Paolo Bertoluzzo [pictured], Vodafone's Group Chief Commercial and Operations Officer, highlighted "Vodafone differentiation" during Vodafone's 2013 H1 presentation (here).The first differentiation factor seems to be Vodafone's RED - its "worry free" mobile plan [see "Vodafone to Offer Multi-Device and Family Plans (End of 2013)" -here] that includes shared family and device billing. The following slides show the benefits to Vodafone:
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