Slow expansion of 4G mobile network is not seen as a problem in Vodafone as they believe that content and reliability are the key.
Vodafone’s CEO, Jeroen Hoencamp informed that his network can provide 4G mobile services to roughly 50 percent of the British society. This is not a great achievement as all other 4G operators reached that milestone last year and they are their 4G customer base is much higher. Mr Hoencamp sees it differently. In his blog, he said that the roll out speed is not as important as the winning factors are network reliability and the content rather than providing the best speed possible.
Vodafone’s CEO has also said that for his company what is important is to have strong network and expand mobile coverage gradually. Vodafone’s low frequency spectrum is also much better for providing good indoor mobile coverage which for Vodafone may be the competitive advantage. Hoencamp emphasized his argument by showing that Vodafone doesn’t focus on providing the highest speeds possible like EE but on giving people meaningful content like their deal with Sky Sports on Spotify that’s include in some contract variants. He also adds that “people tend to take technology for granted, so we need to make it seamless and easy for people to use, and worry free, so that they can forget about it”. This explains that Vodafone’s approach is either to provide consistent mobile coverage across each particular area or not provide it at all.
To sum up, Hoencamp believes that people don’t really care what 4G is but they want to see how 4G can make their mobile phone experience better and how it will benefit them in a deeper sense not just by giving them faster download speed.