925,000 1,916,000 1-Apr-05 3,830,000 100% 79%
New Zealand 2,996,010 % 1,634,010 1,362,000 30-Sep-04 3,830,000 78%
Hungary 8,414,778 % 1,571,000 6,843,778 1-Apr-05 10,200,000 82%
Sweden 9,639,000 % 1,522,000 8,117,000 1-Apr-05 8,880,000 109% 85%
Albania 1,307,000 % 662,000 645,000 1-Apr-05 4,018,000 33%
Malta 322,000 % 167,000 155,000 1-Apr-05 392,000 82%
403,908,486 % 108,384,518 295,523,968
SOURCE: FT Mobile Communications
POPULATION PENETRATION SOURCE: European Commission (IPSOS / INRA) Jan2004
Consumer Performance 0708
FY0304 FY0405 FY0506 FY0607 YTD 0708 FY 0708 Target Mkt View FY 0708 Target Group View FY0304 FY0405 FY0506 FY0607 YTD 0708 FY 0708 Target Mkt View FY 0708 Target Group View
Germany 79% 81% 80% 84% 85% 83% 83% Germany 42% 40% 40% 37% 33% 41% 41%
Italy 79% 80% 78% 86% 84% 80% 81% Italy 28% 27% 27% 29% 33% 27% 27%
Japan 68% 69% 75% Japan 20% 17% 16%
UK 62% 60% 63% 63% 60% 67% 67% UK 29% 27% 27% 27% 26% 25% 25%
Spain 70% 79% 78% 79% 83% 76% 77% Spain 28% 28% 26% 33% 35% 26% 26%
Portugal 81% 81% 91% 85% 97% 85% 81% Portugal 29% 25% 24% 25% 26% 25% 24%
Netherlands 60% 59% 63% 59% 59% 61% 60% Netherlands 47% 41% 42% 34% 32% 33% 33%
Greece 88% 87% 83% 79% 84% 83% 83% Greece 50% 51% 39% 36% 39% 37% 37%
Egypt 94% 96% 96% 95% 92% 92% 92% Egypt 46% 46% 50% 43% 38% 30% 39%
Australia 63% 64% 71% 76% 77% 75% 75% Australia 30% 28% 32% 37% 33% 37% 37%
Ireland 79% 80% 80% 83% 84% 80% 80% Ireland 55% 54% 42% 41% 39% 37% 37%
New Zealand 73% 73% 71% 68% 68% 64% 64% New Zealand 33% 33% 34% 39% 35% 36% 36%
Hungary 91% 86% 87% 85% 86% 82% 82% Hungary 40% 36% 30% 27% 29% 27% 27%
Sweden 71% 64% 66% Sweden 33% 36% 26%
Romania 85% 85% 85% 87% 77% 91% 91% Romania 37% 37% 37% 38% 39% 37% 37%
Czech Republic 84% 84% 84% 84% 84% 86% 86% Czech Republic 22% 22% 22% 21% 19% 22% 22%
Turkey 76% 73% Turkey 42% 40%
Albania 82% 82% 87% 89% 93% 89% 84% Albania 44% 44% 45% 34% 29% 34% 32%
Malta 80% 80% 78% 78% 81% 76% 76% Malta 37% 37% 29% 34% 34% 33% 33%
GROUP (1) % % % % % % % GROUP (1) % % % % % % %
EUROPE % % % % % % % EUROPE % % % % % % %
EMAPA % % % % % EMAPA % % % % %
GROUP (4) GROUP (4)
Pref Users / Cons Non users implemented FY0506, so historical data never really agreed with markets. Blue represents OpCo view. MB view is different.
FY0304 FY0304
Germany 19855939 25134100 y 19855939 25134100 10556322 25134100 y 10556322 25134100
Italy 16289800 20620000 y 16289800 20620000 5773600 20620000 y 5773600 20620000
Japan 10336418 15200614 0 0 3040123 15200614 0 0
UK 8663260 13973000 y 8663260 13973000 4052170 13973000 y 4052170 13973000
Spain 7170800 10244000 y 7170800 10244000 2868320 10244000 y 2868320 10244000
Portugal 2871450 3545000 y 2871450 3545000 1028050 3545000 y 1028050 3545000
Netherlands 2109000 3515000 y 2109000 3515000 1652050 3515000 y 1652050 3515000
Greece 2846800 3235000 y 2846800 3235000 1617500 3235000 y 1617500 3235000
Egypt 2794831 2973224 y 2794831 2973224 1355790 2973224 y 1355790 2973224
Australia 1552049 2463570 y 1552049 2463570 739071 2463570 y 739071 2463570
Ireland 1520750 1925000 y 1520750 1925000 1058750 1925000 y 1058750 1925000
New Zealand 1192827 1634010 y 1192827 1634010 539223 1634010 y 539223 1634010
Hungary 1429610 1571000 y 1429610 1571000 628400 1571000 y 628400 1571000
Sweden 1080620 1522000 0 0 502260 1522000 0 0
Romania 4229685 4976100 y 4229685 4976100 1841157 4976100 y 1841157 4976100
Czech Republic 1540757 1834234 y 1540757 1834234 403532 1834234 y 403532 1834234
Albania 542840 662000 y 542840 662000 291280 662000 y 291280 662000
Malta 133600 167000 y 133600 167000 61790 167000 y 61790 167000
86161035 115194852 74743998 98472238 38009388 115194852 34467005 98472238
% % % %
FY0405 FY0405
Germany 20358621 25134100 y 20358621 25134100 17688400 44221000 y 17688400 44221000
Italy 16496000 20620000 y 16496000 20620000 11462040 42452000 y 11462040 42452000
Japan 10488424 15200614 0 0 11753630 69139000 0 0
UK 8383800 13973000 y 8383800 13973000 12923550 47865000 y 12923550 47865000
Spain 8092760 10244000 y 8092760 10244000 8011920 28614000 y 8011920 28614000
Portugal 2871450 3545000 y 2871450 3545000 1805750 7223000 y 1805750 7223000
Netherlands 2073850 3515000 y 2073850 3515000 4825700 11770000 y 4825700 11770000
Greece 2814450 3235000 y 2814450 3235000 3725298 7304506 y 3725298 7304506
Egypt 2854295 2973224 y 2854295 2973224 1634695 3553684 y 1634695 3553684
Australia 1576685 2463570 y 1576685 2463570 4016040 14343000 y 4016040 14343000
Ireland 1540000 1925000 y 1540000 1925000 1034640 1916000 y 1034640 1916000
New Zealand 1192827 1634010 y 1192827 1634010 449460 1362000 y 449460 1362000
Hungary 1351060 1571000 y 1351060 1571000 2463760 6843778 y 2463760 6843778
Sweden 974080 1522000 0 0 2922120 8117000 0 0
Romania 4229685 4976100 y 4229685 4976100 2209289 5971050 y 2209289 5971050
Czech Republic 1540757 1834234 y 1540757 1834234 1723986 7836300 y 1723986 7836300
