Feeds

Vodafone to splurge £100m on 3G launch

This has got to work

  • alert
  • submit to reddit

The Power of One Infographic

Vodafone is set to roll out its 3G service this week, a £22bn gamble it cannot afford to lose. The company will spend £100m on marketing and advertising to support the launch, a fraction of the amount it forked out for the spectrum licence.

After frenzied bidding in 1999, Vodafone paid £14bn for the right to operate third generation mobile services in various European countries. Since then, it has spent an additional £8bn on infrastructure roll-out and R&D, taking the total investment to over £22bn.

CEO Arun Sarin said the company will announce ten new handsets from six manufacturers later this week. He aims to have 350,000 customers signed up to the service in the next four to five months.

The company is betting on the content deals it has signed with Disney, Sony and the Premier League to give it the edge as all the major operators, except O2, ready their 3G offerings before Christmas. However, details on the scope of the launch are still sketchy, as the company kept details of the pricing structure and network coverage to itself.

The company is trying not to over-hype prospects for the launch, with Sarin aiming most of his efforts at persuading existing customers to upgrade, the Financial Times reports. It also reports concern in the analyst community that a price war could begin with 3 over call charges.

The company certainly has a lot riding on the launch. An unnamed analyst told The Observer this Sunday: "If it doesn't work out, the company is toast." ®

Related stories

3 lines up three phones from Motorola
Get down and rock via 3G
Orange Mobile Office 3G data card

The Power of One Infographic

More from The Register

next story
Auntie remains MYSTIFIED by that weekend BBC iPlayer and website outage
Still doing 'forensics' on the caching layer – Beeb digi wonk
Major problems beset UK ISP filth filters: But it's OK, nobody uses them
It's almost as though pr0n was actually rather popular
Microsoft unsheathes cheap Android-killer: Behold, the Lumia 530
Say it with us: I'm King of the Landfill-ill-ill-ill
All those new '5G standards'? Here's the science they rely on
Radio professor tells us how wireless will get faster in the real world
Apple orders huge MOUNTAIN of 80 MILLION 'Air' iPhone 6s
Bigger, harder trouser bulges foretold for fanbois
Yorkshire cops fail to grasp principle behind BT Fon Wi-Fi network
'Prevent people that are passing by to hook up to your network', pleads plod
Oh girl, you jus' didn't: Level 3 slaps Verizon in Netflix throttle blowup
Just hook us up to more 10Gbps ports, backbone biz yells in tit-for-tat spat
GoTenna: How does this 'magic' work?
An ideal product if you believe the Earth is flat
prev story

Whitepapers

Top three mobile application threats
Prevent sensitive data leakage over insecure channels or stolen mobile devices.
Implementing global e-invoicing with guaranteed legal certainty
Explaining the role local tax compliance plays in successful supply chain management and e-business and how leading global brands are addressing this.
Top 8 considerations to enable and simplify mobility
In this whitepaper learn how to successfully add mobile capabilities simply and cost effectively.
Application security programs and practises
Follow a few strategies and your organization can gain the full benefits of open source and the cloud without compromising the security of your applications.
The Essential Guide to IT Transformation
ServiceNow discusses three IT transformations that can help CIO's automate IT services to transform IT and the enterprise.