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:

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

Key Research Features

All major geographies covered


of participants identify as decision makers


Supplier brands profiled including AWS, Cisco, IBM




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

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.

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.

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.

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

Vodafone leaders answered questions about these Suppliers Telcos (and more):


  • Accenture
  • Alteryx
  • Amazon (AWS)
  • Amdocs
  • Apple
  • 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


  • 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

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
  • Account Managers
  • ABM and Marketing Managers
  • Executives & Thought Leaders

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: