Well done Vodafone

Vodafone has just won an award for excellence from the UK’s Marketing Society and Marketing Magazine. Nothing strange in that other than it was the customer insight award for the company’s Simply mobile phone.

This phone is really the only device that has been designed, from the bottom up, to appeal to people other than the 20/20 vision and nimble fingered youth market. So far it has sold 400,000 units and has been in the top five bestselling pre-pay phones every week since its launch. Even more impressive is the 50% increase in voice use it stimulated for pre-pay customers.

If you want to read some more about Vodafone and its segmentation strategy then have a look at this article.

It is good to see a company of Vodafone’s size saying that: “We tend not to segment by age or sex anymore. It's become more about behaviour. A typical customer is confident with technology and one whose mobile phone matters to them. They are social, outgoing and passionate about music and other entertainment”. That sounds like a lot of the 50-plus I know.Dick Stroud