Innovation and Change Management in Vodafone

The assignment explores the concept of innovation in Vodafone, emphasizing its significance in a competitive business environment. It discusses how innovation can lead to customer satisfaction, revenue generation, and brand image building. The document also touches on the importance of change management, review, and impact analysis in implementing desired changes. Furthermore, it highlights Vodafone's efforts in bringing innovative services such as 5G network and In-Flight connectivity.

MANAGING
INNOVATION IN
BUSINESS

EXECUTIVE SUMMARY
This report will going to discuss about managing innovation within organisation which
simply means developing innovation strategy for proper management of business. Respective
assignment is base on Vodafone which is telecommunication industry company founded in 1982
and its headquarter is in United Kingdom. In 1993 Vodafone was an open the 380 stores within
several locations. Vodafone has introduced the highest 3 G network as well as in 2018 respective
organisation is working on 5G network services which will be offered at worldwide for
providing easy connectivity to people. Along with this, they are offering Fixed line telephone,
Mobile Phone, Broadband, digital television, Internet television and IPTV at global level. This
assignment discussed that, innovation is necessary for company working within
telecommunication industry because of its emerging market area. The same sector will bring
several innovation in the market for providing better telecom services to customers and make
them satisfy. Along with this, Vodafone will introduce 5G network as well as In-flight network
connectivity which will be beneficial in providing services to customers in easy manner. In
addition to this, road map of innovation has been designed for bringing In-Flight connectivity
within market. It is necessary because with the assistance of it overall process of innovation will
be examine in effective manner.

Table of Contents
INTRODUCTION ..........................................................................................................................1
THE FUTURE OF INDUSTRY 2020 AND BEYOND.................................................................1
THE ORGANISATION INNOVATION REQIREMENTS 2020 AND BEYOND.......................2
BUILDING THE FUTURE INNOVATION CAPABILITIES FOR THE ORGANISATION......4
CONCLUSION................................................................................................................................7
REFRENCES...................................................................................................................................9
.......................................................................................................................................................10

INTRODUCTION
Innovation is the procedure of evaluating new ideas in business as well as
implementation of thoughts for accomplishing success (Schaltegger, Lüdeke-Freund and Hansen,
2016). It is necessary for an company to manage their innovation within market in proper manner
for generating revenue and taking better place in competitive business environment. Moreover,
for a company it is important to bring something innovative in relation to products and services
for customer satisfaction or gaining better place in market. Managing innovation refers to
product, business process and organisational innovation. This report is based on Vodafone is
largest organisation of telecommunication industry and serving their services at worldwide level.
It was established in 1982 as well as headquarter at United Kingdom. Products offering by
respective organisation are Fixed line telephone, Mobile Phone, Broadband, digital television,
Internet television and IPTV. This report is going to discuss future of telecommunication
industry in 2020 and beyond. Along with this requirement of innovation of innovation for
Vodafone in or beyond 2020. in the end, future innovation capabilities for Vodafone
telecommunication industry organisation will build.
THE FUTURE OF INDUSTRY 2020 AND BEYOND
Telecommunication sector trends by 2020 and beyond for last 20 years, there is
continuous technical transformation and information waves result in growth within telecom
industry. Although, an age with saturated telecom penetration is coming and respective industry
is facing several new situations (Looking at Telecom industry trends by 2020 and beyond, 2019).
There are 5 disturbance which will drive most of the changes in telecommunication sector like
Integration with content service providers, IoT which impact is explosion of connected devices,
mobility, market saturation and Security. Apart from this there are several factors which result in
growth of telecommunication industry in the future explanation of these are as follows :- Ongoing regulation for telecommunication industry – This industry is going through
various regulation challenges because of competitive business environment. In some
previous year, European Union has dropped down their all roaming charges which result
in significant pitfalls for telecommunication industry (Morabito, 2015). Such trends in
regulations will continue in the upcoming years as well. The hottest topic, circling around
media nowadays is the GDPR regulation. According to critics, making your telecom
1

GDPR-compliant will cost millions. Yet, failing to comply with it, result in bringing
more concern. Each and every organisation of telecommunication sector need to protect
data related to their customers from any type of frauds as well as undesired
advertisements. Increasing population and developing new subscribers :- Internet is the tool which has
opened door for several new opportunities. As well as several common problems are
facing by individual now a days (Teece, Peteraf and Leih, 2016). For instance, shortage
of energy exist due to huge wastage of energy. As per the research conducted by United
States department of energy, electrical energy loss accounts for 67% of the total electrical
energy produced. The “Internet of Things” describes an unexampled blueprint for
industries like telecommunication and Information Technology. It has been expected that
by 2020, ratio within machine type communications to human type communications will
reach 30:1, that will allow operators to increase their subscriber base from 6 to 50 billion
people or even above trillion machines and objects, and thus opens a new door and serves
as the basis for “surpass population and developing new subscribers” for telecom sector. Increasing telecom and extending to other industries :– Revolutionary experience of
home networking help telecommunication industry for building new market. Home
networking is the major front line for network convergence of telecommunication, TV as
well as Internet. The “bi-direction and high information measure” features of the telecom
network have an benefit in network convergence or render new strategic opportunities for
operators to enhance telecom as well as enter within new industries.
 Surpassing the pipeline, and exploring new business model :- Technology like Cloud
computing brings several new opportunities for telecommunication sector. Broadband is
popular device which provide basis for cloud computing (Wheelen And et.al., 2017).
Because it appears in the form of information power plant and respective technology
bring drastic changes in traditional business mode of hardware, software as well media.
Customers are shifting purchasing of services instead of products.
THE ORGANISATION INNOVATION REQIREMENTS 2020 AND BEYOND
Telecommunication industry is wide in nature and having huge competition which
require organisation to come with some innovation within market area. Moreover, it has been
believe that telecom is important for society as well as its development because it connect people
2

in many ways at numerous locations around the global level. There are several innovation which
will be done by Vodafone till 2020 and beyond. Explanation of these are as follows :- Introduce 5G networks – Demand of marketing is increasing for mobile live streaming
and broadcasting which require fast as well as reliable wireless connections (Raimi,
Shokunbi and Peluola, 2017). Vodafone will come with 5G network in market which
promise to provide live broadcasting with faster, more reliable, secure and agile wireless
technology. Along with this, 5G also promise to come with trustworthiness, security,
scalability as well as universal mobility within telecom sector. It will result in boosting
various services and also direct connection to IoT. Apart from this, as superior mobile
broadband aim of introducing 5G is to empower IoT largely, offering the network
capacity and performance in several applications of IoT in the various contexts. This
innovation result in providing better network facilities to customers, help in building
brand image of Vodafone at worldwide level and satisfaction of service users.
 In Flight Connectivity – Vodafone will bring in flight network connectivity that will
result in a game changer for airline organisation. This innovation result in increasing
customers of respective company more because while travelling on the top people chose
using smartphone while travelling by plane. In simple term it is their first preference to
use mobile phone with better network connectivity while travelling in plane. Along with
this, there is threat also through IFCS (in-flight connectivity system) such as high target
of cyber attack. Thus, it is duty of Vodafone that offering service must be extra secured,
centrally managed as well as through lot of specific billing or content management
related functionalities applicable for in-aircraft usage (Sadgrove, 2016). Moreover, such
innovation will be more advantageous for Vodafone because it will help them in
generating revenue, satisfaction of customers and providing better services. There are
several business man who need proper connectivity while travelling and they want to
make calls for some business purpose. Thus, connectivity in flight will help Vodafone in
building their brand image at world wide level.
Thus, above mention innovation will take place by Vodafone till 2020 or beyond it which
help them in building brand image within market area as well as facilitating customers through
better services. Although, telecommunication sector is emerging which require something
3

innovative in business so that demand of customers can get fulfilled and Vodafone will also
generate revenue.
BUILDING THE FUTURE INNOVATION CAPABILITIES FOR THE
ORGANISATION
It is important for an organisation to frame innovation strategy because it result in success
of company as well as provide provide orientation and future focus. For brining innovation there
is requirement of proper communication to all the employees and commitment towards them so
that everyone can take participate in perfect manner (Schaltegger, Hansen and Lüdeke-Freund,
2016). Innovation roadmap is successful tool which provide assistance in developing innovation
strategies. Although, roadmap is just like an timetable design for innovation success as well it is
visual representation of strategic goals or theme along with time axis. Respective tool is
navigation system and particular for preceding specific topic. In simple term, innovation road
map is necessary for bringing something innovative within market area and satisfying customers
need and wants. Explanation of road map in relation to Vodafone for bringing innovation of In-
flight connectivity are as follows :-
Suggest - Innovation suggested for Vodafone is in-flight connectivity because it will
provide better services to people in effective manner and they can easily contact with family,
friends as well as other business members (Voegtlin and Scherer, 2017). This will be the best
innovation for grabbing customers and make them loyal towards Vodafone.
Reason – There is wide reason behind selecting innovation related to In-Flight
connectivity is people preferences is to use smartphone in plane while travelling but due to no
connectivity they are not able to use it. This is the main reason behind selecting In-flight
connectivity as well business class people can easily conduct telephonic meeting while travelling
in plane within easy manner.
Impact of changes -
 Research and development - Research and development refers to those activities that
companies undertake to innovate and introduce new products and services. It is basically
first stage in development process as its gaol is to take new product and services in
market (Osiyevskyy and Dewald, 2015). It is beneficial for a company to acquire this
process as it help in introducing new products and services or bring innovation in
4

existing product. Herein, mangers of Vodafone are conducting research and development
so that they can know what are difficulties and what are necessities that can have in their
innovation. They are coming with new innovation that is in flight connectivity with direct
networks. For such purpose they need to conduct proper research in market place to know
its advantage and pitfalls and according they can go through their innovation. Moreover,
it is an ongoing process of improvement that can be applied to current existing product,
services or process so that quality of their innovation can be maintained in an effective
manner.
 Required resources - Resources are defined as source of supply that are aided especially
that can be readily needed in manufacturing goods and services. In case of Vodafone, are
coming with with their new innovation that is in flight connectivity with direct network
system. For such they will need various resources such as technical team, connectivity
with airlines and with various network provides. So that each and every things are
maintained in an effective manner that it dose not fail to acquire their resources in an
appropriate manner. Herein, it is necessary for them to have full support with each team
so that they do not lack in resources in any manner.
 Technical skills required - Vodafone required to adopt various technology in order to
provide appropriate in fight connectivity to customers. such as first they to adopt onboard
antenna which pick up signals form its nearest tower that based on ground. This will help
respective company in providing appropriate internet connectivity services to its
customers in effective and appropriate manner. Along with this, they also need to adopt
technology related to satellite beam that directly connected to antenna which is situated in
airlines (Soon, you can check FB or call while flying: In-flight internet technology
explained, 2019). This will work more effectively when flight will pass through water
body compared with ATG (air to ground). By adopting both the technology respective
company able to service internet to their customers in effective and appropriate manner.
 Legal aspects - Legal requirement which is required by Vodafone for developing in flight
connectivity are they have to develop agreement with airlines companies which leads to
work in formal manner. Along with this respective company need to take licenses to
government in order to provide connectivity at fight at domestic and international level.
Respective company needs to licence from both government of state as well as nation.
5