Albania 542840 662000 y 542840 662000 283800 645000 y 283800 645000
Malta 133600 167000 y 133600 167000 57350 155000 y 57350 155000
87515184 115194852 76052680 98472238 88991427 309331318 74315677 232075318
% % % %
FY0506 FY0506
Germany 20107280 25134100 y 20107280 25134100 17688400 44221000 y 17688400 44221000
Italy 16083600 20620000 y 16083600 20620000 11462040 42452000 y 11462040 42452000
Japan 11400461 15200614 0 0 11062240 69139000 0 0
UK 8802990 13973000 y 8802990 13973000 12923550 47865000 y 12923550 47865000
Spain 7990320 10244000 y 7990320 10244000 7439640 28614000 y 7439640 28614000
Portugal 3225950 3545000 y 3225950 3545000 1733520 7223000 y 1733520 7223000
Netherlands 2214450 3515000 y 2214450 3515000 4943400 11770000 y 4943400 11770000
Greece 2685050 3235000 y 2685050 3235000 2848757 7304506 y 2848757 7304506
Egypt 2854295 2973224 y 2854295 2973224 1776842 3553684 y 1776842 3553684
Australia 1749135 2463570 y 1749135 2463570 4589760 14343000 y 4589760 14343000
Ireland 1540000 1925000 y 1540000 1925000 804720 1916000 y 804720 1916000
New Zealand 1160147 1634010 y 1160147 1634010 458994 1362000 y 458994 1362000
Hungary 1366770 1571000 y 1366770 1571000 2053133 6843778 y 2053133 6843778
Sweden 1004520 1522000 0 0 2110420 8117000 0 0
Romania 4229685 4976100 y 4229685 4976100 2209289 5971050 y 2209289 5971050
Czech Republic 1540757 1834234 y 1540757 1834234 1723986 7836300 y 1723986 7836300
Albania 575940 662000 y 575940 662000 290250 645000 y 290250 645000
Malta 130260 167000 y 130260 167000 44950 155000 y 44950 155000
88661609 115194852 76256629 98472238 86163891 309331318 72991231 232075318
% % % %
FY0607 FY0607
Germany 25,461,359 y 21260235 25461359 46,871,840 y 17108222 46871840
Italy 21,465,451 y 18395892 21465451 13193390 45,970,000 y 13193390 45970000
Japan 0 14,511,772 0 0 0 74,135,300 0 0
UK 14,282,184 y 8954929 14282184 12934082 48,261,500 y 12934082 48261500
Spain 11,548,740 y 9065761 11548740 9581975 29,483,000 y 9581975 29483000
Portugal 3608150 4,270,000 y 3608150 4270000 1807920 7,290,000 y 1807920 7290000
Netherlands 3,979,980 y 2332268 3979980 12,184,950 y 4118513 12184950
Greece 4,299,599 y 3379485 4299599 7,742,186 y 2787187 7742186
Egypt 5,922,156 y 5614204 5922156 5,994,161 y 2571495 5994161
Australia 2280096 3,016,000 y 2280096 3016000 5764518 15,622,000 y 5764518 15622000
Ireland 1670790 2,013,000 y 1670790 2013000 826413 2,035,500 y 826413 2035500
New Zealand 1335948 1,956,000 y 1335948 1956000 1,562,130 y 606106 1562130
Hungary 1,742,328 y 1480979 1742328 6,691,484 y 1826775 6691484
Sweden 0 1,522,000 0 0 0 8,117,000 0 0
Romania 4810230 5,529,000 y 4810230 5529000 2521110 6,634,500 y 2521110 6634500
Czech Republic 2,038,038 y 1716028 2038038 1837177 8,707,000 y 1837177 8707000
Albania 713,714 y 637347 713714 762,095 y 257588 762095
Malta 129759 167,000 y 129759 167000 52080 155,000 y 52080 155000
86672100 124438321 86672100 108404549 77794551 328219646 77794551 245967346
YTD0708 YTD0708
Germany 31,622,316 y 26973835 31622316 58,111,838 y 19002571 58111838
Italy 28,298,290 y 23685668 28298290 57,066,083 y 18945940 57066083
Japan 0 14,511,772 0 0 0 74,135,300 0 0
UK 17,646,699 y 10658606 17646699 53,797,428 y 14041129 53797428
Spain 15,181,214 y 12539683 15181214 33,460,934 y 11778249 33460934
Portugal 4,844,477 y 4679765 4844477 8,442,624 y 2211967 8442624
Netherlands 3,922,315 y 2314166 3922315 13,595,841 y 4350669 13595841
Greece 5,236,906 y 4378053 5236906 9,933,736 y 3824489 9933736
Egypt 10,647,681 y 9817162 10647681 12,294,963 y 4647496 12294963
Australia 3,406,204 y 2629589 3406204 17,401,395 y 5725059 17401395
Ireland 2,186,786 y 1825966 2186786 2,861,196 y 1101561 2861196
New Zealand 2,261,590 y 1542405 2261590 1,977,567 y 696103 1977567
Hungary 2,202,268 y 1893950 2202268 7,695,565 y 2193236 7695565
Sweden 0 1,522,000 0 0 0 8,117,000 0 0
Romania 8,194,461 y 6301541 8194461 11,104,788 y 4308658 11104788
Czech Republic 2,522,636 y 2119015 2522636 10,021,553 y 1894073 10021553
Turkey 14,925,841 y 11269010 14925841 41,461,924 y 17289622 41461924
Albania 1,004,017 y 934740 1004017 1,049,187 0 0
Malta 187,242 y 150730 187242 164,982 0 0
123713885 170324716 123713885 154290944 112369800 422693903 112010821 339227434
Total Subs VF . VF Subs Competition As of date Population SIM Penetration Pop Penetration Potential
Germany 89,734,154 % 31,622,316 58,111,838 30-Jun-07 % % 82,803,501 108%
Italy 85,364,373 % 28,298,290 57,066,083 30-Jun-07 % % 58,428,729 146%
UK 71,444,127 % 17,646,699 53,797,428 30-Jun-07 % % 60,193,889 119%
Spain 48,642,148 % 15,181,214 33,460,934 30-Jun-07 % % 41,072,488 118%
Portugal 13,287,101 % 4,844,477 8,442,624 30-Jun-07 % % 10,562,923 126%
Netherlands 17,518,156 % 3,922,315 13,595,841 30-Jun-07 % % 16,495,439 106%
Greece 15,170,642 % 5,236,906 9,933,736 30-Jun-07 % % 10,679,790 142%
Egypt 22,942,644 % 10,647,681 12,294,963 30-Jun-07 % % 70,963,947 32%
