Introduction

Vodafone is a leading international mobile communications company with interests in

27 countries and partnership agreements with a further 40 countries, including Safaricom in
Kenya. It has over 71,000 employees throughout the world and in 2008 had more than
289 million customers. In the UK, more than 19 million people use Vodafone services.
Vodafones vision is to be the worlds mobile
communications leader and a key component of
this is to ensure that customers trust and admire
the company. It achieves this by taking a
responsible approach to the way it conducts its
business. This enhances its reputation and builds
customer loyalty. Vodafones business strategy and
its Corporate Responsibility (CR) strategy are
interlinked. Vodafone believes that long-term
commercial rewards come from doing business in
a sustainable way.
Vodafones approach to business is two-fold:
to provide product extension - new features, dimensions and services in saturated
markets. These are areas like the UK, USA and Europe which have sophisticated users
who want and expect new functions from their mobiles. Developing new ways of delivering
products and services helps to keep existing customers and attract new ones. For example,
3G technology has improved the ability and quality of transferring voice and data. Very
fast internet speeds allow extended services such as video calling, music downloads,
mobile television and email messaging.
to look for opportunities in emerging markets. These include some of the worlds
more remote areas, including parts of Africa, where many people do not yet have access
to a mobile phone. The less developed infrastructure in these areas makes traditional
landline telecommunications difficult. Vodafone is committed to providing these markets
with the technology to develop communication that will help both economically and
socially. There are now more than four billion mobile phones across the world and 64% of
all users live in a developing country.
This case study highlights Vodafones activities in different types of economies and the impact
of technology on both developed and developing markets.
What is an economy?
An economy is a system which tries to balance the available resources of a country (land,
labour, capital and enterprise) against the wants and needs of consumers. It deals with three
key issues:
1. what is produced
2. how it is produced, and
3. who gets what is produced.
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Using technology to improve
economies
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CURRICULUM TOPICS
Types of economies
Developed markets
Emerging markets
Impact of technology
GLOSSARY
Vision: a summary in words,
setting out what an organisation is
striving to achieve.
Corporate responsibility: the
wider responsibility of a business
or organisation to a range of
stakeholders including the
community and society at large.
Product extensions: products
related to the core product i.e.
additional variants.
Saturated market: a period in
which there are too many units of
a product or of similar products on
the market so sales stop increasing
or the rate of increase slows down.
3G: third generation of digital
wireless communications services.
Analogue mobile phones were the
first generation. Digital marked the
second.
Emerging markets: a nation's
social or business activity in the
process of rapid growth and
industrialisation.
Infrastructure: the basic systems
and services, such as transport,
banking and finance and power
supplies, that a country or
organisation uses in order to work
effectively.
ACCESS TO COMMUNICATION
With the emphasis on
three focus areas:
Safe and responsible internet
Sustainable products and services
Climate change
Supported by responsible
business practices
Underpinned by
values, principles and behaviours
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There are three main types of economy: planned economy, market economy and mixed
economy.
Planned (also known as command) types of economies were found in previously communist
countries, such as Romania, Bulgaria and Russia, and in North Korea today. In a planned
economy the government makes all decisions for society. Producers only make what they are
instructed to make. The main benefits are that most workers are employed and most people
enjoy a similar basic lifestyle. The problems, however, may be far-reaching:
a planned economy gives little capacity for development, so growth and investment is limited
the infrastructure is usually under-developed as government spends on other areas such as
defence
wages are state-controlled, so people have less motivation to perform at higher levels
prices are fixed by government. Consumers often cannot afford luxury goods such as
computers or mobile phones, which are taken for granted in developed countries.
In market economies (also known as free enterprise) the governments role is limited to
providing legislation to protect businesses and consumers and making sure no single business
or organisation restricts competition. It also provides essential services (like police and
defence) and ensures the countrys money supply is stable. The main features are:
businesses are motivated by profits to make products that customers will buy
customers demand for products and services affects the levels of supply and the pricing
if customers do not buy and demand falls, then a business must make less, be more
efficient or produce an alternative product.
