3) How does Vodafone appeal to all subscribers across the spectrum- 2G/ 3G/ 4G?

Vodafone can appeal to each of these spectrum as it carters to the needs of

different target groups
2G: It will focus on the limited usage customers as well as rural customers, less
competitive.
The gap of about 70 million people having mobile but not having internet must be
focused on this segment. Cost, Coverage, Low handsets low utility are the barriers
for the segment. The focus must be in providing low cost bundles of 2G internet as
well as providing utility by VAS like M-Commerce, etc. older 2G networks will be
repositioned as machine-to-machine (M2M) and Internet of Things (IoT) networks
operated by MSPs, MVNOs, and even large enterprises and utilities. It must
concentrate to improve the coverage in low adoption category C markets where the
2g adoption rate is high. The category is important because it is a low cost but a
massive segment
3G: Focus will be on providing standard and quality speed at optimal price. This will
be focused in the category A and B markets where the 3 G adoption is high and the
potential for growth is high. Quality of the service must be of the focus with lesser
call drops and buffering. This market would be stable and high margin due to the
competition shift after the 4g development. Wide range of the bundles must be done
as well as VAS which will drive ARPU
4G: Focus must be on high speed internet with a 3G fall back. Initial broad range of
low cost bundles must be introduced to target the 3G to 4G shift with low switching
cost. The negative returns, competition and low ARPU must be tackled with Value
added services like Video and music on demand services to the customers. Optional
4G upgradation plans for the experience. Develop fixed devices like Dongle and WiFi services for 4g to develop services.

4) What differentiated strategy should VF deploy in its leadership and challenger

markets ?
Dominant market: In the dominant markets the focus must be on increasing margins
(High ARPU) by introducing wide range of bundles across categories (combining
Voice, Data, VAS, etc.) The service must shift from cost based leadership to network
quality based leadership. Personalized services, tiered pricing strategy can be done
for increasing the market profitability. Investment in alternate technologies like DAS,
fiber optics, Wi-Fi networks for faster connections in dominant metros like Mumbai.
In current dominant markets like Gujarat, Maharashtra (category A) faster and low
cost roll out of 4G for easy customer shift.
Challenger markets: Direct low price strategy will lead to collusion with competitor
and leads to decreased profit margins. Differentiating strategy focusing on
underserved groups based on a review must be done. For high potential markets like
UP, Bihar etc. simple low price schemes of lower usage for customer acquisitions
(First time customers-2G focus) and acquire additional spectrum acquisitions as they
are potent markets. For saturated markets like Karnataka etc., focus on 4G roll out
for higher customer acquisitions. For low potential markets like Assam, Himachal,
etc., a review the cost structure to become leaner and cooperation between other
service providers for additional coverage.