Vodafone to buy back smartphones to trump 4G launch by O2

Vodafone: the wait by Grey London
Vodafone: the wait by Grey London

Vodafone is set to go head to head with rival O2 as rumours build that both telecoms giants will launch their 4G networks in the same week.

O2 announced last week that it would launch its 4G network in London, Leeds andBradfordfrom 29 August, while The Times reports Vodafone will launch its network at the same time and will also unveil a proposition that offers to buy back older smartphones.

The proposition will appeal to customers who have smartphones, including the iPhone 5, that are incompatible with the UK’s 4G network.

An option of customers being able to sell back older smartphones comes as Vodafone experiments with alternative options to the standard phone contract.

Marketing revealed last year that Vodafone was to launch a phone-leasing service that would allow customers to switch smartphones every 12 months.

O2 hit back in April with the launch of its "refresh" service, which enables consumers to upgrade their phones at any point during their contract.

Both O2 and Vodafone are playing catch-up with EE, which launched its 4G network a year ago and predicts it will have more than one million 4G customers by the end of the year.

EE is most concerned with the competition it faces from Vodafone, which fared best in the 4G auction by winning bandwidth that will enable 4G to penetrate deep into buildings.

High-profile marketing activity for EE’s 4G network starring Kevin Bacon is attempting to position EE as the "best, biggest, fastest and most advanced" network.

O2 is paving the way for its 4G launch with a 'Be More' marketing campaign, while Vodafone is yet to launch its advertising push to promote its impending 4G network.


Before commenting please read our rules for commenting on articles.

If you see a comment you find offensive, you can flag it as inappropriate. In the top right-hand corner of an individual comment, you will see 'flag as inappropriate'. Clicking this prompts us to review the comment. For further information see our rules for commenting on articles.

comments powered by Disqus
Brand Republic Jobs

subscribe now


Lynx tells men not to leave love to fate
HBO captures awkwardness of watching sex scenes with parents
Primark to open first US stores with Boston chosen as flagship location
Marketing spend on the up but a reality check is needed before celebrating
Top 10 ads of the week: Jackpotjoy and BT Broadband fend off Kevin Bacon
Lidl beats Tesco to 10m Facebook fans
Center Parcs ad banned for encouraging parents to take kids out of school
Coca-Cola, Cadbury and Amazon named top brands for targeting youth market
Leaked document shows Nokia to be rebranded as Microsoft Mobile
Nike lays-off hardware staff in move that casts doubt on future of FuelBand
Greenpeace says save the bees or humans will die
What brands need to know about changes to VAT and online downloads in 2015
Jimmy Savile victims urged to claim compensation in new ad campaign
UKIP launches biggest  ad campaign and stirs up 'racist' accusations
Apple boss Tim Cook provides voiceover on ad touting firm's renewed green commitments
John Lewis walks consumers through its history to celebrate 150 years of business
Waitrose boosts content strategy with 'Weekend Kitchen with Waitrose' C4 tie-up
Hottest virals: Cute puppies star in Pedigree ad, plus Idris Elba and Fruyo
Amnesty International burns candles to illuminate new hope
Toyota achieves the impossible by calming angry Roman drivers
Tom of Finland's 'homoerotic' drawings made into stamps
YouTube reveals user habits to appeal to 'older' marketers
Ex-M&S marketing chief Steven Sharp consulting at WPP
Wolff Olins reveals new CEO after Apple poaches Karl Heiselman
Glasgow offers £30,000 prize to best digital idea for 2014 Commonwealth Games
Google's revenues surge but shares drop as it grapples with transition to mobile
Facebook beats Twitter to most 'marketing friendly' social media site crown, says DMA
Fableists believe children like Finn should be outdoors enjoying life
Homebase, Baileys and Camelot join the line-up at Media360
MasterCard renews Rugby World Cup sponsorship to push cashless message