There are few, if any, examples today of countries with a purely free market economy.
A purely market economy could have several drawbacks. It could lead to inequality in society.
For example, those who can afford to pay for health care receive it, those who cannot pay,
do not. In times of economic crisis, without government intervention, many businesses, such
as major banks which have a fundamental role in the nations economy, would fail.
The mixed economy is a combination of both planned and market economies. Most countries
demonstrate a mixed economy, including the most developed countries like the UK and the
USA. Even a communist country like China has an economy which relies on a mixture of state
and private enterprise:
In a mixed economy, the government contributes and controls some resources and the
market controls the rest.
The proportion of each contribution may vary. For example, in some Scandinavian
countries, the state provides a very high level of social benefits but charges high taxes. In
the USA, public benefits (such as free national health care) are minimal. The UK position is
somewhere in between.
Developed economies
Developed mixed economies such as the UK produce large numbers of goods and services to
meet consumer needs. This sector represents the top of the socio-economic pyramid. In this
type of economy, where customers have choice, Vodafone needs to differentiate itself in the
market. It relies on its strategic mix of innovation in products and services, customer focus and
its responsible approach to business to meet consumer demand and develop long-term customer
relationships.
GLOSSARY
Planned (or command)
economy: where the central
government makes all decisions on
the production and consumption
of goods and services.
Market economy (or free
enterprise): where prices of
goods and services are determined
by supply and demand.
Mixed economy: incorporates a
mixture of private and government
ownership or control.
Socio-economic pyramid:
classification of economies,
countries or individuals according
to income.
Innovation: adding new ideas
that improve on existing ones, e.g.
in the development of products or
processes.
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Planned (command)
economy
Government plans, organises
and controls production
Market economy
(free enterprise)
Role of government is limited
consumers drive production
Mixed economy
Economic systems
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Vodafones business model is market-
orientated and customer-focused. It
researches customer needs and desires
and produces products and services to
meet those needs. For example, in the
UKs developed market, Vodafone
provides its customers with the benefit of:
network coverage for calls and data
across almost 100% of the population
a wide range of handsets and airtime
plans to suit every type of customer
and use
access to messages, email, the internet
and the sharing of images, videos and
music through mobile phones.
In developed economies, mobile phones are considered a normal part of life and the
functions they provide add value to landlines. Customers expect increasingly sophisticated
products. Vodafones integrated mobile system can be used for business, education or
socialising. The latest handsets allow people to keep in touch with family and friends through
emails, messaging and networking sites such as Facebook and Twitter. They can research and
develop their interests online or play games, listen to music or watch TV in any location.
Developing economies
Developing economies are those countries in the middle or bottom layers of the socio-
economic pyramid. These countries often face great difficulties in improving their economies.
For example, in planned economies, assets like land or property are owned by government.
Individuals and businesses are not used to making decisions and operating to make a profit.
When Bulgaria moved from its previous planned economy to a mixed economy at the
collapse of the Soviet Union, its agriculture, banking system and industry were not able to
support the levels of output the economy needed. However, with investment, economic growth
is now growing at a steady rate and Bulgaria was able to join the European Union in 2007.
Developing economies, like many emerging African nations, may also be market economies
but share features which hold them back:
the population lives on very low incomes (typically less than $2 or about 1 per day)
poor infrastructure such as transport (roads or railways) or local government
poor communication systems
low levels of basic health and education
a low Gross National Product (GNP).
Kenya is a developing market economy. Its infrastructure and communications are extremely
poor. Over 75% of the countrys workforce is in agriculture which can be affected by the
climate. Telephone landlines are scarce, expensive and difficult to install. Kenya has just 450
bank branches which are based in cities and tourist areas. 80% of Kenyan adults have no
bank account. Many of these are self-employed business people, such as small farmers. Only
27% have access to a bank because of the remote distances involved. In addition, theft is a
problem in many areas. These problems mean that small businesses find it difficult to
operate.