Australia 20,807,599 % 3,406,204 17,401,395 30-Jun-07 % % 20,579,170 101%
Ireland 5,047,982 % 2,186,786 2,861,196 30-Jun-07 % % 4,108,727 123%
New Zealand 4,239,157 % 2,261,590 1,977,567 30-Jun-07 % % 4,116,086 103%
Hungary 9,897,833 % 2,202,268 7,695,565 30-Jun-07 % % 9,980,673 99%
Romania 19,299,249 % 8,194,461 11,104,788 30-Jun-07 % % 22,066,372 87%
Czech Republic 12,544,189 % 2,522,636 10,021,553 30-Jun-07 % % 10,177,841 123%
Turkey 56,387,765 % 14,925,841 41,461,924 30-Jun-07 % % 74,943,866 75%
Albania 2,053,204 % 1,004,017 1,049,187 30-Jun-07 % % 3,255,953 63%
Malta 352,224 % 187,242 164,982 30-Jun-07 % % 398,759 88%
494,732,547 % 154,290,944 340,441,603
SOURCE: Wireless Intelligence
PENETRATION SOURCE: Wireless Intelligence
Total Subs VF . VF Subs Competition As of date Population SIM Penetration Pop Penetration Potential Figures in line with JOC report
Germany 72,333,199 % 25,461,359 46,871,840 3Q05 % % 79,941,000 90% 60% 23596 In bold blue discrepancies with MB data
Italy 67,435,451 % 21,465,451 45,970,000 3Q05 % % 57,424,000 117% 76% 1473 Bold black submitted targets
Japan 88,647,072 % 14,511,772 74,135,300 3Q05 % % 127,708,000 69% 64603
UK 62,543,684 % 14,282,184 48,261,500 3Q05 % % 59,199,000 106% 80% 8495
Spain 41,031,740 % 11,548,740 29,483,000 3Q05 % % 39,149,000 105% 67% 5947
Portugal 11,560,000 % 4,270,000 7,290,000 1Q06 % % 9,861,000 117% 65% 273
Netherlands 16,164,930 % 3,979,980 12,184,950 3Q05 % % 16,225,000 100% 80% 3305
Greece 12,041,785 % 4,299,599 7,742,186 3Q05 % % 10,753,000 112% 76% 862
Egypt 11,916,317 % 5,922,156 5,994,161 3Q05 % % 67,713,000 18% 69339
Australia 18,638,000 % 3,016,000 15,622,000 3Q05 % % 20,190,000 92% 5590
Ireland 4,048,500 % 2,013,000 2,035,500 3Q05 % % 3,870,000 105% 79% 596
New Zealand 3,518,130 % 1,956,000 1,562,130 3Q05 % % 3,804,000 92% 1047
Hungary 8,433,812 % 1,742,328 6,691,484 3Q05 % % 9,789,000 86% 3313
Sweden 9,639,000 % 1,522,000 8,117,000 1-Apr-05 % % 9,039,000 107% 85% 1208
Romania 12,163,500 % 5,529,000 6,634,500 3Q05 % % 22,727,000 54% 15109
Czech Republic 10,745,038 % 2,038,038 8,707,000 3Q05 % % 10,658,000 101% 2045
Albania 1,475,809 % 713,714 762,095 3Q05 % % 4,018,000 37% 3346
Malta 322,000 % 167,000 155,000 1-Apr-05 % % 392,000 82% 148
452,657,967 % 124,438,321 328,219,646
SOURCE: The Mobile World/ FT Mobile Communications/Telecom Paper
POPULATION PENETRATION SOURCE: European Commission (IPSOS / INRA) Jan2004
Total Subs VF . VF Subs Competition As of date Population SIM Penetration Pop Penetration
Germany 69,355,100 % 25,134,100 44,221,000 1-Apr-05 % % 82,300,000 84% 60%
Italy 63,072,000 % 20,620,000 42,452,000 1-Apr-05 % % 57,690,000 109% 76%
Japan 84,339,614 % 15,200,614 69,139,000 30-Sep-04 % % 127,060,000 66%
UK 61,838,000 % 13,973,000 47,865,000 1-Apr-05 % % 59,650,000 104% 80%
Spain 38,858,000 % 10,244,000 28,614,000 1-Apr-05 % % 41,100,000 95% 67%
Portugal 10,768,000 % 3,545,000 7,223,000 1-Apr-05 % % 10,360,000 104% 65%
Netherlands 15,285,000 % 3,515,000 11,770,000 1-Apr-05 % % 16,040,000 95% 80%
Greece 10,539,506 % 3,235,000 7,304,506 1-Apr-05 % % 10,960,000 96% 76%
Egypt 6,526,908 % 2,973,224 3,553,684 30-Sep-04 % % 67,270,000 10%
Australia 16,806,570 % 2,463,570 14,343,000 30-Sep-04 % % 19,180,000 88%
Ireland 3,841,000 % 1,925,000 1,916,000 1-Apr-05 % % 3,830,000 100% 79%
New Zealand 2,996,010 % 1,634,010 1,362,000 30-Sep-04 % % 3,830,000 78%
Hungary 8,414,778 % 1,571,000 6,843,778 1-Apr-05 % % 10,200,000 82%
Sweden 9,639,000 % 1,522,000 8,117,000 1-Apr-05 % % 8,880,000 109% 85%
Albania 1,307,000 % 662,000 645,000 1-Apr-05 % % 4,018,000 33%
Malta 322,000 % 167,000 155,000 1-Apr-05 % % 392,000 82%
403,908,486 % 108,384,518 295,523,968
SOURCE: FT Mobile Communications
POPULATION PENETRATION SOURCE: European Commission (IPSOS / INRA) Jan2004
Competitors 0708
Mar-07 Mar-07
FY0304 FY0405 FY0506 FY0607 FY0304 FY0405 FY0506 FY0607
Germany 76% 77% 77% 76% Germany 36% 35% 34% 33%
Italy 75% 74% 76% 79% Italy 22% 23% 24% 24%
Japan 68% 69% 75% Japan 20% 17% 16%
UK 58% 58% 61% 60% UK 25% 24% 21% 21%
Spain 76% 77% 75% 75% Spain 29% 28% 28% 29%
Portugal 80% 80% 87% 84% Portugal 23% 23% 22% 22%
Netherlands 56% 57% 58% 59% Netherlands 38% 37% 33% 32%
Greece 79% 80% 83% 83% Greece 39% 37% 35% 35%
Egypt 90% 88% 87% 88% Egypt 40% 38% 33% 32%
Australia 61% 61% 68% 70% Australia 32% 32% 29% 30%
Ireland 72% 70% 72% 70% Ireland 28% 27% 25% 26%
New Zealand 60% 58% 50% 49% New Zealand 25% 26% 32% 32%
Hungary 79% 78% 82% 83% Hungary 28% 26% 24% 23%
Sweden 71% 64% 66% Sweden 33% 36% 26%
Romania 85% 85% 85% 90% Romania 37% 37% 37% 40%
Czech Republic 79% 80% 81% 81% Czech Republic 25% 24% 22% 22%
Albania 72% 72% 77% 76% Albania 20% 20% 18% 12%
Malta 80% 80% 78% 78% Malta 37% 37% 29% 34%
GROUP (1) % % % % GROUP (1) % % % %
EUROPE EUROPE
EMAPA EMAPA
GROUP (4) GROUP (4)
Caution: Weighting is based on competition for Preference, representing average of competitors performance Caution: Weighting is based on total market for Consideration, representing average of competitors performance
FY0304 FY0304
Germany 33607960 44221000 y 33607960 44221000 24967836 69355100 y 24967836 69355100
Italy 31839000 42452000 y 31839000 42452000 13875840 63072000 y 13875840 63072000
Japan 47014520 69139000 0 0 16867923 84339614 0 0
UK 27761700 47865000 y 27761700 47865000 15459500 61838000 y 15459500 61838000
Spain 21746640 28614000 y 21746640 28614000 11268820 38858000 y 11268820 38858000
Portugal 5778400 7223000 y 5778400 7223000 2476640 10768000 y 2476640 10768000
Netherlands 6591200 11770000 y 6591200 11770000 5808300 15285000 y 5808300 15285000
Greece 5770560 7304506 y 5770560 7304506 4110407 10539506 y 4110407 10539506
Egypt 3198316 3553684 y 3198316 3553684 2610763 6526908 y 2610763 6526908
Australia 8749230 14343000 y 8749230 14343000 5378102 16806570 y 5378102 16806570
Ireland 1379520 1916000 y 1379520 1916000 1075480 3841000 y 1075480 3841000
New Zealand 817200 1362000 y 817200 1362000 749003 2996010 y 749003 2996010
Hungary 5406585 6843778 y 5406585 6843778 2356138 8414778 y 2356138 8414778
Sweden 5763070 8117000 0 0 3180870 9639000 0 0
Romania 5075393 5971050 y 5075393 5971050 4050446 10947150 y 4050446 10947150
Czech Republic 6190677 7836300 y 6190677 7836300 2417634 9670534 y 2417634 9670534
Albania 464400 645000 y 464400 645000 261400 1307000 y 261400 1307000
Malta 124000 155000 y 124000 155000 119140 322000 y 119140 322000
217278369 309331318 164500779 232075318 117034241 424526170 96985448 330547556
% % % %
FY0405 FY0405
Germany 34050170 44221000 y 34050170 44221000 24274285 69355100 y 24274285 69355100
Italy 31414480 42452000 y 31414480 42452000 14506560 63072000 y 14506560 63072000
Japan 47705910 69139000 0 0 14337734 84339614 0 0
UK 27761700 47865000 y 27761700 47865000 14841120 61838000 y 14841120 61838000
Spain 22032780 28614000 y 22032780 28614000 10880240 38858000 y 10880240 38858000
Portugal 5778400 7223000 y 5778400 7223000 2476640 10768000 y 2476640 10768000
Netherlands 6708900 11770000 y 6708900 11770000 5655450 15285000 y 5655450 15285000
Greece 5843605 7304506 y 5843605 7304506 3899617 10539506 y 3899617 10539506
Egypt 3127242 3553684 y 3127242 3553684 2480225 6526908 y 2480225 6526908
Australia 8749230 14343000 y 8749230 14343000 5378102 16806570 y 5378102 16806570
Ireland 1341200 1916000 y 1341200 1916000 1037070 3841000 y 1037070 3841000
New Zealand 789960 1362000 y 789960 1362000 778963 2996010 y 778963 2996010
Hungary 5338147 6843778 y 5338147 6843778 2187842 8414778 y 2187842 8414778
Sweden 5194880 8117000 0 0 3470040 9639000 0 0
Romania 5075393 5971050 y 5075393 5971050 4050446 10947150 y 4050446 10947150
Czech Republic 6269040 7836300 y 6269040 7836300 2320928 9670534 y 2320928 9670534
Albania 464400 645000 y 464400 645000 261400 1307000 y 261400 1307000
Malta 124000 155000 y 124000 155000 119140 322000 y 119140 322000
217769436 309331318 164868646 232075318 112955803 424526170 95148028 330547556
% % % %
FY0506 FY0506
Germany 34050170 44221000 y 34050170 44221000 23580734 69355100 y 23580734 69355100
Italy 32263520 42452000 y 32263520 42452000 15137280 63072000 y 15137280 63072000
Japan 51854250 69139000 0 0 13494338 84339614 0 0
UK 29197650 47865000 y 29197650 47865000 12985980 61838000 y 12985980 61838000
Spain 21460500 28614000 y 21460500 28614000 10880240 38858000 y 10880240 38858000
Portugal 6284010 7223000 y 6284010 7223000 2368960 10768000 y 2368960 10768000
Netherlands 6826600 11770000 y 6826600 11770000 5044050 15285000 y 5044050 15285000
Greece 6062740 7304506 y 6062740 7304506 3688827 10539506 y 3688827 10539506
Egypt 3091705 3553684 y 3091705 3553684 2153880 6526908 y 2153880 6526908
Australia 9753240 14343000 y 9753240 14343000 4873905 16806570 y 4873905 16806570
Ireland 1379520 1916000 y 1379520 1916000 960250 3841000 y 960250 3841000
New Zealand 681000 1362000 y 681000 1362000 958723 2996010 y 958723 2996010
Hungary 5611898 6843778 y 5611898 6843778 2019547 8414778 y 2019547 8414778
Sweden 5357220 8117000 0 0 2506140 9639000 0 0
Romania 5075393 5971050 y 5075393 5971050 4050446 10947150 y 4050446 10947150
Czech Republic 6347403 7836300 y 6347403 7836300 2127518 9670534 y 2127518 9670534
Albania 496650 645000 y 496650 645000 235260 1307000 y 235260 1307000
Malta 120900 155000 y 120900 155000 93380 322000 y 93380 322000
225914369 309331318 168702899 232075318 107159457 424526170 91158979 330547556
% % % %
FY 0607
Germany 35622598 46871840 y 35622598 46871840 23869956 72333199 y 23869956 72333199
Italy 36316300 45970000 y 36316300 45970000 16184508 67435451 y 16184508 67435451
Japan 0 74135300 0 0 0 88647072 0 0
UK 28956900 48261500 y 28956900 48261500 13134174 62543684 y 13134174 62543684
Spain 22112250 29483000 y 22112250 29483000 11899205 41031740 y 11899205 41031740
Portugal 6123600 7290000 y 6123600 7290000 2543200 11560000 y 2543200 11560000
Netherlands 7140381 12184950 y 7140381 12184950 5172778 16164930 y 5172778 16164930
Greece 6426014 7742186 y 6426014 7742186 4214625 12041785 y 4214625 12041785
Egypt 5274862 5994161 y 5274862 5994161 3813221 11916317 y 3813221 11916317
Australia 10935400 15622000 y 10935400 15622000 5591400 18638000 y 5591400 18638000
Ireland 1424850 2035500 y 1424850 2035500 1052610 4048500 y 1052610 4048500
New Zealand 765444 1562130 y 765444 1562130 1125802 3518130 y 1125802 3518130
Hungary 5553932 6691484 y 5553932 6691484 1939777 8433812 y 1939777 8433812
Sweden 0 8117000 0 0 0 9639000 0 0
Romania 5971050 6634500 y 5971050 6634500 4865400 12163500 y 4865400 12163500
Czech Republic 7052670 8707000 y 7052670 8707000 2363908 10745038 y 2363908 10745038
Albania 579192 762095 y 579192 762095 177097 1475809 y 177097 1475809
Malta 120435 155000 y 120435 155000 108192 322000 y 108192 322000
180375878 328219646 180375878 245967346 98055852 452657967 98055852 354371895
% % % %
Total Subs VF . VF Subs Competition As of date %chg Population SIM Penetration Pop Penetration Potential Figures in line with JOC report
* Germany 72,333,199 % 25,461,359 46,871,840 3Q05 % 79,941,000 90% 60% 23596 In bold blue discrepancies with MB data
* Italy 67,435,451 % 21,465,451 45,970,000 3Q05 % 57,424,000 117% 76% 1473 Bold black submitted targets
* Japan 88,647,072 % 14,511,772 74,135,300 3Q05 % 127,708,000 69% 64603
* UK 62,543,684 % 14,282,184 48,261,500 3Q05 % 59,199,000 106% 80% 8495
* Spain 41,031,740 % 11,548,740 29,483,000 3Q05 % 39,149,000 105% 67% 5947
Portugal 11,560,000 % 4,270,000 7,290,000 1Q06 % 9,861,000 117% 65% 273
* Netherlands 16,164,930 % 3,979,980 12,184,950 3Q05 % 16,225,000 100% 80% 3305
* Greece 12,041,785 % 4,299,599 7,742,186 3Q05 % 10,753,000 112% 76% 862
* Egypt 11,916,317 % 5,922,156 5,994,161 3Q05 % 67,713,000 18% 69339
* Australia 18,638,000 % 3,016,000 15,622,000 3Q05 % 20,190,000 92% 5590
* Ireland 4,048,500 % 2,013,000 2,035,500 3Q05 % 3,870,000 105% 79% 596
* New Zealand 3,518,130 % 1,956,000 1,562,130 3Q05 % 3,804,000 92% 1047
* Hungary 8,433,812 % 1,742,328 6,691,484 3Q05 % 9,789,000 86% 3313
Sweden 9,639,000 % 1,522,000 8,117,000 1-Apr-05 % 9,039,000 107% 85% 1208
* Romania 12,163,500 % 5,529,000 6,634,500 3Q05 22,727,000 54% 15109
* Czech Republic 10,745,038 % 2,038,038 8,707,000 3Q05 10,658,000 101% 2045
* Albania 1,475,809 % 713,714 762,095 3Q05 % 4,018,000 37% 3346
Malta 322,000 % 167,000 155,000 1-Apr-05 % 392,000 82% 148
452,657,967 % 124,438,321 328,219,646
SOURCE: The Mobile World/ FT Mobile Communications/Telecom Paper
POPULATION PENETRATION SOURCE: European Commission (IPSOS / INRA) Jan2004
Total Subs VF . VF Subs Competition As of date Population SIM Penetration Pop Penetration
Germany 69,355,100 % 25,134,100 44,221,000 1-Apr-05 82,300,000 84% 60%
Italy 63,072,000 % 20,620,000 42,452,000 1-Apr-05 57,690,000 109% 76%
Japan 84,339,614 % 15,200,614 69,139,000 30-Sep-04 127,060,000 66%
UK 61,838,000 % 13,973,000 47,865,000 1-Apr-05 59,650,000 104% 80%
Spain 38,858,000 % 10,244,000 28,614,000 1-Apr-05 41,100,000 95% 67%
Portugal 10,768,000 % 3,545,000 7,223,000 1-Apr-05 10,360,000 104% 65%
Netherlands 15,285,000 % 3,515,000 11,770,000 1-Apr-05 16,040,000 95% 80%
Greece 10,539,506 % 3,235,000 7,304,506 1-Apr-05 10,960,000 96% 76%
Egypt 6,526,908 % 2,973,224 3,553,684 30-Sep-04 67,270,000 10%
Australia 16,806,570 % 2,463,570 14,343,000 30-Sep-04 19,180,000 88%
Ireland 3,841,000 % 1,925,000 1,916,000 1-Apr-05 3,830,000 100% 79%
New Zealand 2,996,010 % 1,634,010 1,362,000 30-Sep-04 3,830,000 78%
Hungary 8,414,778 % 1,571,000 6,843,778 1-Apr-05 10,200,000 82%
Sweden 9,639,000 % 1,522,000 8,117,000 1-Apr-05 8,880,000 109% 85%
Albania 1,307,000 % 662,000 645,000 1-Apr-05 4,018,000 33%
Malta 322,000 % 167,000 155,000 1-Apr-05 392,000 82%
403,908,486 % 108,384,518 295,523,968
SOURCE: FT Mobile Communications
POPULATION PENETRATION SOURCE: European Commission (IPSOS / INRA) Jan2004
LT Trend(1)
Competition
Vodafone
Annual Performance
Preference amongst Users
LT Trend(2)
Competition
Vodafone
Annual Performance
Consideration amongst non Vodafone Users
Long term trends in Consideration of Vodafone versus average of the rest of the competitors
Analysis
2006 Preference Competition No Preference Consideration Competition Market Share Competitor Pool of Considerers Market Share Pool of considerers Non VF Considerers VF % Final Mkt Shr Preference Consideration
High Low YTD High Low High Low High Low YTD High Low High Low Vodafone T-Mobile O2 E-plus Vodafone T-Mobile O2 E-plus Vodafone Competition Vodafone Competition
Germany 87% 77% 84% 84% 76% 13% 6% 41% 35% 38% 46% 35% T-Mobile 16% 18% 20% 25% 35% 40% 13% 12% % % % % Germany 82% 80% 38% 41%
Italy 89% 75% 86% 85% 66% 17% 7% 29% 23% 28% 33% 25% TIM 15% 15% 21% 25% 31% 39% 21% 9% % % % % Italy 82% 76% 26% 29%
