Mobile App Case Study: Vodafone's Self-Service Application

This case study examines the My Vodafone Self-Service App, launched in 2013, detailing its evolution and impact on customer service. Initially, the app faced drawbacks like infrequent updates and a non-user-friendly interface. However, Vodafone addressed these issues by upgrading the app to cater to various platforms (iOS, Android, Blackberry) and user types (prepaid and postpaid). The updated features include access to account information, offer prompts, complaint tracking, and VAS management. The app also provides revenue to both Vodafone and the app developers. The conclusion highlights the successful transformation of the application, emphasizing its improved architectural features and interface, leading to increased customer satisfaction and demonstrating its significance in the mobile services sector, especially in the context of competitive customer service.

MY VODAFONE APP

INTRODUCTION
Introduced in the year 2013, the My Vodafone App was
introduced in lieu of the Bharti Airtel App, thereby trying to
beat the competition. It can be downloaded by any person
irrespective of it being a Vodafone customer. However earlier
the app was launched only for the Vodafone customers and that
too not for its business clients. Soon it realised the drawbacks
and upgraded the application to cater to these two issues well in
advance. The said app enables various services to its clients
under one click thereby serving its aim “POWER TO YOU” i.e.
the goal to provide all the customers with such an app wherein
they would be able to manage their own account with ease,
thereby laying off the hassle of visiting a vodafone store for
each small query (Sridhar 2013)

BACKGROUND
The company has organized its business into two segments
EUROPE
(Germany, Italy,
UK, Spain and
other parts of
Europe)
AMAP
(Africa,
Middle east
and Asia-
Pacific)
The Company caters to various mobile services as
well as fixed network services such as cable, fibre
and copper networks and broadband services as well
(Reuters 2017).

DRAWBACKS OF THE APP POST ITS
IMMEDIATE LAUNCH IN 2013
When the app was initially launched in 2013, it had many drawbacks
which made it less user friendly and defeated their aim of “POWER
TO YOU”. The drawbacks are highlighted herewith:
1. It did not update its app frequently unlike its rival due to which it
failed to fix bugs on time
2. The user interface was not user friendly thereby demanded
improvisation until the new version was launched.
3. The pack data code which is shown in the home page is very
ambiguous in nature. For example “ ROB-II2GV28R98D1G”.
4. The app many a times, directs the users to other unwanted sites.
5. The architectural feature failed to give the customers an option
to raise service requests.
6. A single app downloaded does not allow access to usage of two
Vodafone numbers (Srikapardhi 2016).

FEATURES OF VODAFONE SELF-
SERVICE APP
The following are the features of the Vodafone app which got upgraded
to cater to the issues raised in the previous slide:
1. The App is launched for all types of users namely iOS, Android
and Blackberry, unlike the period when it was launched to cater to
only Android users.
2. The application confirms actual adaptation with the overall
system of the organisation. This ensures the customers to get hold
of important information such as that of outstanding bill amount.
3. App ensures working well with GPRS, Wi-Fi and 3G and 4G
services as well.
4. The customers are prompted of any such offers which are
available and is best suited as per the usage of the client.
5. Track status of current complaints made or service requests raised.
6. Management of VAS services with regards activation and de-
activation of the same.

FEATURES OF VODAFONE SELF-
SERVICE APP
Cont...
7. It not only caters to postpaid customers but also to the prepaid users.
8. Prepaid customers can look into their main and bonus balance.
9. Recharge account with the help of credit card.
10. However, it is not only the clients but also the developer of the app
and Vodafone too who have gained by the launch of the Vodafone
app, as on each download they earn revenue which is shared
between the in the ratio 70:30
11. The app is usable by non-Vodafone customers as well (Kerala IT
News 2015).

CONCLUSION
The details of the My Vodafone Self-Service App, hence can be
summarized, simply by pointing out the fact that although when the app
was launched it had various flaws, however the organization did not sit
back, and worked towards improvising its architectural features as well
as interface. The end result is that the entity has been able to ensure that
almost all of its customers are using the app successfully. It ensures to
upgrade the same more often than what it used to four years ago.
Thereby the fact that it has had to a revolution in the field of mobile
services cannot be denied. The competition has increased to such an
extent that it is very important to provide good quality customer service.

REFERENCES
Reuters. (2017). Vodafone Group Plc. Retrieved from
http://in.reuters.com/finance/stocks/companyProfile?
symbol=VOD.L
Sridhar,S. (2013). Vodafone India launches new MY
Vodafone app for Android, iOS and Blackberry. Retrieved
from http://www.fonearena.com/blog/83675/vodafone-
india-launches-new-my-vodafone-app-for-android-ios-and-
blackberry.html
Srikapardhi. (2016). Comparison of Self-Care Apps Offered
by Airtel, Vodafone, Reliance, Aircel, Tata Docomo and
BSNL. Retrieved from https://telecomtalk.info/comparison-
of-self-care-apps-offered-by-airtel-vodafone-reliance-aircel-
tata-docomo-and-bsnl/139985/

Cont....
Kerala IT News. (2015). Vodafone launches revamped version
of My Vodafone App. Retrieved from
http://keralaitnews.com/5556/vodafone-launches-revamped-
version-of-my-vodafone-app