Vodafone is entering the highly competitive broadband market with the launch of Vodafone Connect.
The company will provide broadband and home phone services to customers across the UK but has stopped short of offering a full comprehensive package.
A companion mobile app will come coupled with a router which will give customers control over the devices in their homes. Features such as ‘Boost’ will give users the ability to supercharge any device connected to their home network, in order to give it priority over others.
‘Beam’ can be utilised to send a stronger Wi-Fi signal to compatible devices anywhere in the home, while ‘Family Time’ will give customers to manage and set time limits for use.
The company’s fibre optic network, which can deliver speeds up to 76 Mbps, currently reaches exchanges which pass 20 million, with this figure expected to increase to around 22 million in the summer.
Paolo Pescatore, Director, Multiplay and Video, CCS Insight, said: "It’s a cut throat industry so it was important for Vodafone to bring something different to the market – and it has done that! The service is novel and heavily focussed on the customer experience.
Unlike others, Vodafone owns an extensive cable network and this puts it in a far stronger position. It is a real differentiator. "This is a good start, but we expected more features to be included such as cloud storage and content including pay TV, which are paramount in providing a truly comprehensive multiplay services offering. Most, if not all, broadband providers now offer a pay TV service.
"It makes perfect sense for Vodafone to target its core base, as our multiplay survey shows that people are willing to sign up to more services from the same provider. However, articulating the vast array of its innovative features will be challenging and this underlines the importance of its extensive presence on the high street.
"For now, its rivals shouldn’t be too overly concerned, but some may want to offer or market the new features Vodafone has launched such as Boost, the companion app as well as guest Wi-Fi.
"It is clear that the company needs to turnaround its fortunes in the UK and this is a step in the right direction towards offering a converged multiplay service. Its marketing slogan ‘Power To You’ uniquely describes its broadband service."
Vodafone Connect will initially be offered to existing customers in Manchester, Berkshire and parts of Hampshire and Surrey with Essex and others to follow. In order to boost adoption, the company is giving £5 off the standard broadband price the first 12 months.
Jeroen Hoencamp, CEO, Vodafone UK said: "This is a really exciting move for Vodafone in the UK as we move our business into a new phase. We’re looking forward to bringing our consumer customers the benefits of our experience in providing fixed and mobile services, both here in the UK and elsewhere around the world.
"Our significant investment is creating hundreds of new jobs over the next couple of years. We are looking forward to the year ahead, including our move into offering TV services, as one which will prove to be a step-change in our customers’ lives."
The company will also be creating more than 400 jobs in the South East of England and Glasgow.