UK 70% 59% 63% 78% 64% 30% 17% 27% 21% 25% 29% 21% O2 38% 42% 28% 36% 23% 17% 24% 23% % % % % UK 65% 71% 24% 25%
Spain 82% 75% 79% 88% 78% 14% 8% 35% 25% 31% 40% 30% Movistar 20% 16% 33% 29% 47% 24% % % % % Spain 79% 83% 30% 35%
Portugal Portugal
Netherlands Netherlands
Greece Greece
Egypt 97% 93% 96% 92% 80% 5% 1% 53% 41% 44% 37% 28% Mobinil 5% 12% 50% 50% % % % % Egypt
Australia Australia
Ireland 86% 78% 81% 79% 69% 17% 8% 47% 34% 41% 38% 30% O2 19% 26% 30% 48% 37% 15% % % % % Ireland
New Zealand 78% 62% 68% 60% 45% 35% 16% 44% 34% 38% 46% 32% Telecom 32% 48% 54% 46% % % % % New Zealand
Hungary Hungary
Romania Romania
Czech Republic Czech Republic
Albania Albania
Malta Malta
Dashboard
Mar-06 Apr-06 May-06 Jun-06 Jul-06 Aug-06 Sep-06 Oct-06 VARIABILITY LAST 2 YTD Sep06 YTD Oct06
Czech % % 84
Hungary % % 85
Mar-06 Apr-06 May-06 Jun-06 Jul-06 Aug-06 Sep-06 Oct-06
UK 64 62 60 % % 62 63
Germany % % 84
Italy 84 % % 86
Spain % % 81 80
Mar-06 Apr-06 May-06 Jun-06 Jul-06 Aug-06 Sep-06 Oct-06
Australia 72 % 68
Egypt % % 96
New Zealand 61 % % 65 64
Mar-06 Apr-06 May-06 Jun-06 Jul-06 Aug-06 Sep-06 Oct-06
Ireland 81 % % 79 80
Portugal 87 % % 86
Greece 77 % % 78
Netherlands 58 % % 57
Malta 82 82 % % 78
Albania 88 89 % % 88
Mar-06 Apr-06 May-06 Jun-06 Jul-06 Aug-06 Sep-06 Oct-06
Czech 25 % % 25 23
Hungary % % 29
Mar-06 Apr-06 May-06 Jun-06 Jul-06 Aug-06 Sep-06 Oct-06
UK % % 27 26
Germany % % 38
Italy 28 28 % % 28
Spain 29 % % 30 31
Mar-06 Apr-06 May-06 Jun-06 Jul-06 Aug-06 Sep-06 Oct-06
Australia % 30
Egypt % % 44
New Zealand 33 % % 37
Mar-06 Apr-06 May-06 Jun-06 Jul-06 Aug-06 Sep-06 Oct-06
Ireland 39 % % 41 40
Portugal % % 24
Greece 25 % % 34
Netherlands % % 32 33
Malta % % 34
Albania % % 36 37
JOC
05/06 Actual 06/07 Target 06/07 Q1 06/07 Gap Traffic Lights 05/06 Actual 06/07 Target 06/07 Q1 06/07 Gap Traffic Lights
Albania 87% 88% 87% -1% -1% 45% 44% 41% -3% -3%
Australia 71% 72% 68% -4% -4% 32% 37% 31% -6% -6%
Czech Rep. 84% 85% 85% 0% 0% 25% 24% 25% 1% 1%
Egypt 96% 96% 96% 0% 0% 50% 50% 42% -8% -8%
Germany 80% 83% 87% 4% 4% 40% 40% 38% -2% -2%
Greece 83% 82% 76% -6% -6% 39% 33% 30% -3% -3%
Hungary 87% 82% 87% 5% 5% 30% 28% 31% 3% 3%
Ireland 80% 75% 79% 4% 4% 42% 40% 38% -2% -2%
Italy 78% 77% 86% 9% 9% 27% 27% 28% 1% 1%
Malta 78% 80% 83% 3% 3% 29% 30% 40% 10% 10%
Netherlands 63% 66% 58% -8% -8% 42% 40% 34% -6% -6%
New Zealand 71% 70% 66% -4% -4% 35% 33% 36% 3% 3%
Portugal 91% 86% 87% 1% 1% 24% 24% 23% -1% -1%
Romania 85% 88% 81% -7% -7% 9% 10% 9% -1% -1%
Spain 78% 78% 87% 9% 9% 26% 25% 27% 2% 2%
UK 63% 64% 63% -1% -1% 27% 25% 27% 2% 2%
Group % % % 2% 2% % % % -0% -0%
Trend Data
Pref April May June July August September October November December January February March
Greece FY0304 85 81 78 84 . 91 84 88 87 89 84 92
FY0405 89 80 87 89 . 86 90 92 90 80
Cons
FY0304 47 48 50 48 45 49 50 53 51 56 48
FY0405 53 53 49 49 50 53 51 51 57
Pref April May June July August September October November December January February March
Spain FY0304
FY0405
Cons
FY0304 35
FY0405 27 25
Pref April May June July August September October November December January February March
Sweden FY0304 60 60
FY0405
Cons
FY0304 .
FY0405 33 38 23 . .
Pref April May June July August September October November December January February March
Netherlands FY0304 60
FY0405 60 60
Cons
FY0304 62 57
FY0405
Pref April May June July August September October November December January February March
Japan FY0304
FY0405 80 61 67 73
Cons
FY0304
FY0405 31 16 18 17
Pref April May June July August September October November December January February March
Portugal FY0304 84
FY0405 83
Cons
FY0304
FY0405 24 19
Pref April May June July August September October November December January February March
Egypt FY0304
FY0405 97 93 100 97
Cons
FY0304 27 30
FY0405 31
Pref April May June July August September October November December January February March
Australia FY0304
FY0405 60
Cons
FY0304 46 59
FY0405
Pref April May June July August September October November December January February March
Ireland FY0304 76
FY0405 80
Cons
FY0304 62 59
FY0405 52
Pref April May June July August September October November December January February March
Italy FY0304 77 84
FY0405
Cons
FY0304 32 31 32 33
FY0405
Pref April May June July August September October November December January February March
. FY0304
FY0405 60 58 64
Cons
FY0304 30 28 30
FY0405
Pref April May June July August September October November December January February March
Hungary FY0304 72
FY0405 82 87
Cons
FY0304 43
FY0405
Pref April May June July August September October November December January February March
Germany FY0304 84 78
FY0405
Cons
FY0304 42
FY0405 45 38
Modelling
Preference amongst Vodafone Users Consideration among non Vodafone Users
Market FY03-04 FY04-05 FY05-06T FY06-07T FY07-08T FY08-09T Market FY03-04 FY04-05 FY05-06T FY06-07T FY07-08T FY08-09T VF Subs Competition .