Moreover they also need to follow various rules and legislations related to safety and
security of customers, clients and employees. They also need to take care of speed of
internet which is assigned according to government that will be based on hight and
distance. This must be adopted in order to ensure safety and security of customers and
other. There are also some other laws which Vodafone has to follow such as operation of
Air service in the community regulation, 2009, Civil aviation (insurance) regulation,
2005 and many more. Cost of change - Airline industry has one of the biggest drawback is that it does not
provide in flight connectivity (Marcocchia and Maniak, 2018). As soon as the flight
started the airline soon announces to switch off the mobile phone or take them on
aeroplane mode. This mode also disrupts the services of mobile connectivity. Vodafone is
trying to provide in flight connectivity ot its customers. This innovative idea will help the
company to increase its customer base. Therefore, the company is providing its services
to the customers. The cost of providing the in flight connectivity to the customers will
also a give a little burden over the customers. The costing of the person who is using the
mobile phone within flight should have to pay more as compared to talking generally on
land. The on air connectivity requires to have addition bandwidth which will be charged
by the government. Therefore Vodafone has to provide extra costing to the customers so
that they can earn some profit. The connectivity within airline does not require the
mobile towers to connect. This connection will be provided with the help of satellite .
Therefore Vodafone will charge a bit more to the customer to provide on air services
within flight.
Feasibility – It is necessary to practically implement respective innovation so that its
working will be identified along with effectiveness. Before getting approval related to particular
innovation it is necessary to check its feasibility (Glen and et.al., 2015). So that, if there will be
any problem in practical implementation then it can identified and resolve in appropriate manner.
Approval process (Formal meeting/ board meetings) – Before bringing any project in
the market it is necessary to get it approval which can be possible when board meeting conducted
and every member are involved in it. For an organisation it is required to implement positive
changes in their business practices through which thy can identify path of success in business.
All these changes required appropriate approval from the higher authorities of the firm who helps
6

them to implement new modification as per the business requirement and need (Lundberg and
et.al., 2017). Vodafone is a well known networking organisation that operates their business
activities in different countries. While implementing new idea of airlines connectivity, firm
requires to take authorised permission from the higher authorities of the countries before making
any changes in their business operation. Through this process they can create legal framework of
working within the organisation and can serve better services to direct user without any hurdles
and conflicts. Implementation of new idea is always required for a granted permission through
managing directors of firm or legal bodies of the specific country. These kind of approval helps
in implementing desired changes and modification in business practices for the business growth
and desired success. Unapproved changes can create negative contrast for the firm or can reduce
working capabilities on a desired level. Therefore, Vodafone needs to implement authorised
regulation in their firm that enhance stability in their working practices and provide them
effective success.
Apply the changes – While discussing innovation in the meeting several new opinions of
people will come out which help in making project more strong and implementing required
changes in effective manner (Negri, Vigolo and Bonfanti, 2016). all these further modifications
will help in doing this in more effective manner.
Review the impact of changes – After Implementing all these changes which come out in
board of meeting it is necessary to review all these again. So that, entire project can be check in
effective manner because after this it will get launch within market area and their will be no
chances of any mistake (Mattes, Zanker and Som, 2015).
CONCLUSION
From the above discussion it has been concluded that, innovation is related to
bringing some new ideas as well as though in market area with the assistance of product
and services. Along with this, it is necessary for an organisation to bring innovative
product in market area because continuous utilisation of same product result in getting
bored after sometime. This is the main reason Vodafone have to come with some
innovative service in competitive business environment. It will result in satisfaction of
users, generating revenue and building brand image in market at worldwide level. As an
emerging telecommunication sector result in several innovation by Vodafone till 2020
7

and beyond it such as bringing 5G network as well as connectivity of network while
travelling in flight.
Innovation of 5G network help in smooth connectivity as well as people can do
live broadcast in easy manner without any disturbance. It will result in easy customer
attraction because everyone want better connectivity of their smartphones as well as easy
live networks like video call or broadcasting. Apart from this, while travelling in plane
there is no connectivity of network which create problem for travellers. First preference
of people in plane is to use smartphone which require connectivity so till 2020, Vodafone
will bring In-Flight connectivity services. It will mainly help business class people in
conducting their meeting on phone call or any other discussion related to business. Along
with Vodafone, overall industry is working for bringing some innovation in the market
for facilitating customers and other service users. Moreover, from the entire discussion it
has been analysed that innovation play important role in overall sector because
technology is increasing and it require for fulfilling customers needs or wants.
For bringing innovation Vodafone is going through road map of innovation which
will properly analyse project by each and every step then after it come in market.
8

9

10