Vodafone profits increase by 8.4%

Vodafone Group has posted an 8.4% increase in revenues to £44.5bn in the last financial year, boosted by making a series of cost-efficiencies including simplifying its marketing operations.


In its results, posted today, Vittorio Colao, chief executive, says: “The specific responsibilities of group technology, group marketing and our local operating companies have been simplified, eliminating overlapping areas and coordination activities. We are also shifting progressively into incentive schemes which emphasise reward for competitive performance and cash generation.”

In April, Vodafone began a corporate review of its group marketing team following the departure of global brand director David Wheldon and global director of customer insight Andy Moore.

The company says it made an adjusted operating profit of £11.9bn, though service revenues declined worldwide in the last quarter.

The revenue increases were boosted by £1bn cost savings programme delivered one year ahead of schedule, partially used to finance growth initiatives and volume increases. New two-year £1bn cost programme, announced in November 2009, now
under execution.

Coalo adds: “Vodafone’s financial results exceeded our upgraded guidance on all measures. Revenue trends have improved again in Q4 driven by growth in mobile data and fixed broadband. Cost reduction targets were delivered ahead of schedule enabling commercial reinvestment to improve market share and further strengthen our technology platforms.”

Vodafone’s current marketing is hoping to boost its brand credentials and attract younger consumers in the underperforming UK market, under its new global positioning “Power to you”.

Latest from Marketing Week


Access Marketing Week’s wealth of insight, analysis and opinion that will help you do your job better.

Register and receive the best content from the only UK title 100% dedicated to serving marketers' needs.

We’ll ask you just a few questions about what you do and where you work. The more we know about our visitors, the better and more relevant content we can provide for them. And, yes, knowing our audience better helps us find commercial partners too. Don't worry, we won't share your information with other parties, unless you give us permission to do so.

Register now


Our award winning editorial team (PPA Digital Brand of the Year) ask the big questions about the biggest issues on everything from strategy through to execution to help you navigate the fast moving modern marketing landscape.


From the opportunities and challenges of emerging technology to the need for greater effectiveness, from the challenge of measurement to building a marketing team fit for the future, we are your guide.


Information, inspiration and advice from the marketing world and beyond that will help you develop as a marketer and as a leader.

Having problems?

Contact us on +44 (0)20 7292 3703 or email customerservices@marketingweek.com

If you are looking for our Jobs site, please click here