Italy 78% 79% 78% 79% 80% 82% Italy 28% 26% 26% 27% 28% 29% Italy %
UK 60% 60% 60% 64% 68% 72% UK 28% 27% 28% 28% 29% 30% UK %
Hungary 85% 81% 78% 79% 80% 82% Hungary 42% 36% 33% 33% 33% 33% Hungary %
Egypt 95% 96% 96% 96% 96% 96% Egypt 31% 28% 27% 29% 31% 33% Egypt %
Ireland 78% 79% 80% 81% 82% 83% Ireland 56% 54% 50% 50% 50% 50% Ireland %
Japan 68% 68% 75% 78% 81% 84% Japan 22% 22% 20% 22% 23% 24% Japan %
Germany 80% 81% 82% 83% 84% 85% Germany 42% 40% 40% 41% 42% 43% Germany %
Spain 70% 78% 80% 81% 83% 85% Spain 31% 28% 29% 30% 31% 32% Spain %
Netherlands 59% 58% 60% 64% 68% 72% Netherlands 49% 42% 40% 41% 42% 43% Netherlands %
Greece 86% 88% 89% 89% 90% 90% Greece 50% 51% 52% 52% 52% 52% Greece %
Portugal 87% 81% 83% 84% 85% 86% Portugal 30% 25% 26% 28% 30% 32% Portugal %
Sweden 69% 64% 65% 67% 69% 72% Sweden 35% 36% 35% 35% 36% 36% Sweden %
Australia 69% 69% 69% 71% 74% 78% Australia 30% 30% 30% 31% 32% 33% Australia %
New Zealand 73% 73% 73% 75% 78% 82% New Zealand 33% 33% 33% 34% 35% 36% New Zealand %
CONSIDER LOSSES . # players Culture %
Italy 26% 7% % % Using regression to model consideration as a function of losses, ., #players & culture
UK 27% 9% % %
Hungary 36% 3% % %
Egypt 28% 2% % %
Ireland 54% 11% % %
Japan 22% 6% % %
Germany 40% 7% % %
Spain 28% 6% % %
Netherlands 42% 10% % %
Greece 51% 4% % %
Portugal 25% 6% % %
Sweden 36% 6% % %
Australia 30% 5% % %
New Zealand 33% 15% % %
1=North
2=South
f(losses)
f(consider)
f(.)
f(#players)
Learnings
The further south, the lower the losses
The higher the share, the higher the losses
The more the players, the lower the share
The further north, the more the # players
The higher the share, the higher the consideration
The further north, the lower the consideration
Regression
SUMMARY OUTPUT
Regression Statistics
Multiple R
R Square
Adjusted R Square
Standard Error
Observations 14
ANOVA
df SS MS F Significance F
Regression 4
Residual 9
Total 13
Coefficients Standard Error t Stat P-value Lower 95% Upper 95% Lower % Upper %
Intercept
LOSSES
.
# players
Culture
RESIDUAL OUTPUT PROBABILITY OUTPUT
Observation Predicted CONSIDER Residuals Percentile CONSIDER
1
2
3
4 25
5
6
7
8
9
10
11 75
12
13
14
Regression
0
0
0
0
0
0
0
0
0
0
0
0
0
0
CONSIDER
Predicted CONSIDER
LOSSES
CONSIDER
LOSSES Line Fit Plot
Consumer User
0
0
0
0
0
0
0
0
0
0
0
0
0
0
CONSIDER
Predicted CONSIDER
.
CONSIDER
. Line Fit Plot
Live!
0
0
0
0
0
0
0
0
0
0
0
0
0
0
CONSIDER
Predicted CONSIDER
# players
CONSIDER
# players Line Fit Plot
0
0
0
0
0
0
0
0
0
0
0
0
0
0
CONSIDER
Predicted CONSIDER
Culture
CONSIDER
Culture Line Fit Plot
0
0
0
0
0
0
0
0
0
0
0
0
0
0
Sample Percentile
CONSIDER
Normal Probability Plot
(Q36) PREFERENCE OF NETWORK
From 22/11/2004 to 22/05/2005
Based on Vodafone users
(Q34) LIKELIHOOD OF CONSIDERING VODAFONE**
Based on HEARD OF
From 22/11/2004 to 22/05/2005
Based on Vodafone non-users
Consumer Total User
Pref Cons Pref Cons
VF Germany 80% 41% 80% 40%
VF Italy 82% 27% 82% 27%
VF Japan 68% 16% 67% 16%
VF UK 64% 30% 62% 31%
VF Spain 81% 28% 80% 28%
% % % %
Group (0405) % %
Live! (16-64) Current Previous Difference Live! 3G (16-64) Current Previous Difference Live! (16-30) Current Previous Difference Live! 3G (16-30) Current Previous Difference
quarter quarter from last year quarter quarter from last year quarter quarter from last year quarter quarter from last year
% % -/+ % % -/+ % % -/+ % % -/+
Germany 55 55 -12 Germany 34 28 17 Germany 68 66 -5 Germany 45 35 26
Italy 58 53 6 Italy 29 23 29 Italy 70 65 2 Italy 42 33 42
Japan Japan Japan Japan
UK 46 45 2 UK 23 20 19 UK 61 61 -8 UK 36 30 29
Spain 33 35 -5 Spain 14 10 14 Spain 49 50 -4 Spain 21 15 21
Portugal 90 86 2 Portugal 87 78 48 Portugal 98 95 2 Portugal 98 88 49
Netherlands 58 59 -2 Netherlands 29 35 29 Netherlands 81 77 0 Netherlands 43 51 43
Greece 62 58 9 Greece 44 30 44 Greece 87 81 15 Greece 67 48 67
Egypt 63 73 -7 Egypt Egypt 81 83 -3 Egypt
Australia 34 35 5 Australia Australia 54 48 9 Australia
Ireland 71 75 2 Ireland 38 24 33 Ireland 83 85 0 Ireland 56 37 49
New Zealand New Zealand New Zealand New Zealand
Hungary 70 71 -6 Hungary Hungary 85 88 -4 Hungary
Sweden 53 63 10 Sweden 24 30 8 Sweden 64 75 13 Sweden 31 34 16
This chart shows the rapid development of global name awareness from 2000 up to mid last year. In other words spontaneous awareness of the Vodafone name amongst customers and the general public at a global level
And what impact has this had on our goals of becoming the world’s most valuable brand? Here’s where we are today…
So what impact has this had on our goal of becoming the world’s most valuable brand?
