The industry’s first Vodafone and BT
Voice of the Customer research programme

Wave 1 data available now. Wave 2 starting soon!

TelcoX Customer Research Programme

Brought to you by TelcoTitans, this ongoing research effort provides an exclusive perspective from BT and Vodafone 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 each telco’s priority investment areas from customer leaders
  2. Benchmark your perceived strengths and weaknesses and those of your competitors at BT and Vodafone
  3. Learn who each telco 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 telco account sales and development activities and initiatives
  5. Create research-backed account sales campaigns that target the right priorities for maximum growth inside BT and Vodafone

Benefits for ABM and Customer Marketers

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

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 BT and Vodafone and wants to maximise their growth by being the best supplier they can be. TelcoX sponsorship will give you deeper insight into the telco’s ecosystem, including what they value in their suppliers, their view of the competitor landscape and what’s on the radar for BT and 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 mid-2022 to help track trends, with Wave 1 BT also starting Summer 2022, and 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 Telco leaders say.

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

Watch the Wave 1 Briefing

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: