The industry’s first Vodafone Voice of the Customer Study

Wave 1 data available now. Wave 2 starting soon!

TelcoX Customer Research Programme

Brought to you by TelcoTitans and Vodafonewatch, this ongoing research effort provides an exclusive perspective from Vodafone’s leaders and decision-makers on the state of their business and their perceptions of suppliers and vendors.  Topics include:

Why Join TelcoX

Benefits for Account Managers & Sales Leaders

  1. Get a unique view of Vodafone priority investment areas from customer leaders
  2. Benchmark your perceived strengths and weaknesses and those of your competitors at Vodafone
  3. Learn who Vodafone identifies as leaders in key solutions areas, and who they prefer in your competitive peer set
  4. Draw on insight to help you get buy-in for new Vodafone account sales and development activities and initiatives
  5. Create research-backed account sales campaigns that target the right priorities for maximum growth inside Vodafone

Benefits for ABM and Customer Marketers

  1. Gain detailed analysis on the suppliers in a leadership position at Vodafone
  2. Take control of your brand perception inside Vodafone, using direct insight from customer leaders
  3. Get a better grasp of the trends, opportunities and threats facing Vodafone to focus your account marketing strategy
  4. Track the impact of your relationship development and ABM efforts at Vodafone over time
  5. Use research insights to drive ABM budgets and new account  planning activities to best target the needs of Vodafone going forward

How to Join TelcoX

Two participation levels available:

Standard Participation

You will get:

  1. Wave 1 report & standard briefing (now)
  2. Brand included in Wave 2
  3. Wave 2 trend report briefing (when available)
Premium Participation

(Limited availability - 3 packages remaining)

You will get:

  1. Wave 1 custom brand report & custom briefing (now)

  2. Design influence, insert custom questions, and brand in Wave 2

  3. Early preview of Wave 2 results, and custom Wave 2 brand trend report & briefing

  4. Right of first refusal for Wave 3 Vodafone

Key Research Features

All major geographies covered


of participants identify as decision makers


Supplier brands profiled including AWS, Cisco, IBM




Topics explored


Who benefits from TelcoX?

In short, anyone who owns accounts into Vodafone and wants to maximise their growth by being the best supplier they can be. TelcoX sponsorship will give you deeper insight into the Vodafone ecosystem, including what they value in their suppliers, their view of the competitor landscape and what’s on the radar for Vodafone’s senior decision-makers.

What is the TelcoX Research Programme?

TelcoX is a new research program from TelcoTitans that studies how Telco decision-makers view their own company, their competitors and market, and their suppliers. Wave 1, completed in the Summer of 2021, included respondents exclusively from Vodafone Group and their top OpCos. Wave 2 will again poll Vodafone leaders starting in early 2022 to help track trends, with other Telcos to be added in future Waves.

What topics and issues are covered in Wave 1?

Vodafone Company Direction and Imperatives:

  • Competitors and marketplace perceptions
  • Growth opportunities
  • Negative impacts
  • Investment priorities

Vodafone Supplier Brand Perception topics:

  • Overall mindshare
  • Perceptions (forward looking, influential, reliable, aligned, easily substituted, etc,)
  • Engagement funnel (first choice, preference, rejection, etc.)
  • Regard (NPS scale)
  • Buzz (positive, negative)
  • Solutions attributes (cloud, digital, data centre, services, infrastructure, mobile, fixed, etc.)
  • Emerging Suppliers

Special Section: Strategic Role of Data (and review of Dataverse vendors)

  • Perceptions and engagement funnel for data-centric suppliers
  • Brand associations for key data industry player
  • Relevance of strategic data at Vodafone

Who are the Telcos and Suppliers Covered in Wave 1?

Vodafone leaders answered questions about these Suppliers and Telcos:

  • Accenture
  • Alteryx
  • Amazon (AWS)
  • Amdocs
  • Apple
  • Capgemini
  • Ciena
  • Cisco
  • Cloudera
  • Databricks
  • Datavant
  • Dell
  • Domo
  • Ericsson
  • Google
  • Huawei
  • IBM
  • Intel
  • K2 View
  • Mavenir
  • Microsoft
  • MicroStrategy
  • Nokia
  • NTT Data
  • Oracle
  • Pegasystems
  • Qualcomm
  • Qlik
  • Salesforce
  • Samsung
  • SAP
  • SAS
  • Snowflake
  • Splunk
  • Teradata
  • VMware
  • ZTE
  • and more…
  • Vodafone
  • Airtel
  • Altice
  • America Movil
  • AT&T
  • BT
  • Comcast
  • Deutsche Telekom
  • Etisalat
  • Jio
  • KT
  • Liberty Global
  • MTN
  • NTT
  • Orange
  • Safaricom
  • Singtel
  • SK Telecom
  • SoftBank
  • STC
  • TIM
  • Telefónica
  • Telstra
  • Verizon

Are you leading or lagging? Learn what Vodafone leaders say

Get access to the findings now and join Wave 2 starting soon!

If you would like to learn more about the TelcoX subscription and sponsorship services, or to receive a preview of the research, please contact us: