Repositioning Vodafone in the enterprise market

Challenge

Vodafone plc is one of the world’s largest communications companies, operating in more than 40 countries with over 500m customers globally. Vodafone Group Enterprise is responsible for developing and delivering Vodafone’s strategy for the business market across the world.

Vodafone needed to change the way it was perceived by business customers. OneGTM worked closely with Vodafone’s Group Enterprise Marketing team over a 12-month period to build a marketing framework and toolkit that support Vodafone’s repositioning.

Situation

To achieve its goal of becoming the world’s leading Total Communications provider for business, Vodafone needed to change the way it was perceived by business customers. Instead of being seen primarily as a supplier of mobile services, the company wanted to be viewed as a strategic partner – one that can help customers use the full power of communications technology to achieve competitive advantage.

Following the acquisition of Cable&Wireless Worldwide in late 2012, Vodafone now offers a much broader portfolio of fixed and cloud services to complement its traditional mobile offerings. The challenge was to clearly communicate how this broad set of capabilities enabled Vodafone to deliver more compelling solutions to customer problems. Vodafone also needed to engage a much wider range of customer stakeholders than its traditional IT and procurement contacts, which meant being able to talk about broader business issues rather than just technology.

Action

We worked closely with Vodafone’s Group Enterprise Marketing team over a 12-month period to build a marketing framework and toolkit that support Vodafone’s repositioning. At the heart of our programme was the creation of a comprehensive and compelling market story. This sets out Vodafone’s vision of the challenges and opportunities facing businesses in a world of rapid social, technological and economic change, explaining how Vodafone can help customers survive and thrive in such a world.

Impact

The framework and the supporting assets have all been very well received within Vodafone, and the Ready Business programme is being rolled out across more than 15 countries during the course of 2014.

Following the successful delivery of the various elements of the programme, we have been engaged to support Vodafone on numerous other projects.

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