Confidential
The Vodafone Brand
Our brand is built on a foundation of a number of strategic components, with the Marketing Framework at their heart
MARKETING FRAMEWORK
BRANDED CUSTOMER
EXPERIENCE
BRAND
COMMUNICATIONS
BRAND
VALUES & ENGAGEMENT
5th Partner Markets Conference
Confidential
The Vodafone Brand
The Marketing Framework is the cornerstone of our Brand Strategy
Why are we here?
Helping our customers make the most of their time
Where are
we going?
We will be the communications leader
in an increasingly connected world
What do we do?
Creating & delivering unbeatable experiences through……
How do we do it?
Being Red, Rock Solid, Restless
BY
BY
BY
5th Partner Markets Conference
Confidential
The Vodafone Brand
We have put the brand at the centre of the Customer Experience
Arun Sarin, CEO Vodafone
“A brand is what a brand does.”
“The most valuable brands in the world are those
where the customer knows they’re going
to get a good experience”
Sir John Bond, Chairman, Vodafone
5th Partner Markets Conference
Confidential
The Vodafone Brand
We want our customers to feel appreciated, confident and inspired
5th Partner Markets Conference
Confidential
The Vodafone Brand
…..and we have made a commitment to customers
through our new Customer Promise
Our Promise to you
We value your time more than anyone else. That’s why,
wherever you see Vodafone, you can expect:
A network you can rely on when you need it
Expert, friendly help and advice – you only have to ask once
When you’re abroad, the services you need will be as easy to use as at home, and you’ll know what you are paying
New and inspiring solutions to help you make the most of your time
5th Partner Markets Conference
Confidential
The Vodafone Brand
In the last 18 months we have further refined the brand and customer experience……
5th Partner Markets Conference
Confidential
The Vodafone Brand
Brand Identity – A unique, contemporary and iconic identity which gives Vodafone the stature of a world-class brand
5th Partner Markets Conference
Confidential
The Vodafone Brand
Communications – all locally executed to our Brand Idea, a new Tone of Voice and refreshed Brand Guidelines
5th Partner Markets Conference
Confidential
The Vodafone Brand
Retail – a new design bringing the brand idea to the customer experience
5th Partner Markets Conference
Confidential
The Vodafone Brand
Sponsorship – driving brand awareness with activation of two new properties
5th Partner Markets Conference
Confidential
The Vodafone Brand
Engaging the employee – driving the brand idea internally
5th Partner Markets Conference
Confidential
The Vodafone Brand
Mobile Interaction Management- Bringing the brand idea to handset experience
Relevant
Reliable
Easy to use
Innovative
Differentiation
strategy:
To make the most of customer’s time!
Positioning
strategy:
Cost Saving in Europe
Revenue Growth in Emerging Markets
Global
strategy:
Fitting into our
Strategy
An innovative Handset based Self Care application, that will allow our customers to access real time self care services directly from their phones.
A capability that enables tailored on device self service and CRM transactions
It will radically improve the quality of user’s Interactions with their products and services, making things simpler and more easily accessible
5th Partner Markets Conference
Confidential
The Vodafone Brand
So where are we on our brand journey?
Drive awareness
and
relevance
Drive preference
and
differentiation
Build regard
and
momentum
We are here
2010
5th Partner Markets Conference
Confidential
The Vodafone Brand
Differentiation Drives Profit
Changes in Operating Profit 1993 to 1995 Mono brands on NYSE
High
Low
Low
High
DIFFEREN-
TIATION
RELEVANCE
Mission & Growth
Death
Declining
Dominance
COMMERCIAL BRAND POSITION
Source: Y&R/SternSteward 2000
5th Partner Markets Conference
Confidential
The Vodafone Brand
We are currently ranked 11th most valuable brand in the world
Progress, 2007
Most Valuable 250 Global Brands 2006
5th Partner Markets Conference
In typically Vodafone style we set ourselves a tough goal for our brand.
We aspired to have a brand that ranked among the world’s greats. We wanted a brand that reflected the passions of our company and delivered extraordinary value to the business. Our journey to this point is by no means complete, but we have laid many important foundations.
But what is it that really creates a great brand?…
Confidential
The Vodafone Brand
Employee Engagement Video
5th Partner Markets Conference
Confidential
The Vodafone Brand
Vodafone Brand Story
5th Partner Markets Conference
Confidential
The Vodafone Brand
Where have we come from?
We have made significant progress in delivering a world class brand of both global stature and local relevance….on our journey from a brand that is known, to one that is loved
We know who we want to attract to be part of our community
We have a distinctive identity
We are getting a global understanding of the cultural nuances of Time and how we can uniquely tap into customers desire to master it to live life more fully
We have a clear understanding of our past, and vision of our future that has helped us define our unique personality
We are all individually and collectively moving towards delivering this uniquely and consistently every day
5th Partner Markets Conference
Confidential
The Vodafone Brand
Where are we going?
This continuing brand story will become a touchstone for all of us
It will help us understand to the next level of depth
Who we are
Where we play
What we do
Our Rallying cry
So that we can continue to deepen our understanding of our Vodafone brand…
And continue to deliver it as one company.
5th Partner Markets Conference
Confidential
The Vodafone Brand
5th Partner Markets Conference
Confidential
The Vodafone Brand
5th Partner Markets Conference
Confidential
The Vodafone Brand
Creating a culture of brand engagement
Summary
Brand as a central organising principle that drives performance, culture, experience and action
Treat engagement as a journey, and a source of competitive differentiation
Involve Leaders!
Make the vision actionable
Include everyone who represents your brand
Link to recognition and reward
Measure your progress
5th Partner Markets Conference
Confidential
The Vodafone Brand
Thank-you!!!
5th Partner Markets Conference
In typically Vodafone style we set ourselves a tough goal for our brand.
We aspired to have a brand that ranked among the world’s greats. We wanted a brand that reflected the passions of our company and delivered extraordinary value to the business. Our journey to this point is by no means complete, but we have laid many important foundations.
But what is it that really creates a great brand?…
This chart shows the rapid development of global name awareness from 2000 up to mid last year. In other words spontaneous awareness of the Vodafone name amongst customers and the general public at a global level
And what impact has this had on our goals of becoming the world’s most valuable brand? Here’s where we are today…
So what impact has this had on our goal of becoming the world’s most valuable brand?
In typically Vodafone style we set ourselves a tough goal for our brand.
We aspired to have a brand that ranked among the world’s greats. We wanted a brand that reflected the passions of our company and delivered extraordinary value to the business. Our journey to this point is by no means complete, but we have laid many important foundations.
But what is it that really creates a great brand?…
