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Our strategy

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

Europe consumer

Europe consumer

We aim to drive growth in the European consumer segment by developing deeper customer relationships.

African technology leader

African technology leader

We see a significant opportunity to grow in digital and financial services in Africa.

Vodafone Business

Vodafone Business

Our strategy is to drive growth by cross-selling NGN fixed, IoT, and Cloud services to our business customers.

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 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.