Abstract:

Vodafone is undoubtedly an innovative company. It employs thousands of technology experts and product managers, generating hundreds of ideas every year?and with a market of 300 million customers worldwide, there are plenty of people to sell them to. Nevertheless, too many of these ideas were not achieving their potential; a new product would be launched in several different markets, often with little success or with inconsistent results. The global insights team had started to realise the problem: technology-led innovations might not be meeting genuine customer needs.