Presented by Vodacom

Vodacom’s newly positioned brand strategy

Vodacom has recently announced its new brand positioning strategy that reflects a shift in the way Vodacom is and will be doing business.

The new brand positioning strategy will be implemented across 36 countries where Vodafone has a presence.

Rather fittingly from a South African perspective, it focuses on the theme of optimism about the future.

It encourages and invites consumers and businesses to look ahead and anticipate the positive impact that the emergence of new technologies and digital services will have in transforming society and enhancing the quality of life.

As with the new vision 2020 strategy, Vodacom’s new brand positioning reflects a fundamental shift in the way that the organisation does and will do business from here on.

The positioning strategy was developed after a period of extensive research among more than 32,000 people in 17 countries, including South Africa, UK, Germany, India, Spain and Italy).

Two pieces of research informed our new position, each reinforcing the optimism about the potential for future technologies.

The research conducted by YouGov found that 41% percent of South Africans surveyed between the ages of 18-24 years believe the standard of living in the country will be better in 20 years’ time.

Our youth are more optimistic than respondents surveyed in Germany, Italy and the UK.

When it comes to data and voice rates, Vodacom is realigning efforts to help reduce the cost of communication in South Africa and, as such, significantly reduced out-of-bundle prices from mid-October.

The reductions apply to pre-paid customers; the out-of-bundle rate will drop by as much as 50% once the new 99c per megabyte tariff came into effect on 15 October.

The out-of-bundle rate for post-paid and top up customers was reduced from R1 per megabyte to 89c on 1 October.

The strategy is designed to underline the belief that new technologies and digital services will play a positive role in transforming society and enhancing individual quality of life over the years ahead.

As part of the global rebrand Vodacom is using the new tagline, ‘The future is exciting. Ready?’, which ties in with Vodacom’s company’s purpose – to connect everybody to live a better today and build a better tomorrow.

Vodacom remains committed to democratising Internet access and bridging the digital divide in the communities they serve.

Vodacom’s vision for 2020

This year, Vodacom revised its strategy to ensure that the organisation is best positioned to seize the opportunities, and manage the risks, of a rapidly changing marketplace, characterised by significant levels of digitalisation, highly connected consumers, and a changing landscape of competition and collaboration, with continuing regulatory challenges.

Our Vision 2020 strategy has five key strategic elements:

1. Segmented propositions

Using big data analytics and machine learning, we will develop a complete 360 view of the customer, and develop personalised customer propositions to lead in our chosen segments.

We have established dedicated acceleration units to develop product and service offerings for each of our targeted customer segments.

Across each of these segments we are identifying new opportunities to monetise data and grow data usage by delivering relevant digital content services (in TV and video, music streaming, gaming, news and sport), as well as developing new offerings in areas such as mobile financial services, insurance and IoT.

2. Best customer experience

Our aim is to provide customers with a seamless and frictionless one-channel experience, ensuring consistent, personalised and efficient customer engagement, across all touch-points, with digital the dominant support channel and MyVodacom app the channel of choice.

Having successfully delivered on our three-year retail strategy – transforming 97% of our Vodacom-branded stores, achieving a 10% year-on-year improvement in total NPS – we are placing greater focus on enhancing our digital customer channel.

We are investing in richer and more intelligent interfaces, big data analytics, and IT-based customer engagement and management tools to optimise the customer experience and achieve greater efficiencies across all channels.

3. Best technology

We are preparing the network for the future to be the leading telco with the best network, and are placing an increased focus on technology and intelligent information systems to unlock big data capabilities and improve organisational agility.

We will further expand both mobile and fixed connectivity (FTTx) and deploy new network technologies, while rolling out a national IoT network and developing new IoT applications and solutions.

4. Digital organisation and culture

Becoming a leading digital company requires a digital transformation within our own organisation.

We have begun the process of transforming Vodacom into a truly digital organisation, with our investment in acquiring new skills and talent in areas such as big data, analytics, actuarial science and digital marketing.

We have partnered with tertiary institutions to develop and access the required emerging skills for our digital future.

To ensure that we capitalise most effectively on the rapid rate of change across the ICT sector, we are developing a culture of innovation and agile decision taking, simplifying our existing systems and processes, and empowering our people to use their skills and resources to develop and deliver innovative products and services through more collaborative structures.

5. Our brand and reputation

Our aim is to ensure that Vodacom is the customer brand of choice, with a strong purpose-driven brand and a deserved reputation for responsible leadership.

This year saw further progress in promoting financial inclusion, education, agriculture, and healthcare, through our business driven partnership initiatives such as M-Pesa, the Connected Farmer platform, Vodacom e-school, and our various health related mobile applications.

Taken together with our corporate social investments activities, and our core business of connectivity, these initiatives are making an important contribution to national developmental objectives and the global UN Sustainable Development Goals.

Visit the Vodacom stand at the annual MyBroadband Conference in 2017.

This article was published in partnership with Vodacom.

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Vodacom’s newly positioned brand strategy