Vodafone in £10m Christmas PAYG push

Vodafone is looking to exploit the pre-pay mobile phone market in the run up to Christmas, with a £10m campaign.

Vodafone ranks behind the other big players with 10 million pay as you go customers. Everything Everywhere, the company behind Orange and T-Mobile, has 15.6m and O2 has 11.5m. There are a total of 50m pay as you go phones in the UK.

A Vodafone spokesman said the aim was to offer its customers better deals with a “greater push into the pay as you go market.”

A marketing campaign will be unveiled in the coming weeks to promote the new packages.

As for the company’s strategy for 2011, the company said it was a “little soon” to say whether the focus on pay as you go would continue beyond the new year.

Following the appointment in February of former T-Mobile marketing chief Srini Gopalan as consumer director, Vodafone said last month it was scrapping the role of chief marketing officer, and setting up a new commercial business unit to lead on marketing.

In July its marketing team underwent a review, which led to Vodafone axing about 10% of marketing staff.

Vodafone’s focus on pay as you go comes as rivals Orange and T-Mobile launch their joint venture Everything Everywhere campaign, following the merger of the two companies and their networks earlier this year.

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