skip to main content


This case study analyzes Vodafone's strategy for smart living, exploring how through a simplified market approach, the operator has reduced the barriers to entry to the connected world and gained ground in the consumer IoT industry across Europe.


  • Vodafone focuses on simplicity as a key enabler for consumer IoT devices to go mainstream.
  • Vodafone's smart living product strategy relies 100% on trusted partners.
  • Vodafone's smart living strategy addresses the needs of multiple kinds of users.

Features and Benefits

  • Learn how Vodafone's On the go portfolio offers contractual flexibility and affordable service fees as key competitive differentiators.
  • Understand why the V-Home proposition looks restrictive and not differentiated enough when compared to rivals.

Key questions answered

  • Why should Vodafone expand the V-Home security service portfolio to serve a broader audience?
  • How has Vodafone eliminated complexity for its On the go product line?

Table of contents


  • In brief
  • Ovum view


  • Recommendations for Vodafone
  • Recommendations for service providers

Vodafone's connected life approach focuses on reducing the barriers to mass adoption

  • Setting the business context
  • Bringing the strategy to life
  • Outcome assessment


  • Methodology
  • Further reading
  • Author