The impact of technology on developing countries
Over the last 20 years or more, mobile telecommunications and the internet have made great
leaps forward. Vodafone is a market leader in opening up access to people and information
around the globe 24 hours a day. The connectivity provided by mobile phone technology
supports economic development. Its impact on a developing country like Kenya has been
extremely positive. Many families live in vast, remote areas of the countryside. Installing landlines
over those distances is expensive and difficult.
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GLOSSARY
Market-orientated: when a
company bases its activities on
customer needs.
Gross national product
(GNP): the total of the value of a
countrys output over the course of
a year, including net income from
abroad.
Connectivity: linking people and
organisations together.
Developed
mixed
economies
Developing
market economies
Developing planned/
command economies
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164
Families are often separated as the main earners are forced to live and work in the townships in
order to earn enough to keep their families. Many are self-employed small farmers or trades
people such as plumbers and builders. For small businesses, better access to mobile
technology means that they can advertise to a wider audience and do not have to rely for
work on word-of-mouth. They can be sure that clients can contact them with ease.
Vodafone in partnership with Safaricom also recognised the need to improve the movement and
security of money to allow small businesses to grow. As a solution, Vodafone set up M-PESA
(literally mobile money) working with funding from the Financial Deepening Challenge Fund
(FDCF). This is a UK fund established to aid international development.
A mobile network is quick and easy to install and less expensive to run than landlines.
M-PESA provides a simple, secure, low-cost money transfer system:
A customer goes to an accredited M-PESA top-up shop and, in return for cash, has credit
registered on their phone via the M-PESA system (rather like a pay-as-you-go top up).
The customer receives a text message to confirm the transaction. They can either store this
on their phone until needed or they can forward it to someone else. When needed, the
credit can be converted back into cash at any registered M-PESA agent or even via an
ATM (cash) machine.
Vodafone takes a small commission on the transfer.
There are over 2,200 M-PESA registered agents in petrol stations, supermarkets and other
retail bases across Kenya and five million subscribers. The service has lots of benefits. For
example M-PESA has helped small businesses such as taxi drivers by enabling them to receive
money for fares without having to drive around with lots of cash in their cars. The service was
particularly helpful during a recent conflict in the country as it helped people to transfer
money safely. M-PESA has also been used to buy everyday items, as well as to pay the rent,
send funds to other people or buy phone airtime. It has even been used to pay school fees,
as secondary schooling is not free in Kenya. By providing safe, secure transfer of money,
Vodafones M-PESA system has:
helped small businesses become more financially secure
provided a safe way for wage earners to send money back home to their families
solved the problems of carrying around large amounts of cash.
Following these achievements in Kenya, Vodafone has extended M-PESA into other emerging
markets including Tanzania and Afghanistan.
Conclusion
Vodafone uses the capabilities of the mobile phone to bring value to both developing and
developed economies. The impact of mobile technology on developed markets over recent
years has been immense and has focused on providing added value to customers through
new and improved functions and features. By comparison, the impact of technology on
emerging markets such as Kenya has provided a real lifeline both to individuals and to small
businesses. The mobile phone has helped economic development in emerging economies.
With growth in the provision of mobile phones, Vodafone has enabled great improvements in
facilitating the flow of money and information, which is vital for economic growth.
By improving Kenyas telecommunications infrastructure and by providing the M-PESA system,
Vodafone has enabled more people to access and transfer money. This has also helped
socially by helping people to take advantage of employment opportunities away from their
home towns and villages.
Questions
1. Name the three main types of economy. Describe the differences between the three.
2. Explain how market economies benefit from technological innovation.
3. Analyse the relative value of landline and mobile telephones for emerging economies
such as Kenya.
4. Evaluate the impact of the M-PESA system on a small Kenyan business.
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