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Our strategy

Our strategy is focused on sustainable growth to drive returns. Our vision is to become a new generation connectivity and digital services provider for Europe and Africa, enabling an inclusive and sustainable digital society.

We believe that Vodafone has a significant role to play in contributing to the societies in which we operate.

We are focused on growing our converged connectivity markets in Europe, and mobile data and payments in Africa. The next phase of our strategy focuses on three customer commitments and three enabling strategies, all of which work together towards realising our vision.


Our three customer segments

We recognise the importance of local, in-market scale and capabilities, but also drive further value from our Group scale and breadth of our footprint. Our retail and service operations are split across three broad business lines: Europe Consumer, Africa Consumer and Vodafone Business.

Europe consumer

Europe consumer

We provide a range of market leading mobile and fixed-line connectivity services in all of our European markets, enabling customers to reliably call, text and access data on their mobile devices, or access broadband, TV and voice services at home. Our converged plans combine these offerings, providing simplicity and better value for our customers. Other value added services include our Consumer IoT propositions, as well as security and insurance products.

African technology leader

African technology leader

We provide a range of mobile services, enabling customers to call, text and access data. The demand for mobile data is growing rapidly driven by the lack of fixed broadband access and by increased smartphone penetration. Together with Vodacom’s VodaPay super-app and the M-Pesa payments platform, we are the leading provider of digital financial services, as well as business and merchant services in Africa.

Vodafone Business

Vodafone Business

We serve private and public sector customers of all sizes with a broad range of connectivity services, supported by our dedicated global network. We have unique scale and capabilities, and are expanding our portfolio of products and services into growth areas such as unified communications, cloud & security, and IoT.

Our customer commitments

Best connectivity products & services

Grow revenue through providing the best core connectivity products and services in each of our markets for both consumers and businesses.

Leading innovation in digital services

Leveraging our unique platforms and partnering with leading technology firms to provide customers with a ’best on Vodafone’ user experience.

Outstanding digital experiences

Using our leading digital architecture to provide a seamless customer experience across all channels – app, online, retail and physical delivery at home.

Our enabling strategies

Simplified & most efficient operator

Delivering further efficiencies through digital transformation, standardisation of products and procedures, and automation of processes at scale.

Social contract shaping digital society

Influencing policy and regulation to shape a more healthy industry structure, and build a resilient, inclusive and sustainable digital society.

Leading gigabit networks

Maintaining our leading gigabit networks as we provide our customers with the best connectivity products and ‘best on Vodafone’ user experience.

Our advantage: a leading connectivity provider

Our people and culture

The ‘Spirit of Vodafone

Operating in Europe and Africa

Two attractive regions with scale

Governance and risk management

Strong frameworks in place

Our strategy in action

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More about Vodafone

Our purpose

Learn more about how we connect for a better future.

About Vodafone

Learn more about our company, our purpose and what we offer to customers.