Introducing the TelcoX Customer Research Programme

Find out who’s winning inside Vodafone

Vodafone Group spends around €40bn a year across 11,000 legacy and next-generation suppliers, typically controlled and influenced by small pockets of decision-makers.

TelcoX is an industry-first primary research programme giving a high-value deep dive into the world of Vodafone, its priorities, and its view of 50+ of its most important suppliers. To get the inside view direct from those decision-makers working within the heart of Vodafone, TelcoX is a must-have investment and a critical resource for even the most established vendors and well-connected partners.

This unique insider and trend research programme enables you to:

Understand Vodafone’s key technology (IT/Network) and business focus areas. Priorities, strategic and operational imperatives, and pitfalls as they see them.
Step into the minds of Vodafone leaders. Their perception of their own business, competitors, and the supplier brands they identify as ‘movers and shakers’.
Improve your brand’s position. Gain a deeper understanding of your customer, competition and new opportunities.

Key Research Features

All major geographies covered

89%

of participants identify as decision makers

50+

Supplier brands profiled including AWS, Cisco, IBM

100+

Participants

40+

Topics explored

TelcoX Preview - Available on demand

“Who’s Winning inside Vodafone”

Tuesday 30th November 15:00 GMT

Join the TelcoTitans team for a preview of the TelcoX Customer Research Programme via a live briefing on Tuesday 30th November.

TelcoX Research Programme

Wave 1 – Vodafone

The TelcoX Research Programme is accessed via a subscription service. The inaugural report topics are:

Why get access to TelcoX

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.

Why sponsor TelcoX?

The insight is broad-ranging, not available elsewhere and presents a thorough overview of the Telco supplier ecosystem from the perspective of handpicked Vodafone employees. 80% of respondents are wholly or partly responsible for supplier selection, in effect, giving you access to what they value most in a supplier.

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 Telcos (and more):

Suppliers

Telcos

How you can benefit

TelcoX has the potential to provide a valuable roadmap to a broad range of individuals within your organisation, including:

Account Managers

ABM and Marketing Managers and teams

Executives & Thought Leaders

Get a unique view of the priority areas of investment from senior managers and decision-makers inside your account
Identify the themes and technology topics important to top Vodafone influencers going forward
Gain a better understanding of your company’s perceived strengths and weaknesses and those of your competitors in the eyes of key customer leaders
Learn who Vodafone identifies as leaders in key solutions areas, and who they prefer in your competitive peer set
Draw on insight to help you get buy-in for new account sales and development activities and initiatives
Develop a broader view to improve your business relationships and maximise growth inside Vodafone

Take control of your brand perception and salience inside Vodafone, using insight from customer leaders to drive it forward
Understand senior managers' perceptions of you and other key Vodafone suppliers to leverage the positives and counter any negative associations in your ABM
Gain detailed analysis of what solutions Vodafone associates with your firm and your competitors, and how marketing impacts customer preferences at Vodafone
Get a better grasp of the trends, opportunities and threats facing Vodafone to optimise and identify any gaps in your account-focused messaging
Use the priorities of Vodafone's senior managers and decision-makers to inform your account marketing strategy and gain a competitive advantage

Gain a deeper understanding of the mood and industry concerns of senior managers and decision-makers at Vodafone
Discover the key investment opportunities identified by Vodafone's respondents to help define your industry messages and thought leadership
Get an immediate gauge on the perception of key supplier brands and their positive and negative associations; a helpful aid in optimising your own strategy and messaging to maximise growth in the market
Use insight to drive future strategy; improved context will inform how to invest ABM budgets and account planning activities and best target the needs of Vodafone to drive growth

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: